Jon Caborn is an accomplished automotive marketing executive with more than 18 years of experience in dealership operations, digital strategy, and vendor management. He has held key leadership roles at Crossroads Automotive Group and serves as Chief Marketing Officer for Pinnacle Cars, overseeing digital retailing, BDC performance, paid media, website optimization, and multi-store vendor accountability.
Jon was also selected to serve on the FordDirect Dealer Advisory Board, where he collaborated with Ford and FordDirect leadership to evaluate national vendor programs, influence product development, and improve digital performance for Ford dealers nationwide. His OEM-level insight gives him a unique perspective on how vendor ecosystems grow bloated, redundant, and expensive—and how dealerships can regain control.
Across Ford, Nissan, INFINITI, and independent rooftops, Jon is known for transforming chaotic digital stacks into streamlined, measurable, ROI-driven systems. His vendor audit framework has uncovered overlapping tools, excessive contract spend, and missed performance KPIs, helping dealers save tens of thousands annually while improving lead quality and operational efficiency.
At Pinnacle Automotive Group, Jon implemented KPI scorecards, renegotiated underperforming vendor contracts, and rebuilt the marketing + BDC structure to drive higher conversion and accountability. At Crossroads Automotive Group, he managed OEM program alignment, website performance, and SEO/SEM improvements across multiple rooftops and brands.
Jon brings a practical, operator-first teaching style grounded in real dealership experience—not theory. His work continues to help dealer groups gain clarity, reduce waste, and improve ROI across sales and service.
He lives in Wake Forest, North Carolina with his family.