Dara Goroff leads I-CAR’s (Inter-Industry Conference on Auto Collision Repair) product function and talent programming initiative, developing solutions to support the vision that every person in the collision repair industry has the information, knowledge and skills to perform complete, safe, quality repairs and leveraging I-CAR’s unique role as a collaboration organization to solve the industry’s technician crisis. Dara’s team is committed to continuous improvement, where people and process align to address the needs of the inter-industry, and the voice of industry is continually respected, sought and acted on.

Dara has deep experience in the collision industry’s various segments. Prior to her role at I-CAR, she led product teams at Repairify, Solera Global Holdings, and CSAA Insurance group, where she focused on creating innovative solutions for shops, insurers, dealerships, and vehicle owners.

Earlier in Dara’s career, she oversaw product, training, and customer support teams at several technology and telecommunications companies, including GoDaddy and Motorola, with a customer first mindset focused on driving product innovation and improving the user experience.

In all of Dara’s diverse work experiences, she has followed her love of technology, her passion for product management, and her belief in training as a retention tool to improve both the customer and employee experience.