Leading Marketing for the Hoehn Family of Dealerships

Hoehn Motors is a family-owned group of six dealerships in Carlsbad and Temecula, California, representing Porsche, Audi, Mercedes-Benz, Land Rover, Jaguar, and Honda. As Marketing Lead I am responsible for the group's entire marketing function: integrated campaigns, community partnerships, events, paid media, digital, and communications, leading a team of a graphic designer and a social media coordinator.

50th Anniversary Campaign

To mark fifty years of Hoehn Motors in Carlsbad, I planned and executed a year-long campaign across the entire group: local TV ads on KPBS, magazine ads, point-of-sale displays in every showroom, anniversary newsletters, a commemorative Cars & Coffee series, and charitable projects with our team.

The campaign opened with an anniversary film featuring the Hoehn family, produced for TV and digital.

The 50 Years in Carlsbad anniversary film, featuring the Hoehn family — The anniversary film that opened the campaign year. Press play to watch.

Speakers at the Hoehn 50th anniversary banner surrounded by employees and their families at the company picnic — The 50th Anniversary company picnic.

Employees and their families filling the picnic tables under the canopy at the 50th Anniversary picnic — Employees and families at the anniversary picnic.

Crowd around an orange 911 GT3 in the Porsche Carlsbad showroom during the anniversary Cars and Coffee — Cars & Coffee celebrating 50 years, at Porsche Carlsbad.

Visitors and cars filling the Audi Carlsbad lot during the anniversary Cars and Coffee — The anniversary Cars & Coffee at Audi Carlsbad.

Visitors watching a car roll through the Porsche Carlsbad showroom during the anniversary Cars and Coffee — Inside the showroom.

Classic cars on display at the anniversary Cars and Coffee — Classics on display.

Wide view of the Audi Carlsbad anniversary Cars and Coffee gathering — The gathering at Audi Carlsbad.

View from above of the Porsche Carlsbad lot with tents, cars, and visitors at the anniversary Cars and Coffee — The event from above.

Community Partnerships

Under the Hoehn Cares program, I manage the group's community partnerships: sponsorships, charitable initiatives, and long-term relationships with local organizations, from Toy Drive events benefiting the Boys & Girls Club of Oceanside to community galas, youth sports, and company volunteer days.

Some of the programs I run

Luxury Car Raffle, 16th editionAnnual car raffle benefiting local charities.
Adopt-a-Highway partnershipYear-round highway cleanup sponsorship in Carlsbad.
Taste of Rancho Santa FeFood and wine festival sponsorship.
Carlsbad 5000Sponsorship of the Carlsbad 5K road race.

Red 911 with its front trunk full of donated toys behind a red rope at the Porsche Carlsbad Toy Drive — The Cars & Coffee Toy Drive at Porsche Carlsbad, benefiting Boys & Girls Clubs of Oceanside.

Red Mercedes SUV with its trunk full of donated toys in the Mercedes-Benz Carlsbad showroom — The Toy Drive at Mercedes-Benz Carlsbad.

Children at tables full of donated toys beside a Thank You Hoehn sign at the Boys and Girls Club — The toys arriving at the Boys & Girls Club.

Children and staff in front of a Hoehn-branded Sprinter van at the donation handoff — A Sprinter van donated through Hoehn Cares.

Hoehn-branded pace car and tent at the Carlsbad 5000 road race in Carlsbad Village — The Carlsbad 5000.

Hoehn volunteers serving food in the Ronald McDonald House kitchen — Ronald McDonald House San Diego.

Events & Experiential

I produce the group's event calendar end to end, from concept and budget to on-site execution, combining new-model launch events with a recurring Cars & Coffee series across four brands.

Some of the events

Cars & Coffee seriesRecurring community car gatherings across four brands.
Macan EV + Taycan launch eventNew-model reveal evening at Porsche Carlsbad.
911: Heritage and HorsepowerA heritage evening built around the Porsche 911.
All-new Q3 open housesLaunch weekends at both Audi stores.

The new Macan EV on display with floral styling at the evening reveal at Porsche Carlsbad — Macan EV and Taycan reveal evening at Porsche Carlsbad.

