Women & Automotive: Ashley St. Pierre of Fred Martin Auto Group
Auto Remarketing Canada is recognizing the 2022 Women & Automotive: Profiles honorees in the current issue of the magazine and at Canada's Used Car Week next month at the Westin Harbour Castle in Toronto.
In the weeks leading up to the June 27-29 event, ARC will be posting Q&As with each of the Women & Automotive honorees on this website.
Next up is Ashley St. Pierre, marketing director at Fred Martin Auto Group.
Auto Remarketing Canada: What do you enjoy most about working in automotive, and what would you change?
Ashley St. Pierre: I like the variety a day brings. No two are the same, and technology is ever evolving. I meet people from all walks of life with one thing in common, the knowledge of how important the automotive industry is in every aspect of daily life. I would change the perception of the public about "used car dealers."
The stereotype is damaging to the buying process, and how easy and honest this process can be. Consumers have more access to information than ever before, and we recognize that. It is time to make car buying fun and exciting!
ARC: What piece of career advice would you have for someone new to the industry?
St. Pierre: Relax and listen. It will take time, but you will learn every acronym, every industry term, and multiple view points on every issue. Take it all in, form your own opinion on the business and see if it is right for you.
ARC: What is your proudest moment/accomplishment, career-wise?
St. Pierre: Being named marketing director is my proudest achievement. I graduated college in 2007 with a degree in advertising. I was "marketing assistant," then "internet manager," and finally I was the first person to ever hold the title of "marketing director" at our company. The position did not exist; I created it.
With the title came more respect, responsibility and a broader definition of what marketing means to my company. We market our vehicles, our brand, our customer service, and our company as a whole to attract talent. It is not just about selling cars; it is selling the industry.
ARC: What has been the top key to your success in retail automotive?
St. Pierre: If I am brutally honest, nepotism. My dad owns my company; my beloved uncle was my boss up until his death in 2018. I began working here in high school and held a variety of positions. My lineage gave me a leg up, but my degree, my work ethic and my desire to be the best at what I do got me to where I am now. No matter how you got your start, it is how well you hone your craft that keeps you there and moving upward.