Kara Sellentine is the Chief Marketing Officer of Lotus Americas, the UK-born maker of classic road cars and innovative racecars that calls Austin its US home. Being from Detroit, Kara has a long history in the car industry, but her first job was as a production assistant at The Jerry Spring Show! And, she’s done more than dabble in stand-up comedy - taking classes at The Groundlings where people like Will Ferrell and Jimmy Fallon got their start and performing alongside people like Pauly Shore an Dave Coulier.
We had a chat with Kara about being a female in historically male-dominated professions, what she loves about working at Lotus and more.
Prior to Lotus you worked at Stellantis, home of 14+ iconic auto brands. How did you get into the automotive industry?
I don't have the traditional story of "my dad was a car guy," so I love cars. I grew up in a household that went to musicals weekly and listened to Barbara Streisand on repeat. But, my parents are born and raised Detroiters, "The Motorcity" as we call it. Automotive is a part of the Detroit DNA. I knew the best way to work at an agency in Detroit was connected to automotive, so I found a job at an agency called 89Degrees that worked on the Jeep and Ram brands. By networking, I landed myself a job at Stellantis (Fiat Chrysler Automobiles at the time). Essentially, I made it known that I really wanted to work for FCA and when one of the employees at the time told me they had a job opening I said I would literally do anything. And that's how I got myself a job working in the glamorous world of extended warranties.
Although not a creative role whatsoever, it played a pivotal role in my career. Working in extended warranties allowed me to not only understand every facet of the automotive industry, it gave me the opportunity to work on every brand from Alfa Romeo to Wagoneer to Chrysler. It was also key in developing my Excel and budget skills, which have been important to my role now as a CMO. After a few years in extended warranties, I interviewed for the Brand Manager job at Alfa Romeo and landed the job through charming the manager with my creative skillsets. I was a part of the Alfa Romeo brand while it was competing in Formula 1, so it was there I fell in love with motorsports and luxury automotive. My first Formula 1 race was at Circuit of the Americas.
What do you love about what you do?
The luxury automotive business comes with an incredible community that I love to be a part of. And, luxury automotive really focuses on design, so the artist in me appreciates cars as pieces of artwork and not just a functioning tool to get you from one place to another.
Outside of luxury automotive, I love everything marketing. I’m the type of person who will sit through every Superbowl commercial analyzing the content. Creative advertising and strategies make me tick in the most positive way. Additionally, influencer marketing has been a very exciting part of the job, as I enjoy the relationship-building that comes with it.
What’s it like being a woman in a predominantly male-dominated field?
Bring it on! I have always gravitated towards careers and activities where women are the minority. Not just in automotive, but also in stand-up comedy (where women make up less than 10% of comedians) and in college I was an athlete, which was often very male-driven and I had all male coaches. I can't say I necessarily think of things in the sense of gender; rather, I am competitive in nature, and I like a good challenge in whatever I do.
Do you have advice for women wanting to break into the car industry?
My advice is rather generic and that's "let it be known." If you want something, don't just write it in a journal and throw it away, but be in the right places at the right time. Network. Something that really helped me excel in career is that I wasn't afraid to setup a 1:1 with executives and let it be known exactly what I wanted. I think people think they can just blindly apply to jobs by sending their resume, but you should always be "working" towards what you want, and a big piece of that comes with networking.
This is an incredible time to be a part of motorsports as a female. There is a big focus on it and will continue to be. It's really a matter of asking yourself what aspect of racing you want to be a part of it.
What kind of car do you drive?
Lotus has a great partnership with its sister brand Volvo, so I am currently driving a Volvo.
COTA is now the official HQ of Lotus Americas. Have you driven a Lotus around the COTA track?
Yes! And I highly recommend it. There’s no better way to experience the Lotus Emira, a 2-seater sports car that goes 0-60 in less than 4 seconds. When you can get in a Lotus on a track, you really get the opportunity to experience the reason a car like that exists. You're talking about a 76-year-old brand that was built on the backbone of motorsports, racing, and performance. Whipping it around a 3.41 mile track like COTA with incredible twists and turns makes you proud to be a part of the brand.
You were a production assistant on The Jerry Springer Show – what was your most memorable moment from that experience?
The Jerry Springer Show was my first job out of college! Funny "inspiring story" is that when I applied to the job I was living in Michigan and put my friend's address in Chicago on the application. I got a call for the interview and they asked me if I could come tomorrow, in which I responded yes, but I was in Michigan at the time! So, I jumped in my car, drove five hours and stayed with my friend. At the interview I landed the job and they asked if I could star the next day! I responded, "Yes!" and with a backpack full of clothes, I moved to Chicago and lived with my friend. I always love that story because it taught me to take chances, live in the moment and be willing to do whatever is necessary to fulfill your dreams.