Download Resume - Lori Williams

LORI WILLIAMS
1N431 Peachtree Lane, Winfield, IL 60190
[email protected]  Cell: 630.337.7778
MARKETING & SALES EXECUTIVE
CAREER HIGHLIGHTS
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Managed over $4.5B in sales resulting in increased regional market share for Pontiac and Buick
Received Chairman’s Award for the marketing launch of the AC Delco and Buick brands
Increased market share in China from less than 1% to 8.5%
Turned around import sales operations from in red to a 4% profit
Increased GM parts sales from $6M to $29M in 12 months
Increased Sears Automotive Online Sales by 95%
PROFESSIONAL EXPERIENCE
Sears Holdings Corporation, Automotive Business Unit; April 2010 – December 2012 (2 years, 8 months)
A $1.6B automotive product and services company offering tire replacement products/services and a range of
vehicle maintenance services through 750 retail locations in the United States.
Sears Holdings Corporation; Chief Marketing Officer, Divisional Vice President (January 2011 to December
2012), Hoffman Estates, IL
Reported to the President of Sears Automotive. Developed the marketing and branding strategies to support the
acquisition and retention of customers, including the overall branding, retail, website and in-store strategies.
Included the day to day management of franchise, B2B, CRM and call center activities.
Significant Accomplishments:
 Developed fully integrated Sears Automotive brand positioning through customer research, brand
positioning analysis, target market segmentation and creative development
 Launched first ever integrated CRM program for Sears Auto with a 10+ ROI
 Improved upper and lower funnel web metrics and basic site functionality to result in a 2012 YOY increase
in online automotive sales of 95% (Sears)
 Created central and regional marketing integration and brand consistency by launching an online toolkit for
local and grassroots marketing programs
Sears Holdings Corporation; Divisional Merchandise Manager, April 2010 – December 2010
Reported to the President of Sears Automotive. Recruited to lead the development and launch activities for Sears
Automotive Franchise stores including recruitment of automotive dealers, creation of franchise marketing and
operations activities. Simultaneously managed all merchandising activities for Sears and Kmart automotive
batteries and OTC products including the management of all holiday merchandising for automotive.
Significant Accomplishments:
 Established a list of over 40 dealer franchise candidates within 60 days resulting in 6 new franchise outlets
 To appeal to the price sensitive battery buyer, rolled out the new Plus Start branded battery line up to
increase sales by 5.2% at Kmart and Sears Automotive centers
 Developed new merchandising exposure in Sears full-line retail outlets for a 7.2% YOY increase in the
auto holiday merchandising program while Sears, non-auto, overall was down 6%
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General Motors Corporation; July 1985 – March 2010 (24 years, 8 months)
Designer, builder and seller of new cars, trucks and parts worldwide. The company also provides automotive
financial services.
General Motors Corporation; Regional Operations Manager (August 2008 – March 2010) Naperville, IL
Top executive for the largest of GM’s five regions managing all operations across ten states, representing 25% of
GM’s national volume. Managed a team of 150 with nine direct reports handling retail network, regional marketing
and promotions, parts, service & warranty, vehicle distribution, business planning, sales reporting, meetings, trade
shows/events and all bankruptcy activities. Managed regional sales and marketing activities and all US sales
activities required for Hummer launch during negotiations
Significant Accomplishments:
 Managed all bankruptcy related activities, including dealer PR & communications, personnel related issues,
lease negotiations/terminations at regional and zone offices, keeping the business running
 Reduced headcount by 15% & structural costs by 13.2%
 Top ranked region in obtaining vehicle orders from retailers in 2009 & 2010, even during BK challenges
General Motors Corporation; Regional Sales and Marketing Manager (2005-2008); Naperville, IL
Top executive for the Buick, Pontiac and GMC Brands in the largest of GM’s five regions. Directed all sales,
service, dealer network and marketing activities for these brands in ten states representing 37% of national sales.
Managed a team of 68 people including nine direct reports and a $49 million advertising and promotional budget.
