To continue the momentum started by our Women in Remarketing and Women in Auto Finance franchises, Auto Remarketing has launched Women in Retail, an awards program that specifically recognizes leaders on the retail side of the auto industry.

This inaugural class of honorees is spotlighted in the July 1 issue of Auto Remarketing, which includes Q&As with each recipient of the award.

Next up is Erica Danford, who is the AVP of managed services at Dealer.com.

Auto Remarketing: What was your career path to the retail auto industry? Did you always see yourself in this line of work?

Erica Danford: I’ve spent my entire career in marketing, but only moved over to automotive in 2013 when I came to work at Dealer.com. I started off in client services at an agency in Boston, and client services has remained at the core of what I’ve done throughout my career. I spent a couple of years working in Aspen and then moved to Killington Ski Resort, where I ran their advertising for eight years. My next stop was Jager DiPaolo Kemp Design, where I stayed for 13 years, ultimately finishing up my time there as the CMO (chief marketing officer) of the studio. Throughout this time, while I’ve had a number of different roles, I’ve been able to leverage my previous experiences in branding, design, people management and marketing. And now, I use those skills to lead the 290-person managed services team through its evolution and growth.

AR: What’s a typical day like in your job? (if there is such a thing as “typical!”)

ED: Ha. So true. There really isn’t a typical day, but I start each morning by walking the floor of our main building and connecting with the front-line team members. From there, the meetings start, which range from client-facing to internal. It’s interesting, because for the most part, I travel from meeting to meeting providing strategic direction and insight. But more often than not, I leave without personal action items. I provide input to keep the teams moving forward with their initiatives. I receive frequent updates, but I trust my teams to drive the business in the way they know best.

AR: What is a book you have read that has influenced or helped your career?

ED: “The Tipping Point” by Malcolm Gladwell provides a very relatable account of how ideas and messages spread to the masses — what forces make something “sticky” and why. It’s a great read for anyone interested in marketing. I frequently think of the story about Paul Revere and his ability to connect with people. It’s the reason why his message spread so quickly and informed people of the British arrival. There are many reasons why certain campaigns or products are effective. This book categorizes traits that can work independently or together to have messaging/products resonate. It’s fascinating. 

AR: What accomplishment or moment in your career are you most proud of?

ED: I am most proud of the accomplishments of the leaders I have developed throughout my career. At Dealer.com, there are a number of people I’ve worked with over the past five years who have grown into incredible directors in their disciplines. It is very gratifying and rewarding to have been a part of their growth and success.

AR: What advice would you have for someone just starting out in retail automotive?

ED: I would suggest the person be flexible and have empathy. The business is changing so rapidly that you need to be able to be agile and adaptive — do not have a set expectation of where you think your career path will go. Work hard, learn as much as possible and apply it daily. In terms of empathy, it’s critical to be able to understand other people’s challenges and points of view.

One of the best ways to be successful is to be a strong collaborator, and in order to do that, you need to demonstrate the ability to “put yourself in another person’s shoes” and come together to solve problems and drive growth.