This document is a resume for Sanjay Datta, who has over 24 years of experience in marketing management roles in the automotive industry. His most recent role was as an Area General Manager/Area Director for Audi of America from 2006 to present, where he increased sales significantly for his territory and dealerships. Prior to that, he held various marketing, sales, and operations roles with Audi, Volkswagen, Ford, and independent dealerships. His resume highlights his accomplishments in areas such as sales analysis, incentive programs, marketing, problem solving, and communication.

1. SANJAY DATTA
5033 Barrenstar Way
San Ramon, CA 94582
Phone (818) 512-7009
sanjaydatta@aol.com
OBJECTIVE
To obtain a position in a dynamic, growth-oriented organization where I can combine my talents in relationship management, market analysis, analyzing customer
wants and needs, and the development of creative solutions to drive company market share and revenue.
KEY COMPETENCIES
Over 24 years Marketing Management experience with key abilities in the following areas:
•Analysis/Evaluation •Problem Solving •Communication
•Initiating Action •Strategic Planning •Perceiving Ideas
•Sales/Marketing •Relationship Management •Negotiation
PROFESSIONAL EXPERIENCE
Audi of America, Inc., Woodland Hills, CA 2006-Present
Area General Manager/Area Director
Responsible for managing a field team that consults with Dealerships regarding Key Performance Indicators (KPI’s) such as New Vehicle Sales, Certified Pre-owned
Sales (CPO) , Audi Standards and Facilities, Customer Satisfaction, Retail Parts and Labor Sales, and Advertising. Manage annual Area budget and interface with two
top 25 Metro Market Dealer Advertising Groups (DAG’s) to help coordinate strategy and spending on media such as television, radio, print, internet key word search,
and DAG website.
• Current territory has increased sales by over 140% in the last 6 years, over 30% more than the closest Area in the Region. Achieved 1st
or 2nd
highest YOY
sales growth in Region 6 of last 7 years
• Moved Current Market from 9th
largest in the Nation to #3 in CPO and New Vehicle Sales in last 3 years. Currently #2 after first month of 2017
• Highest NADA Dealer scores in Nation in 2015-2016
• Won Prestigious Audi Ascent Trip (Sales Performance Contest) 4 out of the 5 Years of its existence (The most wins of any Area Director)
• In 2015, set a record with 10 out of 14 Dealers in the Market receiving the prestigious Audi Magna Award—two of those receiving the Magna Elite Award
as a Top 12 Audi Dealer. This eclipsed our record of 8 Magna Winners in 2014.
• Placed 7 New Dealers in business during tenure with 3 additional pending. 3 of those Dealers have won Audi Magna Elite Award (Top 12 National Dealer
Award) and all have won Audi Magna Award
• Completely altered Dealer Infrastructure in SF Metro with 6 Facilities out of 8 Dealers. Currently a 7th
is in planning stages Completed an additional 6
facilities in rest of territory
• Achieved 2.7% R.O.S. (2016) in SF Metro after massive facility investments compared to 2.0% National and Regional Average.
• In 2014, Area ranked #1 in Audi Score Card for overall performance.(Overall KPI performance)
• In 2008, awarded Northwest market as well as Northern California, representing the largest territory in the Nation
Audi of America, Inc., Woodland Hills, CA 2004-2006
Network Development Manager
Responsible for implementation of national dealer development strategies, policies, and procedures at a regional level. Manage dealer performance variance within
region and support field teams in developing improvement strategies. Train region staff in use of dealer performance measurement tools, network development policies
and procedures, legal awareness, and business management tools. Manage and coordinate all support programs for dealer activities including annual and five year
business plans, business management accounting, and pro formas. Identify open point opportunities and solicit pool of candidates to fill open points and provide first
level screening of candidates.
ProQuest Alison, Inc., Detroit, MI 2002-2004
Senior Consultant
Responsible for managing a corporate account for Audi and Volkswagen of North America. Consult in the area of
Business Management, including financial statement reporting, field and dealer reporting, brand standards implementation/measurement, business plans, and field and
dealer training. Specialize in analysis and interpretation of both retail and corporate metrics, providing consulting services to stakeholders regarding the strategic
implications.
Hometown Auto Retailers, Bay State and Wellesley Lincoln-Mercury/Mazda, Framingham, MA
General Manager 2000-2001
Responsible for managing two automotive dealership locations. Formulated and implemented business plan, established systems and procedures, developed marketing
strategies. Achieved a significant improvement in profit while maintaining superior customer satisfaction and retention.
Ford Motor Company, Mahwah, NJ 1992-2000
Dealer Operations Manager 1999-2000
Responsible for managing a market area team dedicated to maximizing dealer performance in parts and service operations. Consulted with dealers regarding retail
service growth, warranty policies/procedures, customer satisfaction, and overall process improvement. Developed and trained field personnel.
Sales and Marketing Zone Manager, Ford Division 1994-1996; 1998-1999
Responsible for raising Ford’s market share and dealer profitability in four market areas. Consulted with dealers in plan execution, inventory management, training,
personnel planning, and customer satisfaction. Created advertisements and chose effective media with both dealers and advertising agencies. Designed contests and
promotions to increase dealer motivation, sales, and market share.

