The Auto Care Association has announced the addition of Kirsten Zaremba as senior director, marketing. Zaremba brings more than 20 years of auto industry knowledge to the role, having most recently served as the senior retail marketing manager at Volkswagen Group of America.
In this newly-created role, Zaremba will lead the marketing team’s strategic direction for marketing and sales efforts across all association properties, programs and products. As the senior director of marketing, Zaremba is focused on driving awareness of the Auto Care Association, growing the market for its products and services, and will be accountable for the digital product sales strategies. Zaremba will establish a new online marketing vision for the association that will be transformed into a coherent digital marketing strategy, aimed at increasing sales and growing market and sponsorship opportunities.
During the nearly two decades Zaremba spent at Volkswagen, she served in several roles spanning across sales marketing, product launch and new car retail marketing. In her most recent role, she led traditional and progressive media strategies, long-term strategy for marketing initiatives, competitive analysis and generating engagement across dealer networks, and local marketing associations spanning the country. She also was responsible for spearheading and delivering a website and digital marketing solutions program to the dealer body, offering a menu of vendor choice while increasing the ability to view brand analytics and optimize campaigns nationally and locally.
Zaremba’s time at Volkswagen steered the strategy and execution of advertising campaigns including television, digital, social and collateral to produce branded creative content with focused calls to action. This approach resulted in highly-branded communications and scored an average of 20 points above industry norms in creative effectiveness metrics (including ad recognition, salience, involvement and persuasion) as recorded by Hall & Partners, a leading brand and communications research agency.
Prior to her tenure at Volkswagen, Zaremba held positions at Tenneco and Federal-Mogul. At Tenneco, in her role as program marketing planner, she oversaw daily program administration and implementation of corporate marketing initiatives. During her time at Federal-Mogul, she was responsible for ongoing management of its North American aftermarket trade and consumer promotions, as well the key external suppliers involved in program execution.
“We are thrilled to have Kirsten join the Auto Care Association and bring her extensive knowledge of the auto industry to our marketing team,” said Bill Hanvey, president and CEO, Auto Care Association. “Her proven record of leadership in marketing strategy, management and implementation will help advance our stakeholder outreach and overall awareness of our products and services.”
In addition to Zaremba’s appointment, last month, the Auto Care Association also appointed Camille Sheehan to the role of communications manager.