Maleia Satterlee, 31
Director of advertising and marketing, Ed Morse Automotive Group
Achievement: Launched a Facebook platform that increased the Ed Morse Automotive Group's reach to 1.7 million people per month.
In 2010, Maleia Satterlee had just graduated from college with degrees in marketing and management when she learned the general manager at the nearby Ed Morse Bayview Cadillac store was looking for an assistant.
She started the job with no determined career path but was soon asked to sit in on advertising meetings and help at store events. By 2012, she was promoted to assistant marketing officer at the Ed Morse Automotive Group corporate office.
When Satterlee joined the marketing department, Facebook had just introduced paid advertising. The dealership group's Facebook strategy at the time was basic, so Satterlee set up a platform for the group in 2012.
The push on the social media site has increased the dealership group's Facebook reach from "a handful" of people to more than 1.7 million people per month.
"I knew it was a big opportunity for us," Satterlee said. "Since then we've launched Facebook advertising for each of our locations and it's a key element to our marketing strategy still to this day."
In addition to reaching more customers, Satterlee wanted to construct the perfect message to send them.
"One of my first goals was to focus on the Ed Morse brand. We have such an amazing foundation as a large family business [with] so many long-term employees," Satterlee said. "I really wanted that to be the central message of each campaign we ran across the dealerships."
Satterlee became director of advertising and marketing in 2015. She oversees nine stores across Florida with 16 franchises.
She says the variety of franchises makes her conscious of tailoring appropriate messages and media to their intended audiences while maintaining consistent campaign names. For example, Satterlee says the radio or TV station and creative direction needed to reach a Cadillac buyer may differ from those needed to connect with a Fiat buyer.
Stephanie Hernandez McGavin