A healthy dose of curiosity about the world around her and new technologies has fueled Beth Mooney‘s career in the automotive aftermarket. Her curiosity about her German heritage led her to earn a dual degree in German and marketing. Shortly after, that led her to work overseas for German OEM Opel and be part of the marketing team.

Throughout her career, Beth has put in the work at some of the biggest automotive aftermarket companies, including Bendix, Sherwin Williams, Tenneco and Eaton. During her time at each, she focused on growing her skills, which she says helped elevate the marketing strategies at the companies she has served.

“I did a lot of experimentation early on with social media, blogs and Google ads as many as 20 years ago when these things were just becoming available to us as marketers,” she recalls. “I also spent tremendous amount of time just trying to upskill myself anywhere I could find online courses–Google certifications and things like that. So, I’ve really invested a lot of personal time and self-development around that.”

Beth came to Dana Inc. in 2018 to head up the company’s marketing, and during COVID, she and her team took on the management of the company’s e-commerce platform as an extension of their marketing efforts. Today, Beth is the senior manager of marketing and e-commerce for Dana and continues to use the art and science of marketing to stay curious about Dana’s customers and how they interact with the company.

In this episode of Women at the Wheel, Beth shares:

• What attracted her to learning German, majoring in marketing and playing the bassoon (1:05)
• Her start in the collision space as an intern in college (3:08)
• Her experience working in Germany and how that has shaped how she thinks about marketing to different customer segments (5:14)
• How she has embraced the switch to digital marketing over her career (9:29)
• How she took on e-commerce responsibilities and what she enjoys about managing this part of Dana’s business (14:28)
• Why she believes being bold and bringing others along with you is the key to success (16:35)

Watch more Women at the Wheel episodes here.