Automotive News Canada - July 2021 - 14

14
* JULY 2021
Accelerating a diverse industry
JENNIFER OKOEGUALE
Consultant, Major Events, Toyota Canada
CHOSEN BECAUSE:
Jennifer Okoeguale never considered a
career in automotive until a job listing at
Toyota Canada appeared on her radar. " I'm
not a nuts-and-bolts person, I don't know
how a car works, am I ever going to fit in? "
she recalls asking herself. Nobody's asking
whether she fits in anymore.
Okoeguale, 28, started in corporate comDriver-assist
leader
senses
a new direction
FRANTZ SAINTELLEMY
COO, LeddarTech
CHOSEN BECAUSE:
Frantz Saintellemy, 47, is COO of Quebecbased
LeddarTech at a crucial moment for
the industry and for the advanced driver-assistance
system (ADAS) company. For a big
chunk of 2020, the pandemic largely paused
much of the industry's development and testthe
industry and for the advanced driver-assistance
system (ADAS) company. For a big
chunk of 2020, the pandemic largely paused
much of the industry's development and testing
of ADAS technology.
But things have been heating up, and
LeddarTech sees itself leading this resurgence.
Saintellemy is helping guide the company
as it looks to address the diverse needs
of its customers. Some automakers are looking
for an incremental approach to adopting
ADAS technology while others want to make
huge leaps forward in short periods of time.
" It forces us to really be at the forefront of
problems to solve, " Saintellemy said.

IN HIS OWN WORDS:
" We think we can be one of the companies
that can help consolidate the industry.
In the last year, we have done two acquisitions
- one in Israel, one in Canada. The
pandemic got rid of a
lot of the noise around
autonomous driving,
around lidar, to
focus on ADAS and
advanced autonomy
features and
pushing out [autonomous
vehicles] to
a more realistic
timeline. "
For target marketing,
her aim is true
JENNIFER SONGVILAY
Manager, Digital Marketing
and Social Media,
Hyundai Auto Canada Corp.
CHOSEN BECAUSE:
Jennifer Songvilay is constantly
looking for new ways to
reach potential Hyundai buyers
through digital and social media
campaigns that resonate with
their specific interests, such as
mountain biking or motorsports.
" It's about reaching the
right audience at the right time
with the right message, " said
Songvilay, 35. " I think that
makes a huge difference versus
just blasting everyone with an
ad. "
To reach her target audience,
Songvilay often partners
with online influencers, such as
Calgary professional snowboarder
Leanne Pelosi or Toronto's
YouTube cinematographer Peter
McKinnon, to develop online
campaigns they disseminate
through their own social media
channels.
Songvilay graduated from
Ryerson University in Toronto
with a Bachelor of Commerce,
majoring in hospitality and tourism
management, and a minor in
marketing. She joined Hyundai
in 2014 as digital-marketing coordinator.
By using the wealth of
available data on consumers'
habits and interests, her team
developed a more targeted online
strategy that generated better
results at a lower cost, Songvilay
said.

IN HER OWN WORDS:
" If you have an effective message
or creative that's relevant
to the consumer, it will resonate
with them more and they will
more likely take an action. And
that action will drive a conversion,
which will then result in
greater cost efficiencies for media
investments. "
In the EV era, he's focused on customers
VITO PALADINO
President, Audi Canada
CHOSEN BECAUSE:
In just seven years at Audi Canada,
Vito Paladino has risen through the ranks,
assuming the top spot in 2020. Throughout
his career, the auto industry has always
had an " innovative lens from a product
standpoint, " said Paladino, 44.
Audi's biggest challenge moving forward
is maintaining a continual focus on
balancing strong sales performance with
aggressively planning to be a premium
leader in an industry undergoing seismic
technological change, Paladino says.
Starting in 2026, the Germany-based
luxury brand says it will launch new electric
models only. But customers, he said,
must remain at the centre of every key
munications in 2017 and moved to her current
role as consultant in major events in
August 2020. Along the way, she developed
a reputation for being a powerful advocate
for racial diversity across the automotive
industry. In the aftermath of the murder
last year of George Floyd in Minneapolis,
Okoeguale decided more needed to be done
to promote diversity across the industry.
She lobbied Toyota Canada executives, who
gave her the green light to become one of
the automaker's leading ambassadors for
diversity. She's changing how Toyota communicates
with diverse communities. And
as one of the founders of Accelerate Auto, a
new nonprofit aimed at improving diversity
in the industry, she's helping encourage
other people of colour who, such as herself,
might never have considered a career in
automotive.

IN HER OWN WORDS:
" I was very nervous going out with
[Accelerate Auto]. I was not sure how
receptive the industry would be, but I
had a moment of personal reflection -
'Will this affect my career?' The second
I started questioning that, I knew it was
the right path. It has not been a risk at
all. The leaders have stepped up. They've
seen the need for Accelerate Auto. "
Engineer is a
'best-in-class' act
PARAN HILBI
Resident Engineering Lead, Stellantis
CHOSEN BECAUSE:
In five years with FCA/Stellantis,
engineer Paran Hilbi, 31, has progressed
from data analyst to a resident engineering
lead in charge of the 2021 Chrysler
Pacifica refresh and all-whee-drive
launch. Steering a staff of more
than 25 plant vehicle engineers
for the Pacifica
refresh, she tracked
all engineering
issues to resolution.
An
expert in
manufacturing
quality engineering,
Hilbi
challenges her
team to be " best
in class. " She
developed " a
team of leaders, "
and she co-leads
the co-op program
with the University
of Windsor, which
in turn has resulted
in numerous graduates
being hired by Stellantis.

IN HER OWN WORDS:
" It's an honour to have been a part
of the first-ever hybrid minivan launch
in 2017, and the 2021 Chrysler Pacifica
refresh and AWD launch. My vision is to
continue to demonstrate resilience as I
develop myself along with developing the
strongest and high-performing cross-functional
team.
" My goal is to utilize passion as a lever
to help the team do their jobs better, set
clear expectations, drive collaboration
through respect, reinforce positive behaviors
and drive results. "
decision that's made at both the automaker
and dealership level.

IN HIS OWN WORDS:
" The key to ensure a smooth transition
is to continue to be customer-centric from a
corporate and dealership perspective, which
will position us in the centre of the customer
journey. A customer-first mindset within
our communications, training, customer
consultations and digital platforms will support
the transition of our employees, dealers
and customers to the world of e-mobility
and autonomous driving. "
Automotive News Canada - July 2021

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