On the Rise: Trula Womack
Director of Marketing & Brand Excellence | Indy Tire Centers Inc. dba Best-One of Indy | Age: 39
What was your first job in the industry?
Right out of college in 2001, I was working at an ad agency and I began buying media for a local tire company. Within a couple of years I was the lead media buyer on the account. I went on to be the in-house media department (a team of one) for the local tire company. They sold to a larger company and I moved on to another local tire and auto service company. I am still a team of one, leading the marketing, PR, event planning, customer retention and branding strategies for retail and commercial.
What attracted you to the industry?
They say tires aren't sexy, but I disagree. There's something about the smell and the excitement of a great looking tire and rim.
What’s the biggest challenge you’ve faced in your career?
Starting at square one with a company who had thought their brand was well known in the market, and elevating it within two or three years. We have had record breaking months and years. It's been a fun ride.
Who has had the biggest influence on your career?
There isn't just one person. From the guys at the store level to the company partners, I continue to grow because of them and there really isn't a day that goes by where I'm not uncovering something new. My parents always knew I had a creative side, but it turned out my creativity shines at developing marketing plans, consumer focused initiatives and local fundraising events.
What’s your biggest accomplishment in the industry?
I joined our team five years ago, and planted the fundraising seed at that time. Since then we have raised more than $50,000 for a local children's hospital. Leading the charge, working the events and giving back as a representative of our industry is priceless.
How do you spend your work day?
Having fun! Marketing and managing our Best-One of Indy brand is my main focus. However, I am lucky enough to wear multiple hats and no two days are ever the same. I could be writing a TV commercial and creating a digital ad one day, placing a media campaign the next day and a week later visiting our stores to check signage and branding elements. What I do is always changing and that’s what makes it fun, and I’m fortunate to work with awesome people which is icing on the cake!
What keeps you up at night?
Netflix. I get hooked into watching a series, and before I know it the time is 3 a.m. and I’ve binged watched an entire show.
Early bird or night owl?
Messy or neat freak?
I prefer messy neat freak. My piles may seem out of control for some, but I know where everything is and what’s in each pile. Just don’t move my piles.
Growing up, what was your dream job?
Teaching! The idea of helping to form a child’s young mind always intrigued me. Being off during the summer months was also appealing.
Describe your first car and what you loved most about it.
The car itself was not anything special, but how I was able to get the car is what I loved about it. My grandparents, who are no longer with us, helped me buy my first car. I’m forever grateful.
What advice would you give your high school self?
Don’t be so hard on yourself because everything will work out.
If you could have dinner with anyone, living or dead, who would it be?
My granny Trula, and she could cook amazing comfort food so I’m sure she would make us a wonderful meal.
Best way to spend a Saturday night:
At home, unplugged from phones and cooking or grilling for family and then ending the night with a good book or movie.
What song do you crank up loud and always sing along to?
The Judge by Twenty One Pilots.
What habit do you wish you could break?
Over analyzing everything. Life would be less stressful and I would have fewer greys.
What’s your secret superpower?
Being an amazing mom to my awesome 11-year-old son, Jack. It takes many skills being a parent – mind reading, juggling schedules, problem solving, multi-tasking, peacemaking.
What game show would you most likely win?
Amazing Race! Navigating through a new place, solving puzzles and competing in challenges for money — sign me up!
If we gave you $1,000 and one hour, how would you spend the money?
Get my family and friends together, and we either go for a nice meal or do something fun and memorable!
How should the tire industry attract and retain more young talent?
Offer more benefits, and think outside the standard benefits box. Encourage dialogue where they can express ideas and suggestions, and be open to change.
What do you expect to be doing 20 years from now?
Working less and enjoying life more – traveling and spending more time with family.
What’s the biggest issue facing the tire industry?
Employment. What our team members are doing on a daily basis is not easy. Whether you are a tech or working the sales counter, it’s hard work, it’s challenging. It can be tiring, and I applaud what they do. It’s not a career for everyone, and finding the right people can be a struggle. As our company and others like us expand, we are all pulling from the same talent pool. We need more people to consider this industry as a career.
If you could spend a day supporting a charity, what would you do?
I would split my day between hosting an event for Make-A-Wish that would help make many wishes come true and having a paw party at a local animal shelter that would drive pet adoptions.
If you could start a new career tomorrow, what would it be?
I would pass on starting a new career. I love what I do, who I work with and this industry.