The 100 Marketers Project

In this episode of the 100 Marketers Project, Andrew Street and Matthew Davis sit down with Kate Howell, the Marketing Director for Mullinax Automotive, a group spanning 12 rooftops and 13 stores. Kate discusses her journey of transitioning from a building products agency into automotive and the unique challenge of building an in-house ad agency from the ground up.

The conversation dives into the importance of brand identity—specifically Mullinax’s "shiny, happy, simple, easy, fun" philosophy—and how to maintain a distinct look in a market full of cookie-cutter advertising. Kate also shares her perspective on the "power in numbers" when building relationships with OEMs like Ford and her forward-looking goals for 2026, including a major focus on data hygiene and CRM integration.

• From Building Products to Ford Trucks: Kate’s transition into the auto industry.
• The Stealth Scale-Up: How Mullinax secretly built an internal agency and replaced their outside providers in just months.
• "Shiny Happy People": Defining and defending a strict brand style guide in a sea of generic ads.
• The First One-Price Store: Leveraging "no dealer fees" and transparent pricing as a powerful marketing hook.
• Winning at Reputation: How Mullinax reached the top 10 in the country for review velocity and response.
• Power in Numbers: Partnering with other dealers to influence OEM technology and dashboards.
• The 2026 Roadmap: Why data hygiene and DMS cleansing are the next big frontiers for dealership profitability.
• Ringing the Bell: Why the marketing director’s primary job is to get them to the door and drop them off.

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In this episode of the 100 Marketers Project, we’re joined by Ashley Cavazos and Shaun Kniffin of NCM Associates to unpack what’s really happening inside dealerships today — and what leaders need to pay attention to next.

Both Ashley and Shaun bring a unique perspective to the conversation, having previously served as marketing directors inside dealerships, giving them firsthand experience with the day-to-day realities of dealer operations, internal challenges, and performance pressures. Now at NCM, they work closely with dealers across the country, offering a rare blend of practical, in-store experience and high-level operational insight.

This episode is a must-listen for dealer principals, GMs, and marketing leaders who want clarity in a noisy market — and practical insight into how the best-performing stores are adapting.

Key Topics:

• What NCM is seeing across dealerships nationwide right now
• The biggest operational challenges holding dealers back
• Why performance problems are rarely just a marketing issue
• The growing importance of alignment between marketing, sales, and fixed ops
• How economic pressure is forcing smarter, more disciplined decision-making
• Where dealers are overspending — and where they should refocus
• Why accountability and process matter more than new tactics
• The role of leadership in driving sustainable dealership performance
• How data should be used to guide decisions (not just report results)
• Common mistakes dealers make when reacting to short-term market shifts
• What top-performing dealers are doing differently today
• Advice for dealers navigating uncertainty in 2025 and beyond

This episode is a must-listen for dealer principals, GMs, and marketing leaders who want clarity in a noisy market — and practical insight into how the best-performing stores are adapting.

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In this episode of The 100 Marketers Project, we sit down with Adeline Fusco, Marketing Director for Keeler, an eight-dealership automotive group spanning Connecticut and New York.

Adeline shares what it’s really like managing marketing across luxury brands like BMW and Genesis, and why people-first, human content has become one of her most powerful growth drivers. From building trust through employee-focused organic social, to running motorsports events, email campaigns with 30%+ open rates, and navigating brand awareness challenges for emerging luxury brands, this conversation is packed with real-world insights.

We also dive into:

• Why organic social is outperforming follower growth metrics
  
  
• How Keeler uses content to combat declining website traffic and zero-click search
  
  
• The role of email marketing in owning your customer base
  
  
• Balancing brand building vs. lead generation
  
  
• Thoughts on AI, authenticity, and why genuine voice still wins
  
  
• What Adeline is testing next as the group expands into new markets
  
  

If you’re a marketing leader in automotive (or any industry) looking to create trust, stand out in crowded markets, and make marketing actually work for the business — this episode is for you.

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🎙 Episode 16 — Tyler Stout, Director of Vibes and Chaos Creation at Bob Smith BMW 

In this episode of the 100 Marketers Project, we sit down with Tyler Stout — the self-proclaimed “Director of Vibes and Chaos Creation” at Bob Smith BMW.

Tyler’s career path spans selling cars, Shift Digital, Stream Companies, OEM partnerships, and now leading revenue-driving strategy across sales, service, marketing, and ops at a high-performing BMW & MINI store in Calabasas.

