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July 20, 2015

Industry Veteran Cherie Watters Returns to as Head of Dealer Division

Cherie_Watters_headshotContinuing the overhaul of the programs, Cherie Watters, former President of Sales and Marketing, returns to the company as Head of's new Dealer Division.

“The kind of service that will work for the independent shop or tire dealer will not work in the dealer world. Dealers are very unique,” explains Jody DeVere. “Part of our renewed focus on giving our clients the support they need is moving our dealers into their own category, so that they're treated differently from start to finish. We really take our work in the dealer world very seriously.”

The Certified Female Friendly re-launch, according to DeVere, was inspired in part by the company's successful relationships with other brands such as NEXEN Tire, Turtle Wax, Cooper Tire, Armor All, and Sylvania. “We're attracting a lot of attention from parts of the industry we've never touched before,” Jody explains, “so it's time to make a change for everybody. These are great changes, I think!”

In celebration of the relaunch, Cherie Watters will be joining Jody DeVere at this year's Women in Automotive (WiA) Conference. They will be joined by speakers from across the auto industry including Tammy Darvish (PenFed Credit Union), Susan Scarola (DCH Charities), Lisa Copeland (Fiat/Alfa Romeo of Austin). This year's WiA Conference is sponsored by, Cox Automotive, Pen Fed Credit Union, Autobytel, Ally, TrueCar and many more, and will take place August 18, 19, and 20 in Orlando, Florida. For more information and to register to attend, visit

Those interested in learning more about the newly relaunched Certified Female Friendly® programs can learn more and meet with a staff member at

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