• by Gavin O'Malley , Staff Writer @mp_gavin, April 10, 2012

How do you say “primary runoff” in Italian? We have no clue, but you might ask Susan Thomson, Head of Media, Social Media and CRM at Chrysler Group LLC. During a keynote conversation at Media Magazine’s Outfront conference, Thomson is explaining how, among countless other responsibilities, she has to interpret the significance of our cultural customs and events to her Italian boss, Sergio Marchionne. "We all work for Sergio, one way or the other,” said Thomson.

So, during a year that will see the Olympics and a presidential election, it’s up to Thomson to convey the importance of buying early around these events to Marchionne. “European folks don’t understand some of this,” said Thomson. “Inventory is being bought, and it’s being bought quickly … We have to lay out our dollars, and make sure we’re heard.”