Bill Bertrand Email & Phone Number

Minnetonka, Mn, Us

As GM, with an equity stake in three brands within Morrie's Automotive Group (Morrie’s Chippewa Valley Mazda, Volkswagen La Crosse and Audi La Crosse), I am responsible for operations, P&L, leadership development, and guiding the growth and development of the three franchises. Responsible for directing the marketing and coop budgets, guidelines and adherence to corporate standards, while inspiring and leading management teams to achieve aggressive goals.• Leading complete transformation at all three franchises, with significant growth in market share across all locations, achieving Most Improved Dealership awards in the nation and consistently maintaining position as the top two dealers statewide in new car market share• After implementing improved financial and sales forecasting processes, escalated profit pace by 30% • Serve as marketing director for all locations overseeing a combined $965K annually, with responsibility for all advertising throughout region, driving one dealership to the 7th largest used car dealer in the state of WI out of 3,150 dealers• Head of the leadership team that managed the purchase of the Audi/VW brands (2017), with ongoing management of the facility integration and land acquisition • In late 2017, piloted program and became first and only dealer in MAG to become a one point of contact dealer, implementing elimination of all BDC and F&I related staff while increasing finance and insurance PVR• Vastly decreased employee turnover to >10% annually through improved hiring, onboarding, and training• Oversee combined staff of 130 associates, 17 managers and four senior managers

Purchased 35% owner share in 2009, boosting every aspect of the location’s operations, from sales and profits in auto sales and the finance department, generating record-breaking revenue. Successfully implemented and managed the operation as an ecosystem, compensating mid and senior-level managers based on their, resulting in dramatic victory for the sales team and company. Hands-on working GM and servant leader, committed to being relevant and connected to operations, working alongside teams to achieve results.• Quadrupled the dealership’s revenues, increasing the service department and finance department total revenues and profits, as well; New car sales increased by 111%; used car sales by 121%, service profits by 163% and parts by 85%• Developed marketing strategies to grow brand, managing a five figure monthly marketing budget• Created a customer retention program that led to the highest service retention in the US for Mazda brand for three years in a row• Created strategic community outreach plan resulting in exceptional traffic and client retention through ongoing work with the Boys & Girls Club, Big Brothers Big Sisters, American Red Cross• Spearheaded giving programs that gave the community the opportunity to nominate deserving families to receive vehicles as a holiday gift; identified collaborative partners with local television and media outlets to drive the program without cost to dealership• Built online presence to unprecedented volume with 1K reviews on Google and 4.5-star rating, after implementing a review rewards program centered on recognizing outstanding employees• Led restructure of sales business development center for the organization, restructuring the salesperson’s tasks and schedules to provide better coverage to the sales floor and eliminating BDC compensation; this process was adopted at the platform level, with all 17 brands in 2019• Consistently recognized as a top 10 car dealer in Wisconsin for volume sales

Assumed General Manager role for Morrie’s Minnetonka Mazda, with managerial oversite of the two other locations. • Collaboratively defined and implemented a multi-store transition from a negotiating dealership to a one-price model, which resulted in retention of 75% of tenured staff, improving the customer experience and increasing customer satisfaction to above national brand benchmarks for all locations. This process was duplicated in all stores within Morrie’s Automotive Group• Led automotive group in net to sales both years at Minnetonka Mazda by delivering a 4% +net to sales profit margin and profits of $1.7M+ annually• Collaborated with team management at all stores, reducing new car inventory levels at all locations to below 70 days market supply, resulting in a floor plan reduction of 35% over three franchises• Effectively increased used car sales within the largest dealership Morrie’s Minnetonka Mazda through effective and innovative sourcing of used cars and usage of V Auto software for marketing inventory

General Manager and minority operating partner (10%), overseeing the performance and growth of a small volume dealership in Western Wisconsin, with planning volume from the factory of 250 units annually. Managed all functions of the dealership in including operations, sales team development, marketing, and financial statements and reporting. The principal charge was to develop and establish a marketing presence and company culture in the emerging market• Tracked daily performance and identified areas for improvement in all business functions, providing accurate forecasting, budget and ROIs to owners• Developed processes and programs to foster employee growth, performance, and retention• Led all community affairs and involvement efforts including sponsorships, partnerships, events• Guided the brand reputation management program and involved in all escalated customer matters• In 2006, completed acquisition of Morrie’s LaCrosse Mazda; responsible for performance of both locations

Led as Used Car Director for the largest producing used car store in the 16-franchise dealership. Managed day to day operations, marketing, sales team development, forecasting, budgeting, inventory, and appraisals. • Managed appraisals but this store used car volume averaged 175 a month used and 125 new• Developed the skills and performance of a 24-member sales staff, providing group and one-on-one training to increase sales by 8% in one year

Bloomington, Minnesota, Us