We don’t think you’ll find a group of more engaged or passionate people to wrap their heads and talents around your project than the Performance Marketing Team.

We pride ourselves on building strong relationships with our clients. Our objective is to become your strategic partner, not just another vendor. Over the years, we’ve built relationships with an extensive network of talented and successful creative and marketing professionals, allowing us to handpick team members with the appropriate skills, expertise and work style to meet the diverse needs of our clients.

This affords the opportunity to be reasonable in our fees and flexible in our approach — something we know you’ll appreciate.


Executive Vice-president

Prior to joining Per4mance Rocio worked 13 years as a Manager in Fixed Operations for a Mercedes-Benz retail and was responsible for managing all aspects of customer service & BDC Operations. She managed all customer facing personnel and was essential in driving customer satisfaction scores, client retention, business development, & providing a "Premium Client Experience”.  
Rocio holds a B.S. in International Business and was MBUSA Master Certification from 2006-2013. She also has multiple certifications with MBUSA in Fixed Operations Management,  Business Development & Marketing.

Our Mission

per4mance mid-atlantic division

Bill Costlow


President & CEO

Before joining Performance Marketing, Bill was retail fixed operations manager with Mercedes-Benz for 19 years. He also served as President of the Mercedes-Benz Mid-Atlantic Parts & Service Group for 8 years where he worked directly with 25 Mercedes-Benz retailers and MBUSA on a myriad of initiatives. He was selected as a member of the MBUSA Dealer Advisor Executive Council and was twice honored with Mercedes-Benz's highest award of being a "Master Guild" member.Bill holds a MBA in Marketing & a B.S. in Finance from the University of Maryland. Additionally, he has completed over a 180 courses with MBUSA and is Six Sigma Certified.

Paul Webb,

National Training & Consulting Programs

Paul began his automotive career in 1988, training and consulting for 26 years, he has trained & consulted to: automotive OEM’s, NIADA, NADA; (20 Groups, Seminars & Convention Speaker, associations & individual dealerships). As Director of Training for leading private and publicly owned Dealership Groups, he has delivered customized service, sales & management training programs around the world and has published several books in his career.  His training technique transfers information and focuses learning creating an environment that helps others to motivate themselves to achieve their business goals.

tim pallay,


mid-atlantic division

Tim Pallay is truly a product of the automotive industry growing up within the dealership world. With a focus on Variable Operations Tim has established himself as specialist in business development, F&I and dealership processes.  He spent over 10 years of his career working for some of the top stores in the Nation most recently as a General Manager. 

Tim also has extensive experience working in the vendor world where he acted as Regional Director for a top ancillary product provider. Recently Tim has served as a consultant specializing in F&I Procedures, CEI/CSI  and Processes for J.D. Power & Associates, BMW and Hyundai.

Meet our Team

Tom Gordon


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 of the retail automotive industry to Performance Marketing supporting the vetting and selection of high value dealer programs. With his  expertise as well years of administering dealer programs, Tom brings a “dealers eye” view to Per4mance.  Tom Gordon been a leader and visionary in the automotive business for decades and Per4mance Marketing is thrilled to have him on their team..

Aaron Altscher, Director of IT Programs

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.

At Performance Marketing, we fully understand how challenging it can be to find a great company to provide a high-quality service or offer an effective business solution. We provide a “one-stop shopping” solution for business development needs, marketing support, dealer services, training, and products designed to drive your dealership's profitability.

We work directly with our dealer clients and our "Preferred Partners" partners to select the products or services that provide the most effective solution at the best value. To support our dealer clients, we have established "preferred" pricing structures or offer financial co-op for many products, services, and programs we offer.

We know your time is valuable and the process of finding effective solutions or products can be frustrating and time-consuming. Let our team make the process of finding solutions and products smooth and enjoyable.