Craig Morman
Experienced Automotive Leader
Summary
Goal-oriented, hands-on, General Manager with multi-brand experience and a track record of delivering results while fostering relationships and advancing the careers of those I’ve managed.
Overview
26
26
years of professional experience
2
2
years of post-secondary education
Work History
General Manager
Penske Automotive - Mazda of Escondido
07.2023 - Current
- Increased New Car Sales 45% & Pre-Owned 21% YOY, moving the store from #4 in market to #2.
- Increased Fixed Gross by 12% YOY, added additional service bays to increase capacity
- It’s been rewarding to return to the store where I started with the company and see many of the same faces; customers as well as staff!
General Manager
Penske Automotive - Acura of Escondido
02.2019 - 07.2023
- After accepting a promotion to General Manager, I guided the Acura store through the COVID-19 pandemic and beyond, graduating from the NADA Academy in the process
- Increased New Car market share and Pre-Owned volume.
- Maintained strong employee satisfaction scores with a small, tightly knit, team.
Sales Director
Penske Automotive - Lexus San Diego
09.2010 - 02.2019
- Hired initially as a New Car Sales Manager, over 8½ years at Lexus San Diego I then became the Used Car Manager and ultimately took responsibility for the entire sales department.
- I did it all there at various times from ordering new cars, working with the service department to streamline the recon process, enhanced our social media reputation and always maintained our position as the #1 dealer in our market
- Managed a team of 20+ sales associates with different levels of experience and ability, ensuring each of them had the opportunity to succeed.
- I worked with three different General Managers during this time, each of whom operated differently but who all provided examples I was able to learn from and apply in my own career
Sales Manager
Penske Automotive - Mazda of Escondido
03.2004 - 09.2010
- At this time, the Mazda store was much smaller than it is today and my responsibilities were therefore broad
- I was simultaneously New Car Manager, Used Car Manager, ran wholesale, managed inventory, advertising, sales and support staff and cultivated a very close relationship with the service and parts departments
Finance Manager / Sales Manager
Perry Ford of Poway
06.2001 - 03.2004
- Recruited to this store as a Finance Manager, I spent a little over two years in that role with increasing responsibilities before accepting a promotion to the sales desk
Sales Consultant / Finance Manager
Carl Burger’s Dodge / Jeep World
05.1999 - 06.2001
- I began my automotive career as a Sales Consultant at Carl Burger, I was then promoted to Finance Manager after 14 months
Education
NADA Academy -
NADA Academy
03.2020 - 06.2022
Skills
Operations management
Customer relationship management
Leadership and team building
Goal setting
Timeline
General Manager
Penske Automotive - Mazda of Escondido
07.2023 - Current
NADA Academy -
NADA Academy
03.2020 - 06.2022
General Manager
Penske Automotive - Acura of Escondido
02.2019 - 07.2023
Sales Director
Penske Automotive - Lexus San Diego
09.2010 - 02.2019
Sales Manager
Penske Automotive - Mazda of Escondido
03.2004 - 09.2010
Finance Manager / Sales Manager
Perry Ford of Poway
06.2001 - 03.2004
Sales Consultant / Finance Manager
Carl Burger’s Dodge / Jeep World
05.1999 - 06.2001
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