Dealership marketing professional puts focus on community

During the pandemic, Evelyn Kelly Searle — Ev to her friends — and her husband, Justin Searle, would host a Zoom happy hour called "Thirsty Thursdays Think Tank." It was through these virtual get-togethers that the Searles began meeting more fixed ops professionals. Before that, most of Ev's marketing work was on the dealership sales side.

But in talking with fixed ops directors, she saw a need for service marketing, too. So the couple, along with Russ Mann, founded SALT Automotive almost a year ago. It provides marketing expertise along with some technology- driven products to fixed ops departments — as well as finance and insurance products and dealership consulting and training.

"We are big believers in building a community," Ev Searle says. "And we wouldn't be where we are today if it weren't for the help of our colleagues and other vendors helping us and guiding us."

In addition to the dealership community, Searle is very devoted to charity work in her hometown of Pittsburgh. In July, she will participate in the Black Tie & Tailpipes Gala, part of the nine-day Pittsburgh Vintage Grand Prix event that has raised $6 million for the Autism Society of Pittsburgh and other organizations that help adults who have disabilities.

Searle's 8-year-old daughter Dolly has Down syndrome

"Life as a special-needs parent is beautiful, but it's also very difficult," Searle says. "And you need a support system because things can be very hard. So it's important to me to help support these charities in Pittsburgh.

"One day, Dolly's going to be an adult, and it doesn't get easier when they're an adult. Sometimes it gets harder," she says.

Searle says her personal and professional worlds fit nicely together because both revolve around community.

"We believe it's just as important to treat your peers in this industry with as much respect and kindness as your clients because we're all in this together," she says. "And then to extend that to your hometown, to where you live. If you give out good things, it almost always comes back to you.

"It's just very contagious."