Robert Latta
Calgary,Canada
Summary
Dynamic sales and marketing leader with a proven track record at General Motors Canada, driving Cadillac sales growth by 12% annually. Expertise in dealer relationship management and strategic marketing, complemented by strong cross-functional collaboration skills. Adept at optimizing performance through innovative campaigns and effective sales strategies in the competitive automotive industry.
Overview
26
26
years of professional experience
Work History
Cadillac Regional Sales and Marketing Manager - Western Zone
GENERAL MOTORS CANADA
Calgary, AB
07.2019 - 11.2024
- Company Overview: A national subsidiary of GM, managing automotive sales, marketing, and service operations across Canada.
- Selected to oversee all Cadillac dealers across the Western Zone, lead a small cross-functional team (12) and partner with dealership leaders to drive brand performance.
- Collaborated with advertising agencies to develop and execute integrated marketing, advertising, and promotional campaigns on annual, quarterly, and monthly timelines.
- Led a sales transformation across the Western Zone, increasing Cadillac sales by an average of 12% annually and increasing market share by 2%.
- Increased campaign effectiveness and brand impact by leading strategic partnerships with third-party marketing agencies to support Cadillac's transition to electric vehicles.
- Increased regional sales and brand visibility by developing marketing plans and overseeing a $1M annual budget to execute targeted activations across BC and Alberta/Prairie markets.
- Improved dealer performance and market penetration by collaborating daily with National Senior Management to set sales targets, identify gap markets, and implement best practices.
- A national subsidiary of GM, managing automotive sales, marketing, and service operations across Canada.
Senior Consultant Dealer Development - Western Zone
HONDA CANADA
Calgary, AB
01.2016 - 07.2019
- Company Overview: The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
- Promoted to lead collaboration with the bottom 5% of dealers in Western Canada, improving performance through comprehensive business reviews.
- Managed a team of (10) District Managers and Service Representatives with direct support from the Regional Manager.
- Improved Sales, Market Share, and Customer Satisfaction by 5% to 10% for targeted dealers by leading coordination and allocation of zone resources to manage the Honda/Acura Monitor, Focus, and Repair programs.
- Collaborated with zone management to escalate issues when progress stalled.
- The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
District Service Manager - Customer Experience Consultant
HONDA CANADA
Calgary, AB
01.2014 - 01.2016
- Company Overview: The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
- Promoted to drive collaboration with dealership service management teams, developing and sustaining customer satisfaction processes within their Service Departments.
- Achieved national adoption of the Prairie Zone Customer Satisfaction Recognition Program by Honda Canada after successfully developing and executing it locally.
- Raised lower-performing dealers to zone average by delivering regular presentations to senior managers and store owners with best practices to retain service customers.
- The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
Sales Team Lead - Prairie Zone
HONDA CANADA
Calgary, AB
01.2011 - 01.2014
- Company Overview: The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
- Promoted to lead a team of (4) Sales District Managers for the Prairie Zone, oversee marketing efforts, and manage a $1M budget.
- Played a key role on the leadership team that made the Honda Civic Canada's #1 selling car for 5 consecutive years.
- Drove District Sales teams to consistently meet or exceed sales goals and performance targets by providing motivation and accountability.
- Trained and supported District Managers in daily tasks while monitoring their performance.
- Delivered effective monthly advertising and promotional plans in partnership with a third-party agency and dealer association, optimizing a $1M marketing budget.
- Ensured accurate sales pacing and forecasting while addressing Western market issues through leading weekly business review meetings with the National team.
- The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
District Sales Manager
HONDA CANADA
Calgary, AB
01.2009 - 01.2011
- Company Overview: The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
- Recruited from Chrysler to join Honda Canada as Sales District Manager, partnering with dealers to develop and implement action plans that enhanced sales growth and improved sales processes across the zone.
- Achieved average monthly sales of 350 to 400 Honda vehicles in the district by collaborating with dealer principals and sales and finance management to maximize financial performance and sales volume.
- Improved dealership productivity and profitability by analyzing financial statements and recommending targeted enhancements.
- The Canadian branch of Honda, distributing and manufacturing Honda and Acura vehicles nationwide.
District Sales Manager - Calgary
CHRYSLER CANADA INC
Calgary, MB
09.2006 - 12.2008
- Company Overview: A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
- Promoted to manage business operations, advertising, and promotions while organizing annual car shows.
- Maximized financial performance and sales for up to 12 dealers in Alberta by providing expert management consulting.
- Improved operational efficiency and addressed sales, customer service, and inventory issues through in-depth business analyses.
- Delivered innovative solutions and presentations to senior management, ensuring successful implementation of business improvements.
- Drove sales growth by promoting dealer and customer incentive programs and guiding marketing strategies.
- Boosted market presence by coordinating co-op advertising, product launches, special events, and conducting market research to identify growth opportunities.
- A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
District Manager - Winnipeg
CHRYSLER CANADA INC
Winnipeg, MB
01.2003 - 01.2006
- Company Overview: A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
- Promoted to oversee strategy and execution for 15 dealerships, driving performance through the development of business and marketing plans and optimizing sales team processes.
- Recognized as the top-performing Sales DM in Canada for 2 consecutive years.
