Meet Cathy Droz

We had the good fortune of connecting with Cathy Droz and we’ve shared our conversation below.

Hi Cathy, how has your background shaped the person you are today?
I was born in Queens, New York, and grew up on Long Island, a setting that laid the foundation for my lifelong dedication to customer experience and advocacy for women in the automotive industry. As one of two children with a significant 10-year gap between myself and my older brother, I was often immersed in the adult world early, learning valuable lessons that shaped my journey.

My father, a corporate executive who later became a small business owner, ran a few boutique butcher shops, while my mother managed the books for the family businesses. When my brother was just 18, he started his own automotive speed shop in our home garage, which he eventually expanded into a full-fledged automotive repair facility. It didn’t take long for the family to jump in, and I found myself working alongside my father and brother. My mother continued her role as bookkeeper, both for my father’s ventures and later for my brother’s shop. This early experience with family business taught me about the highs and lows of being your own boss, navigating financial challenges, and the impact of strong customer relationships. Around our dinner table, I was included in these adult conversations, absorbing the importance of creating a positive customer experience.

Starting at age 10, I accompanied my dad to car dealerships, observing the dynamics of car buying and negotiation, and how sales staff responded to women versus men. These experiences left a lasting impression. I understood the importance of confidence in a purchase and began to see how much more work was needed to ensure that women received equal treatment in a male-dominated industry. By age 17, I had gained enough experience to buy our family car independently, but the salespeople laughed at my ambition—until my father arrived to finalize the payment. That moment fueled my determination to advocate for women in this space.

At age 40, after relocating to Phoenix, Arizona, I launched my own ad agency, specializing in automotive advertising with a focus on women as the primary decision-makers. I wanted to change how the automotive industry communicated with women, aiming for an approach that was not only inclusive but respectful of their buying power. By age 60, I had written *A Woman’s Guide to Buying a Car with Confidence and Street Smarts: Don’t Let These High Heels Fool You*, a guide to empower women to navigate the car-buying process independently and confidently.

In addition to my book, I developed a training program for dealership staff, educating them on the specific needs and expectations of female buyers. Through workshops, events, and speaking engagements, I emphasized that when women feel respected and understood in their interactions, they are more likely to buy and to recommend the business to others. I’ve spoken in front of countless industry professionals in male-dominated rooms, always with the unwavering support of my family.

Entrepreneurship isn’t easy, but because of my early exposure to small business, I knew that working on something I believed in could be deeply fulfilling. With a commitment to making a difference, I set out to reshape the car-buying experience for women, proving that customer experience can be both genuine and transformative. www.hercertified.com

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I believe what sets me apart from others is how I have done what I’ve always been told… get out of your comfort zone and say yes when you really want to walk away. I was such a shy kid so speaking in front of the class or expressing my opinion publicly I broke out in a rash. As my confidence built so did my ability to speak up speak out and my favorite ask now is to emcee events or be on a panel.

I have test driven over 700 manufacturers vehicles and do a short video and auto review on YouTube and social media. Each week a new car is delivered to my door. My red high heels ( my branding) you will see in my reviews.

I have been in and love working in male-dominated industries. I’ve worked with Police, Retired NFL, Automotive and the wrestling industry in some form or other. I wind up consulting for auto dealers on how to market and how to have more women buy from them. I also do all women events at dealerships and not to buy cars.

I’ve always been a one woman business with lots of support from friends and mentors. I give back mentoring others male or female as I feel that is what one does after 55 years in business.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Well that is a great question. For a friend visiting Arizona I would know their interests so I will be more general than specific.

The Grand Canyon, Red Rocks of Sedona, Biosphere 2 in Tucson, ASU Gammage or Herberger for some culture, I would go to Fashion Square, Cave Creek to some Cowboy Bars , Cardinals Stadium, Diamonback’s game, Depending on the season a Barrett Jackson auction, For dining out – Different Pointe of View for a Drink and overlook the city. Talking Stick Resort Casino, Prescott to Whiskey Row. Restaurants – T-Cook’s at Royal Palm and The Italian Daughter Restaurant. Last but not least, coffee at Serafina Coffee Roasters in Moon Valley… my daughter and son in law own.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My parents who always said be happy, the money will follow Harvey MacKay – Swim with the Sharks.. Without Being Eaten Alive
My time as President of Silent Witness – A 501c3 Taught me how giving back is more rewarding than receiving
Thanks to all the times I failed as another door opened and made me a leader
True friends who encouraged me to get out of my comfort zone cheering me on

Website: www.hercertified.com

Instagram: hercertified

Linkedin: Cathy Droz

Facebook: Cathy Droz

Youtube: HER Certified

Other: Tic Tock – HER Certified

Image Credits
Kacey Droz – Hark Studio