Shirley Nguyen

April’s Member of the Month is a woman whose career story begins at age 11 - working as a machinist in her parents' garment workshop, contributing to her family as the child of immigrants. That foundation of hard work and resilience has carried Shirley Nguyen all the way to Head of Sales Planning and Operations at BMW Australia, where she oversees everything from national volume planning to getting the right vehicles into the hands of customers.

One of her most defining moments came while living in the US, where she stepped into the MINI Product Manager role as a new mum to twin girls. It was challenging, formative, and the chapter where her love for automotive truly took hold.

A passionate advocate for women in the industry, her advice is simple: step outside your comfort zone - that's where growth happens. Read on for a conversation that's honest, warm, and full of hard-won wisdom.

Explain your job to us? 

I am the Head of Sales Planning and Operations for BMW Australia, responsible for leading the end-to-end process that ensures the right products reach the market at the right time. My remit spans national production volume planning, product ordering, and the logistical flow of vehicles from the factory through to our retailer network. I also oversee sales programmes and market offers, ensuring they support our commercial objectives and customer expectations.

My role requires a blend of strategic thinking and operational excellence: analysing market trends, aligning with global production teams, collaborating with cross-functional departments, and ensuring our network has the tools and products needed to perform. What I enjoy most is the visibility across the entire lifecycle—from forecasting and planning, to execution, to seeing the final result on the road and with our customers. The dynamic nature of the work keeps me constantly learning, and I’m proud to contribute to shaping the future direction of the BMW brand in Australia.

What was your first job? 

My first job started long before I ever earned a formal pay. At age 11, I worked as a machinist in my parents’ small garment workshop, overlocking thousands of pieces each week to help support our family. As the child of immigrant parents, contributing wasn’t optional — it was part of our reality. I remember the hum of the sewing machines, the smell of fabric, and the quiet pride I felt knowing that my work genuinely made a difference to our household.

Those years taught me the value of hard work, precision, and resilience before I even realised it. They shaped my work ethic and the way I approach every challenge today.

My first official “real” paying job — the one that wasn’t cash in hand — was a Financial Services traineeship at Esanda Finance. That role opened the door to the corporate world and set the foundation for the career I would go on to build.

What do you love about your job? 

I genuinely love the people I get to work with every day. I’m surrounded by talented, passionate individuals who challenge me, support me, and share a common commitment to excellence. There’s a strong sense of teamwork and trust across the organisation, and that makes even the most complex challenges feel achievable.

I’m also deeply aligned with the BMW brand and its values — innovation, responsibility, and a commitment to creating exceptional experiences for our customers. It’s motivating to work for a company that not only strives for high performance but does so with integrity and purpose.

What I enjoy most is the cross-functional collaboration. My role gives me visibility across multiple parts of the business, and being able to connect the dots between strategy, operations, and customer outcomes is incredibly rewarding. No two days are the same, and the dynamic nature of the work keeps me energised and continuously learning.

Ultimately, I love knowing that the work I do contributes to shaping the organisation’s future direction. Being part of an industry undergoing rapid transformation — and helping navigate that journey — is both exciting and meaningful.

What challenges do you face in your job? And in a male dominated industry?

The automotive industry is undergoing a significant transformation, with evolving customer expectations and increasing competition. Understanding consumer behaviour is critical. Although the sector has traditionally been male-dominated, I’ve seen positive change over the past decade — more women are entering the field, and more men are championing gender diversity. The female perspective is essential, particularly given the influence women have in major household decisions. 

Has there been a pivotal moment in your career? Something positive or a challenge you experienced.

I’ve been fortunate to have leaders who believed in my potential even before I did, encouraging me to pursue opportunities that shaped my career trajectory. Moving into volume planning was a major turning point, as it deepened my love for forecasting and data analytics. Another defining moment was becoming a new mum to twin girls in the U.S. while stepping into the role of MINI Product Manager — a challenging period that also helped me develop a genuine passion for the automotive world.

How do you manage/maintain work/life balance? What do you do?

As a working parent, balance is not always perfect, and guilt is unavoidable at times. There are moments when personal commitments take priority and other times when work comes first. For instance, I missed my daughter’s senior prom but made sure I was home for her graduation. When I am with my family, I focus on being present and creating meaningful time together. My children know that if they truly need me, I will make it happen.

What is the best piece of advice you were ever given?

The best advice I’ve been given is that I can achieve anything I set my mind to — and that I should never limit myself by assuming I can’t. This was given to me very early in my career and has stayed with me.

What is your advice for a female trying to build her career and move up in automotive?

Embrace the journey and be willing to step outside your comfort zone. Growth happens when you take on challenges that stretch you.

What can the industry do to make itself more appealing to women?

We need to offer stronger support for women entering and progressing in the industry — though this is as much a societal issue as it is an industry one. Women often shoulder a greater share of household responsibilities, so understanding and providing flexibility are crucial. It’s not only about confidence; it’s about having the support needed to manage both personal and professional demands. Many women feel pressure to “have it all,” but it’s important to recognise that it’s okay not to — and that having a strong support system makes all the difference.