When Lauren Donalson joined PureCars in 2015, she couldn’t have imagined the journey ahead. Over the past decade, she’s held nearly every leadership role within the company — In February 2024, she became President. And just last month, she stepped into her newest role as CEO.

Lauren recently joined the Auto Remarketing Podcast to reflect on her career path, share her vision for PureCars, and offer advice to future leaders in automotive.

A Head-On-A-Swivel Start as CEO

Taking the helm has been nothing short of energizing. “I’m rip-roaring excited,” Lauren said. “People keep asking me if I’m nervous, but the truth is—I’m ready. PureCars has been my professional home for nearly a decade. Our people are like family, and our clients are some of my closest friends. This is a big opportunity, and I couldn’t be more excited for what’s ahead.”

Lauren describes the current moment for PureCars as a “next chapter” — one defined by evolution.“We’ve long been a well-known titan of the digital media space,” she explained. “Now, we’re pivoting and evolving to become that same force in data and audience activation. We’re leveraging an unparalleled amount of data across digital and direct media channels to deliver something uniquely powerful for dealerships.”

From Digital Media to Data Powerhouse

PureCars began this data-driven shift in January 2023 with the acquisition of the AutoMiner CDP. Since then, the company has focused on scaling and strengthening the platform to serve dealer groups and OEMs at an enterprise level.

The CDP’s advanced data management platform (DMP) capabilities now allow PureCars to model audiences with precision — enabling smarter targeting, suppression strategies, and personalized communication.

Lauren believes this evolution is critical to meeting dealers’ changing needs. “Tier 3 dealers are still focused on making their month and their quarter,” she said. “They’re navigating rising wholesale prices, tight inventory, and shifting interest rates. By activating data effectively, we can help them make ad spend more efficient, deliver better consumer experiences, and keep transactions transparent and streamlined.”

Dealer Strategies: Acquisition, Transparency & Innovation

Lauren, who grew up in a dealer family, sees customer acquisition strategies as a major area of opportunity.

“Many groups are standing up dedicated acquisition teams focused on buying vehicles directly from consumers,” she explained. “Instead of paying a premium at auction, they’re marketing to vehicle owners in their own databases—putting strong offers in front of them and treating them well. That kind of robust acquisition strategy helps dealers weather wholesale market fluctuations.”

She also sees increased innovation in how dealers reach audiences, particularly through channels like TikTok and live sports streaming. “TikTok is one of the most organic social platforms, and dealers are getting creative,” she noted. “We’ve also launched a live sports program that includes placements during Thursday Night Football on Amazon Prime. It’s a cost-effective way to drive action and measure impact.”

A Decade of Growth Alongside PureCars

Lauren’s career path is a testament to adaptability and curiosity. She started out in direct mail sales support, quickly recognized the industry’s digital shift, and dove headfirst into media.

“I was our first account manager to live outside of Atlanta,” she recalled. “It’s wild to think it’s been 10 years. I’ve been fortunate to grow alongside the company every step of the way.”

That growth mindset—paired with a deep understanding of the dealer landscape—has shaped Lauren’s leadership philosophy.

Advice for Emerging Leaders

When asked what guidance she’d offer to early-career professionals aspiring to leadership, Lauren shared three core principles:

1. Know Your Impact. “If you’re not sure what impact you’re making, ask. Get guidance from managers, mentors, or peers. But make sure you understand it.”
   
2. Deploy a ‘Five-Star G.A.C.’ — Give a Crap. “Offer support to colleagues who are learning. Share candid feedback. Be solutions-oriented. Don’t be afraid to get creative to reach a ‘yes.’”
   
3. Embrace Change. “In both automotive and tech, the only constant is change. Lean into it. Stay engaged. See every evolution as an opportunity to grow.”
   
   

Mentorship has played a pivotal role in her own journey, and she’s committed to paying it forward. “I’ve had incredible mentors throughout my career,” she said. “It’s important to leave that legacy for the next generation.”

Looking Ahead

As Lauren begins her tenure as CEO, her vision is clear: evolve PureCars into the industry’s premier data and audience activation powerhouse, while staying true to its roots of dealer partnership and innovation.

“Supporting automotive is one of the coolest gigs in town,” she said with a smile. “I’m ready for this next chapter—and I’m excited for what’s ahead for our team, our clients, and the industry.”

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