Homegrown and Home-Focused | Toyota of Rockwall | Spotlight

Jasmine Jackson-Conley, vice president of operations of Toyota of Rockwall, has a message for the Greater Rockwall area. “I’ve grown a lot as a leader in the past few years, and “I’ve made it my mission to rebuild this store the right way. A year ago, I put together a new management team that I
trust completely—people who lead with heart, integrity, and a real commitment to our customers
and employees. If you haven’t been to Toyota of Rockwall in a while, now’s a great time to visit. I’d love the opportunity to show you how we’re raising the bar and reshaping what the dealership experience can be.”

A New Day

That spirit resonates throughout the dealership. The Toyota of Rockwall team is committed to earning your business for life — and doing what it takes to deserve it. “Our new general manager, Tony Yazbeck, is all about customer service,” Jasmine shared. “He knows buying a car can be stressful and is building a team focused on making the process feel easy and welcoming. We want to know how we can do better.”

Partnering with Local Nonprofits

Jasmine is proud to continue the legacy of innovation and community support started by her parents, Steve and Barbara Jackson. One of the ways she’s doing that is by participating in Toyota’s Way Forward Fund (WFF), which provides crucial care for children affected by traumatic brain injuries. Toyota of Rockwall’s financial support helps ensure timely diagnoses and long-term care for children in need.

This year, Jasmine served as a dealer ambassador, helping distribute $730,000 in funding to organizations she personally advocated for — Rockwall Grace Clinic and Abide Women’s Health Services.

“Rockwall Grace Clinic is a 501(c)(3) that provides quality healthcare to community members who can’t afford it,” Jasmine said. “They offer primary care and education services without regard to a person’s ability to pay.”

Abide Women’s Health is also a 501(c)(3), focused on improving birth outcomes in underserved communities. “They help expectant mothers feel informed, empowered, and supported as they prepare for birth and parenting,” Jasmine added.

These organizations were chosen with a shared goal: to support parents through education, access, and resources.

Impacting the Community

Toyota of Rockwall’s reach doesn’t stop there. In partnership with the Toyota/Lexus Minority Owners Dealer Association (TLMODA), the dealership supports local students with backpack drives and Walmart gift cards for families, distributed through The Salvation Army.

Their Teacher of the Year Program is also growing, with this year’s honorees receiving a newly wrapped RAV4 to drive for six months. “We love celebrating our teachers,” Jasmine said. “Each year, eight teachers win these cars: the primary and secondary teacher of the year from Rockwall, Royse City, Garland, and Forney. Their vehicles are fully maintained, and they’re invited in monthly for a fill-up and car wash.”

Strengthening Local Organizations

Toyota of Rockwall has also opened applications for next year’s matching grants. “Each year, Toyota Motor North America matches $10,000 for us to donate to local 501(c)(3)s,” Jasmine said. “Last year, we supported nine incredible organizations. We invite others to apply on our website.”

Kingdom Business Meetings

On the last Friday of each month, Toyota of Rockwall hosts a Kingdom Business Meeting to encourage faith-based leadership. “We meet from 11 AM to noon with other Christian business owners to pray and connect,” Jasmine said. “It started with just a few of us — including my mom — and now we’re up to almost 30 the last couple of months. It’s powerful to sit with other business owners and just be vulnerable,” she said. “We share our struggles, pray for one another, and remind ourselves that integrity and faith can exist in the business world.”

Customer Appreciation Nights

To thank customers, Toyota of Rockwall hosts quarterly Customer Appreciation Nights. “Buying a car can be information overload,” Jasmine said. “These events are a chance to enjoy a meal, meet our team, and ask questions. We want customers to feel confident and supported every step of the way.”

Putting Family First

As a working mom of four, Jasmine prioritizes presence and balance. “When my girls get home from school, I want to be home with them,” she said. “I do my best to wrap up my day by 3 PM so our evenings can be about gymnastics, homework, dinner, and togetherness.”

She didn’t realize just how well she was doing until one day, pulling into the dealership, one of her daughters said, “Oh, we’re going to Daddy’s work.”

Jasmine’s vision for the future is just as grounded. “We’re not done growing,” she said. “Whether it’s expanding our community reach or creating new opportunities for our employees, I want this place to be a light — for our team, our customers, and our city.”

Well done, Jasmine. Keep leading with heart — and keep making the world better, one meaningful connection at a time.