Auto Care Insider Volume 109 - 26

IMPACT
AWARD
PLAYING TO HER
STRENGTHS
WHEN asked her thoughts on her
Impact Award, Katina Wall said, "While
I value my work, it is really heartwarming and motivating to know
that others see the value in it too."
	 Wall graduated with a bachelor's
in business and marketing from the
University of Rhode Island. During
her studies, Wall began in the auto
care industry 16 years ago interning
at Autolite Spark Plugs. Now at
Spectrum Brands, Wall has had the
unique experience of working in both
a large company environment with
a lot of available resources as well
as a small privately-held company,
each of which provided its own set
of challenges and opportunities.
	 "I am grateful that I've had the
opportunity to wear several hats and be
part of a very cross-functional team,"
Wall said. "It has given me a broader
perspective of the business and allowed
me to lead teams more effectively. I
think it's important when contributing
to any team, to not be afraid to play
to your strengths and challenge the
norm. If you continue to produce quality
work, the trust and respect will follow,
and the change will be less painful."
	 Currently the director of marketing
for the STP brand, Wall's primary
responsibilities are leading the
development and implementation
of the brand strategy and annual
marketing plans, as well as new
product innovation. Professionally, she

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AUTO CARE INSIDER  |  VOL. 109

is most proud of transitioning into a
director role on the iconic STP brand,
calling it a "marketer's dream" to lead
the strategy for a brand with such
strong awareness and rich heritage.
	 In addition to loving the brand, Wall
also truly values the industry's sense
of camaraderie, people, support and
encouragement from her industry
peers, as well as organizations
like the Auto Care Association.
	 "I feel as though everyone who
works in this industry regardless of
the business or the role shows a
strong sense of commitment," said
Wall. "Everyone is working toward the
same goal and developing life-long
personal friendships as a result."
	 According to Wall, a big part of
that goal today is for businesses to
stay relevant with continued evolution
online and in e-commerce, and remain
on top of current trends in DIY and
consumer shopping behaviors.
	 "Our generation offers a unique
perspective on the wants and needs of
today's changing consumer landscape,"
said Wall. "We have a familiarity with
more modern technology that gives us
an edge when it comes to finding ways
to conduct business more efficiently."
	 In her own career path, Wall aspires
to grow into a leadership position
with more ownership over multiple
aspects of an organization outside of
traditional marketing, and exposure
to the aftermarket outside of the U.S.

KATINA WALL
DIRECTOR OF MARKETING,
STP AT SPECTRUM BRANDS GLOBAL AUTO CARE
YEARS IN THE INDUSTRY: 16
PHONE: 203-205-2978
EMAIL:
katina.wall@spectrumbrands.com
FAVORITE APPS:
Instagram, Spotify, Fox News
WORDS TO LIVE BY:

"Never be afraid to
make an impact."
While she has a personal passion for
non-profits that help her community,
the good news for the aftermarket
is that professionally, Wall is fully
committed to the auto care industry.
	 "I feel so established in the field
now, and I believe I still have so
much more that I can contribute.
I seldom wonder anymore about
what I would be doing instead."
http://www.autocare.org/impact/
Table of Contents for the Digital Edition of Auto Care Insider Volume 109
