Auto Remarketing is recognizing the 2026 Women in Retail honorees in the July edition of the magazine and will be posting Q&As with each of these outstanding leaders on the website. Next up, in alphabetical order by first name, is Rebecca Simmons, director of implementation at A2Z Sync.

The Women in Retail program is presented by CarGurus.


What prompted/inspired you to join the auto industry and what do you enjoy most about it?
Honestly, it started on a whim. I was ready for a career change, and I had friends working at a local auto tech company who spoke highly of the work. I took an entry-level SEO role and ended up finding a career I didn’t know I was looking for. From SEO, I grew into Implementation. First building dealer websites, then moving into digital retailing, and now leading implementation for a SaaS company that unifies online + in-store retail.

What I enjoy most is the pace. Automotive technology never sits still, and that means I don’t either. The tools, customer expectations, the channels we work across: they’re all shifting constantly. Staying sharp and on top of the latest is the most exciting part of the job.

What is the top trend you’re watching in the used-car industry this year?
AI, without question. Specifically, how SaaS providers are going to use it to reshape what we deliver to our customers. Everyone’s done talking about whether AI matters. We know it does. Now, it’s about which tools actually move the needle for dealers, and which are just hype.

What accomplishment are you most proud of in your career?
The path itself. Starting entry-level without an automotive background and growing into a director role wasn’t a straight line. It took saying yes to a few critical new experiences I was unsure if I was ready for. Each one meant learning a whole new domain from scratch. And now, being trusted to lead at this level, is something I don’t take lightly in the least.

What book, film or song has inspired you personally or professionally?
It might seem like an odd choice, but definitely “Dark Horse” by Katy Perry. The phrase itself has stuck with me for years. The idea of the unexpected contender, the person no one was watching, ends up surprising everyone. I started in this industry by taking a chance on a new role because I needed change. Growing into a director from that starting point wasn’t on anyone’s radar, least of all mine.

Who is someone who has inspired you personally or professionally?
It’s a three-way tie. My current boss took the biggest professional chance on me. He promoted me to senior manager of implementation after just 2 months on the job. He’s been the greatest influence on who I am as a leader, teaching me to trust my gut and meet people where they are. I’ve joked with him that he’s the best boss I’ve ever had. His impact on me as a leader will stick with me for the rest of my career.

My first professional boss offered me a job within 15 minutes of my interview ending, because I’d asked him a question no one had in his thirty-plus year career: what he liked best about his work. I worked for him the longest, and he watched me grow from a floundering 22-year-old into the director I am today. We’re still close family friends.

And my mom. She re-entered the workforce after having me and my sister, starting as a dishwasher in our school district’s food service department. By the time she retired, she was director of the entire division. And held every job in it along the way.