After graduating from Cal State Long Beach, I was looking for a database programming job. I began working at Toyota, as a business systems analyst. As part of my personal computer interest I began to take Java to get into online database programming, as the internet was about to explode. The Toyota Genesis job came up, for the position of interactive marketing, and I went for it. I was originally working on lifestyle, direct and interactive marketing, a position was transitioned to my current position. Now I work on marketing initiatives, such as special events, music events, tuner events, the brochure, cds, project cars.

Well, I help to direct lifestyle initiatives through music, art, film and fashion. It is really challenging as the trends are constantly evolving or even disappearing. I have been very fortunate to work with highly creative and forward-thinking individuals, both inside Scion and outside.

The executions you mentioned are branding initiatives. When it comes down to it, a consumer has a million choices when it comes to car purchasing. Today, most cars offer the same things, depending upon your price range. So, what did we have to do to separate ourselves from the rest? We had to create an emotional bond, impress upon those a positive, lifestyle image that will jump to the mind when a consumer is deciding their choice. Ipod does a great job at this. At the end of the day, it is an mp3 player. But, Apple has done a great job in creating an emotional bond with consumers to purchase the Ipod because it is simply "cool".

My first car was a Toyota Celica, before the latest model, with the round lamps. I currently drive a Scion tC. If cash was not an option, I would go for a BMW Z3 hardtop. Nice.

I am working on the next Rally initiative.

You are lucky to have someone that wants to organize your interests...

I would like to thank the support of my management, Farley, Bolain and Lentz. They have creative vision. I would like to thank all the tuners out there who believed in Scion and came by the booth in the early days of Hot Import Nights. It was refreshing to hear the positive feedback of those who applauded Scion for bringing out something different.