Jan Kelley is a growth marketing agency partnering with distributors, retailers, parts manufacturers and service networks. We help ambitious automotive aftermarket brands navigate the most complex era of demand ever.
Turn Automotive Aftermarket Complexity into Reliable Growth
How we win demand, relevance and loyalty in a disrupted market
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Your Partner for Growth
If you’re looking for an automotive aftermarket advertising agency or aftermarket marketing agency that Canadian teams trust, you’re in the right place.
112 Years in Business
Google, Meta, LinkedIn Partner
CMA + Canadian Search Award Winner
Automotive Digital Marketing for the Aftermarket Has Changed
Demand is being decided earlier, EV and ADAS are changing the definition of “qualified” and loyalty is no longer guaranteed. Experience expectations are rising while technician scarcity caps capacity. Recognize the same pattern? If this feels familiar, you’re not imagining it:
- Traffic costs are up, but repeat behavior is down.
- Demand is being decided before a call, quote, or visit.
- EV and ADAS credibility requires specifics, not “future-ready” claims.
- Retention leaks quietly, then shows up as churn and empty bays.
- Outdated journeys waste spend because customers have already changed their path.
Show Up. Stand Out. Scale Up.
A growth engine built for the aftermarket.
We identify where demand is forming, remove the conversion friction and build retention loops that compound results. You’ll leave with a clear plan, prioritized actions and reporting that ties activity to impact.
Our 3-step framework:
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01
Show UpWin visibility where aftermarket demand is now decided: search, local, marketplaces, ecommerce, and performance media including automotive aftermarket SEO and paid search.
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02
Stand OutBuild trust that survives scrutiny: EV and ADAS capability messaging with proof, clarity-first creative, and content ecosystems that support EV aftermarket marketing, demand generation and conversion.
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03
Scale UpTurn first-time customers into repeat customers: lifecycle and CRM programs, retention offers that don’t rely on discounts, and experience improvements for higher LTV.
Built for automotive aftermarket teams solving real growth constraints.
This framework is best for:
Distributors, retailers, and aftermarket parts brands
Multi-location service networks and dealer groups
Marketing leaders facing rising CAC, softer sales, or weaker repeat business
Aftermarket Brands We’ve Helped Grow
Proven in the aftermarket.
Examples across automotive parts marketing, automotive service marketing and multi-location growth.
Mitsubishi Motors Canada
We helped Mitsubishi Canada promote winter tire offers by aligning seasonal urgency with proven automotive retail messaging.
View case study
Promoting Winter Readiness When it Matters Most
Seasonal relevance established during peak winter retail
Lower-funnel intent supported for winter tire consideration
Increased Build & Price activity
Starting point
During its Q4 winter retail period, Mitsubishi Canada needed to promote winter tire offers in a highly competitive automotive aftermarket environment. With winter driving top of mind, the challenge was standing out in-market while encouraging shoppers to move beyond awareness and toward meaningful consideration.
Growth opportunity
Winter tire marketing requires more than promotion—it requires trust, relevance, and urgency. There was an opportunity to leverage seasonal conditions and established automotive buying behaviours to position winter tires as a practical, necessary investment rather than an optional add-on.
Making it happen
Auto aftermarket media strategy
We developed a performance-led media approach grounded in automotive retail best practices, designed to support seasonal tire offers during a high-demand period.
Seasonally relevant messaging
Creative focused on winter readiness and real-world driving conditions, reinforcing the importance of proper equipment during Canada’s harsh winter months.
Lower-funnel retail alignment
Media and messaging were aligned to support high-intent shopper actions, ensuring winter tire promotions connected to moments of active consideration.
Mr. Lube in Walmart
By embedding Mr. Lube into the Walmart experience, we transformed vehicle maintenance into a time-saving part of everyday shopping.
View case study
Unlocking convenience for in-store car care
In-store awareness established at Walmart
Time-saving convenience reinforced
Retail integration achieved
Starting point
Mr. Lube operated nearly 100 locations inside Walmart stores, but many shoppers didn’t realize the brand was part of Walmart. As a new partnership, in-store locations were often mistaken for nearby garages, limiting awareness of the convenience Mr. Lube offered.