In this episode, Tyler breaks down:

• How dealership marketers should actually think about revenue, not vanity metrics
• Why first-party data + CDP is transforming how smart dealers build audiences
• How luxury customers expect a white-glove, human-first experience (and where AI fits in)
• The biggest differences between agency life vs. dealership life
• The used-car challenges hitting luxury stores in 2024/2025
• How he’s using AI tools, predictive analytics, and creative experimentation to drive results
• The real opportunity dealerships are missing: authentic content and social strategy

Tyler brings honesty, humor, and a rare 360° perspective — agency, vendor, OEM, and dealership — making this one of the most actionable episodes for marketers and operators looking to grow smarter.

🎧 Tune in to hear why “vibes and chaos” might be exactly what your dealership needs.

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🎙 Episode 15 — Nathanael Greklek, Corporate Brand Director at Mohawk Auto Group

In this episode of 100 Marketers, we sit down with Nathanael Greklek, Corporate Brand Director at Mohawk Auto Group—one of the most creative, progressive, and community-driven dealership groups in the industry.

Nathanael shares how he went from delivery specialist to building a full in-house content team responsible for some of the most viral dealership videos on TikTok and beyond. From their “Office-style” series that exploded online, to building a brand that customers trust long before they step foot in the showroom, Nathanael reveals exactly how Mohawk Auto Group has woven social media, storytelling, and community impact into the core of their business.

Whether you’re a dealer, marketer, or content creator, this episode dives deep into the real playbook behind dealership branding in 2024—how to create content people actually want to watch, how to scale internal creators, how to turn philanthropic work into a brand amplifier, and how to build a culture where employees genuinely want to participate.

If you're looking for actionable insights on social content, dealership brand building, team structure, and the future of automotive marketing, you’re in the right place.

• Nathanael’s Path to Corporate Brand Director
• How Mohawk Auto Group Went Viral
• Does Social Media Drive Store Traffic?
• How Social Media Has Changed for Dealers
• Building & Scaling an In-House Content Team
• Community Partnerships & Philanthropy as Marketing
• The Four Tiers of Dealership Branding
• What Dealers Should Do First If They Want to Start Content
• Hiring the Right Internal Creator
• Creativity, Inspiration & Staying Fresh
• Building a Culture People Want to Work In

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🎙 Episode 14 — Kate Downing, COO of Williams Auto Group

In this episode of 100 Marketers, we sit down with Kate Downing, COO of Williams Auto Group, for a candid look at how modern dealerships are evolving from the inside out.

Kate shares her journey from agency-side marketer to dealership COO, the lessons she learned along the way, and how she blends advertising, operations, and customer experience to drive real results across multiple rooftops.

We dive into:
 • How nimble, family-owned groups can outmaneuver large publics
 • Why in-house marketing still gives dealers a massive edge
 • What she learned from NCM 20 Groups and Car Dealership Guy’s new COO circle
 • The real reason third-party platforms perform differently in each market
 • Her take on AI in auto — what’s hype, what’s actually working
 • How Williams Auto Group is preparing for their Techion transition
 • Why process + people + product still win in every department
 • And the metrics she believes will matter most over the next few years

If you’re a dealer leader, marketer, or operator looking for real, practical insights (not theory), this episode delivers.

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In this episode, we sit down with Sivia Sasa, Internet Sales & Marketing Director at Mac Haik Ford Lincoln, for one of the most refreshingly honest conversations in automotive marketing. Sivia breaks down what 30 years in sales — including 18 in auto — have taught him about strategy, culture, vendor relationships, and why most dealers still chase the wrong metrics.

Topics we cover in this episode:

• How Sivia climbed from Internet Manager to Director — and how the role has evolved
• Why holistic marketing beats chasing KPIs or “silver bullet” tactics
• The real ROI behind email to past customers (and why tracking doesn’t show the whole picture)
• Why buying leads is a desperation play — and what to do instead
• The hidden power of consistent social advertising, even when it’s not on your dealership’s page
• How Mac Haik creates an authentic culture employees love — and why that matters for marketing
• Using customer data, loyalty, and cadence-based marketing to drive predictable sales
• How to get more value from your vendors (and not get sold fluff)
• Why video doesn't need big budgets — just real people and a phone
• The truth about Google ads vs. social ads for today’s dealers
• How the parts department contributes to dealership stability and branding
• Why “doing everything a little” and “a few things really well” is Sivia's marketing philosophy

Sivia also gives candid takes on branding vs. lead gen, why dealers overlook their best audiences, and how to market effectively even in a tough economy.

If you want a no-BS blueprint for running smarter marketing without wasting money — directly from someone who’s lived the role for nearly two decades — this episode is a must-listen.

