Jonathan Chavarria — Marketing Technology & AI Growth
Director of Digital & AI Growth · BL Auto Group
Marketing technology & AI growth
Jonathan Chavarria · Atlanta, GA · Remote
I build the systems marketing runs on — customer data architecture, AI-driven
automation, and the attribution that proves what actually worked. Eight years
across Fortune 500 retail, two venture-backed EV companies, and a Sony–Honda joint venture,
owning budgets to $4M and teams to 15.
CRM is where I go deepest. It isn't where I stop — I've owned paid, SEO, organic social,
and analytics as channels, not coordinated them from a distance.
Marketing leaders get read as one channel deep. This is the honest map — which disciplines
sat under me at each company, and where they didn't.
Company
CRM / MarTech
Lifecycle & Email
Paid Media
SEO
Organic Social
Analytics & Attrib.
Web / CRO
AI / Automation
BL Auto Group2026 — now
Sony Honda Mobility2024 — 2026
Fisker2022 — 2024
Hennessy2021 — 2022
Asbury Automotive2018 — 2021
i-Blason2018
Owned end to end Not in scope
Swipe the grid to see all eight channels →
03 / Capability
The stack I operate
Eight layers of one system. The coral layer is load-bearing — where I'm strongest and what
everything else plugs into. Open any layer for the work behind it.
Agentic campaign pipeline in production — LLM content generation, MCP server triggers, and human-in-the-loop QA checkpoints that cut production time and let the team A/B test at a cadence it couldn't sustain manually.AFEELA
AI and automation across content, reporting, and CRM workflow for a 17-location group, replacing manual execution so the function operates strategically.BL Auto
Custom internal tooling — an auction intelligence tool combining VIN scanning, valuation logic, and marketplace comp search for used-vehicle acquisition.BL Auto
Einstein AI send-time optimization and engagement scoring across a 123K-contact database through 10X audience growth.AFEELA
Built a full Salesforce Marketing Cloud instance from scratch on a 123K-contact database — Journey Builder, Contact Builder, CloudPages, AMPscript, SQL data extensions. $2M platform, 7-figure agency partnership under SLA.AFEELA
Architected a 476-variable unified customer profile integrating Acxiom, Polk, GfK, and S&P Mobility enrichment with 15K first-party surveys at 96 variables each.AFEELA
Engineered a custom eLeads-to-Klaviyo API integration with the CTO, making the group one of the first automotive retailers on Klaviyo — Klaviyo's own team studied the build as a reference model.Hennessy
Owned CCPA, CPRA, and GDPR compliance architecture across 14 countries and cross-border data governance with HQ Japan.Fisker · AFEELA
20+ simultaneous Journey Builder flows across 6 lifecycle stages with multi-path entry and exit logic; 43.1% average open rate against a 29% category benchmark.AFEELA
Rebuilt a CLV-based loyalty program on Commerce Cloud modeled on Delta's methodology — $1MM+ in revenue and an industry-first subscriber inclusion model, picked up by trade press.Fisker
540 dynamic content combinations across 9 languages via AMPscript in the highest-converting campaign in company history.Fisker
Diagnosed a hidden deliverability failure — an Office 365 / EOP spam-placement gap concealed inside aggregated vendor metrics — and restored inbox placement for an international client.Consulting
$1 cost-per-lead at peak managing paid media across a 15-dealership portfolio, plus 2X ROAS on bilingual EN/ES campaigns.Asbury
3-stage CRM-fed retargeting across Meta and LinkedIn with Movable Ink open-time rendering, hitting 2X conversion on paid micro-funnel landing pages.AFEELA
Directed the paid media team as acting marketing director, aligning CRM-sliced audiences to performance spend across the full funnel.Fisker
Centralized paid social across 17 locations and multiple OEM brands into one accountable budget with location-level reporting.BL Auto
Built and shipped 1,000+ SEO pages driving a 24% year-over-year organic traffic increase and a 30% bounce-rate reduction.Asbury
Built the organic content library on Commerce Cloud — FAQ, accessories, and range-type pages targeting long-tail queries. Several ranked #1 and the set accumulated 1,000+ organic pageviews in its first 3 months.Fisker
Running SEO and GEO consolidation across 17 locations — unifying organic performance into store-level reporting alongside paid and CRM.BL Auto
Local SEO and reputation management across 6+ platforms for healthcare and multi-location service clients, built HIPAA-aware with zero PII exposure.Consulting
Managed 10 brands across 6 platforms at 100%+ average audience growth.i-Blason
Built a creator program of 20+ influencers generating 6MM+ YouTube views, plus a giveaway campaign that netted 150K entries.i-Blason
Launched the company's first influencer marketing program at a Fortune 500 retailer.Asbury
Absorbed and rebuilt the social department for a 17-location group, moving it from scattered posting to a measured channel.BL Auto
Built a Tableau Sankey tracing every lead from entry channel through digital engagement to reservation — surfacing a 27.08% reservation rate from qualified engaged leads and showing exactly where the funnel broke.AFEELA
Replaced blended agency reporting with source-level attribution and standardized KPI definitions across previously siloed paid, organic, and CRM channels.BL Auto
Delivered weekly executive KPI reviews to VP, CEO, and global HQ; built the dashboards now used in ownership operating reviews across 17 P&Ls.AFEELA · BL Auto
Converted an executive data-collection mandate into a gamified loyalty program — a choose-your-own-adventure landing page with branching survey logic that captured deep first-party profile data and drove ~500 in-cabin demo referrals at a high credit barrier.AFEELA
Own the full build path — CloudPages, form capture, mobile optimization, and privacy-compliant tracking, shipped rather than specced.All roles
Build and run client web properties end to end, from information architecture through analytics instrumentation and API middleware.Consulting
04 / Architecture
The 476-variable profile
Four commercial data vendors and 15,000 first-party surveys resolved into one addressable
customer record, then modeled into the segments campaigns actually target.
