Donna M Wagner, MBA/MAAP
Donna Wagner’s career in the automotive industry has focused on understanding the industry, the players, how it all fits together and most importantly, how to improve. She has a talent for observing, identifying solutions, communicating and connecting people and organizations together for better results. Donna has high standards of excellence in her work, knowledge and integrity.
Donna’s career spans marketing, public relations, sales and training. She is a member of the Auto Care Association Education Committee and SEMA Professional Restylers Organization, has served on the Auto Care Association Board of Directors, Category Management Association Higher Education Council, Automotive Public Relations Council and other various industry organizations. She holds an MAAP (Master Automotive Aftermarket Professional) from the University of the Aftermarket, MBA-marketing from Bowling Green State University and a BS in Computer Science from University of Mount Union.
Marketing Professional: From strategy to execution to process improvement, understanding the customer and the company are key to successful marketing strategies. Donna learned this through her years working for a marketing communications agency and manufacturers (Tenneco/DRiV, Wells Vehicle Electronics). And while process improvement is many times saved for supply chain, in today’s business environment, lean processes apply to all departments. Her efforts launched new sales tools, rebranded companies, created processes for online content and developed trade show effective strategies which improved revenues and profits while cutting costs.
Category Management: Having taken the first category management course offered by the University of the Aftermarket, Donna put her analytical and marketing talents to work as a category manager. She improved revenues and profits for both her employer and customers by implementing category management concepts and creative systems to identify opportunities and strategies. Later, as a professor teaching category management, she joined the Category Management Association Higher Education Council to expand her knowledge.
Public Relations: Billed as the public relations arm of the industry, the Car Care Council was the learning center for Donna’s public relations background. From developing editorial content for consumers and trade to grassroots programs encouraging consumers to take better care of their vehicles. It was there that Donna learned the power of networking and how to engage industry and consumers. She launched the Women’s Board (Women in Auto Care) to give women a place to network and encourage their interest in automotive careers.
Sales: As an account executive, Donna learned to grow existing customers and pitch prospects. From cold calling to developing leads and positioning sales presentations/conversations, she increased sales with small and large companies alike.
Speaker/Presenter: Donna has spoken at various industry functions including Women in Automotive, AASA Global Summit, Women in Auto Care, PERA, Automotive Sales Council, SEMA, Category Management Association Conference and Global Automotive Aftermarket Symposium. Topics covered global business shifts, recruiting and hiring younger generations and career paths.
Instructor/Trainer: Using her industry knowledge, Donna taught adults and college students at Bowling Green State University and Northwood University. Courses covered marketing, category management, global issues, sales, supply chain and business planning. She expanded her automotive knowledge by working closely with companies and gained insights into the hiring process from the perspective of applicants and companies.
Marketing/Public Relations/Sales Strategy and Execution: With experience as a marketing professional with both suppliers and agencies, Donna understands how to develop and execute a marketing and sales strategy to grow your business. Her experience includes local, grass-roots public relations efforts to global campaigns.
Consumer Research / Category Management Strategy and Execution: Understanding what your customers are purchasing, why and how is key to increasing revenues but more importantly, improving profits. My process includes asking the right questions and making decisions based on facts/KPIs (key performance indicators) to develop strategies and implement marketing initiatives to improve your bottom line.
Workshops (Workshops can be done on an individual basis):
Recruit and Retain Your Next Best Employees: Learn best practices to finding, recruiting and keeping your next best employees. As a professor and department chair teaching the auto parts business, Donna Wagner learned how to best attract younger generations and where companies can find their next best employee.
Math: The 4 Letter Word that Leads to Profits: Math is key to understanding how to make your company profitability but many employees cringe at the thought of it. Ensure your entire team from management to the front-line worker understands how profits are made. This workshop will include easy to understand financial ratio lessons, exercises and case studies to illustrate the impact of your employee’s work and decisions to the bottom-line.
Networking to Expand Your Growth Opportunities: Networking leads to opportunities. But if you are new to an industry or job or have had little experience in networking, where do you begin? This workshop will give you the skills you need to work a room and grow your network.