Earlier this year, Auto Remarketing magazine released the names of the 2018 “Women in Remarketing” honorees. I’m proud to say that Sandy Whicker, who serves as my director of marketing services for ADESA, was among the women chosen for this coveted industry recognition.

Four other exceptional women from KAR Auction Services were also selected: Tricia Green, training and sales performance manager, TradeRev; Stacey White, senior vice president of enterprise optimization, KAR; and Tina Viens, senior director of client solutions, Insurance Auto Auctions (IAA).

If you are attending Used Car Week, I hope you take the opportunity to hear Sandy, Tricia and Tina as they serve on a panel on Thursday, Nov. 15, at 1:45 p.m.

I wanted to give Sandy the chance to tell you, in her own words, about her role in the marketing department and what inspires her.

As Marketing Services Director, how do you help support ADESA customers?

My role is to support and empower my team as we develop the strategy behind the marketing programs and content for ADESA. We aim to engage our customers, meet their needs and enhance their experience with ADESA.

We listen to their input to find out what their challenges are, and we determine how our products and services—and products and services from all of the KAR brands—can solve those problems. We also support the ADESA physical and online auctions and our dealer sales team.

How has your role evolved since joining ADESA? What have been some of the biggest changes during your time with the company?

As a member of the marketing leadership team, I started by championing the marketing efforts for the dealer sales and services group. Later I jumped at an opportunity to expand my responsibilities and manage the auction marketing team.

During this same time, marketing and social media were evolving at high speed. Printed marketing materials were moving to digital, which included expanding the demand for emails, video monitor lane-watches and website landing pages for marketing campaigns.

Tell us about a typical day in the office:

A typical day includes consulting with key stakeholders at the auctions and in dealer sales to determine marketing needs at the local, regional and national levels. I also work with my team to forecast marketing needs for the next six months, whether for trade shows, industry partners or business initiatives.

With the dealer sales team, we build out product marketing campaigns, like for ADESA Assurance. I also collaborate with my counterparts at other KAR subsidiaries, like AFC and TradeRev, to connect our products and services to best meet the needs of our shared customers.

Can you share a story about a memorable ADESA marketing campaign?

There have been lots of rewarding campaigns—but the most memorable efforts came with all the different teams that were involved with the auction acquisitions and grand openings in 2016 and 2017.

ADESA acquired auctions in Pittsburgh, Orlando and Flint, a chain of eight auctions in the West from the Brashers family and built a brand-new auction in Chicago—all within a couple of years. The scale of people involved and the achievement by the collective whole was once in a lifetime.

What’s the last great article/book/story you read that applies to your role at ADESA? What were some great takeaways?  

The last great book I read that applies to my work life was Behavioral Marketing, by Dave Walters. It has been a great motivator for continuing to advance my knowledge in digital-marketing tactics.

I want to continue learning how to use data to personalize our marketing efforts and engage dealers, directly address dealer challenges and add customer value to our digital deliverables.

What is your favorite car or vehicle of all time?

My 1994 Toyota 4-Runner. I purchased it on my lunch hour and held onto it for 13 years. I could go anywhere with it—there were no boundaries. And it showed it, after 13 years! Even though the driver’s seat was worn, it was still a great truck.

What do you like to do in your spare time?

I enjoy cooking, especially using my backyard brick oven, and drinking great wine. And I recently took up Hobie kayak fishing. I love being out on the open water with my fishing pole. Sitting in a boat and enjoying nature—there’s nothing more relaxing.

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Sandy Whicker, one of Auto Remarketing’s 2018 Women in Remarketing