Cars.com Inc. appointed Sarah Kettler as Chief Marketing Officer, effective June 15, 2026, marking a significant leadership addition under newly installed Chief Executive Officer Tobias Hartmann. The appointment arrives as the automotive marketplace technology company navigates brand positioning and AI-driven marketing initiatives in a competitive digital retail landscape. Kettler will oversee the company's integrated marketing and communications organization, responsible for strengthening brand identity, deepening customer engagement, driving growth and advancing long-term strategic objectives.
Kettler joins from SeatGeek, the ticketing technology marketplace, where she spent a decade leading marketing operations, most recently as Executive Vice President of Marketing and Communications. CEO Hartmann, who took the helm in January 2026 following a comprehensive succession planning process, described the hiring as critical to the company's current moment. Hartmann stated that Kettler has built and positioned marketplace brands, understands the dynamics of connecting buyers and sellers at scale, and knows how to translate brand strategy into real business growth. The company's Compensation Committee granted Kettler restricted stock units covering 86,540 shares as a material inducement to her hiring under NYSE Rule 303A.08, with tranches vesting over two and three years subject to continued employment.
Kettler brings marketplace expertise honed across multiple sectors and organizations. During her tenure at SeatGeek, she built a performance marketing engine that doubled consumer awareness, strengthened platform value for buyers and sellers, and drove sustained growth while capturing meaningful share in a crowded market. Prior to SeatGeek, Kettler held strategy and communications roles at WME-IMG and Deloitte Consulting. She holds a Bachelor of Science in Business Administration and Management from University of California, Berkeley, where she graduated cum laude and was inducted into Phi Beta Kappa Honor Society. Her career includes recognition as one of Business Insider's CMOs to Watch in 2021 and selection for the inaugural class of SBJ New Voices Under 30 in 2019.
Cars.com Inc. operates as a data-driven technology platform connecting millions of consumers to dealerships across the United States through its flagship Cars.com marketplace and interconnected suite of products. The company's ecosystem encompasses Dealer Inspire digital retail websites, AccuTrade appraisal technology, DealerClub wholesale transactions, and proprietary in-market media solutions. The platform integrates artificial intelligence shopping tools and comprehensive vehicle reviews to power the automotive retail experience for consumers, dealers and original equipment manufacturers. In the first quarter of 2026, the company achieved revenue of $180.2 million and reported net income of $5.0 million with Adjusted EBITDA of $51.0 million.
The Kettler appointment signals Hartmann's intent to prioritize brand and demand generation strategy within the newly structured marketing function. The company explicitly emphasized artificial intelligence as a transformational factor in marketing execution, with Kettler herself highlighting the inflection point where AI and technology rapidly change marketing capabilities. This appointment may indicate the company is preparing for elevated competitive positioning in branded marketplace marketing, particularly as automotive retail technology consolidates and dealers face expanding software options. The timing aligns with Hartmann's track record at Scout24 and HelloFresh, where he accelerated revenue and margin growth through marketplace scaling and technology integration, suggesting Cars.com may be pursing similar operational and branding acceleration strategies under new leadership.