🎙 Episode 12 — Brandon Price, Digital Marketing Director at Cavender Auto Family

In this episode of 100 Marketers, we sit down with Brandon Price, Digital Marketing Director for the Cavender Auto Family, to unpack how he scaled marketing across twelve brands and seventeen rooftops. Brandon shares his journey from selling cars and working the service drive to leading a fourteen-person in-house marketing team that functions like a full-service agency.

Listeners will learn how Cavender Auto approaches dealership acquisitions, integrates new stores into the family, balances branding and lead generation, and innovates vehicle acquisition directly from service drives. Brandon also dives into using AI in marketing and sales, creating engaging social media content, recruiting top talent, and maintaining compliance while driving results.

This episode is packed with actionable insights for automotive marketers, dealership leaders, and anyone looking to grow their business through smarter marketing and operational strategies.

Key Topics Covered

1. Brandon’s Career Journey – From dealership sales and service to leading a multi-store marketing team.
2. Scaling Marketing Teams – Building an in-house team of 14 across media buying, creative, social, and digital strategy.
3. Acquisition Playbooks – How Cavender Auto integrates new dealerships efficiently while respecting local markets and OEM requirements.
4. Balancing Branding vs. Lead Generation – Strategies for established markets vs. newly acquired stores.
5. Vehicle Acquisition from Service Drives – Processes, forms, incentives, and proactive outreach to acquire inventory.
6. AI in Marketing and Sales – Using AI tools for CRM follow-ups, website chat, equity mining, and service campaigns.
7. Social Media Strategy – Leveraging organic content and human experiences to drive engagement, recruitment, and community connection.
8. Recruiting Top Talent – How authentic marketing content attracts employees and strengthens workplace culture.
9. Adapting to Market Nuances – Customizing campaigns for different OEMs, communities, and customer behaviors.
10. Looking Ahead – Plans for testing AI, experimenting with software platforms, and refining marketing fundamentals in 2026.

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🎙 Episode 11 — Michael “Mouch” Moushon, Marketing & Technology Director at Jenkins Auto Group

In this episode of 100 Marketers, we talk with Michael Moushon, known in the industry as “Mouch,” about balancing data, technology, and people inside a fast-growing automotive group. As the Marketing & Technology Director for Jenkins Auto Group, Michael shares how he manages marketing across multiple rooftops, integrates new stores, and builds smarter systems for collaboration, data, and customer experience.

He opens up about the realities of being a “one-man band,” how to navigate vendor relationships, and why empowering people at the store level is key to long-term growth.

If you’re looking for an authentic look at what it takes to modernize dealership marketing while staying human-first, this conversation is a must-listen.

⏱ Key Topics 

• From Store-Level Hustle to Group Leadership: Michael’s path to leading marketing and tech for a 20+ rooftop group
•  The Reality of Wearing 8 Hats: How to stay organized and effective as a one-man marketing department
•  Balancing Brand and Performance Marketing: Building awareness while still driving short-term results
• Dealer Growth & Integration Challenges: How Jenkins Auto Group scaled from 16 to 23 franchises
• Data, CDPs, and AI Adoption: Why clean data is the foundation for automation and personalization
•  Vendor Relationships Done Right: Translating between store goals and vendor execution
•  Empowering Store-Level Teams: The power of collaboration and involving GSMs and internet managers in strategy
•  In-House Innovation: How dealers are building internal tech and marketing teams
•  Culture & Communication: Why accessibility, humility, and helping others still win in this industry

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🎙️ Episode 10 – Scott Skougard, Marketing Director at Roseville Kia

Podcast: The 100 Marketers Project

Hosts: Andrew Street (DealerOMG), Matthew Davis (TradePending)

In this episode of The 100 Marketers Project, we sit down with Scott Skougard, Marketing Director at Roseville Kia, who’s redefining what it means to run a dealership marketing operation.

Scott shares how his store went from 23rd to 1st in their district in just 60 days, and the mindset, training, and unconventional marketing strategies that fueled the turnaround. From hand-coding his own website to prioritizing authentic, person-to-person communication over automation, Scott shows what happens when creativity and curiosity drive dealership success.

He also dives into:

• Building a dealership culture centered around growth and continuous improvement
• Turning “reject” salespeople into top performers
• How hands-on SEO and unique website experiences can dramatically increase leads
• Balancing brand-building with immediate sales goals
• The real role of AI in dealership marketing (and why it’s not ready for prime time)
• The power of human connection—from local newsletters to multilingual marketing and community events

This is a must-listen for anyone looking to break away from cookie-cutter OEM marketing and build something truly original.

Like what you hear?

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