When Marcel Barwanietz left his home in Germany to pursue an education in the United States, he spoke little English and had no safety net. A soccer scholarship brought him to Lincoln Memorial University (LMU), where he earned both his Bachelor of Business Administration (BBA) in 2015 and Master of Business Administration (MBA) in 2017. Today, he leads product satisfaction for Volkswagen, bridging customer insights for vehicles launching 5 years into the future.
Barwanietz began his career at Volkswagen shortly after completing his MBA, but his path wasn’t without challenges. As an international student, securing a work permit proved difficult. Delays in his immigration paperwork nearly derailed his offer, but with help from family connections and strong support from Volkswagen, the process was expedited, and he was able to begin his career on schedule.
Once cleared to work, Barwanietz entered Volkswagen’s graduate rotational program, beginning as an analyst in Texas. He ensured dealerships received the correct vehicles and managed distribution and incentives. He was then selected for a three-month assignment in Germany, acting as the liaison between the U.S. and German teams during a vehicle launch. He later joined the after-sales marketing team at Volkswagen’s Washington D.C. headquarters, overseeing dealership marketing programs related to post-purchase services.
His pivotal move came when he was tapped to join the quality department, where he worked closely with a newly appointed German executive from China tasked with turning around quality in North America. “He became a mentor and gave me a front-row seat to how large organizations operate at the top,” said Barwanietz. “I went from the working-level straight to the top with full visibility into how the company was run through the Board of Management. The people you see on the news were now the ones I interacted with on a daily basis.”
After three years serving as a chief of staff, he was appointed to lead Volkswagen’s product satisfaction department. His team serves as the voice of the customer during product development, providing data to guide vehicle features, functionality, and design decisions, based on real customer insights.
“We discuss questions like: Do the cup holders match our local customer requirements? Can your phone fit properly in the wireless charger?” he explained. “We use AI tools to collect and analyze feedback. This helps shape design choices for cars coming out years down the line. Right now, we’re working on models launching in 2031.”
Using virtual reality (VR) technology and physical prototypes, his team evaluates customer preferences and translates them into vehicle designs tailored to U.S. markets. The work doesn’t stop at launch, his department also tracks satisfaction throughout a model’s lifecycle and provides input for future redesigns.
Despite his corporate success, Barwanietz remains deeply connected to his LMU roots. He credits the university for giving him the space to grow up and develop the leadership skills he relies on today.
“I came to LMU after spending a year at a community college in Kansas. My English was still rough, and I had no safety net. LMU provided an environment free of distractions. I came to love the region, the personal attention, and the relationships with professors. Soccer helped shape my leadership, but more importantly, it’s where I met my wife.”
Now a father of three, Barwanietz lives with his family in the U.S. His wife, also a former LMU student-athlete, taught for five years before deciding to stay home and raise their children, a goal they had aligned on early in their relationship.
“The most important decision you’ll ever make is who you marry,” he said. “They’ll either pick you up or pull you down.”
Barwanietz currently serves on the LMU School of Business Advisory Board and has recently hired a summer intern from LMU. He said giving back to the university is a personal priority.
“I’m passionate about growth and development. LMU gave me so much, and now I’m in a position to help. The best professors were those who could bring real-world experience to the classroom. I hope I can do the same through the advisory board.”
Looking ahead, Barwanietz plans to continue building his personal brand in and outside of Volkswagen while contributing to the broader business community. But no matter where his path leads, his connection to LMU remains a driving force behind his success.
Lincoln Memorial University is a values-based learning community dedicated to providing educational experiences in liberal arts and professional studies. The main campus is in Harrogate, Tennessee. For more information about the undergraduate and graduate programs available at LMU, contact the Office of Admissions at 423-869-6280 or email at admissions@LMUnet.edu.
