Tara Rego is the automotive director of market growth at spectrum reach, where she leads the development of strategic growth opportunities, partnerships, and advertising solutions for the automotive sector. Her career spans military service, automotive retail leadership, and media strategy, giving her a distinctive perspective on the intersection of dealer operations, consumer engagement, and business growth.

As a U.S. Army veteran, Tara spent more than 20 years in automotive retail, serving in roles across sales, finance and general management before moving into media and advertising strategy. That firsthand dealership experience gives her a practical understanding of the challenges dealers face and the strategies that can create meaningful business impact.

Today, Tara works across data, technology, media, and strategic partnerships to help automotive businesses navigate change, modernize their marketing approach, and drive stronger performance. She is known for combining operational credibility with strategic vision, bringing a grounded but forward-looking voice to conversations about the future of automotive advertising.