Celebrating Asian American and Pacific Islander Heritage Month: Julie Tabarejo's Inspirational Journey in the Automotive Industry

Personal Journey and Background

Julie Tabarejo 's journey into the automotive industry began 2.5 years ago, following a referral from a close friend. This unexpected career shift came after many years in the Travel & Tourism industry in Hawaii, one of the world's top travel destinations. As the Marketing Director at the Tony Group, Julie's role is to communicate Hawaii's unique cultural nuances through relevant marketing and authentic branding. Her upbringing in Hawaii has deeply influenced her professional approach, making her mindful of how her actions impact her community and her representation in the broader U.S. market.

Her Heritage & Connection to Hawaii

Identifying as an Asian American, Julie often describes herself as a "mixed plate" – a term in Hawaii that signifies a blend of different ethnicities, akin to the diverse culinary offerings on a plate. This mixed heritage, stemming from the sugarcane plantation era, has become a source of pride, reflecting her strong ties to Hawaii's multicultural fabric. Her ancestors, like many others, moved to Hawaii for work and chose to make it their permanent home, embracing the island's rich cultural heritage.

I want you to know that while Julie is a local Hawaii resident, she is not Hawaiian. Being Hawaiian denotes Polynesian/Pacific Islander ancestry, whereas being a local signifies being born and raised in Hawaii. This distinction is ingrained in their upbringing and respected throughout their community.

Local Hawaii Culture

Growing up in Hawaii, Julie was taught about Hawaiian culture early. Hawaii recognizes both the U.S. flag and the Hawaiian flag, and they have two official languages: English and Hawaiian. Societal and cultural norms in Hawaii are heavily influenced by Hawaiian traditions, and they embrace values like malama aina (caring for the land) and fostering strong community bonds. These principles are integral to both personal and professional life in Hawaii.

Challenges and Triumphs

As an Asian American woman in the automotive industry, one of Julie's biggest challenges is the lack of representation and resources. Creative assets often lack Asian faces, making it necessary to create their own. To address this, Julie involves associates in commercials as it fosters a sense of connection and representation. While it fills an immediate need, Julie recognizes it does not fully address the root problem.

Impact and Representation

Being among the few women, especially Asian women, in the automotive sector outside of Hawaii has been an eye-opening experience for Julie. She believes in creating space for others by speaking up and engaging actively within the industry. Despite Asian brands being top sellers in the U.S., it's rare to encounter other AAPI professionals in this field. Julie's presence and advocacy aim to open doors for more women of similar descent to join the industry.

Mentorship and Support

Mentorship has been pivotal in Julie's career. Ashley Cavazos, affectionately known as the "Oprah of Automotive," has provided invaluable guidance and support, helping her navigate the industry's complexities. Julie's first mentor, Melissa Kim, taught her the importance of resilience, hard work, and maintaining a soft heart. Julie strives to emulate their support by being a whistleblower for the women in her workplace and offering a safe space for them to voice their concerns.

Future Aspirations and Advice

Julie's ultimate goal is to earn a C-Suite title while continuing to connect with and learn from like-minded women in the industry. Julie advises young AAPI women aspiring to enter this field to go for it. The automotive sector offers rewarding opportunities and a chance to make a significant impact. Finding their tribe will make the journey worthwhile, and many are willing to help them along the way.