SEMA eNews Vol. 23, No. 26, June 25, 2020

TORA Volunteer Spotlight: Lee Riser of Truck Hero

By Ashley Reyes

  Riser is the senior director of marketing, accessory brands at Truck Hero, where she is professionally skilled in marketing and sales strategy, sales and marketing processes, and online and social marketing.
   

Lee Riser of Truck Hero has been named this week’s SEMA Truck and Off-Road Alliance (TORA) volunteer spotlight member. Riser is the senior director of marketing, accessory brands at Truck Hero, where she is professionally skilled in marketing and sales strategy, sales and marketing processes, and online and social marketing.

Riser continues to give back to the industry through her volunteerism with SEMA, and has helped lead and guide the association as a prior Chair for the SEMA Young Executives Network (YEN) and Light Truck Accessory Alliance (LTAA), now known as TORA.

Get to know what inspires Riser about the industry in her Q&A with the SEMA Truck and Off-Road Alliance:

SEMA: What inspired you to pursue a career in the truck and off-road industry?

Lee Riser: I got a little taste of the industry fresh out of college and I decided then it was the industry I wanted to make it in. It was full of passionate people who enjoyed what they did and that really appealed to me.

SEMA: Why did you decide to volunteer for TORA? How has it or will it impact you?

LR: The reason I choose TORA (LTAA at the time) is because it was so applicable to the part of the industry I was involved in. It has impacted me in so many ways. I was so honored to join the long legacy of leaders like George Lathouris, Melanie White and others to shape LTAA and now TORA to what it is today. It was very meaningful to be a small part of that.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

LR: My advice is NETWORK. Get involved and volunteer no matter how busy work or life gets! You find a way to make it happen. Connecting with people who share your same passions truly inspires you to do better not only for your company and career, but the industry as a whole. When you surround yourself with volunteers that have the same goals and visions as you, it is amazing what you can accomplish.

SEMA: What is your dream truck or off-road vehicle? Where would you take that vehicle on any weekend?

LR: I love a Jeep and have had several of those so I would say right now mine is a Ford Bronco (maybe the new one). I would like to get one out and see what it could do! You would find me in it on the weekend checking out some back road or bayou with the family.

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