The 100 Marketers Project – Détails, épisodes et analyse

🎙️ Episode 5 – Gary Ladue, Marketing Director at Modern Automotive Network

Podcast: The 100 Marketers Project

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

In this episode of The 100 Marketers Project, we sit down with Gary Ladue, Marketing Director at Modern Automotive Network. Gary shares how his team approaches automotive marketing across multiple rooftops, balancing brand consistency with local dealership needs.

From his philosophy on vendor partnerships to his take on digital retailing, Gary opens up about the strategies that help Modern Automotive scale while keeping people and relationships at the center. If you’re looking for a candid take on what works in dealership marketing today, this episode delivers.

⏱️ Timestamps:

• ⏱ Key Timestamps
  • [00:01:00] Introduction to Gary Ladue and Modern Automotive Network
  • [00:04:00] The evolving role of a marketing director in automotive retail
  • [00:08:00] Balancing group-wide strategy with local dealership execution
  • [00:12:00] Building better vendor relationships and holding partners accountable
  • [00:16:00] Digital retailing: customer expectations vs. dealership realities
  • [00:21:00] The importance of training and communication across stores
  • [00:25:00] Marketing beyond leads — brand trust, community, and retention
  • [00:29:00] Gary’s advice for future automotive marketers

Like what you hear?

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🎙️ Brian Ortega, Creative Director at Valley Hi Toyota & Kia

Podcast: The 100 Marketers Project

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

In this episode of 100 Marketers, we sit down with Brian Ortega, Creative Director for Valley Hi Toyota and Kia, who has built a reputation for blending sharp marketing strategy with laugh-out-loud creativity. Brian shares how he approaches dealership branding, the role of community-driven campaigns, and why thinking outside the box matters more than ever in today’s auto retail landscape.

From experimenting with AI tools and evolving creative workflows, to tailoring campaigns for each franchise store, Brian breaks down how dealerships can stand out in a crowded market—and why originality will always beat cookie-cutter content.

If you want a behind-the-scenes look at where dealership marketing is headed—and a good laugh—this conversation delivers.

👉 See below for some of the hilarious videos Brian has created that put Valley Hi Toyota & Kia on the map.

Beware of Gasquash

Camp Valley Hi

Valley Hi Zombies

⏱️ Timestamps:

0:01:42 — Exploring SGE & Generative AI
0:02:48 — Why Creative is the Thumb-Stopper in Ads
0:03:45 — From GoPro Experiments to Storytelling
0:04:41 — Balancing Brand Emotion vs. Direct Results
0:05:39 — Keeping Content Fresh: Humor & Relatability
0:06:40 — Creating Energy in the Dealership Experience
0:07:32 — Behind-the-Scenes: Making Video Content Easy
0:08:28 — Building Campaign Hubs with Commercial Content
0:09:27 — Social Media Metrics vs. Real Business Outcomes

0:19:39 — Driving Traffic with Tent Sales & Targeted Pushes
0:20:48 — Don’t Hate the Game: Adapting to Market Shifts
0:22:02 — Experimenting with AI Image & Video Generation
0:23:17 — Overcoming the “I Can’t Do Video” Mindset
0:24:40 — What’s Coming Next in Dealer Marketing Trends
0:25:52 — From Raw Media to Finished Campaigns
0:27:07 — Creative Evolution: Staying Ahead of the Curve
0:28:34 — Why Cookie-Cutter Vendor Content Falls Flat
0:29:55 — Making Content That No Other Dealer Has
0:31:10 — Tailoring Creative to Each Franchise Store

Like what you hear?

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Contact Ashley: ashley@dealeromg.com and lets get your opinion out into the world!

🎙️ Dustin Schuler, Director of Marketing at Bud Clary Auto Group

Podcast: The 100 Marketers Project

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

In this episode, we sit down with Dustin Schuler, who climbed the ranks from dealership intern to Director of Marketing for Bud Clary Auto Group—now overseeing marketing across 14 franchise dealerships, government fleet centers, and retail stores. Dustin shares his journey, the strategies driving their success in used car acquisition, and how his team balances grassroots community branding with the ever-present demand for leads.

We dive into his approach to leveraging AI tools like Microsoft Power Automate, ChatGPT, and Google’s VO3 to streamline workflows, personalize campaigns, and cut production costs. Dustin also offers a behind-the-scenes look at building a marketing tech stack, managing a hybrid team, and keeping every profit center aligned.

