Marketing Leadership Articles & Insights
What Puerto Rico’s Automotive Market Can Learn from U.S. Dealer Groups — And What It Should Do Differently
Consumer behavior continues to evolve, digital expectations are rising, and competition is becoming more sophisticated. At the same time, many dealership organizations are asking an important question: How do we modernize marketing and operations without losing what makes this market unique?
From Spend to Strategy: How Automotive Leaders Should Think About Marketing
In many automotive organizations, marketing discussions begin — and often end — with budget.
How much are we spending? Where are we allocating it? What can we cut or increase next month?
Why Most Automotive Marketing Fails at the Leadership Level
For years, automotive marketing has been treated as a tactical function — campaigns, vendors, platforms, and monthly reports filled with activity but lacking clarity.
About Omar Colón
Automotive Marketing Leader
I’m an automotive marketing leader with 20+ years of experience driving growth through strategy, data, and disciplined execution across complex dealer organizations.
I believe marketing succeeds when it is led — not managed reactively. That means clear strategy, trusted metrics, aligned teams, and accountability tied to revenue and long-term value rather than activity alone.