Gray Scott — Marketing & Growth Executive | Automotive Retail & Technology

Ultimate Toys

Vice President, Marketing

Chicago, IL · 04/2025 – 12/2025

Delivered the strongest YTD performance in company history — +31.1% revenue, +32.2% sales, +49.6% EBITDA.

Increased EBITDA 49.6% and improved margin 1.4 points through optimized marketing spend, refined pricing strategies, and conversion-focused lead flows.
Grew new Sprinter sales 40% and RAM deliveries 137.5% via targeted audience segmentation and cross-channel creative optimization.
Sustained double-digit gross profit growth (+22.7%) while scaling COGS proportionally and reducing acquisition costs.
Rebuilt digital stack, CRM, creative workflow, and audience segmentation from the ground up.
Closed record December with 45 Sprinter units sold and 136.8% sales growth since April.

Frank Leta Automotive Group

CTO & CMO (Fractional)

02/2024 – 11/2024

Modernized the group with full AI integration, CDXP deployment, SEO restructuring, website redesign, DSP launch, and buy-center buildout for direct-from-consumer acquisition.
Reduced third-party dependency while improving data cleanliness, project management infrastructure, and brand alignment.

C. Harper Automotive Group

CTO & CMO (Fractional)

09/2023 – 12/2023

Led enterprise-wide AI rollout, SEO rebuild, brand modernization, and CDXP installation.

The Digerati Group

Founder & Principal

Chicago, IL · 2012 – Present

Advisory firm specializing in AI systems, CDP and CRM architecture, SEO, tech stack development, and conversion frameworks for dealer groups and automotive technology companies.

Cardinale Automotive Group

Chief Marketing Officer

Marina, CA · 2021 – 2022

Overhauled SEO across all 22 stores — 500% lift in organic traffic, several locations exceeding 1,000%.

Drove 43% increase in sales appointments and double-digit service gains through AI and machine learning deployment.
Generated 14% CP lift and 7% service revenue lift in Q1 2022 through a formalized fixed-ops strategy.
Converted an 85% site abandonment rate into an 85% conversion rate via live communication installation.
Cut third-party costs 20% and lifted review generation 25% through reputation management restructuring.
Managed $20M+ advertising budget; rebuilt digital foundation across all 22 locations.

Muller Auto Group

Marketing Director

Chicago, IL · 2016 – 2021

Increased city market penetration 400% through aggressive brand repositioning and audience expansion.
Built first-party acquisition engine generating 30–40 inbound leads per day pre-pandemic.
Launched home delivery program and expanded market reach into previously unreachable segments.
Integrated AI into marketing workflow starting in 2017, evolving it continuously as the technology matured.
Built a progressive marketing stack years ahead of any competitor in market or industry.

Growth,
Engineered.