On the Rise: Angie Cox

Angie Cox

Vice president of marketing | Straightaway Tire and Auto | Littleton, Colo. | Age: 39

What was your first job in the industry?

It’s funny how I got into the tire and auto industry. My background has always been in sales and marketing, starting with selling footage to media companies. I eventually found myself in automotive through a company called KPA, where I sold a software platform known as LotLinks. (KPA is a compliance and safety software company serving a wide range of industries, including automotive.) LotLinks, which has since evolved into an AI-driven solution, was designed to help dealerships with digital inventory marketing. My career then took off when I joined American Tire Distributors, first as a marketing strategy manager and later as director of marketing for Tire Pros. There, I led our national brand strategy for over 650 franchise locations, building influencer partnerships and scaling campaigns that balanced national visibility with hyper-local independence. Today, I serve as vice president of marketing at Straightaway Tire & Auto, where I bring those same brand-led, platform-supported principles to a high-growth, acquisition-focused environment.

What attracted you to the industry?

I was drawn to the automotive industry because it felt like a space where marketing was still very traditional — and I saw that as an opportunity. I wanted the challenge of bringing new, innovative thinking to a space that hadn’t fully embraced digital yet. What really excites me is helping shop owners and brands understand why it’s so important to modernize their marketing approach. Customers are online, researching, comparing and making decisions digitally. If we’re not showing up there in meaningful ways, we’re missing the mark.

What is the biggest challenge you’ve faced in your career?

One of the biggest challenges in the industry is balancing the need for modernization with the reality that many businesses are still operating with legacy mindsets or systems. The customer journey has shifted. People expect seamless, digital-first experiences, but many shops are still relying on outdated marketing tactics or operational processes. There is also a lot of noise in the market, so standing out requires not just good service, but smart branding, strong local engagement and consistent digital presence. Bridging that gap between traditional operations and modern expectations is where the real work and opportunity lies.

Who has had the biggest influence on your career?

My parents always worked hard and played hard and I wanted that same life for my kids. My husband always pushed me for more instead of staying in a comfortable environment and gave me the courage to go after my goals/

What is your biggest accomplishment in the industry?

One of my biggest accomplishments has been helping shift the mindset around marketing in this industry by encouraging innovation while still honoring the independent spirit of our dealers. I’ve introduced and tested new strategies that blend national brand recognition with local flexibility, giving stores tools and guidance without taking away their voice. I lean heavily on research and performance data to make informed decisions, but also create space to try new things, even if they don’t all succeed right away. Building a culture where it's okay to test, learn, and improve has helped move both our brand and our partners forward.

Tell us about your current job and responsibilities. How do you spend your workday?

I serve as vice president of marketing at Straightaway Tire & Auto, where I lead strategy and execution across a growing portfolio of automotive service brands. My days are spent balancing high-level strategy with hands-on execution building scalable marketing frameworks, overseeing brand rebrands and grand reopening events, and aligning local shop marketing with national campaigns. I partner closely with finance and data teams to manage budgets and performance dashboards, while also working with vendors and technology partners to streamline platforms like CRM, scheduling, and loyalty programs. A big focus of my role is driving both new customer growth and retention, ensuring every initiative ladders up to our brand promise: Quality Work. Genuine Care. For all of life’s miles.

Tell us about your family.

I live in Littleton, Colo., with my husband Chris and our two daughters, Raegan (8) and Melody (4). Chris and I have been married for 10 years but met in high school. He was my prom date. Raegan is passionate about competitive cheerleading and keeps us busy with practices, competitions and team events, while Melody is in preschool and just starting to discover her own interests. As a family, we love spending time in the mountains — skiing in the winter and enjoying the outdoors in Grand Lake year-round.

What is the most essential professional skill for someone in your job?

Adaptability and strategic leadership. Marketing in a fast-growing, multi-brand environment requires the ability to pivot quickly, align diverse stakeholders and turn data-driven insights into clear, executable strategies. Just as important is the ability to inspire and empower teams, bringing creativity, consistency and focus to every initiative while keeping the bigger growth vision in sight.

What song takes you back to high school?

Dave Matthews Band always takes me back to high school. Their music was a constant for me and it reminds me of my now husband since we listened to them together. I also loved hip hop at the time, especially artists like Lil Jon and Lil Wayne, which were the soundtrack to weekends and driving around with friends.

If you could start a new career tomorrow, what would you do?

I would create a yoga and wellness studio that blends movement, mindfulness and community. I love the idea of designing a space where people can recharge and invest in their health while building a sense of connection. It would be the perfect combination of business vision and personal passion.

Do you live by inbox zero, or inbox disaster?

Inbox disaster, but in a controlled way. I read every email that comes in almost immediately but prioritize response times based on what drives the business forward.

In the next 10 years, what will be the biggest change in the tire industry?

The industry will shift significantly with technology and sustainability. Smart tires with sensors will become the norm, giving customers and shops real-time insights into wear and performance. At the same time, sustainability initiatives like renewable materials and circular recycling will become standard. The biggest change will be how data and digital platforms reshape the customer experience, making tire and auto service feel more proactive, transparent and connected.

What moment in life would you like to live over again?

The early days of becoming a mom. It was overwhelming, but also the most meaningful and life-changing time. Experiencing those first moments of connection again would be something I’d relive in a heartbeat.

What hobby or activity helps you unwind?

Yoga. It’s the one space where I can completely disconnect, reset my mind and find balance. Whether it’s an energizing flow or something restorative, it helps me recharge and come back sharper.

If it was your job to persuade new people to join the tire industry, what would be your best selling point?

The tire industry is much bigger than people realize, and it touches every single person’s life. It’s an industry with stability, innovation and endless opportunity to make an impact. You’re not just selling tires, you’re helping people stay safe on the road, building businesses, and shaping the future of mobility. There’s room to grow, build a career and be part of something that’s constantly evolving. Beware though — you may never leave the industry! Ha!

What’s one thing you would change about yourself?

I would be more intentional about slowing down. I tend to move quickly, always focused on the next initiative, project, or challenge. While that drive helps me deliver results, it can also make me skip past moments that deserve to be celebrated or reflected on. I know that taking the time to pause, acknowledge progress and give myself and my team space to breathe ultimately creates better outcomes and stronger connections.

Pick a celebrity and explain why you think he/she would be a great tire dealer.

Tim McGraw and Matthew McConaughey. I can also see Reese Witherspoon as half owner. I met several southern bell tire shop owners. The best!