By Ashley Reyes
The SEMA Businesswomen's Network (SBN) has named Shanna Cathey, graphic design and podcast coordinator at Motorhead Digital, as the network's newest #SheIsSEMA spotlight member.
Get to know Cathey in her interview with SEMA News below.
SEMA News: How long have you been in the automotive industry?
Shanna Cathey: I've been working in the motorcycle and automotive industry since 2020, beginning in the Harley-Davidson world through MotorClothes, sales, service advising, rentals, Riding Academy support, events and dealership marketing. Those roles gave me a strong foundation in customer experience, community building and understanding the real day-to-day needs of riders, dealerships and small businesses in this space.
SN: What does your job entail?
SC: My role at Motorhead Digital is a mix of digital marketing, creative strategy and behind-the-scenes systems support for automotive businesses. I help create and manage content, email campaigns, newsletters, blog copy, graphics, CRM workflows, sales funnels, website updates and social media strategies for restoration, custom, performance and specialty shops.
A big part of my job is helping shop owners communicate what they do in a way that makes sense to their customers. Many of these businesses are incredibly skilled at the craft, but they do not always have the time, tools or team to consistently market themselves online. That's where MHD comes in. We help turn their knowledge, projects, services and shop stories into content that builds trust and supports business growth.
I also support internal organization and client communication through tools like HighLevel, ClickUp, email marketing platforms and content calendars. Some days I'm writing a blog or building a newsletter. Other days I'm designing graphics, updating a website, organizing a podcast guest workflow or helping map out a customer journey. It keeps me on my toes, which is exactly how I like it. It allows me to combine creativity, organization, strategy and my growing love for the automotive industry all in one place.
SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?
SC: One of the biggest challenges I've faced as a woman in the industry has been learning how to take up space with confidence, especially in rooms where I was still building my experience or where I was one of the only women. In both the motorcycle world and the automotive aftermarket, it can sometimes feel like you have to prove that you belong before people fully hear what you have to offer. I've had to learn how to trust my perspective, ask questions, keep learning and speak up even when I felt intimidated.
At the same time, that has become one of my biggest accomplishments. I've grown from working in customer-facing roles in Harley-Davidson dealerships to building a career in marketing, content strategy, CRM systems and digital storytelling for automotive businesses. I'm proud that I've been able to combine creativity with industry knowledge and use both to help shops, dealerships and business owners communicate better with their customers.
A specific situation that comes to mind is my time as marketing and events coordinator for High Country Harley-Davidson. I was responsible for supporting two dealership locations, planning and promoting events, creating graphics and content, coordinating with vendors and helping build community around the dealership. It was a lot to manage, often with limited resources, but I learned how capable I was under pressure. During that time, I helped grow Instagram followers by 28.9%, increased overall post reach by 300%, and created content that reached up to 249,000 views. That experience showed me that my ideas, my work ethic and my voice could make a measurable impact.
Overall, I'd say the challenge has been learning to believe I belong here. The accomplishment has been proving to myself that I do.
SN: What are three qualities that got you to where you are today?
SC: Three qualities that have gotten me to where I am today are curiosity, grit and creativity.
Curiosity has helped me keep learning, even when I was stepping into something completely new. Whether it was learning dealership systems, service processes, event planning, CRM workflows, digital marketing or how the automotive aftermarket operates, I've always been willing to ask questions and figure things out. That mindset has allowed me to grow into roles I may not have felt fully ready for at first.
Grit has helped me keep going through uncertainty, career changes, busy seasons and moments where I questioned whether I was headed in the right direction. This industry can move fast, and it does not always come with a clear roadmap, especially as a woman building her place in it. Grit has helped me stay resourceful, show up consistently and keep proving to myself that I am capable of more than I may have thought.
Creativity has helped me connect the dots between people, stories and strategy. In my work at Motorhead Digital, creativity is not just about making things look good; it is about helping shops communicate who they are, why their work matters and how to build trust with their customers. It has allowed me to turn real industry experience into content, campaigns and ideas that feel useful and authentic.
Together, those qualities have helped me build a career that combines my love for motorcycles, automotive culture, marketing and community.
SN: Who are your role models or mentors in the industry? How have they helped you along the way?
