Michael Garant Email and Phone Number

Manage Mazda’s Data Management Platform; Lead data efforts including validation, cleansing, enhancement and integration across Mazda Marketing Systems;Selected Accomplishments, Projects, and Initiatives:Successfully launched Mazda’s DMP including developing effective taxonomy to support tagging and tracking of digital sites, applications, Tier 3 sites,CRM efforts and digital adsSuccessfully developed an Industry First effort for capturing behavioral data across all Mazda properties and over 600 of its dealer retail sitesWork with Strategy team to validate direction and opportunity by providing insights from available 1st, 2nd and 3rd party data sourcesDeveloped Audience Strategy that supports Strategy team objectives; develop target audience, based on Insights that are reachable and support objectives and campaign; Provide feedback based on learnings for effective messaging, placement and frequency-recommend suppression where needed Recently negotiated and began implementation with endemic partners (Edmunds, Cars.com, Cox Auto) to capture 2nd party consumer behavioral data, providing a complete understanding of the consumer automotive research and shopping behaviors leading to purchase.Initiated audience suppression efforts providing more efficient spend on digital advertising. This effort realized over $1M in advertising efficiencies in the first year-Efforts were in progress to include all brand recent purchasers as wellLed efforts to review and improve Mazda’s data layer across digital platforms; Align data capture rules and implement a Tag Management solution across sites and consumer facing applications resulting in better accuracy, and efficient delivery to supporting systems and partnersProvide solutions for the delivery of Mazda 1st party audiences to dealer ad agents for tier 3 advertising; Tier 1 Audiences started being delivered in the spring of 2016Staff Management across all projects and initiatives including agency partners

Worked with Mazda’s and their selected agencies in several different roles to execute and report out on all Digital Marketing Efforts across Tier 1 and Tier 2 on Google, Display, Social Media and Video. Worked with Mazda’s 3rd party agency to launch the initial Tier 3 website and dig-ad program to better align creative and messaging across all tiers. Managed Mazda’s Industry leading lead program and developed some of Mazda’s very first websites to support business objectivesOTHER POSITIONS HELD WITH MAZDAManager, Tier 1 Web site and Marketing Data Analytics - Jan, 2012 - March, 2014Manager, Tier 1 Web site, LMS & Digital Media - June, 2009 - Jan, 2012Mazda LMS - Dealer Online Lead Program Specialist - Nov, 2004 - June, 2009Selected Accomplishments:Management of Agency based teams to support Digital Retail across all tiers 1-3Managed Digital Marketing to develop required campaigns to support Mazda Brand and Marketing Strategy, Model launches, sales campaigns and promote awarenessManaged Mazda Social Media team and Agency team on campaigns, across Facebook, Instagram & TwitterReview and approve agency creative and proposed strategy to support Mazda objectivesSuccessfully Launched Mazda’s Tier 3 Digital Retail and Website program working directly with Shift DigitalCoordinate Digital Marketing sessions across regions improving dealers understanding of Search and Display advertisingManagement of staff across Social Media and digital advertising initiatives within Mazda and Agency teamsRefined and managed Mazda’s Lead management program, including generation and acquisition. Working with partners increased Mazda’s lead success to industry high close rates of 20% - 35% on Mazda generated leads