Swipe the diagram →
Sony Honda Mobility · AFEELA — segmentation modeled with Claritas PRIZM, governed under CCPA/CPRA with cross-border review by HQ Japan
05 / Performance
Against the benchmark
Email open rate is the metric with a public category benchmark, which makes it the one worth
charting. The automotive average sits at 29%.
Open rate vs. automotive category average · Hennessy doubled from a 25% baseline
Attribution model traced in Tableau · 27.08% reservation rate from qualified engaged leads
Digital journey Sankey · every lead from entry channel to reservation status · Grammy House 52.3% OR · Palm Tree 62.1% OR · store walk-in drove 30.2% of entries
06 / Process
The CRM operating system
Three parallel production streams under one SLA-gated workflow. The QA cycle resets on any
post-approval change — the rule that kept a 7-figure agency partnership honest.
Systems, not campaigns. Each existed as infrastructure other people used after I shipped it.
AI · Automation
Agentic campaign pipeline
An orchestrated production line where LLMs draft, MCP servers trigger platform actions, and humans approve at defined checkpoints. Built to remove the bottleneck between idea and live test.
Sony Honda Mobility · production, not pilot
Multi-location growth
17-location consolidation
Paid social, SEO, GEO, and CRM pulled out of separate vendor silos into unified store-level reporting — with the social department absorbed and rebuilt in the same motion.
BL Auto Group · 17 P&Ls, multiple OEMs
Integration
eLeads → Klaviyo API
Custom middleware connecting dealership lead data to a modern ESP, built with the CTO from a blank page. Klaviyo studied it as an implementation model.
Hennessy · 4X sales conversion
Retention
CLV loyalty rebuild
A loyalty program re-architected around customer lifetime value on Delta's methodology, including subscribers the old model had excluded entirely.
Fisker · $1MM+ revenue
SEO
1,000-page organic build
Programmatic SEO expansion across a multi-rooftop footprint, paired with UX fixes that cut bounce and lifted qualified organic entry.
Asbury · +24% organic YoY
Creator marketing
Multi-brand creator engine
A 20-creator program across 10 e-commerce brands, built to push products to category-leading positions through bundled content and video rather than paid volume.
i-Blason · 6MM+ views · #2 on Amazon
Swipe for more work →
08 / Proof
Quantified
Figures I can source and walk through line by line.
