Cars.com Taps SeatGeek Marketing Veteran as CMO to Drive Growth
Event summary
- Sarah Kettler appointed Chief Marketing Officer of Cars.com, effective June 15, 2026.
- Kettler joins from SeatGeek, where she spent a decade leading marketing and doubled consumer awareness.
- Kettler will oversee integrated marketing and communications to strengthen brand and drive growth.
- Cars.com positions the hire as critical for leveraging AI and technology in marketing strategies.
The big picture
Cars.com's appointment of Sarah Kettler as CMO underscores the company's focus on leveraging modern marketing techniques to maintain its position as a trusted auto marketplace. The hire comes at a time when AI and data-driven strategies are reshaping how consumers and dealers interact in the automotive sector. Kettler's experience in scaling marketplace brands suggests a strategic push to deepen customer engagement and drive sustained growth in a competitive landscape.
What we're watching
- Brand Differentiation
- How Kettler will position Cars.com against competitors like Autotrader and CarGurus.
- AI Integration
- The pace at which AI-driven marketing tools will enhance customer engagement and dealer efficiency.
- Marketplace Dynamics
- Whether Kettler can replicate her success at SeatGeek in the more complex automotive marketplace.
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