Yvonne Sweeny

With deep roots in the automotive industry, Yvonne Sweeny now leads Commercial Sales as Business Development Manager at VicRoads, driving growth for the Custom Plates division. Her journey began in her family’s dealership, evolving into national roles across Mazda, BMW, and Peugeot Citroën Australia. At 24, she became Australia’s only female Peugeot Sales Manager, marking the start of a career defined by innovation, leadership, and breaking new ground. Armed with an MBA from Melbourne Business School, Yvonne blends commercial acumen with a passion for collaboration and inclusion. She champions mentorship, flexibility, and self-development, encouraging young women to back themselves, stay curious, and take up space - because success in automotive has many paths, and every voice matters.

Please explain your current job to us?

I'm currently in a Business Development Manager role for Commercial Sales at VicRoads. This newly created position is focused on driving commercial growth for our Custom Plates division by identifying and securing new opportunities with fleet companies, OEMs, dealers, sporting clubs, and other B2B partners.

What I enjoy most is the strategic blend of innovation and collaboration - particularly in developing and implementing a new B2B product framework for custom plates. This work brings together key stakeholders across Product, Operations, Legal, Marketing, and Commercial teams. It’s about transforming insights into tangible growth while fostering strong, aligned partnerships both internally and externally.

It’s an exciting time, as this initiative marks a new chapter for Victoria and opens up fresh commercial possibilities in a previously untapped market.

What has been your pathway to this role now? 

I was born into the motor industry - raised in a dealership in regional Victoria, where my father, Julian Goglia, was a successful Dealer Principal. From an early age, he instilled in me the belief that I could achieve anything I set my mind to. My first paid job was back in Melbourne washing Hyundais for $2 an hour - an early lesson in negotiation (starting with my father!). I later moved into administration and customer service at his Audi dealership in Brighton, and by 18 I was selling Peugeots while completing a double degree in Accounting and Computing. During this time, I also became accredited as a Business Manager - a skill that proved valuable throughout my career.

At age 24, I became the Sales Manager at Brighton Peugeot - the only female Sales Manager in the country at the time. It was then I truly recognised how underrepresented women were in the industry. Seeking broader experience, I transitioned into the corporate space with Manheim, managing national fleet remarketing. I later joined Mazda Australia - a phenomenal training ground - where I progressed into a national operations role overseeing end-to-end vehicle logistics and leading key process improvements, all within a business that shared my customer-first ethos. During this time, I also completed my MBA at Melbourne Business School, further strengthening my leadership and strategic capability.

Joining BMW allowed me to bring my wholesale experience into the prestige segment, supporting dealers through the challenges of supply shortages. I then transitioned into BMW Finance, where I drew on my dealership Business Management experience to help increase finance penetration, lead the rollout of a Novated FMO lease product, drive compliance, and identify and mitigate operational risks.

Most recently, before joining VicRoads, I served as National Sales Manager for Peugeot Citroën Australia - bringing my journey full circle, from selling Peugeots in a dealership to leading national sales strategy and execution. Leading the Peugeot sales team was an incredibly rewarding experience and a career highlight.

Where did this passion come from?

My passion for the automotive industry was first sparked through my relationship with my father. We worked side by side from an early age, and over the years, we’ve shared not just a profession, but a deep love for the industry. That personal connection laid the foundation for a career that has continued to energise and challenge me.

What makes the automotive world so unique - and keeps my passion alive - is the dynamic environment of the dealership model. It brings together five core business functions: sales, service, parts, finance, and customer experience - all operating under one roof. Very few industries offer that level of operational diversity, all centred around delivering exceptional service.

A motor vehicle is often the second biggest purchase someone makes - sometimes even the largest. But beyond the transaction, vehicles represent freedom, identity, and status. People don’t just buy cars, they form emotional connections with them.

Today, the industry is evolving faster than ever, with the rise of electrification, digital integration, sustainability, and mobility-as-a-service. It’s this complexity, constant transformation, and the opportunity to shape the future of mobility that continues to fuel my passion.

