Automotive today is really about people – it’s fast‑moving, forward‑thinking and far more collaborative than I ever imagined.
I never grew up around car enthusiasts, or petrol heads, and never thought I’d end up in automotive. But boy do I love it! I started my automotive career in communications – I have always been passionate about people and storytelling and automotive is an industry that allows me to do just that. From OEM interview series, to colleague spotlight campaigns like this one, I have had the chance to speak to a range of people with fantastic careers – some with their whole career spent in automotive, and others who are new to the industry. There really is a place for everyone in automotive.
Before joining the sector, I imagined automotive as very traditional and male‑dominated, with a heavy focus on vehicles rather than people. While there are still challenges around representation and opportunities for women to progress into leadership roles, my experience has been far more dynamic and inclusive than I expected.
Automotive today is really about people – it’s fast‑moving, forward‑thinking and far more collaborative than I ever imagined. Everyone has been welcoming, challenged me to reach my full potential, and representation is at the forefront, with Auto30Club’s mission and Group 1’s Women Empowered community being the first to come to mind.
I touched on it, but it is the people and the variety available. One day I am interviewing an OEM industry leader to share their expertise with colleagues, the next I am working with HR and finance on business change comms, and then that afternoon I could be hosting a leadership update to our Heads of Business. I love being busy, and pushing myself out my comfort zone to grow – and that’s what automotive gives me.
More recently, I have had the opportunity to take on the group social media accounts, where a highlight for me – and being able to represent such an established brand and get stuck into model launches, OEM offers, and customer facing campaigns is a really exciting progression step for me.
Day to day, my role is a mix of content creation for our intranet and social media channels, campaign planning (national days, automotive campaigns), stakeholder engagement and problem‑solving.
I might be writing blogs, managing internal or external communications, supporting campaigns, analysing engagement data, or working with colleagues across different teams to bring ideas to life.
What might surprise people is just how strategic communications can be. It’s not just about writing or whacking something through ChatGPT, it’s about understanding audiences, shaping narratives, managing tone and timing, and aligning messages with what you REALLY want to say. Often, less people need to be communicated to than you think!
The skills I use most include creativity, organisation, relationship‑building, adaptability and attention to detail. Clear communication and the ability to translate complex information into accessible stories are essential.
The main changes of the sector I would say are:
- Introduction of electrification – with a whole new Chinese market entering UK markets, this is exciting but requires adaptability and change at a rapid pace. From a comms and social perspective, I am excited to see the customer conversations around the model launches, and the shift in mindset regarding electric vehicles if they find one they love!
- Women representation – huge strides in this, thanks to initiatives, continued awareness and recognition including awards and shoutouts, role models within schools to represent women in automotive (yes, women can be operational workers as well as central functions), pathing the way for future generations of women through awareness campaigns including Auto30Club.
Don’t rule automotive out based on outdated assumptions. Automotive isn’t just about being “good with cars”. There are roles for creative thinkers, problem‑solvers, communicators, planners and innovators.
If you want a career with variety, purpose, progression and the chance to be part of something that’s evolving rapidly, automotive has a lot to offer. There is a place for everyone.
