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.