I Am Marketing

The sixth episode of "I Am Marketing" (IAM) by Dealer Marketing Magazine (DMM) features Carolina Pereira, Marketing and Technology Director at Weston Nissan Volvo. Carolina’s journey from a multi-faceted educational background to a pivotal role in the automotive industry is a testament to her versatility, passion, and innovative mindset. Here's a breakdown of the key takeaways from her interview

From Diverse Interests to a Focused Path

Carolina began with a broad range of academic interests such as engineering, medicine, foreign policy, and law. Her move to the US marked a significant turning point, where she took up fencing—a sport commonly associated with Ivy League schools. Her dedication to both academics and sports led her to Notre Dame, where she represented Paraguay in international fencing competitions while pursuing her business studies.

Academic Excellence and Transition

After two years at Notre Dame, Carolina transferred to Kansas State University to join her cousins and sister. There, she completed her degree in organizational management with a focus on economics and international business. She was actively involved in student government and various extracurricular activities, graduating at the top of her class.

Serendipitous Entry into Automotive

Carolina’s post-graduation journey began at her father’s startup, but she soon sought a more dynamic work environment. She applied for a greeter position at a nearby dealership, only to be offered a more significant role in marketing and technology by the GM, who saw her potential. Despite initial reservations about marketing, Carolina’s analytical skills and curiosity drove her to excel.

Mastering Marketing and Technology

Carolina’s analytical approach to marketing, focusing on data and efficiency, helped her thrive in the automotive sector. She dedicated herself to understanding the impact of marketing efforts on the bottom line, optimizing expenditures, and experimenting with different strategies to determine what worked best. Her role involves managing vendors, negotiating contracts, and executing comprehensive marketing strategies.

Innovating with a Comprehensive Dashboard

A major highlight of Carolina’s career is the development of an all-in-one dashboard that integrates CRM and DMS data, providing real-time insights for dealership operations. This tool simplified reporting and decision-making processes, ensuring that all levels of management could access critical information easily and effectively. The dashboard’s user-friendly interface allowed even those with minimal technical knowledge to navigate it effortlessly.

Embracing the Automotive Industry

Carolina’s passion for data and continuous learning has positioned her as a key figure in the automotive industry. She recognizes the interconnectedness of the automotive sector with finance, real estate, and environmental policy, highlighting the industry’s constant evolution and learning opportunities. Carolina’s story demonstrates the potential for innovation and growth in automotive, underscoring the rewards of hard work and dedication.

Carolina Pereira’s journey exemplifies the value of embracing diverse interests and the willingness to take on new challenges. Her contributions to marketing and technology within the automotive industry continue to drive significant advancements, showcasing the dynamic potential of this field.

The above summary has been produced with the assistance of AI.