If you want real-world insights on dealership growth, creative marketing, and staying ahead in a tech-driven auto market, this conversation delivers.

⏱️ Timestamps:

• 00:04 – Show intro & mission
• 00:09 – Hosts introduce the podcast & automotive marketing focus
• 00:15 – Host introductions
• 00:17 – Why this podcast exists
• 00:22 – Sharing insights for retail auto marketers
• 00:30 – Dustin’s career journey: intern → Marketing Director
• 00:34 – Managing multiple dealerships & staff
• 00:39 – Fleet, retail, and group responsibilities
• 00:45 – Using AI and leading a hybrid team
• 00:51 – Organizing profit centers & processes
• 01:16 – Guest introduction: Dustin Schuler
• 01:20 – Overview of Bud Clary Auto Group (14 franchises)
• 01:24 – Breakdown of fleet, retail, and service operations
• 02:29 – Leveraging video content & past resources
• 05:10 – Strategies in used car acquisition
• 07:40 – Grassroots community branding vs lead generation
• 10:05 – Building a marketing tech stack
• 13:15 – Microsoft Power Automate for workflow automation
• 15:45 – Using ChatGPT in dealership marketing
• 18:20 – Google’s VO3 for personalization & cost savings
• 21:05 – Managing and motivating a hybrid marketing team
• 23:30 – Keeping profit centers aligned across the group
• 26:55 – AI’s evolution in automotive marketing
• 27:47 – Challenges and skepticism around AI adoption
• 28:20 – Connecting with peers in marketing & AI
• 29:30 – Closing thoughts & takeaways

Like what you hear?

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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 2 – Alex Gauthier, Director of Marketing at Heuberger Subaru

Podcast: The 100 Marketers Project

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

Guest: Alex Gauthier, Director of Marketing at Heuberger Subaru

In Episode 2 of The 100 Marketers Project, Andrew Street and Matthew Davis talk with Alex Gauthier, the Director of Marketing at Heuberger Subaru—one of the highest volume Subaru dealerships in the U.S. Alex shares what it’s like being one of the only marketers going through the NADA Academy, how he’s reigniting old-school channels like email and text with smart targeting and AI, and why owning first-party data is now mission-critical for dealers. From creative branding insights to the tools that actually make a difference, this is a must-listen for retail auto marketers who want to level up.

⏱️ Timestamps:

00:00 – Intro: Why we're interviewing 100 automotive marketers
 01:45 – Meet Alex: His role and why Heuberger Subaru stays independent
 04:10 – What it’s like being a marketer at NADA Academy
 07:30 – Data vs. intuition: Knowing when to trust your gut
 09:55 – Brand vs. demand: How Heuberger balances both
 14:20 – Subaru’s national branding and community expectations
 17:10 – The month-end chaos: How marketing handles pressure
 19:45 – Tools in the marketing tech stack
 21:30 – Connecting advertising to real sales with first-party data
 25:40 – Why targeting is the real key to great ads
 28:00 – How AI is saving Alex hours—and helping him rebuild a VW van
 35:20 – The power of AI in summarizing insights and scaling personalization
 39:10 – What’s working: SMS and email that beat salespeople's response rates
 44:00 – Lessons from high-performing email marketing
 47:15 – Knowing your customer isn’t you: Avoiding marketer bias
 50:10 – Owning vs. renting your data in automotive
 55:00 – The future: Activating small, high-intent audiences at scale
 58:00 – Closing thoughts: Be the dealer doing something different

Like what you hear?

Subscribe and follow along as we talk with 98 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 1 – Tyler Rauch, Marketing Director at Superior Automotive Group
Podcast: The 100 Marketers Project

Hosts: Andrew Street (Dealer OMG), Matthew Davis (TradePending)
Guest: Tyler Rauch, Marketing Director at Superior Automotive Group

In the premiere episode of The 100 Marketers Project, we sit down with Tyler Rauch—Marketing Director at Superior Automotive Group—to explore how he’s scaled strategy across 16 rooftops, built out an in-house creative team, and cut through vendor buzzwords to focus on what actually moves the needle.

From OEM politics to barbecue sponsorships, Tyler brings a refreshingly honest look at what it really takes to run marketing for a fast-growing group—and why he believes automotive marketing should be treated more like a speedboat than a cruise ship.