- Improved dealer profitability and Chrysler vehicle sales across 15 Manitoba/Winnipeg dealerships by delivering strategic business consulting and operational guidance.
- Identified growth opportunities and closed sales gaps by generating market research insights, presenting actionable recommendations to senior leadership, and implementing innovative business solutions.
- Accelerated sales volume growth and boosted customer engagement by strategically executing dealer and consumer incentive programs, high-impact product launches, and targeted promotional events.
- Enhanced local market share and brand visibility by optimizing advertising mix, shaping marketing strategy, and leading the successful management of co-op advertising programs.
- Discovered significant cost-saving opportunities and resolved critical sales, service, and inventory challenges through comprehensive, data-driven analysis of dealer operations.
- A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
District Manager - Saskatchewan
CHRYSLER CANADA INC
01.2001 - 01.2003
- Company Overview: A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
- Promoted to oversee 20 dealerships as a Management Consultant, advising on key business areas including sales, finance, advertising, and promotional strategy to drive profitability and operational performance.
- Oversaw up to 20 dealerships in Saskatchewan as a Management Consultant, driving improvements in financial performance and sales volume for Chrysler vehicles.
- Executed detailed operational analyses to identify cost-saving opportunities and resolve issues in sales, customer service, and inventory management.
- Uncovered cost savings and resolved issues in sales, customer service, and inventory by conducting in-depth business operations analyses.
- Delivered innovative solutions and strategic recommendations to senior management, facilitating successful implementation and business improvements.
- Boosted sales by driving effective promotion of dealer and customer incentive programs.
- A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
Distribution Clerk
CHRYSLER CANADA INC
01.1999 - 01.2001
- Company Overview: A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
- Hired directly out of university to support vehicle distribution operations, managing and tracking inventory across all Western Canada dealerships and providing regular reporting and insights to the Regional Sales Manager.
- A division of Chrysler that manages the sales and distribution of Chrysler, Dodge, Jeep, and Ram vehicles across Canada.
Education
BACHELOR OF COMMUNICATIONS -
University of Calgary
Calgary, ABADVERTISING DIPLOMA -
Sheridan College
Oakville, ONSkills
- Dealer relationship management
- Sales strategy and performance
- Market forecasting and allocation
- Consultative selling
- Change leadership
- KPI tracking and optimization
- Retail operations support
- Inventory planning
- Customer satisfaction and loyalty
- Cross-functional collaboration
- Sales training and coaching
- Process improvement
- Automotive industry expertise
Accomplishments
- Recognized as the #1 District Manager in Canada (2004), leading performance nationally.
- Earned rapid promotions through roles of increasing responsibility including Customer Service Agent, Distribution Analyst, Sales District Manager (Saskatchewan, Manitoba & NW Ontario).
- Ranked in the top 5% nationally for performance in 2004 and 2005, receiving one of the company's highest ratings.
Key Highlights
- Generated $1M in additional automotive sales by securing a multi-year event sponsorship aligned with brand objectives and leading high-visibility, data-driven campaigns that increased lead conversion and traffic.
- Achieved 20% YoY national and 12% regional sales growth, expanding market share by 2-5% annually over 5 years by developing and executing strategic quarterly, monthly, and annual marketing plans.
- Improved collaboration and strengthened relationships across departments and key stakeholders, leading to increased automotive and parts sales as well as higher customer satisfaction.
- Elevated Cadillac's regional market presence by developing and executing tailored branding strategies, resulting in an increase in regional engagement and expanded sales among previously untapped demographics.
- Boosted car show attendance by 15% post-COVID by planning, promoting, and executing 15 large-scale, brand-building events across 3 major cities over 5 years, driving increased consumer engagement and dealership visibility.
Affiliations
- Volunteer - FreeStyle Alberta , Canmore Folk Festival, Bragg Creek Community Centre
- Coaching / Instructor - Lacrosse, Snowboarding
- Active Board Member - Freestyle Alberta - Representative on behalf of all clubs in Alberta
- Outdoor interests - Mountain Biking, Skiing, Snowboarding, Hike, Camping, Skateboarding, Paddle Boarding, Surfing
References
References available upon request.
Timeline
Cadillac Regional Sales and Marketing Manager - Western Zone
GENERAL MOTORS CANADA
07.2019 - 11.2024
Senior Consultant Dealer Development - Western Zone
HONDA CANADA
01.2016 - 07.2019
District Service Manager - Customer Experience Consultant
HONDA CANADA
01.2014 - 01.2016
Sales Team Lead - Prairie Zone
HONDA CANADA
01.2011 - 01.2014
District Sales Manager
HONDA CANADA
01.2009 - 01.2011
District Sales Manager - Calgary
CHRYSLER CANADA INC
09.2006 - 12.2008
District Manager - Winnipeg
CHRYSLER CANADA INC
01.2003 - 01.2006
District Manager - Saskatchewan
CHRYSLER CANADA INC
01.2001 - 01.2003
Distribution Clerk
CHRYSLER CANADA INC
01.1999 - 01.2001
BACHELOR OF COMMUNICATIONS -
University of Calgary
ADVERTISING DIPLOMA -
Sheridan College
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