Growth opportunity
Walmart shoppers were already in an errand-running mindset. By clearly connecting Mr. Lube to the Walmart experience, there was an opportunity to eliminate the “extra trip” perception and position vehicle maintenance as something that could be done easily while shopping.
Making it happen
Retail-First Creative
We developed a creative platform rooted in retail behaviour, embedding Mr. Lube into Walmart shoppers’ mindset by using familiar language, rhythms, and visual cues they already trusted.
Video for Easy Wins
Paid video and pre-roll focused on simple, relatable “easy win” moments—showing how car maintenance could fit seamlessly into an existing Walmart visit without added time or planning.
Tactic Reinforcements
PA announcements, signage, and email nurture mirrored Walmart’s communication style to reinforce awareness, drive traffic, and normalize Mr. Lube as part of the in-store experience.
Eaton
We helped Eaton Canada drive large-scale awareness and engagement through a high-impact aftermarket campaign.
View case study
Driving awareness at scale in the aftermarket
11.6M
impressions
Reaching aftermarket audiences at a national scale.
1.8K
web sessions
Driving meaningful traffic beyond awareness.
68%
engagement rate
Indicating strong message relevance and resonance.
Starting point
Eaton Canada needed to increase awareness of its automotive solutions in a complex, competitive aftermarket landscape. The challenge was cutting through category noise while reaching a broad mix of industry audiences with messaging that would capture attention and drive engagement.
Growth opportunity
With limited awareness of Eaton’s charging infrastructure offering, there was an opportunity to use a high-reach, engagement-focused campaign to increase visibility, reinforce credibility, and introduce the brand to new and existing audiences at scale.
Making it happen
Media Strategy
We developed a media approach to maximize reach and visibility across relevant automotive environments and build top-of-funnel awareness.
Relevant Creative
Messaging was designed to be clear, authoritative, and relevant to automotive audiences, reinforcing Eaton’s role and expertise within the category.
Focused Execution
Channels and formats were selected to encourage interaction and drive users deeper into Eaton’s digital ecosystem, extending impact beyond impressions alone.
Jan Kelley has helped us try new channels and platforms to connect with customers, which resulted in us achieving our aggressive growth goals and winning awards.
Four ways we drive aftermarket growth.
Demand Capture + Performance Media
Services:
AI-Enabled Performance, Automotive Aftermarket Paid Search, Performance Media, SEO, Demand Gen
For teams that:
Need more qualified demand now.
Outcome:
More efficient acquisition and stronger conversion.
Positioning + Credibility Building
Services:
Strategy (Brand/Comms/Creative), Full-Funnel Creative
For teams that:
Need to be the clear choice as EV/ADAS expectations shift.
Outcome:
Stronger trust and differentiation at decision time.
Loyalty + Retention Systems
Services:
Growth Strategy (Acquisition & Retention), Content & Demand Gen, CRM & Automation
For teams that:
Need more repeat business without relying on discounts.
Outcome:
Higher retention and increased LTV across locations.
Measurement + Reporting
Services:
Data & Measurement, Dashboards, Conversion Rate Optimization (CRO) Testing, Forecasting
For teams that:
Need clarity on what’s working and what isn’t.
Outcome:
Decision-ready reporting tied to business impact.
What should you do next? Start here.
More trends and strategies for aftermarket growth teams:
6 Automotive Industry Trends That Will Shape Aftermarket Marketing in 2026
Discover 6 trends reshaping the Canadian automotive aftermarket in 2026. Learn to solve digital invisibility, EV complexity, and technician scarcity.
Read now
How to Stay Visible in the Post-Click Marketing Era
Learn how zero-click behavior, AI, and social platforms are reshaping digital visibility — and what marketers can do to adapt.
Watch now
Creating and Capturing Demand
Learn how to balance brand building and performance media in today’s digital landscape. Explore insights on aligning creative and media strategies, overcoming fragmentation, and much more.
Watch nowPressure-test what’s changing in your market.
If rising costs, EV and ADAS expectations, or weaker loyalty are showing up in your numbers, tell us what you’re seeing. We’ll reply with practical next steps.