Citroën Germany: Stefanie Becker appointed Marketing Director to drive growth

Unprecedented momentum in the German automotive market

The German automotive market is historically known as the most demanding and competitive in Europe. However, it is precisely on this challenging ground that Citroën is currently demonstrating remarkable progress. This success is by no means accidental; it is the result of a bold marketing strategy focused resolutely on the public. By increasing popular initiatives, the brand with the double chevrons has successfully broken traditional codes to become a staple in German households.

Whether through its notable presence in indoor football, its strategic partnership with the German Olympic team, or its highly visible involvement in the Sylt Surf World Cup, Citroën has built a dynamic and accessible image. This increased visibility has attracted a new customer base, drawn by a renewed product range and a fresh brand narrative. Within this context of strong growth, a major change has occurred in the leadership of the German subsidiary: since April 1st, 2026, Citroën Germany has welcomed a new Marketing Director to lead this next stage of development.

Management transition: Stefanie Becker succeeds Roman Franke

Citroën's current success in Germany bears the mark of Roman Franke, who has guided marketing operations with an innovative vision over recent years. However, a new chapter is beginning for the brand. Roman Franke has chosen to leave the Stellantis Group at his own request to pursue new personal and professional challenges. To succeed him, the choice fell on Stefanie Becker, a well-known figure within the Stellantis universe, whose arrival signals a clear desire to strengthen synergies between traditional marketing and new digital opportunities.

Thomas Goldboom, CEO of Citroën Germany, emphasized the importance of this appointment for the brand's future in the country: "With the arrival of Stefanie Becker, Citroën Germany is gaining a recognized marketing expert with many years of experience in the automotive industry and a perfect command of modern sales and communication strategies. Her expertise in digital marketing, the development of online sales channels, and her in-depth knowledge of the brand within the Stellantis Group will be essential to consolidate Citroën's positioning in Germany." He also added: "I would like to personally thank Roman Franke for his excellent work in recent years and wish him the best for the future, both professionally and personally."

A career of excellence dedicated to customer experience and digital innovation

The arrival of Stefanie Becker at the helm of marketing is more than just an internal appointment; it represents the integration of over 15 years of expertise in marketing, media, and digital sales. Her professional background reflects a deep understanding of the automotive sector from every angle. Since June 2022, she has led the Online Sales / E-commerce division at Stellantis Germany, where she played a leading role in developing digital distribution channels and implementing the group's online marketplace strategy.

Her history with the group goes back even further, particularly within the former PSA Group. Between 2017 and 2019, she served as Marketing Director at Peugeot Germany, after managing the cross-brand media strategy for Peugeot, Citroën, and DS Automobiles. This global vision of the French brands is an undeniable asset for Citroën. Stefanie Becker began her career at the media agency MediaCom, working for major clients such as Skoda Auto Deutschland, Volkswagen Deutschland, and Procter & Gamble, giving her a high-performance perspective on communication levers.

Speaking about her new role, Stefanie Becker shared her strategic vision: "Regardless of my precise role, one element has always been at the heart of my work: a concrete impact for customers and dealers, as well as an open dialogue. My goal was and remains to sustainably strengthen the business with and for dealers, to effectively integrate online and offline processes, and to make the brand accessible to our customers." This commitment to bridging the gap between digital tools and the physical dealership network is central to the brand's current challenges.

Strategic continuity for an ambitious future in Germany

The departure of a talented executive like Roman Franke is a natural occurrence within large international automotive structures. He leaves behind a revitalized Citroën brand in Germany, capable of competing with local manufacturers through marketing ingenuity. His fresh ideas and ability to engage the brand in popular events laid the foundations for long-term success.

The arrival of Stefanie Becker ensures a smooth and efficient transition. Being already fully immersed in the Stellantis corporate culture and the Citroën brand DNA, she will not require a major adjustment phase. Her mission is clear: capitalize on recent advertising and event successes while injecting her technological expertise to optimize the German customer's buying journey. Between automotive tradition and digital modernity, Citroën appears to have found the ideal profile to confirm its status as the preferred alternative for German drivers seeking comfort and boldness.