Guests gathered around a classic green 911 in the Porsche Carlsbad showroom during the Heritage and Horsepower event — 911: Heritage and Horsepower at Porsche Carlsbad.

Guests gathered on the plaza at dusk during the Macan EV launch event — Guests at the Macan EV launch.

Guests mingling in the warmly lit Porsche Carlsbad showroom during the 911 Heritage and Horsepower evening — The Heritage and Horsepower evening.

Guests around the catering spread at the 911 Heritage and Horsepower event — Hospitality at Heritage and Horsepower.

Cars lined up at the Porsche Carlsbad entrance as visitors arrive for Cars and Coffee — The Cars & Coffee series.

Brightly colored Porsches surrounded by visitors in the showroom at Cars and Coffee In Color — Cars & Coffee In Color: paint-to-sample Porsches in the showroom.

View across the showroom full of colorful Porsches and visitors at Cars and Coffee In Color — The showroom during Cars & Coffee In Color.

A guest painting at the art station during Cars and Coffee In Color — The art station.

Guests exploring the all-new Q3 in the Audi Carlsbad showroom during the open house — All-new Q3 open house at Audi Carlsbad.

A 911 on track at the Porsche Experience Center Los Angeles during the PECLA driving event — PECLA driving event: customers on track.

Digital Advertising

I plan and manage the group's digital advertising alongside our SEM agency: roughly $1.2 million a year across six stores. Every store runs search and Performance Max campaigns in Google Ads, while Meta is where we build awareness for the group and its six brands.

Google AdsSearchPerformance MaxMeta

~$1.2Ma year in digital media,
across six stores

91%of the group's
marketing program

What I manage

Google AdsSearch and Performance Max campaigns running for every store.
MetaBrand awareness across Facebook and Instagram.
Monthly ROI reviewsEvery store's results reviewed with its general manager, then the plan adjusted for the month ahead.

Digital, Analytics, and AI

Across all six stores, I manage the group's web presence, with measurement and attribution in GA4. I also build a ROI dashboard for each store and review it monthly with its general manager: spend, leads, cars sold, cost per lead, and close rate, tracked year over year. A group roll-up sets those results next to each brand's national trend.

I also led the department's adoption of AI, and built the tools we use it in: drafting responses to Google reviews and generating our advertising disclaimers.

4 of 5stores outperformed their brand's
national sales trend, Q1 2026

6store websites measured
in GA4

What I've built

Social media, launched from zeroBuilt the group's social presence from nothing. Every store has its own account now, posting weekly, to one set of standards.
Per-store ROI dashboardsA dashboard per store, reviewed monthly with its general manager: spend, leads, cars sold, cost per lead, and close rate, tracked year over year.
GA4 measurement and attributionMeasurement across all six store websites, so every channel is judged on what it actually returns.
AI in the daily workflowLed the department's adoption of AI and built the tools around it, from drafting Google review responses to generating advertising disclaimers.
AI search readinessShoppers research in ChatGPT, Gemini, and Perplexity before they ever reach a dealer site. I own the work to make our pages readable and citable by them.

Advertising Compliance

Vehicle advertising is heavily regulated, and marketing owns the exposure. I lead advertising compliance for the group. I set the disclosure standard every store advertises to, and I build the tools that hold six brands to it. When the rules change, our campaigns and websites change with them.

What I lead

Group disclosure standardOne approved structure that every lease ad follows, so the same rules apply at every store.
AI disclaimer toolA tool I built that drafts and checks advertising disclaimers against our approved standard, for any brand, in seconds.
Website complianceLead the rebuild of our vehicle pages for pricing transparency and disclosure accuracy.

Email & Internal Communications

I own the group's email marketing and internal communications, from customer newsletters to the SharePoint intranet and monthly reporting to leadership. Newsletters were rebuilt on a Stripo design system: production cut from days to hours, consistent across six stores.

What I own

Customer newslettersI own the group's email marketing to customers, from the monthly newsletter to campaign sends.
SharePoint intranetOne internal home for news and resources.
Campaign messaging alignmentOne story told the same way at six stores.