Digital Marketing Customer Experience

Fernando Garcia linkedin.com/in/fernando-garcía-**a8229b

Director of Operations

Business Operations Strategic Marketing and Sales Succession Planning Service Delivery Customer Satisfaction

Business Administration P&L Gross Profit Analysis Inventory Control Continuous Improvement Accomplished Director of Operations with over 20 years of experience leading successful retail operations in the auto sector. Strategic leader with in-depth knowledge of retail operations, including business administration, organizational development, sales, marketing, and customer relationships. Record of accomplishment in turning around underperforming operations, driving new and recurring revenue streams, and building value in products and services.

Experience

Dealer Development Specialist- John Deere (March 2021 – Present) Support the development of special projects focused on improving dealer’s financial return and superior customer experience levels as the Dealer network strives to achieve B2C Market leadership.

• Improve dealers’ strategic understanding of their B2C business levels and support the execution of digital marketing activities to meet customer needs in this space.

• Conducted an RFP to find the right supplier that would help Deere drive a digital marketing strategy that would work for B2C, B2B and Aftermarket.

• Founded the John Deere Certified Digital Program (JDCDP) that helped Deere and Dealers define the dealer’s area of responsibility.

o Digital Health Check: Established KPI’s on a dealers digital marketing strategy and drove hierarchal reporting that measure a dealer amongst their peers. o Drove an increase in scores YOY with a high level of engagement from the dealer network, implemented consultations with dealers and Division Business Managers to review their strategy.

o Created Customer Engagement Check: B2C, Parts and Service to use a mystery shop like experience to verify and improve Dealers’ customer experience o Established KPI’s on dealer lead management via email, text and over the phone, resulting in scores and response time continuously improving YOY o Spearheaded multiple process change endeavors for Dealer organizations to improve how leads were handled

• Collaborated across key stakeholders from departments such as Marketing Customer Insights and Channel Analytics to find a solutions for delivering proper leads to dealers as a result of findings from JDCDP.

• Launched Enterprise Lead Management System (ELMS) for John Deere to connect Deere sales leads into Dealers’ CRM systems

Fernando Garcia linkedin.com/in/fernando-garcía-06a8229b District Manager – Mazda North American Operations (MNAO) (Jan 2018 – February 2021) Serve as a direct interface between MNAO and the dealers. Advised dealers on strategies and practices to drive growth, revenue, and market share. Built and established strategic relationships with dealers to facilitate alignment with the corporate vision and introduced owner loyalty strategies to help the dealers build long-term revenue growth in service and returning customers.

• Marketing -- ensured the representation of a complete marketing purchase funnel at every dealer.

• Sales Volume – increased sales volume through product training, incentive strategies, and execution of a customer loyalty retention process to leverage the benefits of returning customers and sales referrals.

o Led the region’s customer retention plan for the last two years; created a process to drive customers back to the brand to repurchase new cars from the brand.

• Lead Management -- understand break downs by carline and help implement a proper process to drive better conversion at each carline.

• Wholesale Car Operations -- study market trends within dealer regions to supply and build an inventory of products that meet customer demand.

Dealer Performance Consultant – Xtime (Dec 2014 – Jan 2018) Supported the marketing and sale strategy of Xtime software to Mazda dealerships. Acted as an enterprise customer and dealership advocate within Xtime. Delivered client-facing program management and in-dealership consulting to high-profile customers using Xtime’s Service Experience Platform. Traveled throughout the territory as a Subject Matter Expert (SME) representing Xtime and Mazda North America.

• Collaborated with corporate to develop the go-to-market strategy as an SME in dealership business operations. Reinforced the company’s vision of offering a robust Service Experience Platform to the dealership network.

• Created marketing material to tell the story to support the corporate intent of the software solution.

• Worked closely with the product engineering team to design and implement new software to meet customer demands in a changing market. Increased utilization in software by creating a process specific to their dealers, accomplished by increasing their ease of doing business.

• Trained new hire sales consultants on the marketing strategy and the features and benefits from the products and service.

Fernando Garcia linkedin.com/in/fernando-garcía-06a8229b District Manager -- National Tire and Battery (2012-2014) Managed a territory of 12 retail auto service centers with a staff of 120 employees, with full business and operational responsibilities including full P&L, organizational development– recruiting, hiring, training, and succession planning.

• Increased the ranking of an underperforming district from 16th in the division to 4th. 2014

• Increased sales by 8% #1 Ranked District in the Division of 16 Districts for overall KPIs. 2013

• Led the district to the number #2 ranked district for overall KPIs in the company by generating

$17.4M in sales per year. 2012

• Created a farm system with local tech schools and universities to build a pipeline as a source of future employees.

Area Manager -- National Tire and Battery (2006-2012) Directed the daily activities of two primary stores and oversaw ten secondary stores—developed and executed strategies to increase sales and profits through improved marketing and operational continuous improvement initiatives.

• Managed the SWOT team chartered with rapidly turning around failing markets in a seven- day timeframe. Assessed strengths, weaknesses, opportunities, and threats and initiated a turnaround plan that included process improvement, targeted training, and revised marketing plans.

• Led a team to prepare stores slated for buyouts. Analyzed the local market conditions, inventoried, assessed personnel, inventoried tires and parts.

• Assessed the analysis results and created an exit plan to leave the market and hand over a turnkey operation with brand integrity.

Store Manager/Service Manager/Retail Tire Manager -- National Tire and Battery (2005-2006) Managed the daily operations of a full-service auto center in the roles of Store Manager, Service Manager, and Retail Tire Manager with full P&L responsibility for all departments managed and achieving corporate objectives that include revenue, customer satisfaction, and employee development goals.

• Implemented unique processes to hit strategic sales targets.

• Promoted 5+ employees to positions in other stores and regions.

• Increased customer service index and repair metrics from the fourth percentile to the first percentile.

Education

Business Administration (80 hrs.) Houston Baptist University, Houston, TX Professional Development

Certifications -- Facebook Blueprint Google Ad-words Fundamentals Gulf Region Lead Management

Training

Michelin High Potential Leadership Training, Dale Carnegie Training, MOHR Retail RMM Multi-Unit Level

Proficient in PC – Microsoft Outlook, Word, Excel, PowerPoint, Publisher Languages – English and Spanish

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