Penny Diersing

About Penny Diersing

Strategic Dealership Leader: Integrated Marketing, Technology, and Sales Funnel ManagementMy role at Walt Sweeney Ford is centered on driving profitable growth by unifying our digital strategy, operational technology, and lead conversion efforts. I function as the nexus between advertising spend and sales results, ensuring that every technological investment and every lead generated maximizes return for the dealership.My expertise is concentrated in three high-impact areas:1. Sales Funnel Leadership (BDC & Conversion)I manage and train the Business Development Center (BDC) team, transforming raw leads into high-quality sales appointments. This involves:Developing scripting, training programs, and performance metrics (KPIs) that dramatically improve conversion rates and customer satisfaction.Integrating BDC processes seamlessly with our CRM and lead-generation systems to ensure no lead is left behind.Directly impacting the dealership\'s bottom line by optimizing the efficiency and effectiveness of the first point of human contact.2. Strategic Digital Marketing & AnalyticsAs a Digital Marketing Strategist, I forge innovative marketing strategies that dramatically enhance consumer engagement and drive sales.Specializing in SEM and deeply proficient in Google Analytics, I focus on efficiency over volume.My strategic acumen is a proven history of substantially decreasing cost-per-click rates while simultaneously delivering the highest quality traffic.I steer the internet and advertising department, successfully interweaving digital campaigns with traditional media to create a powerful, synergistic brand presence.3. Operations & Critical Vendor ManagementMy mandate includes complete oversight of all essential technology and services that power the dealership. I am the IT Manager and primary relationship owner for all external partners, including:Digital Marketing AgenciesCore IT Infrastructure ServicesDealership Telephony SystemsThird-Party Lead ProductsThis centralized management is vital for controlling operational costs, negotiating favorable contracts, and ensuring the reliability of every system that supports our sales and service goals.I am committed to leveraging data, disciplined operational management, and exceptional team leadership to achieve sustained growth and competitive advantage in the automotive industry.

Experience

1. Digital Marketing Strategist IT Director

   Walt Sweeney Ford Inc

   Sep 2011 — Present · Cincinnati, OH, US

   Digital Acquisition & Media ManagementI am a performance-driven marketer responsible for the entire media mix (Traditional: TV, Radio, Print; Digital: Paid Search, SEO, Social). I specialize in driving low-funnel, high-intent traffic by rigorously managing Google Ads performance (achieving a 75% CPC reduction) and optimizing third-party vendor platforms (AutoTrader, Cars.com, etc.) for maximum ROI. My focus is converting high visibility into above-average conversion rates.Fixed Operations Strategy & ProfitabilityI design and execute operational strategies for Fixed Operations (Service, Parts, Body Shop) to enhance profitability and service absorption rates. This includes deep process analysis to increase technician productivity, capacity planning, and implementing data-informed practices that lead to a measurable uplift in CSI scores and long-term customer retention.Operational Leadership, Training, & QAI supervise key customer-facing departments, including the Internet Department and Call Center, leading strategic planning and talent development. I created and run a mandatory Call Center Quality Assurance (QA) program to monitor all inbound calls and provide consequence training, ensuring team members execute processes consistently and improve conversion. I serve as a dedicated coach and technical liaison, ensuring cross-functional alignment between sales, marketing, and service.I transform data into strategy, strategy into trained execution, and execution into superior business results.

Education

• University of Cincinnati

  Bachelor of Applied Science (B.A.Sc.), Materials Chemistry

  1994 — 1997

• Cincinnati State Technical and Community College

  Associate of Science (A.S.), Organic Chemistry

  1992 — 1994

Skills

• Salesforce.com
• Key Account Management
• Sales Operations
• Customer Retention
• Automotive Aftermarket
• Strategic Planning
• Automobile
• Customer Satisfaction
• New Business Development
• Retail
• B2b
• Business Planning
• Operations Management
• Competitive Analysis
• Selling
• Crm
• Direct Sales
• Forecasting
• Cold Calling
• Six Sigma
• Product Marketing
• Sales Presentations
• Deal Closure
• Sem
• Product Development
• Negotiation
• Vehicles
• Sales Management
• Dealer Management
• Leadership
• Business Development
• Automotive
• Lead Generation
• Market Planning
• Strategy
• Profit
• Dealers
• P&L Management
• Account Management
• Lead Management