Arianna Sherlock
Senior Marketing Director
I-CAR
Arianna Sherlock is the Senior Marketing Director 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 ensure collision repair training, Gold Class Shops, and Platinum technicians keep pace with rapidly evolving automotive technology and are recognized as highly skilled and critical to society. Since joining I-CAR, Arianna built and launched Collision Careers, a consumer-facing talent attraction platform designed to close the industry’s skills gap through a modern, digital marketing approach.
Prior to I-CAR, Arianna spent five years in the retail automotive aftermarket at Icahn Automotive, where she was focused on the business transformation of its flagship maintenance and repair brand, Pep Boys Auto Service & Tire. Arianna led the Pep Boys marketing team during its centennial celebration and rebrand, its shift to a data-driven digital marketing strategy and the launch of several first-mover initiatives, including electric vehicle (EV) and advanced diagnostic 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 and influence nearly doubled.
Arianna is passionate about developing a skilled, diverse workforce for the automotive industry and serves with the Auto Care Association and Women in Auto Care, as well as collision’s Women’s Industry Network (WIN).
Arianna focuses on elevating the I-CAR experience to ensure collision repair training, Gold Class Shops, and Platinum technicians keep pace with rapidly evolving automotive technology and are recognized as highly skilled and critical to society. Since joining I-CAR, Arianna built and launched Collision Careers, a consumer-facing talent attraction platform designed to close the industry’s skills gap through a modern, digital marketing approach.
Prior to I-CAR, Arianna spent five years in the retail automotive aftermarket at Icahn Automotive, where she was focused on the business transformation of its flagship maintenance and repair brand, Pep Boys Auto Service & Tire. Arianna led the Pep Boys marketing team during its centennial celebration and rebrand, its shift to a data-driven digital marketing strategy and the launch of several first-mover initiatives, including electric vehicle (EV) and advanced diagnostic 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 and influence nearly doubled.
Arianna is passionate about developing a skilled, diverse workforce for the automotive industry and serves with the Auto Care Association and Women in Auto Care, as well as collision’s Women’s Industry Network (WIN).