Helping Guide Small
Businesses to New Shores
About LakeTown
LakeTown Marketing delivers a intelligent, results-driven marketing solutions tailored to small businesses. My mission is to help you go to market quickly and effectively, exceeding sales and profitability goals while ensuring your unique products or services stand out with exceptional value.
With over 25 years of experience working on major brands, large budgets, with top-tier ad agencies, I take a no-nonsense, data-driven approach to every project. The focus on maximizing ROI—not just creating campaigns that look good, but crafting strategies that sell and drive measurable growth.
It all starts with a conversation. By asking the right questions, gaining insights, analyzing data, and identifying opportunities, I will provide value-added recommendations to help your business grow.
Let’s work together to create impactful solutions that drive your business.
Gordon Barnes
Managing Director
Indianapolis, 1995 - 1999
My career began in 1995 with General Motors, managing the ACDelco brand in the Indianapolis market. At the time, GM’s substantial marketing budgets were allocated to Independent Wholesale Distributors, and my role was to ensure those dollars were used creatively and within co-op advertising guidelines to drive real results.
In Indianapolis, I worked closely with distributors and their sales teams, learning the business at the street level and helping grow market share. By leveraging ACDelco’s co-op dollars, we created innovative local promotions that tied seamlessly into national campaigns. Working with independent business owners taught me the importance of maximizing every marketing dollar to ensure measurable impact. This chapter of my career was a foundation for the creativity, relationship-building, and strategic thinking I bring to every project today
Notable Achievements
One of my most memorable accomplishments was addressing low attendance at technical training sessions for Independent Repair Shops. Thinking outside the box, I created an event at Stefan Johansson’s Indoor Go-Karting facility, where attendees could race between training sessions. The event was a massive success and reshaped how training and trade shows were delivered across industries.
Managed motorsports events at legendary venues like Indianapolis Motor Speedway and Indianapolis Raceway Park. At the time, Dale Earnhardt Sr. was the undisputed star, but I saw potential in his son, Dale Jr. Seizing the opportunity, I brought Dale Jr. to speak at several events, forming a connection that even landed me on the podium.
#1 District Performance and Sales Master Award recipient three out of five years.
These moments not only showcased my ability to spot talent but also highlighted my ability to generate sales by building relationships and creating memorable, high-impact experiences.
Northeast Region, 1999-2004
As Frank Sinatra famously said, “If I can make it there, I’ll make it anywhere.” In 1999, I was promoted to the Regional Office in Purchase, NY, where I experienced firsthand how tough—and rewarding—business can be. The Northeast was the big leagues, and it was my chance to prove what I was made of. It was here that I learned to act with urgency in everything I did, whether it was closing deals or even standing in line for soup.
This role pushed me to expand on the success I had built in Indianapolis, working with larger budgets, higher expectations, and a more complex market. Traveling throughout the region, I partnered with field sales teams and Wholesale Distributors to amplify our impact, combining creativity with strategy to drive sales and customer participation like never before.
The Declaration of Independence Trade Fair
One of my biggest accomplishments in the Northeast was organizing a groundbreaking event: the Declaration of Independence Trade Fair. This regional summit utilized the combination of Motorsports, a Music Concert budget, a regional advertising campaign, and a promotion to launch DuraStop Brakes.
The event was nothing short of extraordinary:
Held in historic downtown Philadelphia, just after 9/11, celebrating America.
Product and technical training for shop owners and technicians.
A group dinner at an English Tavern hosted by Ben Franklin (and his look-alike pals).
Over 500 attendees at Dover International Speedway for training sessions and live events.
A grand finale that included awarding promotion winners with a luxury limo ride to a suite at a Rolling Stones concert.
This event wasn’t just successful—it was revolutionary. It unified distributors across the region, delivered immense value, and redefined how we connected with customers. Its success set a precedent that was later adopted by other regions.
Taking a Chance on “Mike & Mike”
While in the Northeast, I also had the opportunity to sponsor a little-known radio show on ESPN 1050 called “Mike & Mike in the Morning.” At first, I was skeptical, but after watching a live recording, I saw the potential. Pooling co-op dollars from Warehouse Distributors across the region, we launched a large-scale campaign supporting the show.
This gamble paid off in spades. Not only did ACDelco and its local customers gain exposure through a rapidly growing program, but distributors also unlocked exclusive opportunities through ESPN—access to sporting events, personal appearances, and unforgettable experiences like:
Golf events with Chichi Rodriguez.
Celebrating with Ray Bourque.
Touching the Stanley Cup after the New Jersey Devils’ victory in 2003.
By thinking big and taking bold chances, I helped drive significant returns for distributors and ACDelco alike.
