5 MINUTES WITH... CARLY KEELER

5 Minutes with Carly Keeler: Driving Change in the Automotive Industry

To celebrate International Women’s Day, we sat down with Carly Keeler, our Marketing and Communications Director, to discuss leadership, industry challenges, and the future of women in the automotive sector.

What does International Women’s Day mean to you, especially in the automotive industry?
It’s a day to celebrate progress while recognising that there’s still work to be done. The automotive sector is evolving, and increasing female leadership is a crucial part of that transformation.

What inspired you to pursue a career in the automotive industry?
With a background in marketing high-value products, I saw an opportunity to make a real impact in an industry that was on the cusp of change. When I joined, electric cars were just starting to appear on UK roads, and digital marketing was beginning to take hold in automotive. It was an exciting time to introduce new ways of engaging with customers, both existing and new, at Ancaster.

The automotive industry has traditionally been male-dominated. What challenges have you faced as a woman in leadership?
Honestly, it hasn’t been as difficult as I expected. I’ve been fortunate to work with a strong, knowledgeable team of men who have valued my perspective on marketing and the changes needed. While there’s still progress to be made across the wider industry, it’s encouraging to see more women stepping into key roles—not just at the dealership level, but also with leading manufacturers.

What’s been the most exciting project you’ve worked on?
From a marketing perspective, new car launches are always a highlight. Bringing customers into our showrooms, energising the team, and showcasing incredible products is a dream for any marketer. However, one of my proudest moments was organising our first-ever Ancaster Awards evening. Recognising the hard work of our teams and bringing our leadership together to celebrate our collective successes made it one of the most rewarding events I’ve ever managed.

What advice would you give to women looking to build a career in automotive?
Be confident. It’s easy to second-guess yourself when surrounded by people who have been in the industry for years or seem more knowledgeable. But your skills and unique perspective are valuable—trust in them and communicate your ideas with clarity and purpose.

How can companies attract and retain more women in the automotive industry?
It starts with how we present career opportunities. Automotive roles require diverse skill sets—our technicians master precision and technical expertise, our sales teams understand consumer psychology, and our admin teams juggle everything from operational management to customer relations. Highlighting these dynamic aspects, fostering a culture where opinions are valued, and creating an environment that encourages growth and progression will make the industry more appealing to women.

Who is a woman who has inspired you during your career?
Helen Marsh, one of my first managers, was a huge inspiration. As a young marketer, I was navigating both the business world and the ever-changing landscape of marketing. Helen was a force—hardworking, outspoken, and passionate about her ideas. She mentored me in those early years, shaping my career with her guidance and support.

What’s one key marketing trend shaping the future of the automotive industry?
Personalisation and data-driven marketing have always been central to our strategy, but with AI advancing, hyper-targeted communications will take things even further. This shift will play a major role in how the industry engages with customers in the coming years.

And just for fun… What was your first car?
A white L-reg Nissan Micra—and in true International Women’s Day spirit, I fully embraced the stereotype with a pink fluffy steering wheel and matching pink floor mats!