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Agenda & Speakers

A Customer Service Transformation with Driven Brands

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In order to accomplish all the tasks that modern life demands a safe and reliable vehicle is absolutely essential for most people. Proper car care and auto maintenance, therefore, has become an inevitable part of daily life. But this does not mean that car care brands can remain complacent and simply let drivers come to them. Like brands across many other verticals, competition within this industry is fierce. And faced with a crowded landscape that supports both nation-wide chains and vast networks of local hometown shops, just offering consistent and high quality service is no longer enough to gain an edge.
 
Driven Brands, which includes Meineke and Maaco, fundamentally understands these marketing challenges, and it recognized the need to transform the way it engaged consumers. Through a renewed focus on data-driven insights, targeted integration, and accurate segmentation, the brand has recently, and successfully, redefined its entire experience for both drivers and franchise owners alike.
 
During this session titled, “A Customer Service Transformation with Driven Brands,” learn how leading car providers are connecting with customers to take engagement far beyond just a friendly smile and competent tune-up.
 
Key takeaways include:
 
• How a shift away from traditional print media and toward increased digital engagement led to an innovative web platform for franchise owners
• How a renewed focus on both B2B and B2C targeting and segmentation helps Driven Brands build better relationships with franchisees, suppliers, and end consumers
• Best practices for adding new verticals by developing synergistic strategies

Speakers

Artemio Garza, CMO, Meineke

 Artemio Garza joined Driven Brands in 2013 as Maaco Chief Marketing Officer.  He was names Chief Brand Officer in 2015 and is responsible for overseeing all branding and marketing initiatives across the Driven Brands portfolio.  Prior to joining Driven Brands, Artemio was a Sr. Director of Marketing at BURGER KING® where he grew Latin America’s EBITDA from $50 Million to $80 Million in 26 months.  Artemio has an MBA from MIT, a Bachelor of Science in Mechanical Engineering and a Bachelor of Arts in Economics from Stanford University.

Jose Costa, Group President, Driven Brands

Jose R. Costa has a background steeped in franchising, marketing, unit growth, enhancing customer experience and franchisee profitability amongst some of the most recognized brands in the world. He currently serves as Group President for Driven Brands where he leads MAACO®, CARSTAR® and Drive N Style®. Collectively, these brands operate more than 1,000 body shops across North America, generate more than $1.2 billion in annual system sales and further establish Driven Brands as a leader in the automotive aftermarket space.

Previous to his current role, which he assumed in October 2015, Costa was President of MAACO®, where he was responsible for managing and developing 500 automotive body shops across the U.S. and Canada. During his tenure, he improved MAACO®’s procedures and training practices, raised consistency among franchises, revamped operations and enhanced the look and feel of its advertising.
 
Prior to joining Driven Brands, he was Vice President of Marketing, R&D and Supply Chain at BURGER KING® where he grew Latin America's EBITDA from $50 million to $80 million in 26 months. Costa also served as President of COSTA IMC, a branding and interactive marketing firm focused on the U.S. Hispanic and Latin American segments.
 
Costa has over 20 years of experience both on the client and agency side, working for brands like Young & Rubicam, Bank of America, PepsiCo, and YUM Brands. He also has extensive experience in restructuring portfolio companies for private equity firms like 3G Capital, Harvest Partners and Roark Capital Group.
 
In 2016, Costa earned the prestigious 2016 Executive of the Year Gold Award in the Golden Bridge Awards®, an annual industry and peers recognition program honoring best companies in every major industry. He also won an Executive of the Year Bronze Stevie Award in the automotive and transport equipment industry for 2016. The Stevie Awards recognize outstanding performance in the workplace. He is also a National Association of Corporate Directors (NACD) Fellow, a credential that recognizes those committed to excellence in the boardroom, and a member of the Young Presidents Organization (YPO), the world’s leading peer network of chief executives and business leaders.
 
In April 2016, Costa was inducted as the chapter leader of the Charlotte chapter of Chaîne des Rôtisseurs, the world's oldest and most prestigious food society. He has continued to pursue social work with Big Brothers Big Sisters of Greater Miami, through which he has mentored a child in Miami for several years.
 
Costa has a Master's degree in Integrated Marketing Communications from Northwestern University and an MBA from University of Chicago. 

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