2. Customer Service Manager, Ford Customer Service Division 1997-1998 Responsible for increasing dealer
profitability in parts and service operations. Consulted with dealers regarding warranty expenses/claims, parts inventory management, process improvement and
customer satisfaction. Resolved customer concerns through direct contact with both dealers and consumers.
EDUCATION
Pennsylvania State University, State College, PA 1990-1992
M.B.A., Marketing and International Business concentrations (GPA=3.8 out of 4.0)
University of Cincinnati, Cincinnati, OH 1984-1988
B.B.A., Marketing and Finance majors (Co-op program)
SELECTED ACHIEVEMENTS
Sales Analysis
Conducted pre-launch volume analysis for Volkswagen Phaeton launch and calculated economic viability for Volkswagen Dealer Body based on the required
investment. Also conducted a similar analysis and performed actual dealer presentations for the Audi R8 launch.
Responsible for annual Bottom-Up Sales forecasting for territory evaluating Market Share opportunities, sales history, model mix, and market conditions. Final Dealer
objectives are assigned based on this task.
Formulate monthly 4-month Sales forecasts based on objectives, vehicle availability, impending programs, and detailed model mix. In addition, create monthly Sales
forecasts by model line.
Consult with Dealers on a regular basis regarding market share and cross-sell analysis. Create and make presentations to Dealer Advertising Groups, Region and
Corporate HQ Personnel, and individual Dealers.
Incentives
Responsible for creation of incentive programs for field territory and managing annual and monthly budgets. Created a program for sell down of 2009 models and
reduced inventory by over 55% in just one month.
Key part of job responsibilities involves interfacing with Regional Operations Manager to assess Regional Budgets and set Regional Programs for C&I programs in the
Western Region.
Interface with National Sales Operations to evaluate market opportunities and formulate strategic incentive programs based on in market analysis, dealer feedback, and
competitive program comparison. Most current National 2009/2010 carry over incentives launched based on my recommendations.
Sales/Marketing
Coordinated full participation from all SF Metro Dealers in an Audi Billboard campaign for the 1st
Quarter of 2010. Arranged for special pricing on the best locations
in the Bay Area. Arranged for all funds to be reimbursed under Audi’s Tier 3 Co-Op Program. Negotiated and implemented two large sponsorship events with the PGA
tour in 2010. Currently finalizing a major partnership with the World Champion S. F. Giants.
Result: Sales territory forecasted to increase Audi Sales by 70% in January 2010 over January 2009. Territory increased Sales 27% in 2010.
Analyzed/Evaluated
Reverse Engineered Audi’s New Margin Structure and created a Margin Calculator to assist Dealers in quantifying and understanding how to maximize Trading
Margins. Assisted Dealers in adjusting Pay Plans to ensure attainment of all Margin Bonuses.
Result: All Dealers but one met full Margin Criteria in the 4th
Quarter of 2009. Numerous Dealers recorded strong profits in one of the toughest markets in recent
automotive history.
Communicated
Interacted with Jac Nasser, former President and CEO of Ford Motor Co. at a regional marketing forum. Provided comments and suggestions in relation to field input
and formulating strategic marketing intelligence.
Result: Chosen by Jac Nasser to represent the nation’s field managers in providing field input for formulating corporate marketing strategies.
Initiated Action
Undertook the task of revamping an overpriced under-utilized dealer parts and service marketing system. Enlisted service vendor Reynolds & Reynolds to assist in
redesigning the dealership parts and service customer database marketing program.
Result: Negotiated and created a new parts and service marketing package that served as the benchmark for all 10 dealers in the Hometown Auto Group. Saved 25%
in costs and received 50% more in products and services. The parts and service departments subsequently increased selling gross by more than 50%.
Responsible for numerous National Audi Policy Changes acting as a conduit between the Manufacturer (Audi) and Dealers.
Result: Policy changes include National Export Charge Back Process, National Owner’s Equity Calculation, R8 Facility Reimbursement Program .
Problem Solved
Inherited management control of an automotive dealership losing money on a continual basis. Established systems, policies, and procedures. Adjusted departmental
personnel and reduced expenses while simultaneously implementing revenue enhancement programs.
Result: Increased profit $500,000 from a (-$300,000) loss in 2000 to over a $200,000 profit in 2001.
Volkswagen expressed a concern that its Brand Standards dealer fulfillment program has not gained full dealer and field acceptance because it has no association with
the positive financial implications of meeting the program requirements.
Result: Conceived, designed, and specified the Volkswagen Operating Standards Business Plan, integrating Brand Standards with the current Volkswagen Business
Planning analytical tool.

3. Relationship Management
Assigned to maximize Ford product placement, zone sales, and market share improvement. Utilized relationship management and selling skills wholesaling vehicles
and selling programs to dealers. Consulted with dealers regarding inventory management and product advertising/ and merchandising.
Result: Won 7 Zone Manager of the Month Awards in four different markets. Won 8 national contests based on zone sales and wholesale performance. Increased
market share a minimum of 10% in each market assigned.