100 Leading Women in the North American Auto Industry
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Liz BOONE

Director of Advertising Strategy • General Motors Co. • Age 44
 
 
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Why did you want to work in the auto industry? I grew up in Michigan. It was part of my DNA. My father worked at Cadillac. It is important to our community and our state, and it was a challenging opportunity for me right out of college.

First automotive job: In 1987, for JTC Advertising in Chicago. I focused on contacting individual Buick, Saab, BMW and Ford car dealers and did their advertising. I learned from the grass roots up. I did local advertising to drive their Saturday business. I learned the importance of driving traffic to the dealership.

Proudest professional achievement: Being part of the Cadillac renaissance from 1999 to 2005. I was one of the key team that launched the "Break Through" campaign for the original Escalade. We saw increased sales and the resurgence of the brand — and the age of the buyer dropped considerably. All the metrics showed we were rebuilding that brand.

Current challenge at work: To inspire and collaborate with our advertising agencies and to inspire strategies that connect with the consumers and reignite their passions with the GM brands. Also, to drive business and to drive people back into the showrooms and to believe in us again.

What you do to relax: I swim, I snowboard and I water-ski. I am a black belt in tae kwon do. I read, and I am a voracious consumer of popular culture and social networking and what people are talking about.

— Diana T. Kurylko

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