What are some important skills required to be successful in your job?

To succeed in my role, it takes a combination of both technical and soft skills.

From a technical perspective, commercial acumen and strategic thinking are essential - especially when identifying growth opportunities, managing B2B partnerships, or launching new products. A solid understanding of sales operations, financial modelling, and product lifecycle management is also critical. A solid understanding of the automotive sector is also necessary where margins can be tight and competition is high.

On the soft skills side, relationship building is key. So much of what we do relies on cross-functional collaboration - whether it’s working with legal, marketing, operations, or external stakeholders. The ability to bring people together around a shared goal, influence without authority, and foster trust is invaluable.

Adaptability is another big one. The automotive industry is in a constant state of change - electrification, digital transformation, evolving consumer expectations - so being able to stay curious, navigate ambiguity, and lead through change is crucial.

Finally, I’d say resilience, self-belief and emotional intelligence go a long way. Whether you're managing a tough negotiation or guiding a team through shifting priorities, the ability to remain composed, empathetic, and solutions-focused is what sets strong leaders apart.

What have been some of your challenges so far?

Balancing the demands of fast-paced, high-pressure national roles - while traveling, studying for my MBA, and raising my three children - has been my biggest challenge. It requires strong time management, unwavering resilience, and the ability to stay focused, all supported by a strong network. My husband has been a pivotal part of that support, helping me navigate and succeed through these demanding times.

One thing the industry can do to make itself more appealing to women?

In the 20+ years I’ve been involved in the industry, the needle is definitely shifting. Flexible options like job sharing and improved parental leave policies are helping women return to work sooner and stay engaged. Meaningful mentorship opportunities are also crucial. When women see role models, feel supported, and experience a culture of respect and inclusion, the industry becomes a much more attractive and welcoming place to build a career. Male allies play a critical role in driving this success as well - “In it Together”.

Is work-life balance possible?

Work-life balance is about setting clear boundaries from the outset, aligning your time with what truly matters, and building a strong support network to help you maintain that balance.

Equally important is a workplace culture that respects and reinforces those boundaries - fostering flexibility and understanding so individuals can thrive both personally and professionally.

For me, prioritising my health and fitness is a non-negotiable part of that balance. I make time to run before work and on weekends, and I also enjoy yoga and the gym. I know I perform at my best when I’m looking after my physical and mental wellbeing, alongside my professional responsibilities.

What is the best piece of advice you were ever given?

I was taught early in my career that when meeting someone, you shouldn’t focus on what they can do for you - but rather on how you can add value by connecting them with others who can support their goals. Paying it forward is far more rewarding when it comes from a place of genuine authenticity and generosity.

I’ve been fortunate to have many mentors support me throughout my journey, and in return, I’m always open to supporting others. If you're looking to connect, grow, or gain career guidance, I’m more than happy to help however I can.

What advice would you give to young women starting out in their careers in the industry?

Back yourself. Don’t wait until you feel 100% ready to go for that promotion or put your hand up for a new challenge - growth happens outside your comfort zone. Seek out mentors (both women and men), ask questions, stay curious, stay resilient, and don’t be afraid to take up space.

For me, some of my biggest growth has come through career coaching. Don’t be afraid to invest in yourself - I have a great coach who holds up a mirror to help me see myself more clearly, reflecting strengths and areas for growth I might have missed on my own. She has helped me gain clarity, focus, and build my confidence. We’re all taught the value of coaching in sport, but having a career coach is just as essential for professional growth.

Anything else you want to share with us?

I’m incredibly proud to be part of an industry that’s constantly evolving - and to play a role in shaping its future. There’s still work to be done in making automotive more inclusive, but we’re moving in the right direction. I’m passionate about mentoring the next generation, especially women, and showing that there’s not just one path to success in this space. If we continue to challenge the status quo, support each other, and lead with purpose, the possibilities are endless.