Leading with clarity: Tifarah Senkow on growth and confidence
As part of International Women’s Day 2026, AIA Canada is recognizing women from across the auto care industry, highlighting their experiences, achievements, and career successes. Throughout her career, Tifarah Senkow’s journey has reflected growth, perseverance, and a deep belief in collaboration and community within the industry.
From an unexpected start to a lasting career
Tifarah’s path into the auto care industry was not planned; however, it turned out to be transformative. In 2004, while searching for a new career opportunity, she was encouraged by a friend to connect with a local recruiter, and that introduction led her to Advantage Parts Solutions, making it her first formal step into the industry.
While she had some early exposure to the industry through her father, this role opened the door to an entirely new world of opportunity. Starting in the call centre, Tifarah steadily worked her way through the organization, gaining experience, confidence, and perspective along the way.
Now, more than two decades later, 2026 marks her 22nd year with Advantage. Today, she proudly serves as vice president of sales – Canada for Advantage Auto Parts, a role that reflects both her dedication and her long-term commitment to the industry.
A defining career milestone
Over the course of her career, Tifarah has celebrated many milestones alongside the teams she has worked with—each tied to the business’s growth and evolution. One achievement that stands out most is the successful launch of a national partnership with a leading automotive brand.
Working closely with the Advantage team, Tifarah helped create a new opportunity that fundamentally changed how the organization operates today. The accomplishment was not just about the partnership itself, but about what it represented: innovation, teamwork, and the power of collaboration to drive meaningful change.
Like many leaders, Tifarah’s journey has not been without its challenges. One of the most important lessons she has learned is not to compare herself to others. Today, her focus is on personal growth and striving to continually improve. By staying aligned with her own goals and trusting her path, she has been able to move forward with clarity and confidence.
The importance of support
Tifarah credits much of her success to her strong support system. She is deeply grateful for the encouragement of her family and friends, as well as the ongoing support of the Advantage organization.
Being surrounded by people who believe in her—and genuinely want to see her succeed—has made a lasting impact on her career and personal development.
Creating more space for women in auto care
When asked what change she would like to see for women in the industry, Tifarah points to collaboration and storytelling. Sharing experiences, learning from one another, and advocating for women across the sector helps build both confidence and connection.
By collaborating with like-minded women and fostering a sense of community, Tifarah believes the industry can continue to create a more supportive and inclusive environment for everyone.
Advice for the next generation
For women considering a career in auto care, Tifarah’s message is clear and optimistic: there has never been a better time to join the industry. With technology rapidly evolving and change happening at every level, the opportunities ahead are significant and exciting. Her advice reflects both experience and encouragement—an invitation for women to see the auto care industry as a space full of possibilities.
About Tifarah Senkow
Tifarah Senkow is Vice President of Sales – Canada for Advantage Parts Solutions. With more than 20 years of experience in the auto care industry, she has advanced from the call centre to senior leadership, helping shape strategic partnerships and supporting the continued evolution of the industry in Canada.