Successful marketing hinges on knowing what consumers want — and part of that is knowing who your customers are. In this episode of The Roadmap, Auto Finance Excellence talks with Chase Auto's Chief Marketing Officer Melinda Welsh to explore the often-missed opportunity of marketing to underrepresented demographics and promoting diversity within the traditionally male-driven industry. Welsh, who will join AFE in a dynamic and engaging fireside chat at the upcoming Auto Finance Accelerate event, also outlines how auto financiers will need to adapt strategies as the role of marketing continues to evolve.