In an industry often defined by power, torque, and tough technical know-how, Priscilla Robb brings something equally vital to the automotive landscape – a deep understanding of marketing and strategy, of the need to build strong connections, and an unrelenting drive to create meaningful change.
2025 has been a banner year so far for Priscilla. After two decades with Gates Australia, where she rose through the ranks to lead the company’s marketing division, she took a bold leap to join Penrite Oil as Head of Strategy and Customer Engagement. It’s a move that now sees her use all her skills and experience to help steer one of Australia’s most iconic family-owned automotive brands – which will celebrate its 100-year milestone in 2026 – into its next chapter. It has, to put it mildly, been a busy few months as she has hit the ground running in her new post.
“My role includes me looking after the marketing division of the team – that’s everything from sponsorship events, digital marketing, our full merchandise program, all our promotional activity – and really working closely with the head of sales . . . to ensure that all of our activations and campaigns are in alignment with our objectives of the business and also our customers,” she says. “In addition to that, my team also includes our product technical team and our training manager.
“It’s been a bit of a whirlwind, but it’s incredible to now be working for a family-owned, Australian-owned business.”
While Priscilla is writing a new chapter in her automotive career story, it all began more than two decades ago, and somewhat unexpectedly.
“I never actually considered the automotive industry as where I’d end up in my career,” she admits. “While I was in university I was studying Commerce Arts and, as I graduated, the first job I applied for was with Gates Corporation and an entry-level marketing coordinator role. I was successful, and I got that role straight out of uni.”
Over the next 21 years, Priscilla climbed the ranks at Gates, eventually leading its marketing team and engaging with professionals around the world. The opportunity to grow and evolve in a global business was one she grasped with both hands and one which helped shape her leadership approach and strategic mindset. But building a successful career at one company will always make the decision to move to another a difficult one. And it was no different for Priscilla.
“It was probably one of the most difficult decisions I’ve had to make in my career to date . . . But, in myself I was deciding I was ready for a new challenge, and I wanted something exciting, and I wanted to learn again. It wasn’t a quick decision but, in hindsight, is probably the best thing I did. I’m challenging myself every day and learning new things.”
The leap has proved rewarding. Penrite Oil, says Priscilla, is at a very exciting stage of its own story.
“It’s an incredibly exciting time for me to be joining the Penrite Oil business. The company is celebrating a 100-year milestone next year. And that milestone’s even more special, given it is still an Australian-owned, Australian-manufactured and family-owned business,” says Priscilla.
“Les Mecoles was the initial owner of the business in 1926 and then the Dymond family, who are still the owners today, bought the business in the 70s and they
are still heavily involved in the running and operation of the business.
“There’s lots planned to celebrate and recognise the milestone, and the whole business is really excited to celebrate, not only with the employees, but with our customers and our suppliers and everyone that really made the company the success it is over the last 100 years.”
DRIVING CHANGE AND CHAMPIONING APPRENTICES
While there are many successes Priscilla can point to throughout her career, one of her proudest accomplishments has been the creation of programs to support apprentices – initiatives that combine professional development with once-in-a-lifetime experiences.
“I started working closely with Repco Authorised Service in my role at Gates in how we could look at encouraging and enticing apprentices out of that day-to-day workshop grind. What could we reward them with?” says Priscilla.
Through a partnership with Penrite Racing, that question would be answered by bringing apprentices into racing garages and letting them experience up close the fast-paced, high-pressure world of motorsport at Supercars race events.
“We’d bring them in on a Friday, give them VIP treatment, and meet the drivers,” says Priscilla. “But then we extended that program so some of the apprentices would work in the workshops with the team over the race weekend, for three to four days, and really immerse themselves in what it takes to be an apprentice and a mechanic in a race team.”
This successful initiative soon grew into a national collaboration with industry bodies like MTA Queensland, MTASA, and VACC and expanded into other areas such as sponsorships of Apprentice of the Year awards. For apprentices training with the MTA Institute, one of these initiatives has been particularly appealing, with the winner of the MTA Queensland Apprentice of the Year award able to enjoy a week of work experience with the Supercars Series’ Penrite Racing team. Continuing to craft opportunities to engage and excite young people about the automotive industry is something Priscilla will continue to pursue.
