Arianna Sherlock is the Senior Director of Marketing for I-CAR (the Inter-Industry Conference on Auto Collision Repair), the collision industry’s training and credentialing body, supporting its vision that every person has the information, knowledge and skills required to perform complete, safe, and quality repairs for the ultimate benefit of the consumer. Arianna focuses on elevating the I-CAR experience to keep pace with the rapidly evolving industry and positioning it as a leading trade to attract top talent for the good of its constituents.

Before joining I-CAR, Arianna spent five years at Icahn Automotive, where she focused primarily on the business transformation of its flagship maintenance and repair brand, Pep Boys Auto Service & Tire. She led the marketing team during its centennial rebrand, a shift to a data-driven digital marketing strategy and the launch of several first-mover initiatives, including electric vehicle (EV) and Advance Driver Assistance System (ADAS) offerings, a seamless digital customer experience, and store-of-the-future remodels.

Earlier in her career, Arianna worked at Campbell Soup Company in North America and Asia Pacific on some of the world’s most beloved consumer brands, including Pepperidge Farm Goldfish crackers and Arnott’s Tim Tam biscuits. She also oversaw communications and corporate governance work at Vanguard, one of the world’s largest investment managers, during a period when the Company’s assets under management nearly doubled.

Arianna is passionate about developing a skilled, diverse workforce for the automotive industry and was previously involved in initiatives at the Auto Care Association and its Women in Auto Care group.