Dara Goroff leads I-CAR’s (Inter-Industry Conference on Auto Collision Repair) product function and talent programming initiative, developing solutions to support the vision that every person in the collision repair industry has the information, knowledge and skills to perform complete, safe, quality repairs and leveraging I-CAR’s unique role as a collaboration organization to solve the industry’s technician crisis. Dara’s team is committed to continuous improvement, where people and process align to address the needs of the inter-industry, and the voice of industry is continually respected, sought and acted on.
Dara has deep experience in the collision industry’s various segments. Prior to her role at I-CAR, she led product teams at Repairify, Solera Global Holdings, and CSAA Insurance group, where she focused on creating innovative solutions for shops, insurers, dealerships, and vehicle owners.
Earlier in Dara’s career, she oversaw product, training, and customer support teams at several technology and telecommunications companies, including GoDaddy and Motorola, with a customer first mindset focused on driving product innovation and improving the user experience.
In all of Dara’s diverse work experiences, she has followed her love of technology, her passion for product management, and her belief in training as a retention tool to improve both the customer and employee experience.
Arianna Sherlock is the Senior Director of Marketing for I-CAR, the collision industry’s training and credentialing body, supporting its vision that every person has the information, knowledge and skills required to perform complete, safe, and quality repairs for the ultimate benefit of the consumer. Arianna focuses on elevating the I-CAR experience to keep pace with the rapidly evolving industry and positioning it as a leading trade to attract top talent for the good of its constituents.
Before joining I-CAR, Arianna spent five years at Icahn Automotive, where she focused primarily on the business transformation of its flagship maintenance and repair brand, Pep Boys Auto Service & Tire. She led the marketing team during its centennial rebrand, a shift to a data-driven digital marketing strategy and the launch of several first-mover initiatives, including electric vehicle (EV) and Advance Driver Assistance System (ADAS) offerings, a seamless digital customer experience, and store-of-the-future remodels.
Earlier in her career, Arianna worked at Campbell Soup Company in North America and Asia Pacific on some of the world’s most beloved consumer brands, including Pepperidge Farm Goldfish crackers and Arnott’s Tim Tam biscuits. She also oversaw communications and corporate governance work at Vanguard, one of the world’s largest investment managers, during a period when the Company’s assets under management nearly doubled.
Arianna is passionate about developing a skilled, diverse workforce for the automotive industry and was previously involved in initiatives at the Auto Care Association and its Women in Auto Care group.
Pete Tagliapietra established DataTouch, a Software as a Service (SaaS) provider to the collision repair industry, in 2022. The business focuses on assisting collision repair shops to securely manage and control customers’ personal information and estimate repair data from being copied and misappropriated (sold) by third-party companies within the collision repair industry. Since being established, DataTouch has launched Data Analyzer, Data Auditor VINAnonymize, Data Pump Manager and soon to be released P-Pages AI.
Throughout his career, Tagliapietra has served in various positions within the collision industry. He currently holds the position of Managing Director and entirely focused on helping repair shops gain operational efficiency. Over the years, he has been active in several industry associations, including CIECA, the Collision Industry Conference (CIC), the Inter-Industry Conference on Auto Collision Repair (I-CAR) and the Society of Collision Repair Specialists (SCRS).
Mr. Olson is a founder and former COO of VeriFacts Automotive LLC and was with the company until November 2016. Currently he is the founder and CEO of Vehicle Collision Experts, LLC (VECO Experts). He is also president of Future Forensics – Automotive damage investigations, a company he founded in 1997. His companies specialize in partnering with collision repair technicians, shop owner/managers/estimators and forensic evaluations of collision damaged vehicles, quality of repair issues and valuation issues. He has over 32 years’ experience in the collision repair industry, including roles as collision repair and refinish technician, body shop management and ownership. He has also worked as an independent physical damage appraiser and is a former Allstate Insurance Company adjuster. He is a former regional trainer for Hunter Engineering in Missouri, with training centers in Seattle, Portland, Bay area, Orange County and Hawaii.
Known as an expert in the industry, he has been involved in well over 11,000 individual cases as an expert witness in matters of collision repair, vehicle collisions and manufacturer defect. He has also testified in many states in well over 100 cases.
Mr. Olson has traveled all over the United States and Canda teaching for I-CAR, VeriFacts and other companies - and also coaching individual technicians and collision repair facilities on the proper repair methods in collision repair and conducting seminars on industry challenges and remedies. He has presented many times at NACE, SEMA, many Trade shows – and others presenting on the industry issues and challenges. Mr. Olson can be seen on Collision Hub Repair University Live and Collision Hub OEM Edition and other industry podcasts. Mr. Olson is a licensed independent insurance adjuster and public adjuster in numerous states.
Christian started in 2001 as an apprentice at VW AG followed by doing 3-shifts in production before studying Automotive Engineering. Held various jobs in VW Aftersales to drive parts sales, service programs, and service marketing before leading the global team for Collison. Came to the USA in 2014, joined DEKRA 2015 and held various operations and business development positions. Currently Vice President responsible for Sales of Automotive Services.
Gabriel Morley’s professional background spans multiple facets of the automotive and collision repair industries. Beginning as an automotive enthusiast led to his start within the insurance claims industry, in 2013 Gabriel joined BMW of North America to lead the Certified Collision Repair program and prepare for carbon fiber and electrification. After holding several transformative positions within BMW, including fix operations and digital sales, Gabriel went on to join VeriFacts Automotive and eventually OEC supporting the different market segments and their rising needs in advanced repair materials and processes. Joining DEKRA in 2023 as Associate Vice President Gabriel continues to focus on Standards and Safety within the Automotive industry with a high focus on the premium market space.
Erica Eversman is an attorney, founder of the non-profit Automotive Education & Policy Institute, and a consumer advocate for the National Association of Insurance Commissioners. She also serves as the General Counsel for Vehicle Information Services, Inc.
She is a frequent speaker and article author on subjects involving auto insurance, collision repair, consumer rights, and automobile laws, and has served as a legal expert in lawsuits involving these topics.
Ms. Eversman has been interviewed by, and shared her expertise with, numerous publications including Kiplinger’s Personal Finance, The Wall Street Journal On-Line, Money.com, and Cars.com, and is actively engaged in education on the topics of auto insurance, vehicle repairs, and consumer rights to promote better outcomes for all parties.
She has received several awards for her work, including awards from the Society for Collision Repair Specialists, All Auto Appraisal Industry Conference, and Fender Bender magazine.