Data Intelligence & Market Enablement | 2023 – Present
Data products are only as good as two things: what's inside them, and what the person holding them can actually do with it. Dealers are sales professionals, not data scientists. They need to know who to call, what to say, and why right now — not download a spreadsheet and figure it out. After a decade in automotive and heavy-duty, I know what a dealer needs before they know how to ask for it. My job is making sure that knowledge lives in the product itself — not just in my head.
Mobility Global, Inc. is an independent, publicly traded automotive data and analytics company — established from the spin-off of S&P Global's Mobility division. Its portfolio includes category-defining brands: CARFAX, automotiveMastermind, Polk Automotive Solutions, and Market Scan.
automotiveMastermind combines dealership data with Mobility Global data and trusted partner data to create highly targeted predictive marketing files. The mission is to give dealers the intelligence to engage the right customer, at the right moment, with the right message — before the competition does.
BPS is the scoring engine at the center of everything automotiveMastermind does. It automatically ranks every customer and prospect in the dealer's database on a scale of 0 to 100 based on their propensity to buy — removing the guesswork from who deserves a phone call today. Three predictive pillars drive the score:
The DaaS portfolio cleans, segments, and scores dealership data into actionable marketing files. Each product is designed to turn a database into a conversation — one that a BDC rep or sales manager can put to work on a Monday morning without needing to understand the data science behind it.
Fixes bad addresses, verifies emails, removes duplicates, and tracks vehicle ownership changes outside the dealer's network. Every list is clean before a single dollar of marketing spend goes out.
Bundles the dealer's database with BPS rankings and Behavior Prediction Drivers — giving the BD team exactly who to call and what tailored talking points to use before they dial.
Cross-references customer profiles with market trends to surface exactly which new or CPO vehicle the customer is most likely to buy next. A warm lead, not a cold call.
Tracks email opens, link clicks, landing page visits, inventory widget interactions, and QR code scans from direct mail — so the BDC team knows when a prospect is actively engaged and can follow up at exactly the right moment.
I bring a decade of automotive and HD industry experience into the room where data products get defined. I know what a dealer actually needs to see in a file — and what they'll never look at. That knowledge shapes what goes in before it ever ships, not as an afterthought in a feedback cycle.
Getting files to market is half the job. The other half is teaching dealerships and dealer groups how to consume the data — how to build a Customer Data Platform, how to put clean data in first, and how to structure their marketing stack so the intelligence actually translates into action.
I function as the SME and consultant for dealership staff who weren't trained as data analysts but are responsible for putting the data to work. My job is translating what the data is saying into action they can take before their competition does.
The internal dimension of this role is mentoring the product teams building these tools — making sure what we ship is Functional, Usable, Reliable, Performant, and Scalable. Same framework I first applied at Sungard in 1999 building systems that had to work the day the towers fell.
Twenty-five years in, FURPS isn't a checklist. It's the lens I see every product through. You build it right the first time, or you pay for it later — and in this business, later always comes faster than you think.