Michael Frazer is Managing Partner at Chroma Cars, LLC. Michael’s career spans nearly 30 years as Gulf War Veteran, entrepreneur, traditional & digital automotive marketing and advertising professional, dealer sales strategy & solutions architect and even a television news anchor & reporter.
Michael spent a total of 2 years as Digital Director at Zimmerman Automotive Advertising where he helped drive the re-imagination of their digital strategy for large dealer groups and single point franchise dealers alike.
In his 8 years with Cox Automotive Group Michael’s sales management & sales strategy models helped influence the development of several groundbreaking dealer sales and service solutions. As a District Sales Manager & National Sales Educator at AutoTrader.com Michael trained and consulted with more than 800 automotive advertising consultants and several thousand dealers in markets across the United States.
A pioneer of traditional & digital automotive merchandising Michael is best known for his design and development of automated software solutions which facilitate highly impactful, low barrier to entry performance improvements online, on-air, in print and in store. As Managing Partner of one of the fastest growing SAS companies in the retail automotive industry, Michael oversees direct to dealer and agency white label relationships in the United States & Canada.
Michael remains store-level consulting focused and committed to covering what's happening in the industry around traditional & digital merchandising, trade-in marketplace, SEO & PPC campaign optimization best practices, today's automotive consumer, emerging trends, and what's working to create best in class people, processes, policy, promotion, and policing on the sales floor and behind the dealer operations curtain.
Michael brings over 15 years of experience in automotive-specific convergent media sales and promotions. His wide range of retail automotive software & systems design expertise—from professional internet consulting and digital re-merchandising to managing partner for a large high line used car superstore chain makes him an ideal fit for Chroma Cars focus on automated & human merchandising that matters.
Michael has delivered variable and fixed operations technology, programs and training for a wide breadth of major dealer group personnel and dealer association members and conducted workshops at conventions and conferences from Brian Pasch & David Kain to State Associations & Nationwide Digital Dealer Conferences.