Insights from Bethany Mach on the automotive industry

In 2020, Bethany Mach was one of many people who realized that the pandemic created a moment to take a step back and see what they were doing with their careers.

For Mach, that meant quitting his job as president of a marketing agency in New York City and moving back to his hometown of Detroit. Except I wanted to. I hit the reset button,” Mach said. “It was a moment of confirmation of who I am and what I want to do.”

But potential employers didn’t leave her alone for long. The knock was the website TrueCar. “I’ve told TrueCar no. They wanted me to move to their headquarters in California, but I wasn’t interested,” Mach said. He came back and told me that he was transitioning his employees to full remote work.” So for the second time in late 2020, Mach said yes.

She currently serves as Chief Consumer Officer for TrueCar. TrueCar has expanded from its roots in price comparison to build an online car marketplace that connects car buyers and dealers.

For Mach, returning to the auto industry was like returning to the Detroit area. Like many people with Michigan roots, she had her family connections in the auto industry.

“I remember playing with Matchbox cars when I was a kid. I wasn’t a Barbie doll kind of girl,” she said.

During high school, Mach felt that he was “boring and didn’t know what he wanted to do.”

“After graduating, I didn’t worry about getting a job. I was already making money. But I started thinking about what I could do to be unique, creative, and interesting,” Mach said.

She explored all kinds of options, from becoming a veterinarian to trying her hand at accounting.

Ultimately, Mach said, “I fell for marketing.” She earned a degree in marketing and landed a paid internship at cable her television network, Lifetime. This “opened up a whole new world of advertising and marketing that I never knew existed.” A good first boss and mentor taught her the basics of media buying and helped Mach land her first agency job. She has worked in advertising, media and digital marketing for several major agencies, including work with General Motors and Jaguar Land Rover.

She said it was only in the last few years that she really realized the difficulty of being a woman in the business world and the feeling that she wasn’t always welcome.

“It wasn’t until I got to senior management level that I really understood the difference. That’s when I really felt it,” Mach said. It meant being bold and sometimes presumptuous, and if you weren’t invited, you had to invite yourself.”

She said she has experienced prejudice across the business world, but blames the auto industry’s unique prejudice on the “traditional mindset” of being a male-dominated business.

Mach said her unique journey taught her valuable lessons.

“One thing I’ve learned is that you should always stay true to your values,” she said. “Don’t let money rule your decisions. It led to some of the worst experiences of my career. A lot of headaches and heartache could have been avoided if I hadn’t made that decision.”

She added: Because she won’t know unless she asks. Somebody told me that when she was past her third of her career. That was great advice. So my advice to other women is: There are huge opportunities at every level of the automotive industry. But don’t be afraid to ask important questions. Being a woman is scary. know. I’m five feet taller than her and I’m blonde. Space cannot be ruled by physical beings. This means you need to use your voice and personality to ask questions with confidence. ”

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