As the leaves change and fall ushers in a season of transformation, it feels like the perfect time to reflect on growth, change, and empowerment. Recently, I had the pleasure of sitting down for an inspiring, thought-provoking conversation on the PartsEdge Podcast (formerly The Parts Girl Podcast). My guest, Jean Reitelbach , the Brand Director for Scott Auto Group , is a dynamic leader in the automotive industry. Jean’s unique perspective on branding, leadership, and authenticity offers invaluable lessons for all of us—especially women in automotive. Her insights on embracing change, much like the shifting seasons, remind us that transformation is both necessary and powerful.

What Does a Brand Director Really Do?

Jean’s role as a Brand Director isn’t something we commonly hear about in dealerships. So I asked her to explain. At its core, a Brand Director ensures that the brand promise is lived through every facet of the business, both internally and externally. Jean emphasized that it’s about creating consistency across the customer and employee experiences. At Scott Auto Group, their brand promise is "thoughtful and professional," and Jean’s role is to ensure this is felt in every interaction.

By embedding the brand into the culture, they create an experience that drives the dealership’s growth and marketing strategies, allowing the brand to do much of the work before advertising even begins. As Jean said, "The brand does the work that marketing and advertising don’t have to do."

Brand vs. Marketing vs. Advertising: What's the Difference?

Jean broke down the distinctions between branding, marketing, and advertising, clarifying a common source of confusion in many industries. Branding is foundational—it's who you are at the core, the values that drive everything else. Marketing, on the other hand, is the set of activities that communicate that brand to the world, and advertising takes those activities and turns them into campaigns to reach the audience.

In the fast-paced automotive world, we often have to pivot and adapt, and that’s where Jean’s role shines. She ensures that Scott Auto Group stays connected to the market, constantly reassessing what customers expect and making sure the dealership is aligned with those expectations.

The Power of Emotional Control and Resilience

Jean shared her personal journey of navigating challenges, both in her career and personal life. From balancing a demanding career with being a mother to running as a form of emotional control, she’s had to make constant shifts. She talked about how running helped her manage the emotional weight of her son’s epilepsy diagnosis, giving her a way to release emotions and regain focus. “You can’t run up a hill while bawling your eyes out,” she said, using this metaphor for learning to control emotions and make strategic decisions even in hard times.

Her journey is a powerful reminder that we all need tools to navigate life’s difficult moments—and that we’re never stuck, even when things feel overwhelming.

On Women in Automotive: Embracing Authenticity and Change

One of the most inspiring parts of our conversation was Jean’s candid discussion on what it’s like being a woman in automotive. She reflected on the societal expectations placed on women and the internal struggle to meet those while staying true to oneself. For Jean, finding her authenticity was key, but it didn’t come easily. “I didn’t have a lot of role models. I didn’t know to give myself permission to do things my way,” she said.

Now, as a leader in her space, Jean is not just a brand director—she’s an advocate for women to embrace their unique paths in this industry. She encourages others to stop living by others' expectations and instead live by their own definition of success.

Key Takeaways for Automotive Leaders

1. Branding is foundational. Build your dealership around a clear brand promise and embed it into every part of the customer and employee experience.
2. Pivot with the market. Be open to change and consistently reassess market expectations to stay competitive.
3. Embrace your authentic self. Whether in life or business, don’t be afraid to define success on your own terms.
4. Resilience comes from emotional control. Find the tools that help you navigate life’s challenges—whether it’s running, reflection, or something else—and use them to move forward.
5. Create a balanced life. Life is a series of gardens—work, family, personal growth—tend to each one so you’re not devastated when one goes through a rough season.

Jean’s insights have resonated with me, and I hope they inspire you too. Let’s continue to support each other, challenge the status quo, and bring more authenticity into our roles—both in the automotive industry and beyond.

Stay Connected: If you haven’t already, be sure to tune into the full episode with Jean Reitelbach Listen here: https://spotifycreators-web.app.link/e/6bzY7imPTUb