⏱ Episode Timestamps:

00:00 – Meet the Hosts & Mission of the Show
01:00 – Tyler’s Role at Superior + Rapid Growth Across Markets
02:30 – Corporate OEM Background: Ford, Chrysler, and Consulting
05:45 – Budget Blind Spots & Auditing Ad Spend the Right Way
07:30 – The Problem with Buzzwords (Especially SEO)
10:00 – The Myth of “Turnkey” Marketing Programs
13:00 – Building a Marketing Team from the Ground Up
15:45 – Managing Social Media Across 16 Rooftops
18:10 – Balancing Brand vs. Performance Marketing
21:00 – Can OEMs Ever Support Grassroots Marketing?
23:30 – Favorite OEMs to Work With Right Now
25:00 – Tech Stack Talk: How Many Tools Are Too Many?
28:00 – Cutting Through the Noise: 13 Vendors Down to 5
30:00 – Most Rewarding Part of the Job: Freedom to Innovate
32:30 – Building Brand Pride in the Local Community
34:00 – Where to Follow Tyler & Superior Automotive Group

🔗 Like what you hear?
Subscribe and follow along as we talk with 99 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 to the world!

🎙️ Episode 6 – Joe Brown, Chief Marketing Officer at Frank Leta Automotive Group

Podcast: The 100 Marketers Project

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

In this episode of the 100 Marketers Project, Andrew and Matt sit down with Joe Brown, CMO at Frank Leta Automotive Group. Joe shares his journey in automotive marketing, how his team tests new strategies, and why balancing data with gut instincts has driven real success. From evolving websites to experimenting with ad platforms, Joe walks through what’s worked, what hasn’t, and where dealerships should focus next.

If you’re a dealership leader or marketer looking to sharpen your edge in automotive advertising, you’ll love Joe’s candid insights and proven strategies.

Timestamps:

• 00:02:00 – Joe’s start in automotive marketing and early lessons learned
• 00:08:30 – The role of testing in scaling dealership growth
• 00:16:45 – Data vs. instinct: knowing when to pivot
• 00:25:10 – Biggest challenges dealerships face in today’s market
• 00:32:00 – Joe’s advice to the next generation of automotive marketers

Like what you hear?

Subscribe and follow along as we talk with 97 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 7 – Brandon Redwine, Digital Marketing & BDC Director at Yokem Toyota

Podcast: The 100 Marketers Project

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

In this episode of The 100 Marketers Project, Andrew Street (Dealer OMG) and Matthew Davis (TradePending) sit down with Brandon Redwine, who oversees both digital marketing and BDC at Yokem Toyota in Shreveport, Louisiana.

Brandon shares how his team is consistently moving 120–130 units a month despite thin new car inventory, and why running both marketing and BDC gives him a unique edge in turning campaigns into sales. He dives into:

• How Yokem Toyota leverages a CDP (Fullpath) to unlock new opportunities.
• Why he believes traditional “lead forms” aren’t as critical as they used to be.
• His approach to balancing brand-building with immediate sales results.
• Campaign strategies for driving trades and equity mining with TradePending.
• The role of AI tools in reporting, creative, and dealership operations.

It’s a candid look at how one dealer marketer is blending data, technology, and people to keep business thriving—even when inventory is scarce.

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 8 – Steve Schmith, Director of Marketing & Strategy at Travers Automotive & RV Group

Podcast: The 100 Marketers Project

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

In this episode, Andrew sits down with Steve Schmith, Director of Marketing & Strategy for Travers Automotive & RV Group in St. Louis. With more than 25 years in automotive marketing and data strategy—but only months on the dealer side—Steve shares a unique perspective on what it takes to balance brand, data, and day-to-day dealership demands.

Steve talks about:

• Moving from the vendor/consulting side to the dealer side and how that shift changes decision-making
• Building a clean data foundation before unleashing AI and marketing automation
• Managing a martech stack of 10+ partners and creating cross-partner “town halls” to unify efforts
• The importance of walking in the customer’s shoes when evaluating ads and user experience
• Balancing brand building vs. lead generation when you’re a marketing team of one
• Using reviews and reputation management to drive search visibility and customer trust
• Creative marketing channels like Saturday Night Drive, their long-running local TV inventory show
• Experimenting with AI for segmentation and content while protecting customer data

Steve’s blend of big-data insight, hands-on dealership experience, and purpose-driven leadership offers actionable ideas for marketers navigating today’s automotive landscape.

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!