David Castellanos: CRM Manager in Mission Viejo, CA

• Supervised agency of record: Innocean Worldwide. Analytics agency: Harte Hanks • Supervised 2 direct reports; IWA team of 7, Harte Hanks team of 5 • Responsible for all digital and direct mail components of new vehicle marketing activities including model launches, owner marketing, acquisition campaigns, referral campaigns, sales event support, and model sell downs. • Developed sales campaign strategy for 2014 which lead to a 10.6% increase in YOY sales attribution resulting in 170,000 vehicle sales. • Total volume of marketing communications for 2014: 40MM emails with overall open rate of 18.3%, click through of 3% and total sales of 96,000 vehicles. 3.8MM Direct mail pieces resulting in 32,400 vehicle sales. • Project lead for 2015 Genesis launch piece which was a finalist for the Digiday Best Direct Response Campaign. Campaign featured an augmented reality shopping experience and app development. • Responsible for implementation of owner engagement strategies designed to enhance brand ownership experience. • Project lead for all materials related to Core Volume models in Mid-size sedan segments, premium segments, and SUV segments. • Project lead for Hyundai Owner Site: www.MyHyundai.com • Manager of cost center budget totaling over $12MM, including profit generating recovery component of approximately $5.5MM.

• Supervised analytics agency: TargetBase, Inc. • Supervised 1 direct report; TargetBase team of 4 • Responsible for coordinating marketing campaigns with various business units utilizing the corporate database of over 10MM records. • Project lead on strategic direction for segmentation of marketplace based on consumer behavior, as well as, geographic data • Responsible for maintenance of business rules related to Honda Service marketing direct mail and online marketing campaigns • Responsible for implementation and analysis of purchase indicators used to target specific consumers, such as intenders, defectors, conquests and other mindset segmentation. • Point person for creating and mapping descriptive meta data for all marketing campaigns • Responsible for creating sales matchback reports correlating leads generated by online channels, events, or campaigns lead to vehicle sales.

• Supervised agency of record: RPA. Digital agency of record: Genex • Supervised 1 direct report; RPA team of 2; Genex team of 8 • Project lead for following sites: www.owners.acura.com; www.owners.honda.com; www.celebrate.acura.com. • Project lead for 2011 My Acura app available through itunes • Project lead for all consumer facing brand ownership sites, with responsibilities including Search Engine Optimization and marketing, web analytics, and content management. • Supervised user acceptance testing for redesigns and launch of My Acura.com. • Director of strategic direction for Honda Rider’s Club of America (HRCA) Online Clubhouse with specific goals of increasing customer registration, member satisfaction, and revisit traffic. First year revenue goal of $250,000 for online memberships.

• Responsible for developing, analyzing, and proposing all motorcycle division cost center budgets. • Researched divisional budgeting process and developed a new system, improving accuracy of projections and leading to a reduction of divisional expenses of approximately 5%. • Responsible for development and presentation of Motorcycle Division’s Business Plan for the fiscal year. Also developed divisional strategic objectives to be implemented into the business plan for the next three-year term. • Researched industry best practices for corporate scorecard system, created new procedures based on PDCA and Cap-Do methods, significantly contributing to the division’s overall sales goals totaling over 500,000 units • Coordinated efforts for divisional revisions of budgeting and operational tracking methods, streamlining procedures and increasing efficiency by 15%. • Performed financial modeling consisting of NPV, DCF, and IRR calculations in order to aid cost and profit centers in strategic planning and in identifying measurable ROI components.

• Responsible for all competitive analysis conducted for implementation into division marketing plan • Lead researcher on new model introductions and product refinement studies which helped to strengthen model line up and maintain number one market share position for the motorcycle division. • Acquired all market information used consumer trends studies, as well as, generated surveys used by product planning in determining final specifications for some smaller market models. • Responsible for sales potential market studies used to establish open points, re-allocation of sales resources, or under achieving sales areas. • Assessed report requirements in order to establish efficient method of analysis and delivery of results to executive management. Examples include re-allocation of sales force, lost sales reporting, re-districting of the service management team.