Developed all regional advertising, promotional, direct marketing, events and digital marketing activities to
increase market share for two brands. Led the consolidation of the dealer network to a single franchise (BPG)
Significant Accomplishments:
 Partnered with dealer marketing associations to create local promotions and events including, college
graduate program & website, American Lung Association partnership, Linder Farm Network partnership,
Who Stole the Show auto show event, and GMAC Smartbuy initiatives which resulted in being the top
volume and top ranked region for wholesale sales and retail sales versus objectives, plus increased market
share for the Buick and Pontiac brands
 Consolidated over 60% of Buick, Pontiac and GMC retailers into a common network to reduce dealer
count/improve dealer profitability/average sale per store
GMAC Financial Services; June 2003 – October 2005 (2 years, 4 months)
GMAC was the captive finance company of General Motors, purchasing retail automobile installment contracts
originated by GM franchised dealers in the connection with the sale of new cars and trucks, including lease
products and the servicing of those customers and contracts.
GMAC Financial Services; General Director, Sales and Marketing (2003-2005); Detroit, MI
Reported to the President of GMAC Automotive Finance. Top marketing executive leading all marketing activities
for North American Operations. Managed a team of 13 marketing professionals, four inside sales representatives
and indirectly managed 16 directors of sales at regional offices. Liaison with General Motors to develop marketing,
incentive and pricing strategies to increase wholesale and retail finance penetration for GMAC and vehicle sales for
General Motors.
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Significant Accomplishments:
 Launched new agency, positioning and B2B advertising campaign for GMAC Financial Services
 Launched fully integrated Financial Education consumer advertising and public relations campaign and
website
 Created the first cross product CRM team and program with all GMAC platforms including auto finance,
mortgage and insurance
 Increased GMAC wholesale penetration from 65% to 80% and retail penetration from 2-10 points in key
markets by partnering with dealers to create local marketing campaigns, promotions and events
 Increased GM market share by two points and GMAC retail penetration by 6 points in New York through
creative Smartbuy product in response to vicarious liability law
Shanghai General Motors; Director Sales, Service and Marketing (2000-2003); Shanghai, China
Reported to the President of GM Shanghai. Managed marketing, sales, fixed operations and dealer development.
Created the short and long term China brand and product strategies; managed the execution of all advertising,
promotion and public relations activities. Managed all field operations. Managed GM’s wholly owned parts
operation and GM’s import sales companies. Lead negotiator for the national sales company.
Significant Accomplishments:
 Generated unaided brand awareness of 82% in first year of Buick sales
 Increased GM market share from less than 1% to 8.5% through local and import sales
 Won two Chairman’s Awards for the Buick launch and AC Delco launches
 Increased parts sales from $6 million to $29 million
Earlier General Motors Roles: GM High Potential employees were generally moved every 18 months to two
years to establish an understanding of all facets of the business
Chevrolet Zone Manager: Managed all Chevrolet dealers, network and marketing activities in St. Louis Zone
GMAC Regional Director of Marketing: Managed and partnered with GM dealers on all marketing and sales for
the Dallas Region
Chevrolet National Incentives Manager: Managed all passenger car consumer, dealer and salesperson incentive
programs, including pricing initiatives
Geo Marketing Manager: Launched and managed the Geo brand for the Chicago Branch and over 300 Chevrolet
car and truck dealers
Chevrolet Market Research Manager: Developed, in partnership with research vendors, product, consumer and
advertising research, including forecasting clinics, ad tracking programs and early buyer studies
Chevrolet District Service Manager: Managed a group of 30 dealers in New York and Connecticut to approve &
process warranty claims, resolve customer complaints and represent GM in arbitration and Lemon Law hearings
Chevrolet Customer Assistance Manager: Call center representative managing customer inquiries and
complaints for three weeks, then was transferred to New York
EDUCATIONAL BACKGROUND
Master of Arts, 1988  Michigan State University – E. Lansing, MI
Bachelor of Arts, 1984  Michigan State University – E. Lansing, MI
Executive Development Program, 1996  Northwestern University – Evanston, IL