Cars.com is a leading digital marketplace and solutions provider for the automotive industry that connects car shoppers with sellers. Launched in 1998 and headquartered in Chicago, the company empowers shoppers with the data, resources and digital tools needed to make informed buying decisions and seamlessly connect with automotive retailers.
Alex has served on the Consumer Retention Team at Cars.com since September 2018. As the Retention Marketing Manager, she leads strategy and tactical implementation for digital consumer touchpoints (email, push marketing, etc.) to drive timely and engaging experiences for in-market car shoppers. This year, Alex has led new campaign development & program enhancements, resulting in record breaking growth for the channel.
When she isn’t driving retention efforts for Cars.com, you can find Alex exploring Chicago’s food scene with friends, training for an upcoming marathon, or planning her next adventure.
Growth marketing means both growing with your consumers and growing as a brand. It’s not one-size-fits-all, it’s not launching an initiative, putting it in a drawer and crossing your fingers it works forever. It’s an evolution, it’s continuous optimization, it’s looking at the data and defining the results.
When and how did you get your start in marketing?
Marketing was something I initially pursued back in high school. I knew I was headed to college in Chicago, and it was a top city for marketing, but I was still undecided on my major. As embarrassing as it is to admit, watching “What Women Want” in my senior year marketing class was kind of a game-changer for me. Based in Chicago? Check. The thrill of working on strategy to prompt a consumer to buy a product? Check. Romantic comedy? Triple check. I had the opportunity to major in a field I’m passionate about and began and evolved my career the past eight years working in digital marketing.
What do you love about your role?
Being on the Consumer Retention Team, I’m able to join forces with so many different parts of our organization. We have brilliant people across the board that I have the opportunity to collaborate with to help fuel our retention efforts. From our data team, product/design, and tech/engineering—each team has a hand in driving the success of our program and I truly value that partnership.
What does growth marketing mean to you?
Growth marketing means both growing with your consumers and growing as a brand. It’s not one-size-fits-all, it’s not launching an initiative, putting it in a drawer and crossing your fingers it works forever. It’s an evolution, it’s continuous optimization, it’s looking at the data and defining the results. Your consumer base is ever-evolving, and you need to meet their needs and make sure you are useful to them every step of their journey.
What is one piece of advice that you would give to a new Iterable user?
Utilize Iterable’s documentation, support team and your CSM/implementation manager. The level of support Iterable provides is unmatched in the industry.
What do you like most about using Iterable?
Iterable has opened many doors for our team. It has given us the tools to see our consumers in a new light (a 360-degree view some might say) and allowed us to update our process to retarget our consumers with even more valuable data nuggets. We’re easily able to define our audience and manipulate the data in such a way that gives us more cross-channel engagement opportunities.
How do you plan to leverage Iterable in the future?
Utilize new platform features to enhance our data sets, boost our cross-channel strategies, and increase experimentation.
What’s the best advice you’ve ever been given?
“Do or do not do, there is no try.” Advice from the legendary Jedi Master, but reiterated by my Dad on a daily basis – thanks Dad!
If one song could play every time you entered a meeting, what would it be?
“September” by Earth, Wind & Fire—I challenge anyone to put it on right now and try to not dance or move any part of their body. It’s an upbeat tune guaranteed to kick off any meeting right.