Heather Watson
Heather Watson is a seasoned sales leader with over 20 years of experience in the automotive industry and 18 years with Cox Automotive, where she currently serves as Director of Sales. Throughout her career, she has been recognized for her exceptional leadership, including Sales Leader of the Year ’22, SLOTY ’24, and PresClub ’24, and has played a pivotal role in mentoring emerging talent through initiatives such as the AT Sales Leadership Training, the People Leadership Academy, and the newcomer onboarding program. Heather’s work spans multiple business units, including Autotrader, Dealer.com, Kelley Blue Book, vAuto, VinSolutions, Dealertrack, and Homenet, giving her a broad understanding of the automotive ecosystem and the ability to deliver results that drive both revenue and growth.
In her day-to-day work, Heather partners with her team across the Southeast U.S., serving not just as a leader but as a counselor and coach, helping individuals find their best selves and identify roles where they can thrive. She is passionate about growing people as much as growing businesses, leading programs that develop high-potential employees, and ensuring that new hires are fully set up for success. Her leadership approach emphasizes clarity, problem-solving, and empowerment, guiding her teams to achieve their goals while fostering meaningful personal and professional growth.
Heather’s inspiration comes from helping dealer partners envision and build their businesses to their fullest potential. Her unique perspective in automotive advertising allows her to identify opportunities for growth and provide tools and strategies that transform business operations. By combining her industry expertise with a genuine passion for people development, Heather has become a trusted advisor, leader, and driver of both individual and organizational success. Her focus remains on nurturing talent, advancing innovation, and shaping the future of the automotive industry.
• Driven to Lead
• Cultivating Collaborative Leadership
• Arkansas Tech University - BS, Business, Management, Marketing, and Related Support Services
• Arkansas Valley Soccer Association - Youth Girls Soccer Coach
• Salvation Army
• Food Banks
What do you attribute your success to?
I attribute my success to my ability to drive revenue while developing better business plans and supporting my partners. When I was really young, coming out of high school, I worked for a dealership where I developed my love for automotive. What really inspires me and drives my success is knowing that I have the knowledge and the tools at my disposal to help my dealer partners grow into the businesses that they want to be. I can envision their businesses front and back - I know what they could be if they were doing everything that they should be doing to build their businesses. I love the idea of being able to help these business owners grow their businesses into incredible things that they didn't really even know they could do. At the heart of everything is my love for making sure that people are growing into their best selves.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to consistently work hard and remain dedicated, even when the path isn’t straightforward. I’ve learned that success doesn’t come from shortcuts or waiting for the perfect opportunity it comes from showing up, giving your best effort, and pushing through challenges with perseverance and focus. Hard work builds credibility, opens doors, and lays the foundation for long-term growth, and I strive to carry that principle into every professional endeavor.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is that anything is attainable with hard work, dedication, and integrity. Success isn’t just about talent it’s about showing up consistently, staying committed to your goals, and making choices that reflect your values. By combining perseverance with honesty and ethical decision-making, you can build a career that is not only successful but also meaningful and respected.
What are the biggest challenges or opportunities in your field right now?
Right now, one of the biggest opportunities and challenges in my field is learning how to leverage AI effectively. Many seasoned professionals are hesitant or even fearful of it, but I see it as a tool that can give new professionals a real advantage. Those who embrace AI and integrate it into their daily work will be more efficient, innovative, and valuable to their clients. The key is to stay informed, commit to continuing education, and understand how AI can enhance client outcomes. I’ve personally experienced how intelligent tools can transform productivity, and I believe this is an exciting moment for anyone entering the industry to position themselves at the forefront of change.
What values are most important to you in your work and personal life?
My top three core values are integrity, showing up as my best self every day, and leading with honesty. Integrity means always doing what you say you're gonna do - that's a big deal to me. I make sure to put forth my absolute best effort when doing anything. I don't give my teammates a lot of leeway in that - if they're not showing up as their best selves every day, I'm really one to say, hey, you just need to take PTO today. You don't need to be here. If you can't show up and do your best work, then don't. The third thing is leading with honesty and being forthright in everything that you're talking about every day, so that you earn the trust of your clients. In earning that trust, then you really - the world is at your fingertips. You can do anything as long as your clients trust you, and those partnerships are just incredible.