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Thursday, October 25, 2007

Ralph Paglia

Over 20 years of digital marketing and information technology implementation in the automotive industry. Expertise in solution scoping (design development), defining value propositions and associated performance measurement systems, market research analysis, organizational development, strategic planning, tactical implementation, Web Services and Web 2.0 application interface design leadership. International reputation as one of the automotive industry's most creative problem solvers with a history of developing techniques later adopted on industry wide scales.

Pioneered the practical use of automotive online marketing in 1986 in San Diego, CA. He used dial-in access to corporate Bulletin Board Systems (BBS) with his charter enrollment in the first public access ISP... CompuServe. Ralph obtained BBS access information from customers employed by technology and defense contractors. He generated the industry's first Internet Leads by posting vehicle offers on each BBS. News of his success with these early digital marketing experiments inspired creation of the first automotive Internet Lead provider, Autobytel.

In 2002 he led Research and Development, wrote Scope Of Work and Trained over 50 consultants to execute BDC installations and CRM Implementation at Ford's top 1200 dealerships.

Designed and obtained OEM approval for in-dealership Internet Lead Management Process implementation program for 322 Mercedes-Benz USA dealers.

Created seminar presentation materials and in-dealership procedures, then led a team of 25 consultants that delivered the national launch and orientation program for American Honda's "Interactive Network" (iN) system roll-out to over 1,200 Honda and Acura dealers in the USA.

Selected, trained and supervised a team of 8 Technology Assisted Selling (TAS) consultants for Reynolds Consulting's "Top Gun" eBusiness program that implemented Internet Sales Departments for over 500 dealerships with over 20 different franchises.

Ralph Paglia (’s Specialties:

Development of formal response and subsequent presentation for OEM issued Requests For Proposal (RFP), Requests For Quote (RFQ) and Requests For Information (RFI).

Development Team leadership for automotive CRM solutions. Secured contracts with Gulf States Toyota for development of a Toyota eCertified dealer development program. Facilitation of Toyota eCertified Dealer training workshops for over 100 Toyota dealers during 2 year consulting engagement.

Ralph Paglia (’s Experience

Director - Digital Marketing
ADP Dealer Services
(Public Company; 5001-10,000 employees; ADP; Automotive industry)
March 2007 — Present (8 months)
Responsible for establishing business partnerships with Automotive OEM's and enterprise level National Accounts. Business development focused on providing Digital Marketing solutions to both car companies and their dealers which accelerate and expand their success in selling cars, parts and vehicle services using various Internet based channels and strategies.

CRM/eBusiness Director
Courtesy Chevrolet
(Privately Held; 201-500 employees; Retail industry)
August 2005 — March 2007 (1 year 8 months)
Responsible for supervision of multiple Business Development Centers and Internet Sales Teams, including development of Integrated Marketing campaigns, fulfillment of related processes through to sales realization.

OEM Solutions Partnership Executive
Reynolds and Reynolds
(Public Company; 1001-5000 employees; REY; Information Technology and Services industry)
February 2005 — August 2005 (7 months)
Account Management responsibility for American Honda Motor Co., Inc. of Torrance, CA. Responsibilities included developing scope of work and proposals from point of conception and value proposition modeling, through executive acceptance, contract and Purchase Order completion. Subsequent management and coordination of contract execution, fulfilment and delivery of products and services.

Consulting Practice Leader
Reynolds and Reynolds
(Public Company; 1001-5000 employees; REY; Management Consulting industry)
June 2002 — February 2005 (2 years 9 months)
As Consulting Practice Leader Ralph was responsible for development of specific professional service delivery protocol, rules of engagement, policies and precedures to be followed by Reynolds Consultants as they delivered services either under direct contract, or subsidized by multiple car companies. Professional service projects successfully delivered by teams that Ralph led from initial conception through completion included the following car companies: Ford Motor Company Mercedes-Benz USA Toyota Motor Sales Gulf States Toyota Southeast Toyota Distributors American Honda Motor Company, Inc. BMW North America Nissan Motor Corp. Hyundai Motor Company Kia Enterprise Category Automotive Retail Organizations served included: UnitedAuto Group, Inc. Asbury Automotive Group 1 Automotive (As well as other publicly traded retail automotive groups)

TAS Consulting Team Leader
Reynolds Consulting Services
(Public Company; 1001-5000 employees; REY; Management Consulting industry)
May 2000 — June 2002 (2 years 2 months)
Ralph led the Technology Assisted Sales (TAS) Consulting Team which delivered specialized eBusiness Consulting, Training and Implementation services to retail automotive dealerships throughout North America. Ralph and his team engineered and implemented hundreds of Internet sales Departments and Business Development Centers (BDC) through the U.S. and Canada that were associated with utilization of various Reynolds technology products such as web sites, CRM applications and systems and Information technology tools such as automated marketing and communication products.

