Building a Brand Beyond the Axle at GSP North America
Autumn Lamb, director of marketing and brand strategy at GSP North America, joined Women at the Wheel and shared how she helped lead GSP’s growth and evolve the brand over the past six years.
“When I started with GSP, we were really just known as a Chinese manufacturer,” said Lamb. “We had so much more of our story to tell.”
She came on board to create foundational marketing assets. At the time,
GSP had no structured marketing tools to support partners. Since then, she has helped work to redefine the company’s image in the aftermarket.
“We continue to hone in on some of the initiatives that we’re working on,” she said. Lamb now focuses on global strategy and positioning GSP’s offerings as a full undercar solution.
“We are a global manufacturer that manufactures our part. So it’s really a good story to tell—and it’s my job to do it.”
Communicating Through Change in the Automotive Aftermarket
Economic uncertainty in 2025 adds challenges, but Lamb said GSP maintains a proactive mindset. Clear communication plays a major role in supporting their partners.
“I work a lot with my sales team and closely with my sales team,” she said. “We’re in constant communication with our partners.”
She also believes staying transparent with GSP’s network builds confidence in uncertain times. “It’s how you work with your partners,” she said.
GSP’s growth depends on strong relationships. Lamb said that trust helps the company and its partners adapt together.
Women at the Wheel and Leadership Beyond the Office
Lamb’s contributions reach far beyond GSP. She serves on the Women in Auto Care Leadership Council and the Manufacturer Advisory Council.
“I was actually their scholarship chair last year and we exceeded scholarship fundraising. We raised $70,000,” she said.
She participates in the YANG mentorship program and continues to grow her involvement. “Women in Auto Care has always been, I think, a little bit more in my heart,” she said.
Lamb believes industry engagement helps her understand the aftermarket on a broader scale. “It really allows me not just as a marketing director, but also to get better familiar with the aftermarket and industry,” she said.
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