The 100 Marketers Project

Episode 19 – Kate Howell, Marketing Director of Mullinax Automotive

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. Like what you hear? Subscribe and follow along as we talk with more brilliant marketing minds shaping the future of automotive retail.  Think you got what it takes to be a guest?  Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!

Episode 18 – Ashley Cavazos and Shaun Kniffin of NCM Associates

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. Like what you hear? Subscribe and follow along as we talk with more brilliant marketing minds shaping the future of automotive retail.  Think you got what it takes to be a guest?  Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!

Episode 17 – Adeline Fusco, Marketing Director at Keeler

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. Like what you hear? Subscribe and follow along as we talk with more brilliant marketing minds shaping the future of automotive retail.  Think you got what it takes to be a guest?  Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!

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

🎙 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. Like what you hear? Subscribe and follow along as we talk with more brilliant marketing minds shaping the future of automotive retail.  Think you got what it takes to be a guest?  Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!

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

🎙 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. 📌 KEY SUBJECTS COVERED IN THIS EPISODE * 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 Like what you hear? Subscribe and follow along as we talk with more brilliant marketing minds shaping the future of automotive retail.  Think you got what it takes to be a guest?  Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!