By Ashley Reyes
The SEMA Businesswomen's Network (SBN) has named Celina Leggiere, social media strategist at Fox Factory, as the network's newest #SheIsSEMA spotlight member.
Get to know Leggiere in her interview with SEMA News below.
SEMA News: How many years have you been with your current company and what do you enjoy most about working there?
Celina Leggiere: I've been with my current company for almost a year--I'll hit my one-year mark this February. Every day is definitely a challenge, especially with social media constantly evolving, but that's what makes it exciting. It pushes my knowledge and creativity to new limits, and I love that it keeps me on my toes. Fox Factory is the family I've been looking for. Some of my co-workers have become my favorite people to do life with and see every day. It has truly changed my perspective of "work" from just being a job into something I'm energized and excited to contribute to every day.
SEMA: What is the most challenging part of running your business or job?
CL: The most challenging part of my job is staying ahead of the ever-changing social media landscape. Platforms, algorithms and trends shift constantly, so it's crucial to adapt quickly while maintaining consistent and engaging content. It pushes me to always be on my toes, learning new strategies and finding creative ways to connect with our audience. But honestly, that's also one of the most exciting parts--it keeps things fresh and fuels my passion for what I do.
SEMA: How many years have you been in the industry and what was your first industry job?
CL: This is my fifth year in the industry. Social media has changed since 2019, let me tell you! My first-ever industry job was as a social media assistant at an advertising agency that focused on car dealerships. I was helping manage more than 100-plus social accounts for all of our clients, which were mostly dealerships. It was a wild start, but it taught me how to juggle multiple accounts, adapt quickly and understand the fast-paced nature of this space.
SEMA: What are three qualities that got you to where you are today?
CL: Three qualities that have gotten me to where I am today are adaptability, creativity and resilience. Adaptability has been essential, especially in social media, where things are constantly evolving. It's helped me stay ahead of trends and pivot strategies when needed.
Creativity keeps my content fresh and engaging, allowing me to think outside the box and connect with audiences in new ways. And resilience has been key in overcoming challenges and setbacks, allowing me to keep pushing forward when things get tough.
These qualities have helped me grow both professionally and personally, giving me the tools to thrive in a fast-paced, ever-changing industry.
SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments?
CL: As a woman in a male-dominated industry, one of my biggest challenges has been gaining respect and being taken seriously, especially as the "social media girl." There have been countless times when I've asked for participation in videos or engagement on our platforms, and instead of support, I've been met with laughter or dismissive attitudes. It can feel isolating at times, but I've learned that staying confident in my skills and vision is key.
One of my proudest accomplishments has been turning those doubts into results--when the content I create drives engagement, increases our brand's visibility or sparks a conversation, it speaks for itself. I've earned respect by consistently showing that social media is a powerful tool for our industry.
A specific situation that comes to mind was when I initially faced resistance from some of the team regarding a video series I pitched. They didn't see the value in it, but I pushed through, created the content, and when it performed beyond expectations, the same people started coming to me with ideas. That moment was a turning point--it reminded me that persistence and believing in your vision is everything. Being a woman in this space isn't always easy, but it's made me stronger, more determined and has given me a deeper sense of purpose.
SEMA: Who are your role models or mentors in the industry?
CL: I've been fortunate to have a few incredible role models and mentors in the industry who have played a huge role in my growth. One of my biggest inspirations is my former boss from my first social media job at an advertising agency. She was a powerhouse, and watching how she handled the fast-paced environment with grace and confidence gave me a clear picture of the kind of leader I wanted to be. She taught me the importance of staying calm under pressure and trusting in my own abilities.
Another major influence has been my faith in God. He's guided me through some of the toughest moments, helping me stay grounded and giving me the strength to push forward when I face challenges. Leaning on him has given me clarity and courage to take bigger risks and trust that everything happens in his perfect timing.
Both have shown me that resilience, creativity and faith are essential in this industry. Their guidance has shaped the way I approach my work and helped me trust my own voice and instincts.
SEMA: What is the best career advice you have received?
CL: The best career advice I've ever received is, "don't be afraid to take up space." Early on, I struggled with feeling like I needed to stay in the background or play small, especially in male-dominated environments. But this advice helped me realize that my voice, ideas and contributions are valuable.
Professionally, it has given me the confidence to speak up, share my perspective and push for projects I believe in. Personally, it has been a reminder to embrace who I am and trust that I have something important to offer. It has helped me show up authentically in every space I enter, and that's been key to both my growth and success.
SEMA: Have you always wanted to work in the automotive industry? What keeps you here?
CL: I wouldn't say I always envisioned myself in the automotive industry, but once I found my way here, it felt like the perfect fit. Growing up, I had a passion for cars and trucks, thanks to my family's love for them, but it wasn't until I started working in this field that I truly realized how exciting and dynamic it is.
What keeps me here is the incredible community and the constant innovation in the industry. I love being part of a space where I can combine my creativity with my passion for vehicles. Every day brings new challenges and opportunities to learn, and being surrounded by like-minded people who share the same enthusiasm is incredibly motivating. Plus, seeing the impact of our work on fellow enthusiasts and customers makes it all worthwhile.
SEMA: Who was the most influential person on your career/goals?
CL: The most influential person on my career and goals has been my former boss from my first job in the industry. She was a true trailblazer, and her leadership style inspired me to embrace my own potential. She taught me the importance of resilience, adaptability and the power of building strong relationships in the workplace.
Her belief in me pushed me to step outside my comfort zone and pursue opportunities I never thought possible. Watching her navigate challenges with confidence and grace made me realize that I could also carve out my own path in the automotive world. Her mentorship has left a lasting impact on my career, and I strive to embody those lessons in everything I do.
Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.