NADA Announces Promotions, Hiring of Juliet Guerra as Director, Media Relations


TYSONS, Va. (Mar. 12, 2019) – The National Automobile Dealers Association (NADA) today announced two staff promotions, as well as the hiring of Juliet Guerra, a veteran communicator and public affairs professional, as director, media relations.

Jared Allen was promoted to vice president, communications, earlier this year. Allen joined NADA in 2015 as senior director, media relations. He will continue to oversee NADA’s media-relations engagement and strategy and serve as the organization’s primary spokesman. He will also oversee much of NADA’s external communication strategy – including message development, digital communications and policy speechwriting – and will serve as a senior member of NADA’s policy-development team.

Additionally, Ben Tesfazghi has been promoted to manager, legislative affairs. Tesfazghi joined NADA in 2016 as a legislative research analyst. In his role as manager, Tesfazghi will help implement NADA’s legislative agenda by engaging with members of Congress and congressional staff, as well as developing advocacy documents regarding NADA’s legislative priorities.  

In her role as director, media relations, Guerra will help NADA further build out its advocacy communications capabilities, and will serve as one of the organization’s media liaisons and spokespersons. Guerra will report to Allen.

Prior to joining NADA, Guerra was senior director at The Herald Group, a full-service public affairs firm, where she planned and implemented integrated communications strategies for corporations and trade associations, including the Japan Automobile Manufacturers Association. She also launched the firm’s local grassroots field offering.

Prior to The Herald Group, Juliet was a vice president, corporate affairs at Sentinel Strategic Advisors, a D.C.-based boutique political consulting firm. At Sentinel, Guerra advised corporate and industry association clients on political giving and government affairs engagement strategies. 

Earlier in her career, Guerra was a senior project manager at Direct Impact, a subsidiary of Burson Cohn & Wolfe and a leading grassroots public relations and branding firm. There, she planned and implemented data-driven grassroots communications campaigns to influence public opinion, brand reputation and purchase consideration for corporations including Ford Motor Company.

“It’s an incredibly exciting time to join the NADA team,” Guerra said. “Auto dealers are an integral component of the U.S. auto industry, the U.S. economy, and to thousands of local communities. I look forward to making a positive impact on their businesses, their customers, and their advocacy efforts.”

Guerra is a Dallas native and a graduate of Southern Methodist University with a bachelor’s degree in business administration.

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