When I first entered the auto industry nearly 15 years ago, I didn’t fully grasp just how male-dominated it was. I knew it intellectually, of course — the stereotypes were everywhere — but living it day to day is a very different experience. I joined an agency where the hallways, boardrooms, and executive meetings were overwhelmingly populated by white men. Especially at the leadership level. It wasn’t hostile, necessarily, but it was unmistakably homogenous. The energy, the expectations, even the unspoken rules of how to show up and succeed all felt inherited from a bygone era — what I often think of now as the lingering “Mad Men” days.
Back then, I was early in my career, ambitious, eager to prove myself, and deeply aware that I didn’t look or sound like most of the people at the table. I was younger. I was a woman. And I was excited — genuinely, visibly excited — about the work. That combination felt risky.
Learning How to “Fit In”
In those early years, I believed success meant adapting myself to the environment rather than allowing the environment to adapt to me. I thought I needed to be more restrained, more serious, more muted. I toned down my enthusiasm. I spoke carefully. I tried to be measured instead of expressive. I wore black suits almost exclusively — safe, neutral, authoritative. I tied my hair back tightly, smoothing away my natural waves, because professionalism, I believed, meant control. Neatness. Containment.
I had internalized the idea that to be taken seriously, I needed to be less me.
This wasn’t something anyone explicitly told me to do. No one said, “You’re too bubbly,” or “You should dress differently.” But culture communicates expectations quietly and persistently. When you rarely see leaders who look like you, sound like you, or lead like you, it’s easy to assume that your natural tendencies are liabilities rather than strengths.
So I adapted. And for a while, it worked. I advanced. I learned. I gained credibility. But something always felt slightly misaligned — like I was playing a role instead of inhabiting my own leadership style.
A Shifting Industry — Slowly but Surely
Over the years, something began to change. The agency changed. The industry changed. Slowly, imperfectly, but undeniably.
As time went on, the agency began to embrace more cultural and gender diversity. It didn’t happen overnight, and it didn’t happen without effort, but the shift was real. New voices entered the room. Different perspectives were valued. The executive level — once a near carbon copy of itself — began to look more reflective of the world we actually live in.
Today, with me and a few other women rounding out the executive team, it feels far less like an “old white men” club from the Mad Men era and far more like a modern leadership group equipped to navigate a rapidly evolving industry.
That evolution matters. Not just symbolically, but strategically. Because diversity isn’t a checkbox — it’s a competitive advantage. And nowhere is that more true than in the auto industry.
The Auto Industry Reality
Let’s be honest: the auto industry still skews heavily male. This is especially true at the dealer level, where leadership has historically been passed down through generations, often without much disruption. Walk into many dealerships today and you’ll still see sales floors and executive offices dominated by men.
But here’s the encouraging part: I’m seeing more women infiltrate executive ranks across the industry. Not just in marketing roles — though we’re well represented there — but in operations, strategy, technology, and leadership. Women are no longer anomalies. We’re becoming decision-makers.
And we’re bringing something powerful with us: a willingness to challenge outdated norms and redefine what leadership looks like.
The Turning Point: Confidence Through Competence
For me, the biggest shift didn’t come from external validation — it came from confidence in my skills.
As my career progressed, I became deeply specialized in digital marketing. Not in a surface-level way, but in a way that made me indispensable. I understood the platforms. I understood the data. I understood how consumer behavior was changing and how the auto industry needed to change with it.
Those skills were not just valuable — they were sought after.
Through that expertise, I helped bring multiple awards, accolades, and case studies to my agency. We were being recognized not just for creative ideas, but for measurable impact. Results. Innovation. Leadership in a space that was becoming increasingly complex and competitive.
That’s when something clicked.
I realized I didn’t need to perform authority — I had earned it.
And with that realization came freedom.
Embracing My True Self
As my confidence grew, I began to let go of the version of myself I thought leadership required. I stopped suppressing my excitement. I stopped apologizing for my enthusiasm. I stopped trying to sound more stoic, more reserved, more “executive.”
Because here’s the truth: I am bubbly. I am enthusiastic. And I genuinely love what I do.
That’s not a weakness — it’s the reason I’m good at my job.
My clients can see my passion for digital marketing. They feel it in our conversations, our strategies, our results. Enthusiasm builds trust. Passion inspires confidence. Energy creates momentum.
People don’t want leaders who are emotionally flat. They want leaders who care.
And once I embraced that, everything felt more aligned. Meetings felt more natural. Presentations felt more authentic. Leadership felt less like a performance and more like an extension of who I already was.
Yes, Even the Hair Matters
And yes — even my hair changed.
Somewhere along the way, I stopped slicking it back and started embracing my natural waves. It might sound small, but it felt symbolic. Letting my hair be textured, imperfect, and real felt like a declaration: I don’t need to erase parts of myself to belong here.
We need more textured hair representation in the C-suite. More authenticity. More visibility of what leadership actually looks like — not just what it used to look like.
When younger women see leaders who aren’t carbon copies of a single archetype, it expands their sense of what’s possible. It tells them they don’t need to shrink, smooth, or silence themselves to succeed.
Redefining Leadership in a Modern Industry
The auto industry is in the middle of massive transformation — digital retailing, electric vehicles, changing consumer expectations, data-driven marketing. To navigate that kind of change, we need leaders who are adaptable, emotionally intelligent, and unafraid to challenge the status quo.
That’s where women — and diverse leaders more broadly — thrive.
We bring different questions to the table. We listen differently. We consider the customer experience holistically. We balance data with intuition. Strategy with empathy.
This isn’t about gender superiority — it’s about balance. About breaking free from outdated leadership models that no longer serve the industry.
What I’ve Learned Along the Way
Looking back on the past 15 years, there are a few lessons that stand out:
- You don’t have to mute yourself to be respected.
Authority doesn’t come from conformity — it comes from competence. - Specialization builds confidence.
When you know your craft deeply, you stop seeking permission to lead. - Representation changes everything.
Seeing women at the executive level normalizes ambition for the next generation. - Authenticity is magnetic.
Clients, teams, and partners respond to leaders who are real. - The industry is changing — and we’re changing it.
Every woman who steps into leadership makes it easier for the next one.
Looking Forward
Today, I’m proud of how far I’ve come — not just in title, but in self-assurance. I’m proud to be a female VP in an industry that didn’t always make space for women like me. And I’m even prouder to see that space expanding.
There’s still work to do. The auto industry hasn’t fully shed its old skin. But the momentum is real. The leadership tables are getting more diverse. The conversations are getting more inclusive. And the definition of what a “successful executive” looks like is evolving.
And if that evolution includes enthusiasm, textured hair, passion for digital marketing, and a leadership style rooted in authenticity?
Then I’d say we’re moving in exactly the right direction.
