By INSTITUTIONAL COMMUNICATION | EGADE BUSINESS SCHOOL
A passion for business can open the door to new opportunities for making a meaningful impact. That’s how Rebekka Hein began her journey in marketing—what started as a curiosity quickly became her true calling.
That initial spark led her to become Senior Marketing Manager B2C at Michelin for Central America, where she has driven remarkable results: increasing product availability from 55% to 82%, reducing lead costs from € 12 to € 3, and managing over €180 million in sales.
During her time at the company, Michelin was recognized by Selecciones Reader’s Digest as the most trusted tire brand among consumers and launched new product lines that now account for more than 50% of its annual sales volume.
Before that, the EXATEC EGADE had already been building her path in marketing and sales at companies such as BMW, Bosch, ASUS, and Sparkasse-Finanzgruppe. In 2024, Merca 2.0 magazine honored her in its 85 Marketing Women list, recognizing her career and accomplishments in the field.
In an interview with the magazine, Hein reflected on the evolving challenges in consumer behavior:
“Consumers are increasingly informed; they don’t just buy a product—they buy an experience and seek to identify with the brand they choose.”
She also emphasized the importance of artificial intelligence, augmented reality, and sustainability as key trends for the years to come.
A proud alumna of the EGADE MBA, Rebekka exemplifies how women leaders in marketing continue to drive transformation and pave the way for future generations. Her story inspires pride and reinforces a shared sense of purpose in a community committed to conscious, strategic, and global leadership.