The Impact
My time in the Northeast was career defining and transformative. I developed strategies and events that delivered value on multiple levels, many of which were adopted nationally. These accomplishments earned me my next promotion: leading ACDelco’s National Promotions and Merchandising. The Northeast taught me that success comes from creativity, calculated risks, and the relentless pursuit of excellence. It was tough, but it was worth every challenge.
GM Aftersales Central Office, 2004-2008
After my success in the Northeast Region, I was promoted to lead ACDelco National Promotions and Merchandising, scaling proven strategies to the national level and driving incremental sales growth.
SWAT Program Innovation:
Developed the Special Weapons and Tactics (SWAT) methodology for strategic product launches.
Ensured planning, training, and customer readiness before going to market, setting the standard for all future launches.
National Team Up to Win Conference:
Transformed the Philadelphia Trade Fair into ACDelco’s largest event, combining motorsports partnerships, training sessions, and the Technician of the Millennium Competition.
Delivered unmatched engagement, driving five consecutive years of sales growth.
KISS Sponsorship with ACDelco:
Created a unique partnership between the rock band KISS and ACDelco.
Featured KISS branding on the ACDelco Kurt Johnson NHRA drag car for special events, amplifying visibility and connecting the brand to a wider audience.
Licensed Products Expertise:
Managed ACDelco’s licensed products, gaining valuable insights into white-label branding and brand protection.
Maintained quality and consistency to strengthen ACDelco’s market position.
Navigating Leadership Challenges:
Delivered long-term ROI despite GM leadership’s focus on short-term wins.
Prioritized customer value and measurable outcomes while managing high expectations.
I transitioned to GM Goodwrench Advertising Manager, overseeing media placements and sponsorships. I was also lead team member for an extensive rebranding effort to GM Certified Service. This reinforced key principals and provided lessons gained:
The critical importance of aligning brands with their target market.
Balancing research and agency direction with intuition as a seasoned marketer.
2008 - 2022
GM Market Area Sales Manager (2010 – 2016)
My return to GM further deepened my expertise in dealer operations, B2B sales, and strategic marketing. Working with dealers across various roles gave me firsthand insight into how OEMs and dealerships function together to drive business.
Key Takeaways:
Gained hands-on experience in dealer operations, including sales, inventory management, and retention marketing.
Led major B2B programs that boosted loyalty, sales volume, and customer retention.
Worked cross-functionally with marketing, logistics, and product teams to optimize dealer engagement.
Collaborated with a local Dealer to launch a Buick “24 Hour Test Drive”, which became a National Strategy and Advertising campaign for Buick in 2015.
Factory Motor Parts (2009 – 2010)
Joining FMP was an introduction to ROI-driven sales strategies, where every transaction had to deliver measurable value.
I refined my ability to quantify the impact of solutions, ensuring that every sale made business sense for the customer.
Key Takeaways:
Mastered how to justify sales with data-driven ROI calculations.
Learned to structure deals that aligned with both customer needs and FMP’s profitability goals.
Strengthened consultative selling skills, focusing on value-based solutions.
Developed and executed FMP’s first ever Buy 3, get 1 Free Shock Promotion to compete with Monroe. Top Performing FMP sales reps attended a private event with racing legend Mario Andretti.
Cintas (2008 – 2009)
At Cintas, I learned the power of image and service—how a company’s brand perception influences customer trust and retention. Uniforms, facility services, and client interactions all play into shaping a business’s identity.
Key Takeaways:
Developed a deep understanding of how branding and professional appearance impact business success.
Learned the value of superior customer service in securing long-term client relationships.
Gained experience in managing high-touch sales and service accounts.
GM Card (2016 – 2023)
During my tenure with the GM Rewards Card, I led high-impact initiatives that drove record-breaking new card member acquisitions, integrated the card into GM’s largest dealer incentive program, and managed a major banking transition—all while ensuring seamless operations for 3 million cardholders.
This experience strengthened my ability to align financial products with corporate growth strategies, optimize dealership engagement, and execute high-stakes transitions with precision.
Key Initiatives & Impact
BuyPower Card Launch in Service Lane (2018): Expanded the card’s reach into fixed operations, driving unprecedented customer adoption at the point of service.
Integration into Essential Brand Elements (2019): Built and secured a six-month business case to embed the GM Card into GM’s largest dealer incentive program, leading to record acquisition rates.
GM Card Private Retail Offers: Led all incentive-based private offers, including audience modeling, proforma development, executive approval, and campaign execution in alignment with the GM Incentive Bunker.
Bank Transition & Card Relaunch: Managed the seamless migration from Capital One to Goldman Sachs, ensuring continuity for 3 million cardholders while launching an all-new GM Rewards Card.
Core Skills & Expertise
Business case development & executive approvals
Strategic partnerships & dealer engagement
Financial modeling & incentive integration
Large-scale project execution & cross-functional leadership
