Vanessa Larson
Marketing manager | Gills Point S Tire & Auto Service | Helena, Mont. | Age: 38
What was your first job in the industry?
I started out as a bookkeeper for a Point S Tire location in Helena, Mont.
What attracted you to the industry?
I have always felt the most comfortable working around people who are down to earth and hardworking. This industry is filled with these types of people so from day one, I always felt like I belonged with the people I have worked with. I was drawn to the industry because I knew that I would be working with people that would not only challenge me but support me in all my crazy ideas.
What is the biggest challenge you have faced in your career?
I have faced a ton of challenges over the years but the biggest one I would have to say is figuring out how to market what we do at Point S in a fun and engaging way. The industry can tend to be very vanilla when it comes to marketing so finding new and engaging ways to market what we do is a constant challenge. I have even gone so far as to make some of the mechanics in Helena wear tutus in an ad for their sponsorship of a production of The Nutcracker. It is a challenge sometimes getting people onboard for my wild ideas, but I accept that challenge and will keep pushing the envelope.
Who has had the biggest influence on your career?
There have been a ton of people who have had an influence on my career but the person who has had the biggest influence is my husband, Aaron. He has a way of embracing my special brand of crazy and supporting even the wildest of ideas. Without his support, I never would have had the courage to take the chances that I have with my career.
What is your biggest accomplishment in the industry?
Hands down, I would have to say planning the Septemberfest Soap Box Derby. It is an annual event held in Helena each year and I have planned it for the last three years with the help of coworkers at Point S and people in the community. Seeing the event come together each year and the whole town getting excited to watch homemade cars race down 6th Avenue is amazing. I am so proud of what we have built with the event and love the impact it has on our community.
Tell us about your current job and responsibilities. How do you spend your workday?
I help coordinate the marketing for a large group of Point S Tire & Auto locations in the U.S. No day is ever the same but typically I work on building webpages for upcoming promotions, managing Yext entities and helping the store managers become more involved with their communities. It is always an adventure, and I know as the company grows, my role may shift but I am excited to see how I grow in my role.
What's been the biggest surprise of your current job?
The people! The people that I work with keep me on my toes, constantly push me and are so amazing to be around.
Tell us about your family.
I love my crazy little family! I have been married to my husband for 15 years. We have an 8-year-old daughter and two lovable dogs. My daughter is the bravest person I know and the support my husband gives me has allowed me to grow into who I am today. They are both the best adventure buddies I could have every asked for!
If you could wake up tomorrow with one new skill, what would you choose?
This may sound weird, but I would love to learn how to process meat in a butcher shop. I think it is so important for people to know where their food is coming from and having this skill would provide insight into something that I think most people don't even give a second thought.
In a single word, how would your friends describe you?
Moxy.
If you could switch careers tomorrow, what would you want to do, and why?
I would love to own a bed and breakfast somewhere in the country and channel my inner Lorelai Gilmore. I love the hustle and bustle of my career now but this would be my happy place. I would be the quirky inn owner who experiments with new sourdough recipes, meets cool people from all over and tends to my herd of random animals. I would also love to host events at the bed and breakfast too!
What's the biggest issue facing the tire industry?
Currently, a big issue facing the tire industry is the slowdown in consumer spending. We all know that everything around us has gone up in price and tires are no exception. When everything goes up in price, consumers have to make hard decisions about what they are going to spend their hard-earned money on. Companies in the tire industry need to think outside the box when it comes to attracting consumers.
When you were a kid, what did you want to be when you grew up?
I wanted to be an author. I have always had a creative mind and wanted to share my stories with the world. I clearly didn't end up becoming an author but who knows...maybe by this time next year I will be a published author. I still have a lot of life left to live so there is still time to live out that dream! I have always thought that the world would be a much happier place if everyone got to grow up to be what they wanted to be when they were a kid.
How do you unwind after a stressful day?
My favorite way to unwind after a stressful day is to spend quality time with my family. There is nothing better than to go chill at the lake or grab some ice cream downtown with my husband and daughter.
What goal did you set for yourself this year? Are you on track to reach it?
I always have the intention to set goals at the beginning of each year, but I started to get away from that. You never know what life is going to throw your way, so I tackle each year with an open mind and the energy to take on anything that comes my way. Instead of setting a goal for a whole year, I try to set smaller goals throughout the year. These are things as simple as reading three books in a given month or trying a new recipe once a month. Setting smaller bite-sized goals keeps things interesting and then at the end of the year you can look back on all the cool things you accomplished!
What do you expect to be doing 20 years from now?
Half the time I don't know what I will be doing a month from now but in 20 years I hope to still be living the simple life in Montana with my husband watching our daughter take on the world. Career-wise, I hope that I am still working in marketing changing the game in the tire industry.
