Kimberly Barta, Chief Marketing Officer, Group 1 Automotive

February 24, 2023
ASOTU was on the ground during the 2023 NADA Show and caught up with Kimberly Barta.
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Kimberly Barta is the Chief Marketing Officer at Group 1 Automotive.

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Kyle Mountsier: 0:00This is in the Dirt with ASOTU. We are here at the Auto News Retail Forum with Kimberly Barta, the newly installed CMO at Group One Automotive. Thanks for joining us. Yeah. Hey, you've been here been through a couple of events, we got to hang out just a little bit earlier, you were telling me a little bit about your day what has been kind of like the pre event, pre NADA, but also tons going on today? What's been your experience? And what have you really taken away from your time today,

Kimberly Barta: 0:30

I was so inspired by this morning speakers that women driving auto those speakers had so much to offer. The first was out of category. And I think in Auto, we have a lot to learn from people who are all about customer centricity. And she was just amazing. She left law to do a startup. And it's all about empowering women in business. And it was incredible morning.

Kyle Mountsier: 0:55

Very cool, very cool. I love Well, I love the idea of looking outside of auto for a lot of things that we've done, you've been in auto for a little while, first with the Driveway organization. And now with with Group One, what's been your experience as you've as you've been across both of those organizations, and newly installed here at Group One, in this auto community and what you're really sensing and experiencing the need, and also the joy of it is

Kimberly Barta: 1:21

I feel like I'm a little bit of an insider outsider. And in some respects, I wish I had come to Auto earlier. But I feel like I can bring all my experience in E-commerce and retail, which I'm so passionate about. It's really for me, it's not an either or, you know, digital or in store. I think I'm all I've always been about, like just creating incredible customer experiences. And I'm so excited to bring that, you know, to this category.

Kyle Mountsier: 1:49

So as you're thinking about kind of first steps, what does it look like to craft, you know, in a marketing role, right? A lot of people think, oh, that's analytical and creative, and all that type of stuff. But there's a real experiential nature to what you get to craft, how does that look for you? And then in this first year or two, as you're with the organization to really craft, not just marketing and email here and a content piece there. But really craft an experience.

Kimberly Barta: 2:15

I think for me, it's about thinking about what is that through line at every single touch point. And it means brand isn't something that marketing owns, it means I mean, the entire organization owns it. So how do I find a way to kind of bring that to every single person's role as caretakers of the brand and really caretakers of incredible customer experiences?

Kyle Mountsier: 2:38

I'm stealing caretakers of the brand if you don't mind. Kimberly, thank you so much for joining us enjoy the rest of this show and kudos and congrats on the new role.

Kimberly Barta: 2:48

Thank you. Thanks for the opportunity to have a conversation.

Kyle Mountsier: 2:51

Thank you for listening to In the Dirt with ASOTU We love the automotive industry and the people who make it run day in and day out. We would love to connect with you more through our daily dose of fun, a free email that you can sign up for at That's a s o t We put our heart and soul into it every day. Thanks again for listening. Join us next time for more Conversations in the dirt with ASOTU

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