Ashley Cavazos, the Marketing Director at DeMontrond Auto Group in Houston, Texas, is a trailblazer in the automotive industry. From a receptionist in South Texas to leading digital strategy across 12 dealerships, her journey embodies resilience, growth, and leadership. In the latest episode of Women Driving the Industry, Bridget Fitzpatrick sits down with Ashley to reflect on her rise in the industry, her challenges, and the important work she’s doing to support women of color in automotive.
Ashley Cavazos’ career trajectory has been anything but typical. Starting as a receptionist at a small dealership in South Texas, she quickly rose to the role of internet marketing manager within just 90 days. This rapid trajectory was fueled by her early recognition of the power of digital marketing, which she leveraged to propel her career forward. After making a bold move to Minnesota with her husband, she played a pivotal role in developing BDC strategies and digital marketing operations for prominent automotive groups.
Today, Cavazos oversees the marketing strategies for DeMontron Auto Group’s 12 dealerships and four RV dealerships in Houston.
Reflecting on her journey, Cavazos acknowledged that early in her career, she didn’t envision a long-term role in automotive. It wasn’t until she immersed herself in webinars and industry resources that she saw the potential for growth and opportunity in the field.
However, her transition was not without challenges. She notes how she faced self-doubt and imposter syndrome, especially as a Latina woman navigating a male-dominated industry. Despite these obstacles, Cavazos found a mentor who recognized her potential before she did, helping her gain confidence and further propel her career.
One of the key lessons Cavazos shared was the importance of resilience, adaptability, and having a support system. These qualities are critical for women in the automotive industry, whose voices often go unheard.
Further, Cavazos emphasized the value of male allies and shared her experience working alongside a mentor who ensured that women had a voice in decision-making roles. She also stressed the importance of leadership development programs in helping women succeed and advance in the industry.
Cavazos’ current work with the Women of Color Automotive Network (WOCAN) is a major part of her mission to support underrepresented groups in the industry. WOCAN, founded in 2020, provides a safe space for women of color to share experiences, seek guidance, and access leadership development opportunities. With over 1,000 members, WOCAN is making a significant impact, and Ashley is proud to be part of its mission to create a more inclusive automotive industry.
"[The industry] is very fast paces as you know, right And as we all know, but we [women] have to be able to pivot and embrace the challenges." – Ashley Cavazos
