As a person who has experienced gender and colour bias in her life and career, Yolanda Biswah is hoping to use her platform as a black woman executive in the automotive industry to create more understanding about diversity and inclusion.
The 53-year-old executive is the senior vice-president and general manager of Canadian Black Book, which provides automotive pricing and data analytical services. It has been operating for 60 years and has been progressive in hiring women in executive roles. In August, Biswah was promoted to her current job after two years working as vice-president of sales. She joined the company in 2015 as director of sales and customer experience. Overall, she has been working in the automotive industry for more than 15 years.
“I don’t think everyone wants to hear about race in my industry or any industry,” she said. “I hope that companies see that inclusion is important. Everyone should be given the same equal advantage for any position and you shouldn’t be regarded differently because you are of a different race or a different background or gender.
“Most women in the auto industry all have similar experiences as mine because we’re in a male-dominated industry. I think the industry has moved forward to recognize women. With people of colour there is still work to be done.”
She arrived in Canada, from Guyana, at age 14. She lived with her mother and stepfather in Scarborough, which at the time was predominantly white. She was placed in a grade below her actual age group because there were no entry-level tests back then for people coming from another county, even though Guyana had the same school system as Canada. She says it left a lasting impression on her, making her feel like an outsider.
A few years later, she was walking alone and a driver pulled up to her and yelled, “Go back to your country.” That’s when she felt like an immigrant and understood the negative connotations that go with it.
Following high school, she enrolled and graduated in Centennial College’s School of Business. In recent years, she has upgraded her education with a certificate in performance management from the Schulich School of Business, and an advanced certificate in strategic leadership from the University of Toronto. Last year she did an online program from Harvard.
“When you are a woman in an executive position, you always have to work harder than men or demonstrate that you work harder and are more educated for that role or have more skills,” she said. “I think that’s just being a woman, period.”
In 2006 she started her career in the automotive sector with AutoTrader, which is an online marketplace for buying and selling cars. She began as national senior manager in its inbound customer support centre.
On her first day on the job, a customer came in seeking to sell his 1968 Plymouth Barracuda. Biswah says she was immediately mesmerized with the car, so much so she went on a drive around the block with the individual. However, there were also customers who didn’t want to deal with her because of her gender or colour.
After almost nine years with AutoTrader, Biswah left because the stress of overseeing 90 employees affected her hearing. She also felt guilty being a mother of three who missed out on precious time with her children.
Five months later, she was hired by Canadian Black Book, which allowed her to work in a smaller company and be closer to home. She also had a chance to work with the company’s CEO Kathy Ward, whose father started the company. Ward took over from her father following his passing in 2006 and established herself as an automotive industry icon, bringing the company into the digital era and creating various consumer products.
Ward retired in September 2018 and, sadly, developed cancer and died 15 months later. She was only 60.
“Four days before she passed away she sent me a text message that read ‘Make Sure The Boys Club Takes Care of you,’” Biswah said.
Biswah’s main focus going forward is making a difference as a black woman executive and training and mentoring people to become more ingrained in the automotive industry or any industry. She also wants to become a foster parent for people of colour.
“Being a mom is probably the most important job I’ve done. If I can become a foster parent in the latter part of my life, I will.”
In 2002, Biswah was diagnosed with thyroid cancer, had it removed and also underwent radiation treatment. She thinks of Kathy Ward and how she lost her battle, and looks at her own situation and considers herself lucky.
“I also believe because I walked the life as a single mom, this great being, whether you call it God or universe, would not have let me leave three little children to fend for themselves in a world that can somewhat be cruel,” she said. “I felt the stars were aligned – and I’ve always felt that my entire life – and I’m always very grateful for that.”
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