Having worked for 28 years in the automotive industry, Annie Deslauriers remains as passionate as ever about her career and about the industry itself.
Annie began her career in retail support at Volvo Canada, covering eastern Canada. “Working at Volvo was a great experience for me,” says Annie, a bilingual executive and Chief Partnership Officer at Sym-Tech Dealer Services. “Admittedly, at Volvo Canada, I was the first woman to serve as a regional manager in a male dominant industry, but I’ve never viewed that as a hindrance.”
Annie worked at Volvo for nine years before accepting upper management positions at Mazda Canada, and later an executive position at Hyundai Canada. “Working for different auto manufacturers gave me an opportunity to understand the industry inside out,” she says. “Along the way, I’ve had the pleasure of forming great relationships and working with outstanding teams.”
Annie is a strong advocate for dealer/client relations, and customer experiences. Many effective programs that she helped develop and implement with her respective teams are still in place today.
In 2017, Annie accepted a position as Vice President, Customer Experience & Operations at Sym-Tech, a leading Canadian F&I provider to the retail car industry. In 2025, she was promoted to Chief Partnership Officer. In her new role, she develops and executes the company’s overall partnership strategy, focusing on managing and optimizing alliances to drive revenue, innovation, and market expansion.
Throughout her career, Annie has seen an increase in the number of women working at the OEM executive level and in the retail side of the business. “I’m a firm believer that companies are stronger when men and women work together, and share their unique perspectives,” says Annie. “The industry is moving in the right direction in terms of achieving a diverse workforce and greater gender parity.”
Annie has benefited from mentors who have supported her career aspirations. “My parents were hugely supportive of me and my desire to work in the auto industry,” says Annie, whose father owned several car dealerships. “My father used to drive me to school, and we would talk about work, which I found fascinating. My dad wanted me to succeed on my own, so I never worked at his dealerships, and his wisdom led me to the OEM side.”
For Annie, her idea of mentorship is more comprehensive than traditional. “We have a mentoring program at Sym-Tech, which I happily participate in,” she says. “I also learn as much from silent mentors as I do from formal interactions. Everyone in a room can potentially provide insights and perspectives that can benefit me in some way. The key is to listen and be open to new ideas and differing viewpoints.”
What has Annie enjoyed most about her career in automotive? “Working with colleagues who are just as passionate and driven as I am has been a thrill for me, and I enjoy taking on new challenges,” she says. “I love the teamwork and the fast-paced nature of the business as well, which keeps me on my toes.”
Like most industries today, the auto industry has recognized the importance of artificial intelligence. “AI is too important and beneficial to ignore,” says Annie. “At Sym-Tech, we’re using aspects of AI every day, and it’s a part of our strategy going forward.”
At the 2025 ACE Conference, Annie was presented with the 2025 Women Driven Executive Leadership Award. This award recognizes candidate’s visionary leadership, strategic acumen and transformative impact.’
“It’s a great honour to receive this award,” says Annie. “A special thank you to all my colleagues at Sym-Tech Dealer Services for their support. I’m grateful to be part of a company that values partnership, innovation, and impact. And congratulations to the finalists in all the categories.”
What advice does Annie have for younger people who might be considering a career in automotive? “I would advise both men and women to jump in. This is a dynamic industry with an exciting future,” she says. “The auto industry will challenge you, the opportunities for advancement are many, and the work can be extremely fulfilling.”
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