PRISCILA ELIZONDO SILVA

Subareas: Marketing, Market Intelligence and Business Development Center (aftersales and commercial new & pre-owned cars)

States (5): Nuevo Leon, Tamaulipas, Chihuahua, Coahuila and Veracruz

Brands (20): Honda, Toyota, Nissan, Acura, Renault, Hyundai, KIA, Stellantis (Chrysler, Dodge, Jeep, RAM, Fiat), Mitsubishi, JAC, Lexus, Chirey, BYD, Omoda-Jacob and 2 in process

Other Business Units: Merkauto, CLEBER Fleets, Kantai Solutions and SAMSARA

Main Achievements

• Member of the company's executive C-Level team, directly reporting to the President & CEO.
• Responsible for project of brand value creation in company, launching CLEBER as brand to market.
• Creation of descriptive, predictive and prescriptive BI system; combining market, product, price, promotions and CLEBER data.
• Part of due diligence team in acquisition of 5 new dealerships of Toyota, Kia and Honda, representing +20% of gross profit growth.
• Strategic accompaniment for existing brands entering to new markets, and for new OEMs in their landing in Mexico.

- Research and analysis of the market to define product, price, placement and promotion

- 2022: Chirey, Mitsubishi, JAC, Renault and Toyota

- 2023: Omoda-Jaeco, BYD, and 2 more in process.

• Centralization of all Business Development Center, commercial and after sales. 2023 (Jan-Jun) YoY:

- Increased +21% in headcount and -31pp in rotation (24%)

- Units sales in new cars +32% (2,888), representing 19% (+2pp) of tot sales

- Units sales in pre owned cars +14% (768), representing 20% (+1pp) of tot sales

- Appointments in after sales +5% (25,585) and +6% (20,502) units received

• Increased traffic at POS and leads. 2023 (Jan-Jun) YoY:

- Traffic +42%, and sales conversion +3pp (27%)

- Leads +23% and conversion +4pp (54%)

Main Responsibilities

Marketing

• In charge of create annual Marketing Budget (~70MM) and monthly administration.
• Create, implement, and manage data-driven and profitability, multi-channel marketing strategy that aligns CLEBER goals with all brands in core business and other business units. (B2C, B2B and B2B2C)
• Increased market awareness and penetration through development of creative collateral.
• Increased consumer retention by reactivating dormant consumers through retention campaigns.

Market Intelligence

• Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions.
• Utilized detailed market research, specific population demographics and lifestyle data to identify product target markets.
• Identify new opportunities for growth in core and new businesses.

Business Development Center (BDC)

• Assure at least 20% of total units sales through BDC.
• Continue improvement in dashboards, KPIs, recruitment process, talent retention, compensation schemes, training and customer experience.
• Identify new opportunities for growth.

Marketing area headcount: +120 / Subareas: Marketing and BDC / States: 4 / Brands: 15

Main Achievements

• Started central marketing area from concept to completion
• Part of strategic process to get brands: JAC and Lexus
• Alignment and homologation of commercial BDC in all brands

Main Responsibilities

• In charge of create annual Marketing Budget (~40MM) and monthly administration.
• Continually maintained and improved company's reputation and positive image in markets served.
• Ensure right execution of marketing strategies maximizing operative results and brand engagement.
• Established, initiated and optimized marketing and business development strategies based on company targets, product specifications, market data, and budget factors.
• Develop strategies to increase traffic at website and to POS, creating quality leads assuring improvement in conversion rates and average ticket.
• Conducted market research to identify new opportunities and target markets.
• Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
• Captured new customers by optimizing business strategies and launching products to diversify offerings.

MS of Toyota sales in Mexico: 10% / Marketing area headcount: +50 / Subareas: Marketing, BDC, Hostess, CX / States: 4

Main Achievements

• Team with highest grade in working climate survey for 3 years.
• Largest Toyota Dealership group in Mexico since 2018 uninterruptedly.
• Traffic increased +20% in POS, leads +40% and sales conversion +7pp.
• Developed BDC from concept to completion in Toyota CLEBER and helped TMEX with implementation of BDC and salesforce nationwide.

Main responsibilities

• In charge of create annual Marketing Budget (~8MM) and monthly administration.
• Worked within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics.
• Conducted research to analyze customers' behavior, preferences and purchasing habits.
• Proposals of new business opportunities.
• Co-lead commercial strategy, quality area, database quality and customer retention.

NL & COAH: Automotive multiband dealership group with +10 brands and food division with Carl’s Jr, Buffalo Wild Wings and IHOP

• Manage annual and monthly budget with ROI analysis.
• Identified appropriate marketing channels and target customers for campaigns for 16 dealers.
• Designed and implemented advertising and public relations activities.
• Product launches in Mexico, including dealers and media.

• Corporate image, and public relationships
• Conducted research and analyzed data to provide detailed reports on various business topics.
• Support in automotive nationwide launches and corporate events
• Management of professional and personal agenda of CEO and owners.

• Created company brand messaging, collateral materials, customer events, promotional strategies, and service commercialization.
• Captured new stakeholders by optimizing business strategies and launching products to diversify offerings.