Kim Costello is Global Chief Marketing Officer at Pinewood AI, where she is leading the repositioning of the company to drive an increased focus on growth and revenue generation.
Having joined the business in July 2024, Kim is responsible for overseeing global marketing strategies and customer-centric initiatives, playing a significant role in shaping the brand, product positioning and global markets expansion, including the company’s recent customer-facing rename and relaunch as Pinewood Automotive Intelligence™ (Pinewood.AI) trading under the name Pinewood Technologies PLC on the FTSE 100.
Prior to it being sold to Lithia & Driveway in January 2024, Kim was Chief Marketing Officer and Chief Customer Officer at Pendragon PLC – one of the UK’s leading automotive retailers, whose consumer brands include Evans Halshaw and Stratstone. Kim was instrumental in the launch of the used-car retailer CarStore brand, and was responsible for leading the group’s marketing, internal and external communications teams and for the overarching customer experience at almost every stage.
With over 15 years of marketing experience, Kim spent seven years in Marketing and Corporate Communications at AutoNation, at that time America’s largest automotive retailer. Kim also spent considerable time in retail operations to gain a holistic understanding of the inner workings of car dealerships.
Prior to her career in the automotive Industry, Kim spent five years in professional sports, including time at The Miami Dolphins of the National Football League, where she oversaw strategic marketing and creative initiatives for the business. During the last ten years Kim has forged numerous partnerships, collaborations, agreements, and sponsorships with organisations including Battersea Dogs and Cats home, the British Touring Car Championships, Collegiate Football, IndyCar, the Breast Cancer Research Foundation, Major League Baseball, and the National Football League.
In 2023 Kim was named Automotive News Europe Rising Star of the year for Automotive Retail, has been a guest and speaker for the Financial Times and Reuters on assorted topics including generative AI (Artificial Intelligence), economic headwinds in the motor trade and customer insight. Kim has also spoken at the 2023 Viva Tech, Automotive Live 2023 and 2024, Motor Trader Retailing Expo 2023 and NFDA’s Driving Digital 2023.
How did you land your current role? Was it planned?
I was in the automotive retail space for several years. When Pinewood Technologies PLC separated from our former parent company in early 2024, I knew I wanted to focus on bettering automotive retail through technology and join Pinewood AI. I am lucky to have a CEO who is an advocate for growth and change in the space, so I accepted the role as Global Chief Marketing Officer in July 2024.
What are the key roles in your field of work, and why did you choose your current expertise?
My remit is quite broad, not only is it to raise the awareness of the brand, but also to expand it globally, grow it vertically and work with the product and development teams to continue to create a system that is best in class.
Did you (or do you) have a role model in tech or business in general?
I would have to say Susan Wojcicki, both for her work with Google and YouTube, but also outside her professional life. While I never met her, it’s difficult to find anyone in the tech space (male or female) who does not hold her in the highest regard. I continue to enjoy listening to her interviews, she comes across as incredibly authentic which I think is rare, especially at her level.
What are you most proud of in your career, so far?
I am proud of all of it so far, but I guess I am most proud that people want to work with and for me. There is no greater compliment than someone saying they trust you and want to work with you.
What does an average workday look like for you?
There is no average workday for me. I work across all our functions in multiple countries, so every day is different. That is what I love, I’d get bored if I had an “average day”. The only constants are multiple cups of coffee and calls with my team! There’s rarely a day that goes by that I don’t speak with them, even if it’s just a quick “Hey, making sure you are doing ok” call. Every day is different, and my team jokingly keep multiple clocks, so they know what time zone I’m in!
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
I can’t speak for other companies, but what I can tell you is that at Pinewood AI we look for more than just what is on your resume. Of course you need the skills to do the job, but I want more than that. I want someone who is going to contribute to the entire team, who is going to help get us to the next level, who is authentic and has vision. Just like in sports, one person can make or break a locker room, I am not just looking for stars, I am looking for someone who adds to my team of stars.
Has anyone ever tried to stop you from learning and developing in your professional life, or have you found the tech sector supportive?
No one has ever tried to outright stop me, but previously it has been made clear that I am not good enough or don’t belong or people are surprised that I’m “smart”. Sadly, I have experienced that in all sectors I have worked in, so I don’t find the tech sector any more or less supportive. I’m grateful I have a few strong mentors and advocates who have always reminded me that I do belong and to never give up.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Yes, every day. I try and learn something new or put myself in an uncomfortable position at least once a day (sometimes more). I try to look at feeling nervous or experiencing reasonable anxiety as a superpower. If I’m nervous it’s because I care, and I always want to care about what I am doing. Overcoming intense nervousness is hard. When speaking I try and remind myself that these people are here to listen to me. They don’t want me to fail. In one-on-one or small group situations, I say “I don’t know, can you tell me more about that”. I am never too proud to admit I don’t know something. How people take that makes no difference to me, my goal is to walk out of a room more informed then when I entered it.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
Find someone you look up to and ask questions, and ask a lot of them. Also, never be ashamed to say you don’t know or ask for more detail. No one is 100 per cent confident, everyone is acting or projecting in one way or another, some of us are just better at it.
What advice would you give other women wanting to reach their career goals in technology?
Firstly, you must believe in yourself. There is an entire world that is ready to knock you down or deplete your confidence, don’t prove them right by attacking yourself too. Secondly, insert yourself. Speak-up and get yourself known. Proximity to those in charge is a huge thing, especially with the hybrid work culture that many of us are now living in. As an executive if I don’t see you daily and understand what you do, it can keep me from seeing who on my team is ready for advancement. You must figure out a way to make it so almost every conversation that is happening at an exec level includes reference to you and your work. And most importantly, never, ever give up.
