Jennifer Vianello on advertising products

About Jennifer Vianello

Jennifer Vianello, Chief Marketing Officer at Cars Commerce, has discussed the evolving nature of car buying in 2023 and 2025. She described herself as a "boomerang" employee, having worked at Cars.com from 2007 to 2010 before returning in 2022 after 12 years at Publicis Media. Vianello stated that consumer consideration sets expand rather than contract during the shopping process, and that marketplaces remain important because consumers need depth of research and inventory. She noted that most people do not want to buy a vehicle entirely online, and that Boomers are more likely to do so than first-time buyers. Vianello also said that the education need for consumers is significant due to OEMs deprecating model brands and the introduction of EVs. Vianello outlined the company's dealer media suite, which includes a video product for awareness, display for consideration, VIN performance media using AI to automate which VINs consumers see, and a social media product called car social. She stated that performance marketing works better when supported by a strong brand. Vianello also discussed the company's focus on simplifying car shopping facets such as financing and trade-in, and noted that Cars.com is testing influencer networks to syndicate editorial content across social channels like TikTok and Instagram. She emphasized that the company designs primarily for consumers but monetizes through car dealers, and that the relationship consumers have with their vehicles became more important during the pandemic.

Profile compiled from Jennifer Vianello's verified public interviews and appearances. See all quotes & transcripts →