Our Why

In an industry focused on vehicles, we focus on people. Every automotive technician has untapped potential to transform not just their career, but their entire dealership's success. Yet they remain one of the most underserved groups in automotive. We're here to change that.

Meet our founder

Jacqueline Jasionowski (aka JJ) brings over two decades of automotive excellence to every training program. As a former BMW Group leader with 17 years of OEM experience and 8+ years of in dealership consulting and training, she witnessed firsthand how video technology could transform the service experience—but only when backed by proper training and implementation.

Drawing from her unique blend of automotive expertise and creative vision (with both BFA and MFA degrees), Jacqueline founded Shift Awake Group to bridge the critical gap between technical excellence and customer communication. Her innovative training methods have helped dealerships across brands like BMW, Cadillac and Jaguar Land Rover achieve remarkable results, including 25% increases in video creation and +20% uplifts in average repair orders.

Our mission

To empower automotive technicians with the skills, confidence, and purpose to create exceptional customer experiences that drive both personal and dealership success.

Our vision

A transformed automotive industry where technicians are recognized as trusted professionals, customers experience unprecedented transparency, and dealerships thrive through authentic connections.

Our Values

  • Purpose-Driven Excellence

    We believe everyone deserves the opportunity to create their best life. Our training programs don't just build skills—they unlock potential and ignite purpose.

  • Authentic Innovation

    We combine deep industry expertise with creative approaches to solve real problems. No scripts, no gimmicks—just proven methods that work.

  • Measurable Impact

    We're committed to creating lasting change through measurable results. Success isn't just about numbers—it's about transformed lives, satisfied customers, and thriving dealerships.

Meet the Team

  • Clem Ciufo | COO

    With over 35 years of experience at BMW of North America, Clem offers a wealth of automotive expertise gained from a diverse career spanning from technician to senior management, including roles such as Remanufacture and Paint Strategy Manager. His deep understanding of BMW's operations encompasses sales, aftersales programs, parts and production management, and strategic planning. Clem's leadership is exemplified by his success in developing and implementing strategic initiatives across multiple programs, including Remanufactured Parts, ColorSystem Paint, Engine Sales, and Aftersales Rewards. He excels at managing cross-functional teams, collaborating with executive management, and driving sustainable business growth through data analysis, market forecasting, and operational improvements. Clem's proven ability to optimize processes, foster strong relationships, and consistently achieve corporate objectives makes him a valuable partner.

  • Danielle Mercurio | TVC Coach

    Danielle Mercurio is a professional coach with over a decade of experience in guiding individuals and teams to unlock their potential and achieve meaningful results. Trained by the Institute for Professional Excellence in Coaching (iPEC), Danielle brings a strategic and purpose-driven approach that empowers clients to overcome challenges, cultivate personal growth, and deliver sustainable, transformative outcomes across diverse industries.

  • Annette Rathgeber | Client Experience

    Annette Rathgeber brings 20 years of project management and executive support experience to Shift Awake Group, with a proven track record at companies like IP Edge and Miterra. Her deep connection to the automotive industry, inspired by her grandfather's legacy as a technician and her family's racing roots, perfectly complements her professional expertise. A Baylor University alumna and active community leader, Annette's exceptional problem-solving capabilities and project precision align seamlessly with Shift Awake Group's mission to empower automotive professionals.

what Sets us apart?

beyond traditional Training

While others focus solely on processes, we address the whole person. Our unique blend of customer experience expertise and professional development creates lasting transformation.

industry insight

Born from decades of automotive experience, we understand the unique challenges and opportunities within dealership service departments. This isn't theoretical—it's practical wisdom that works.

proven results

Our success is measured by our clients' success:

  • Increased technician confidence and job satisfaction

  • Higher customer trust and approval rates

  • Improved dealership performance and culture

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