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 Stephanie Woelfel, director of marketing of RockED.

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?
I didn’t intentionally set out to join the automotive industry — I really fell into it through my passion for building and scaling businesses. My career has taken me across several industries, from expanding a European travel brand in the U.S., to leading sales for an international beauty brand, to building the APAC region for a tech startup.

What inspired me to join RockED was the energy and momentum of the company. RockED identified a unique niche in the automotive industry and moved quickly to capitalize on it, and that entrepreneurial spirit really resonated with me.

What I enjoy most about the automotive industry is how dynamic and transactional it is. Historically, it’s been an industry that resisted change and innovation, but that’s evolving rapidly. With the next generation of leaders entering the space, innovation is now driving growth, creating exciting opportunities to rethink how the industry operates and connects with customers

What is the top trend you’re watching in the used-car industry this year?
Innovation and younger buyers are reshaping expectations. The next generation of automotive consumers expects speed, convenience, personalization, and technology-driven experiences. This is accelerating innovation across dealership operations, customer engagement, and financing solutions, forcing the industry to modernize faster than ever before.


What accomplishment are you most proud of in your career?
One of the accomplishments I’m most proud of in my career is having the opportunity to work across multiple international markets while helping scale startups and growing businesses in different industries. Throughout my career, I’ve been able to adapt and succeed in a variety of environments — from travel and beauty to technology and now automotive.

I’m especially proud of my versatility and ability to build teams, expand brands into new regions, and drive growth in fast-paced, evolving organizations. Each experience has strengthened my ability to navigate change, understand different markets and cultures, and lead businesses through growth and transformation.

What book, film or song has inspired you personally or professionally?
I don’t have one specific book, film, or song that I would point to as my biggest inspiration, but I’m most inspired by stories about resilience, innovation, and people building something from the ground up. I’ve always connected with content that highlights perseverance, leadership, and adaptability because those themes have been very relevant throughout my own career journey.

Professionally, I’m inspired by entrepreneurs and teams that challenge industries to evolve and think differently, which is one of the reasons I enjoy working in fast-paced, growth-oriented environments.

Who is someone who has inspired you personally or professionally?
Someone who has inspired me both personally and professionally is my mother. She has always been the person who holds everything together, no matter the circumstances. Watching her balance motherhood, her career, and all of life’s responsibilities with strength and grace has had a huge impact on me.

She taught me the importance of resilience, hard work, and showing up for the people around you while still pursuing your own goals. Her ability to manage it all while staying grounded and supportive is something I’ve always admired and try to emulate in my own life and career.