SC: Barry Alt, my boss at Motorhead Digital, has been one of the biggest mentors for me in the automotive aftermarket. He's the one who suggested I check out SBN and encouraged me to join. He also told me about the SBN member spotlight program, which means a lot because he has seen my growth firsthand. Barry has helped me better understand the business and marketing side of the industry, especially how automotive shops think, what they struggle with and how marketing can actually support their growth. He has given me opportunities to learn so much, take on more responsibility and build confidence in areas like CRM systems, email marketing, design, content strategy, client communication and digital storytelling.
I've also been fortunate to learn from the shop owners, dealership teams and industry professionals I've worked with along the way. Every role has taught me something different, from customer service and events in the Harley-Davidson world to the very real challenges restoration, custom and performance shops face today. Those people have helped shape the way I approach marketing because I now understand that behind every business is a person who has poured a lot of time, skill and heart into what they do.
Since joining SBN, I've also started to see the power of being surrounded by women who are leading, building and creating space in this industry. As a newer member, I'm still getting to know everyone, but I already feel inspired by the women who are willing to share their knowledge, show up for one another and prove that there is not just one way to build a career in automotive.
SN: What is the best career advice you have received?
SC: The best career advice I have received is to stay curious, even when you don't feel all the way ready. That advice has helped me say yes to opportunities that pushed me outside of my comfort zone, from learning new dealership systems and marketing platforms to stepping into content strategy, project management, email marketing and automotive storytelling.
Professionally, it has helped me become more adaptable and resourceful. I have learned that I do not have to know everything right away, but I do need to be willing to ask good questions, keep learning and take action. That mindset has opened doors for me and helped me grow into roles I may have once thought were totally out of my reach.
Personally, it has helped me trust myself more. There has not always been a perfectly clear path leading me into this industry, but staying curious has allowed me to keep moving forward, build confidence and start building my own lane.
SN: Have you always wanted to work in the automotive industry? What keeps you here?
SC: I don't know if I always had the exact words for it, but I've always been drawn to the culture, creativity and community around motorcycles and cars. I've always loved the way a machine can tell a story, whether it's a motorcycle, a custom build, a restoration project or a shop that has spent years perfecting its craft. Once I started working in the power sports world, I realized this industry brought together so many things I care about: people, creativity, grit, independence and connection.
Part of what drew me in, and part of what will keep me here for years to come, is the challenge of breaking through as a woman in an industry that has traditionally been male-dominated. I remember seeing women in roles that people usually expected men to fill and thinking, "Whoa, she is so cool." There was something powerful about watching women bring their own skill, confidence, style and perspective into spaces where they were not always expected.
What keeps me here is the people, the challenge and the opportunity to keep growing. This industry is full of builders, riders, shop owners, racers, creators and business owners who genuinely care about what they do. Through my work at Motorhead Digital, I get to help those people tell their stories, grow their businesses and connect with the right audience. That part feels really meaningful to me.
I've always loved the idea that you can be capable, gritty and hands-on without having to lose your femininity. You can do hard things, solve problems, show up in a tough industry and still bring creativity, grace and your own personal style to the work. For me, that is part of the fun. I like thinking outside the box, adding a fresh perspective to rough-around-the-edges projects and showing that there is more than one way to belong in this industry.
From Harley-Davidson dealerships to Motorhead Digital, and now as a new member of SBN preparing to attend my first SEMA Show, every step has shown me there is still so much to learn, contribute and build. It feels like I've found an industry that challenges me, inspires me and gives me room to keep becoming the woman I'm meant to be.
SN: What do you like to do outside of the industry?
SC: Outside of the industry, I'm happiest spending time with my people, my dog Finn and my family of motorcycle riders. Riding is part of our lifestyle, not just a hobby. My family goes to Sturgis together every year, and those trips are some of my favorite memories because they combine freedom, adventure, connection and the kind of stories you can only collect on the road.
I also love plants and gardening, yoga, being outside and finding ways to slow down and reconnect with myself. I'm a creative person, but I'm also very introspective. I love exploring my own mind, contemplating consciousness and continuing to expand the way I see myself, other people and the world around me.
A lot of what I enjoy outside the industry still comes back to creativity, connection and growth. Whether I'm riding with Andy and my family, hanging out with Finn, tending to my plants, writing, designing, practicing yoga or getting lost in a good thought, I'm usually looking for the same thing: more meaning, more freedom and more ways to feel fully alive.
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.
