We analyze your current advertising and software stack, uncover what’s working, what’s wasting money, and build a clear, actionable roadmap so every tool you use drives measurable results.
Our
Values
When we leave this earth our integrity is the legacy we leave. We aim to under-promise and over-deliver in a straightforward and easy to understand manner. We gain personal satisfaction through serving our clients in a manner that they find refreshingly open, honest and direct. We have a lot of answers but we don’t have all the answers, when we don’t we will tell you so.
Integrity
If we don’t deliver value we’re not doing our job. We have been in the advertising, media and software space for a long time and have witnessed value providers flourish and value under-provider disappear. One thing that we know, if the value we deliver is greater than the cost of the service provided, that’s a recipe for a successful relationship.
Value
We’re not going to try to fit a square peg in round hole. Pragmatic roadmaps that are aligned with the operation process and capabilities of each individual dealership is what we deliver. We find whiz-bang solutions often fail to gain traction. That’s why we create plans that move your business forward and gain adoption. Then that creates the opportunity for the next level of improvement.
Pragmatic
We have deep experience and expertise in the Advertising & Software space; however, we don’t have a monopoly on all the right answers. Listening to and respecting input from dealers and their teams is a key to making sure the Roadmap created is actionable and will move your business forward.
Respect
The Dealer Roadmap team believes managing your advertising efforts shouldn’t be a burden on your team. With decades of automotive Advertising & Software experience, we create a roadmap for your dealership to guide your business forward. We perform a thorough analysis of your operation to measure results while simplifying the process for you and your team to sell more cars and satisfy more customers in the hustle and bustle of the retail environment.
The Team
Matt McKenna
Founder
Matt was one of the early and longtime executives at AutoTrader.com from 2000-2015. During his tenure he led the National Accounts business, the Analytics & Insights team, structured strategic partnerships and was involved in the acquisition process of the software and media companies added to the portfolio including the likes of KBB and vAuto.
Prior to Joining AutoTrader.com, Matt was an ad agency executive at JWT, Campbell-Ewald and his own firm, Veritas Advertising.
Matt is an alumnus of Michigan State University and Harvard Business School
Grace McKenna
Advertising Analyst
Grace is a Marketing major from High Point University in the pursuit of her Master in Communications and Leadership. Grace is starting in the trenches like all young professionals should in order to learn the business from the ground up and understand the challenges dealers face as they run their businesses and seek to spend advertising and software budgets effectively.
Sarah Shipp
Manager of Paid Search & SEO
Sarah is the lead technician for Dealer Roadmap, responsible for hands-on strategy development and execution across for all clients. Originally from Canada, Sarah brings a global perspective and more than 10 years of experience in digital marketing, with a strong foundation in SEO and paid search.
A graduate of Xavier University in Cincinnati, Sarah began her career in traditional and digital media before transitioning fully into performance-driven digital marketing. Over the past five years, she has specialized in the automotive industry, developing a deep understanding of OEM expectations, dealership compliance, and the importance of cost efficiency across every marketing channel.
Known for her hyper-custom, hands-on approach, Sarah works directly in each account—no templates, no shortcuts—ensuring strategies are tailored to each dealership’s goals and market conditions. As Dealer Roadmap’s primary technical lead, she partners closely with internal teams and dealership stakeholders to deliver clear, effective, and results-focused marketing roadmaps.
Dealer Roadmap
44 Milton Avenue
Alpharetta, GA 30009
Matt@DealerRoadmap.com
Call or Text: 678-733-5430