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The Pep Boys | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1921 and headquartered in Philadelphia, PA, The Pep Boys is a full-service automotive aftermarket chain. Throughout the United States, Pep Boys offers vehicle maintenance and repair capabilities as well as serves the commercial auto parts delivery market and replacement tire distribution.

Main Telephone (215) 229-9000
Main Fax (215) 430-4660
Primary Address
3111 West Allegheny Avenue
Philadelphia, PA 19132

The Pep Boys Contacts

Contacts (5/15)
Name Title State
Brent W. President & Chief Executive Officer GA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (770) 701-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3111 West Allegheny Avenue
Philadelphia, PA

Richard M. Senior Vice President, Merchandising & Marketing PA
John H. Senior Vice President, Service Sales & Operations PA
Wade S. Senior Vice President, Sales & Operations GA
John S. eCommerce Merchandising Assistant Vice President PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
The Pep Boys *******

Agency Relationships

Brand Agency Service From To
*** *** **** ******** ****** multicultural 2001 present
*** *** **** ******* AOR - public relations 2000 present
*** *** **** ******** (******** ** ****** **** *.*.) AOR - creative 2013 present
*** *** **** *** *******, ***. AOR - digital 2015 present
*** *** **** ******** ***** Media Buying, Media Planning 2017 present

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Direct Response Opps: Pep Boys continues digital hike to engage younger customers


Subject: digital, social media, online, sponsorship, TV, print, radio

Company:Pep Boys, a full-service automotive aftermarket chain headquartered in Philadelphia, Pa.

Opportunity: Continues to invest more in digital media, particularly SEM, to better engage younger customers. Spending across online, social and mobile should continue since this approach appears to be working. CFO David Stern said during the Q1 earnings call that digital sales are growing about 50% year-over-year and an increasing number of younger demos are making service appointments online. Furthermore, online product sales are rising and Pep Boys is offering more products through its website, accordingly. 

Therefore, Millennial and Gen X male focused sellers should continue to pitch for last minute summer dollars and Q2/Q3 2016,  when Pep Boys tends to skew media spend. An advantage should go to sites that engage male automotive DIY enthusiasts. Display activity has skyrocketed this year compared to 2014, with large/local paper, sports, media and entertainment publishers accounting for most of the activity, according to Moat

Note that OMD, according to The List.

Additional Insight

Media Spend: Pep Boys’ gross advertising expense was $71.4 million last fiscal year ended Jan. 31, up from $65.8 million in fiscal 2013 and $66.3 million in fiscal 2012, according to the company. However, dollars continue to move from broadcast to digital, particularly search and display. 

TV Breakdown: Since January, $8.5 million has gone to national TV ads (see targeting right), about half of the $18 million allocated over the same period last year. In 2014, $34.1 million was spent on national TV ads compared to $30.2 million in 2013.

New Decision Maker: It appear that Tom Carey, chief customer officer since 2012, has taken on the roles of chief strategy officer and chief marketing officer. In the CMO role, he succeeds Ron Stupa, who became Sports Authority’s chief marketer earlier this year (research here).

The Pep Boys
3111 W. Allegheny Ave.
Philadelphia, PA 19132
(215) 229-9000

Tom Carey
Chief Customer Officer
(215) 229-9000

Rachel Silva
Head, Mobile Marketing
(215) 229-9000