About Us

William is the Chief Executive Officer and Founding Partner of Performance Dealer Products, where his extensive industry expertise drive our organization's innovative solutions. As a founding partner, he has established the foundation for our company's commitment to excellence, operational efficiency, and transformative growth.

Bill brings nearly three decades of experience in the luxury automotive sector, including an impressive 19-year tenure as a retail fixed operations manager with Mercedes-Benz. 

His leadership capabilities were further recognized when he was selected to serve as President of the Mercedes-Benz Mid-Atlantic Parts & Service Group for eight years. In this executive role, Bill worked directly with 25 Mercedes-Benz retailers and collaborated closely with MBUSA on numerous high-impact initiatives, demonstrating his ability to drive results across multiple markets while maintaining the highest standards of brand excellence.

Bill's exceptional contributions to the industry have earned him prestigious recognition, including his selection as a member of the MBUSA Dealer Advisor Executive Council. His expertise and dedication were further honored when he received Mercedes-Benz's "Master Guild" membership—not once, but twice, a testament to his unwavering commitment.

As CEO, Bill positions himself at the forefront of our company's evolution, where he expertly identifies emerging market opportunities and develops comprehensive strategies that drive  business . 

Bill's impressive educational credentials include an MBA in Marketing and a Bachelor of Science in Finance from the University of Maryland. His commitment to continuous learning is exemplified by his completion of over 180 specialized courses with MBUSA.

Additionally, Bill is Six Sigma Certified, bringing proven methodologies for process improvement and operational excellence to our organization. 

Bill's unique combination of founding vision, extensive industry experience, prand continuous professional development positions him as an exceptional leader driving Performance Dealer Products toward continued innovation and market leadership. 

 Rocio serves as our Executive Vice President and Founding Partner, bringing visionary leadership and unparalleled industry expertise to drive our organization's strategic direction. As a founding partner, she has been instrumental in shaping our company's core values, operational excellence, and commitment to delivering solutions within our industry.

Her extensive background includes 13  years as a Manager  for Mercedes-Benz retail, where she honed her expertise in premium automotive service delivery and operational management. 

Her strategic approach to business development and her dedication to delivering a "Premium Client Experience" became hallmarks of her management style, setting new standards for operational excellence.

She holds a Bachelor in International Business, providing her with a global perspective on market dynamics. Rocio's commitment to continuous professional growth is evidenced by her MBUSA Master Certification, which she maintained from 2006 to 2013, demonstrating her dedication to staying at the forefront of industry best practices.

Rocio's combination of founding partnership vision, extensive industry experience, and proven track record of excellence positions her as a driving force behind Performance Dealer Products' commitment to innovation and superior client service.  

  Tom has spent his entire career in the automotive industry, learning the retail business literally from the ground up. During his career he distinguished himself as a General Manager, Division President of Luxury Brand Group, and currently as a dealer principal. He brings his wide-ranging experience in the retail automotive industry to Performance Dealer Products, supporting the vetting and selection of high-value dealer programs. With his expertise as well as years of administering dealer programs, Tom brings a “dealer eye” view to Per4mance. Tom Gordon been a leader and visionary in the automotive business for decades and Per4mance Dealer Products is thrilled to have him on their team..

  Aaron and his team build functional, intuitive, and well-performing software technologies, including mobile and web applications that have been used by Fortune 500 companies, government agencies, as well as tech startups. Aaron and his team pride themselves on creating a "one-to-one" approach to each project striving to deliver personalized service to each and every client. Altscher is a professor of Entrepreneurship and Business Communications at Howard Community College and holds an MBA with a concentration in Marketing and Project Management. He has appeared on NBC's The Apprentice and CNBC's The Big Idea.

Ana serves as our dedicated Billing Team Lead, bringing leadership and versatility to multiple facets of our business operations. With her keen attention to detail she  oversees all billing operations, ensuring accurate invoicing, efficient payment processing, and reconciliation procedures.

 She maintains  communication with both clients and vendors, consistently delivering the highest standards of professionalism and transparency in every interaction. 

Ana's comprehensive expertise spans multiple areas, including accounts receivable, accounts payable , comprehensive billing operations, and customer care delivery. 

Her strong educational foundation includes a Bachelor's degree in Business with a minor in Accounting, 

Ana's commitment to excellence and her collaborative spirit make her an invaluable member of our team, ensuring that our billing operations not only meet but exceed industry standards.

Erin brings a wealth of customer service expertise and leadership to her role as Office Manager. Her unwavering commitment to excellence, serves as the backbone of our daily operations.

Erin's natural ability to anticipate needs and proactively address challenges makes her an invaluable resource for both team members and clients alike.

Erin's refreshing can-do attitude is infectious, inspiring those around her to approach challenges with optimism and determination. Combined with her Bachelor's degree in Business Administration, this positive outlook and solid educational foundation enable her to tackle challenges while maintaining the personal touch that strengthens our team dynamics.

Her dedication to excellence and natural leadership abilities make Erin an essential pillar of our organization, ensuring that our operations run smoothly while fostering an environment where both team members and clients thrive.  .

Daniela serves as our Director of Business Development, where she collaborates strategically with executive management to spearhead initiatives and  projects designed to accelerate growth and market expansion. 

Her hands-on experience spans numerous automotive marketing campaigns and sales projects, providing her with invaluable insights into market trends, consumer behavior, and industry challenges. This foundational knowledge, combined with her fresh perspective, enables her to approach business development with innovative thinking.

Her ability to bridge traditional automotive practices with modern business approaches makes her uniquely positioned to drive meaningful change.

Her impressive educational background includes a Bachelor's degree in International Business and a Master of Business Administration, providing her with a understanding of global markets, strategic planning, and advanced business principles. 

Daniela's unique blend of industry expertise, academic excellence, and innovative thinking positions her as a driving force in our organization's continued success.