Cyber Car eBusiness Consultant
HAC Group
(Privately Held; 201-500 employees; Management Consulting industry)
October 1999 — May 2000 (8 months)
Ralph was one of the original 30 consultants that launched the Cyber Car eBusiness Consulting division within the HAC Group of Wynnewood, PA. Duties included delivery of professional consulting services to automotive dealerships throughout North America. Ralph set up and brought operational over 100 Internet Sales Departments at U.S. and Canadian dealerships during his tenure as a Cyber Car eBusiness Consultant.

Senior Sales Manager
Red McCombs Automotive
(Privately Held; 501-1000 employees; Retail industry)
May 1998 — May 1999 (1 year 1 month)
Responsible for Recruiting, Hiring and Training of Variable Operations personnel for Red McCombs Ford, Red McCombs Toyota and Red McCombs Used Car Super Center in San Antonio, Texas. Developed career paths and managed transfers of personell amongst sales departments, Finance and Insurance, as well as sales management teams.

Chief Executive Officer
United Fruit & Produce Co.
(Retail industry)
1991 — 1996 (5 years)

Finance and Insurance Director
Bob Lewis VW-Peugeot
(Privately Held; 51-200 employees; Retail industry)
March 1986 — March 1988 (2 years 1 month)
Managed delivery and sales of Finance and Insurance products, along with aftermarket profit center for Downtown San Diego automotive retailer. Supervised staff of F&I Managers, negotiated Lender transactions and placement of Seller Assisted Installment Contracts. Responsible for Finance Profit center, legal documentation requirements for sales transactions and subsequent funding of all contracts for the sale of motor vehicles.

General Manager
Kearny Mesa VW-Peugeot
(Privately Held; 201-500 employees; Retail industry)
March 1984 — March 1986 (2 years 1 month)
Promoted into General Manager position after successfully managing various sales departments and dealerships for De La Fuente Automotive of San Diego, CA.

General Sales Manager
Kearny Mesa VW-Peugeot
(Privately Held; 201-500 employees; Retail industry)
July 1983 — March 1984 (9 months)
After successfully tranisitioning D' Imports to profitable operations, Roque De La Fuente granted Ralh's wish to be transferred back to San Diego and put in charge of the Kearny Mesa VW-Peugeot sales department.

General Manager
De La Fuente Imports
(Privately Held; 11-50 employees; Retail industry)
June 1982 — June 1983 (1 year 1 month)
Promoted and transfered to De La Fuente Automotive's El centro, CA retail dealership with franchises from VW, Porsche, Audi, Peugeot and Honda.

Sales Team Leader (Closer)
Kearny Mesa VW-Peugeot
(Privately Held; 201-500 employees; Retail industry)
March 1981 — June 1982 (1 year 4 months)
Initially hired as a sales representative, Ralph was soon promoted to "Sales Director" responsible for hiring and managing a team of sales rep's and "closing" their deals.

Ralph Paglia (’s Education
State University of New York at Buffalo - School of Management
MBA, Marketing, 1979 — 1981
Valparaiso University
BS, Business Administration, 1975 — 1979

Activities and Societies:
Phi Kappa Psi
Additional Information

Ralph Paglia (’s Websites:
My Website
My Blog
My Company

Ralph Paglia (’s Interests:
Automotive eBusiness development for sales, service, parts and accessories. Digital Advertising, including Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Web Site development for eCommerce. Car Company business development.

Ralph Paglia (’s Honors:
Certified Technical Trainer (CTT), Reynolds Consulting Services Consultant of the Year for 2001, AAISP Internet Sales Management 2007 National Award recipient. Digital Dealer Magazine cover story for April 2007. Google Certified AdWords Proessional.

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