$4M
Budget owned
476+
Variables per contact
43.1%
Avg open rate category: 29%
15
Staff directed
14
Countries orchestrated
20+
Concurrent journeys
$1MM+
Loyalty revenue
#2
National sales rank from #25
09 / Track record
Where I've done it
Jun 2026 — PresentCurrent
Director of Digital & AI Growth
BL Auto Group · 17-location multi-brand group, IL & IN · Remote
Centralizing digital across 17 locations and multiple OEM brands — paid social, SEO, GEO, CRM, and the social department, into one accountable function
Replaced blended vendor reporting with source-level attribution and standardized KPI definitions used in ownership operating reviews
Deploying AI and automation across content production, reporting, and CRM workflow; building custom internal tooling for vehicle acquisition
Jun 2024 — Jun 2026Sony · Honda JV
Digital Customer Growth Manager
Sony Honda Mobility of America · AFEELA EV · Remote
Owned a $2M budget awarded to $4M, directing a 6-person cross-functional team with full SLA accountability to VP and CEO
Architected the 476-variable unified profile and built proprietary segmentation for conquest, early-adopter, and brand-loyalist audiences
Deployed the agentic AI campaign pipeline with LLM content generation, MCP triggers, and human-in-the-loop QA
Built co-marketing programs with Amazon, Sony Interactive Entertainment, and Qualcomm, using first-party partner data to validate events as the top-performing channel
Jun 2022 — Jun 2024Acting marketing director
Sr. Lifecycle Marketing Manager
Fisker Inc. · EV startup · Remote
Led the largest marketing team — 9 direct reports — then inherited a 15-person org spanning paid, content, web, and CRM as sole marketing executive
Owned global CRM across 14 countries with full CCPA and GDPR compliance
Rebuilt the loyalty program on a CLV model → $1MM+ revenue and new retention benchmarks
Ran B2B CRM for the Turo fleet partnership and EU fleet sales with commercial-tier segmentation
Jun 2021 — Jun 2022
Marketing Automation Manager
Hennessy Automobile Companies · Atlanta, GA
Built the CRM system from scratch with full autonomy, engineering the eLeads–Klaviyo API integration alongside the CTO
Open rates 25% → 50%; 4X increase in follow-up conversions via automated sales flows
Hennessy agreed to be acquired by Group 1 Automotive (NYSE: GPI) for ~$1.3B in July 2026 — reported as the largest 10-store transaction by value in US auto retail history
Sep 2018 — May 2021Fortune 500
Sr. Digital Advisor
Asbury Automotive Group · Atlanta, GA
Ranked #1 among 30 digital advisors, managing full digital strategy for 15 multi-OEM locations
1,000+ SEO pages shipped → 24% organic traffic increase YoY and 30% bounce-rate reduction
Took a Toyota store from #25 to #2 nationally; 10X online service appointments; $1/lead at peak; 2X ROAS bilingual EN/ES
Jan 2018 — Sep 2018
Social Media & Growth Manager
i-Blason · Atlanta, GA
10 brands across 6 platforms at 100%+ average audience growth; 20+ creator program generating 6MM+ views
Co-led product strategy for Ikon Fitness — #2 on Amazon in 3 months, displacing the category incumbent
10 / Range
Beyond automotive
Automotive is where I went deepest, and retail auto is a hard proving ground — long
consideration cycles, fragmented data, multi-location P&Ls. The architecture transfers.
E-commerce & DTC
i-Blason · Supcase · Ikon Fitness
Performance marketing and organic social across a 10-brand portfolio, including two Amazon category bestsellers built through content and creator strategy rather than paid volume.
Education technology
Online Courses Australia
SFMC lifecycle journeys for a global course platform — funnel optimization, deliverability health monitoring, and recurring performance intelligence reporting to client leadership.
Healthcare
Suwanee Pediatrics · Kula Wellness Group
Patient acquisition, local SEO, and reputation management across 6+ platforms, built HIPAA-aware with no PII in marketing workflows, plus growth strategy for a multi-clinician expansion.
Beauty & aesthetics
Brushworx · Bodze Plastic Surgery
Brand and digital marketing from early stage to regional recognition — social content, influencer strategy, acquisition campaigns, and local search.
Real estate
Realty Streem
Lifecycle journeys for an online home-buying platform with lead segmentation by purchase stage — browsing, pre-approved, offer-ready — and full-funnel conversion work.
B2B & SaaS
Data Driven Plan · Fisker fleet
Run a boutique AI marketing consultancy across implementation, automation, and lifecycle strategy. Previously ran B2B CRM for fleet partnerships with commercial-tier journey logic.
Swipe for more industries →
11 / Tooling
What I work in
Platforms I've built in, administered, or run campaigns through — not tools I've read about.
I came up in automotive — my father has spent nearly 40 years as a service
technician, and I spent Saturdays at the shop before I could drive. That's where
the operator instinct comes from: proximity to the people whose numbers your work moves.
What I kept from it isn't a category preference. It's a bias toward building the
thing rather than briefing someone else to build it. I write the SQL. I ship the
AMPscript. When agentic AI became a real capability I put it into production instead of
into a deck — the same instinct that had me building a Klaviyo API integration in 2021,
before anyone in retail auto was doing it.
The pattern across every role: walk into a function that's fragmented, work out what the
data is actually saying, build the system that makes it legible, then hand people
something they can run. That's held in an EV startup, a Fortune 500, a Sony–Honda joint
venture, and a 17-store group.
Outside of it: three kids, six training days a week, bilingual EN/ES, EDM while I work,
and a standing plan to earn back the Supra.
13 / Contact
Let's talk
Happy to walk through any system on this page in detail — including the parts that didn't work.
Salesforce Marketing Cloud Administrator
Klaviyo Developer
Google Analytics
Meta Blueprint
Hootsuite