“It’s something I’m really proud of and have continued and brought over with me in my role at Penrite,” she says.
BUILDING AN INCLUSIVE INDUSTRY
Supporting apprentices is not the only avenue Priscilla pursues in her goal to see the industry thrive. A successful, vibrant industry can really only be so if every member of society can have a go and be involved at every level. And that most certainly includes women. When Priscilla first joined the automotive industry, the gender divide was stark.
“I’ll never forget attending one of my first awards nights early on, maybe in the first year or two, and being one of only three women in a room full of men. And I was thinking, ‘Oh, wow. There really aren’t a lot of women that work in this industry,” she says. Two decades later, Priscilla sees a different picture.
“I attended an award ceremony just recently, and I would say the ratio would have been closer to 40 per cent women. So, we’ve really come a long way.”
Priscilla has been working to help drive that change through initiatives such as the Australian Automotive Aftermarket Association’s (AAAA) Women in Automotive project, which aims to address the underrepresentation of women in the industry. Her commitment to the advancement of women in automotive was recognised last year when she was presented with the inaugural AAAA Women at the Wheel award. It’s a commitment that sees her strongly support the Auto Women initiative.
“I think it’s great that there are different bodies and groups out there supporting women in our industry . . . anything that provides a channel of support I am all for, and I think the more that happens the better for everyone that works in the industry.”
SKILLS, EMPATHY, AND ADVICE
To get to any senior, responsible position within a major business or organisation takes drive, passion, and self-belief – attributes that Priscilla clearly has. There are other characteristics too, she says, that have helped her to succeed.
“Some of the core capabilities I think that have really helped me deliver in my role over my career is really being genuine to myself . . .” she says. “I’m very honest. I’m very genuine. I back what I’m saying and I think that shows a level of authenticity in who I am as a person.”
Priscilla also places great value on empathy—both in leadership and in customer relationships.
“I think to lead a team and to do that successfully you’ve really got to have empathy and understanding. And not just for your team, but for your customers too. I think if you can be genuine and show empathy, it goes a really long way in delivering success.”
It’s advice she would give young women today as she urges them to take a closer look at the automotive industry and see not the dusty, outdated workshop stereotype, but an evolving, technology-rich and diverse sector.
“There are so many opportunities in this industry – from purchasing, customer service roles, marketing, events and sponsorship,” she says. “The roles in this industry are endless, and I think we need to change that stereotype of the automotive industry being just out in the workshop or on the tools. It is evolving and technologies are changing.”
PERSONAL DRIVE
Despite spending her entire career in the automotive industry, Priscilla is not, she says, a car buff. There’s no Holden Monaro or Falcon John Goss Special hiding in her garage, and no secret renovation project on a hoist somewhere. She has, however, found a manufacturer she likes and has stuck with since she first got behind the wheel – although her taste has become a little more premium in recent years.
“My first car was a Hyundai Excel, and I’ve owned numerous Hyundais along the journey,” she says with a smile. “I’ve now upgraded to a Genesis. I’m quite loyal
and probably my next car will be a Genesis as well.”
A great brand and great cars, there’s no doubt about that. But what if money were no object? What if Priscilla could have any car she wanted?
“If money were no object? I probably would get a Maserati,” she says with a chuckle. “I probably wouldn’t be the right person to be driving it, though, not being a car person, but I would love a Maserati.”
THE ROAD AHEAD
Car enthusiast or not, Priscilla has already made a lasting impression on the Australian automotive industry. As someone who stepped into the sector without intending to do so — and then stayed because she saw its potential and the passion of the people within it — her story is a great example of what happens when you trust your instinct, take a risk, lean into opportunity, and commit to helping others succeed along the way.
“Take a leap of faith now and again. You don’t always have to be playing it safe. I’ve recently done that and its proved successful,” she says.
“I know when I started at uni, I had no consideration of working in this industry. It hadn’t even come across my radar. But here I am 21 years later, and I probably will see my career out working in the automotive industry.”
