Mercedes-Benz Technician Careers

The Setup

Behind every star is a technician, and there aren’t enough of them. Mercedes-Benz USA needed a steady pipeline of skilled service technicians across its dealer network. Fewer people are going into the trades, and other industries are recruiting the same talent. The brand’s tech-training programs (ELITE and START) were strong, but nobody knew about them. Veterans and women, two of the most promising talent pools, weren’t hearing from Mercedes-Benz at all. The campaign had to make technician work feel like what it is at Mercedes-Benz: a premium, high-skill career with real growth.

What I Led

I led the experience strategy and creative direction for the campaign across every touchpoint. I defined the audience segments and the career story for each one. I built the information architecture around how candidates actually decide: understand the career, see the path, find the dealer, raise a hand. From there I directed the visual system: light, sleek, silver-and-gray, and unmistakably Mercedes-Benz. I carried it across desktop, mobile, in-dealership touch screens, out-of-home and email, and partnered with the dealer and training teams so every lead landed with someone ready to hire.

What We Delivered

• Recruitment platform with dedicated paths for ELITE & START, Military Techs and Women Techs
• Dealer job finder with a map-based “Register with this dealer” flow
• Candidate app for tracking interest, training milestones and dealer matches
• In-dealership touch-screen experience for walk-in recruiting
• Out-of-home campaign, “Behind every star is a technician.”
• Email nurture series from first interest to first interview
• Brand-aligned visual system for the campaign