RV PRO

August '20

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rv-pro.com August 2020 • RV PRO • 23 Lindsey Espiritu Marketing Manager EAST TO WEST East to West Marketing Manager Lindsey Espiritu has been influenced by strong women in the RV industry since she joined East to West President Lisa Liegl Rees a few years ago. "I was working with Lisa in a different industry dealing with luxury home fragrances from Europe when she told me she was transitioning and starting her own RV company. She asked if I wanted to come along, and I said, 'Yes,'" says Espiritu. With a background in marketing, Espiritu hit the ground running with the start up. "Lisa is a natural businesswoman. RVs are really in her blood," says Espiritu. Rees is the daughter of Pete Liegl, founder of Forest River. "It's been helpful and insightful learning from her and the rest of the East to West family. It's been a great opportunity for growth." Part of that growth has included wearing different hats until fully settling into her marketing role. "In the beginning, it was a little blurred. As a startup, we had our hands in every part of the pro- cess," says Espiritu. She currently manages all mar- keting and social media channels for the three lines and a forthcoming fourth line. "When I was assisting the sales team, it was rewarding to see the company hit milestones and accomplishments and see our team grow like that," she says. Coming from the home fragrance industry, Espiritu says most home and gift and retail stores were man- aged by women, so the transition into a traditionally male-dominated industry has been a total 180. "It's been a little eye-opening, but also a great expe- rience," she says. "It's been very empowering at East to West because we have so many talented women on our team. Lisa started the company and is our pillar of success." Espiritu notes there are a growing number of resources for women in the industry. "There are more and more resources for women now in the industry. I would encourage any woman in the industry to join the RV Women's Alliance. It's really cool," she says. "You have to have somewhat of a tough skin in this industry. That's not a negative. Everyone is really welcoming, but it is kind of a gritty industry. There's never a dull moment." Hands-on experience also has been an important part of Espiritu's learning. She made several trips from her home base in Chicago to the East to West plant in Elkhart to see firsthand how the RVs are assembled and to meet with key suppliers. "For me, the best thing about being in the industry is getting to interface everyday with our customers. In the beginning, when you're starting out, you don't have many people out there with your product and it's a slow start with marketing and social media. In the past six months, we've seen it take off. I love being able to help people and keep them happy. "I've seen our brand out there in the world and it's fun to see it in the social media content," she adds. "I love that the industry is having a social media surge or revolution, in a sense. People are documenting their trips. It's cool to be an RVer. I love getting to see that." Profiles of Remarkable Women ENERGY ®

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