DIAMOND BAR, Calif. — The Specialty Equipment Market Association (SEMA), has hired veteran marketing executive RJ de Vera as its vice president of marketing, filling a position that's been vacant since last September.
De Vera brings over 20 years of automotive marketing experience — including six at Michelin North America Inc. as a "brand ambassador" — to his new position at SEMA.
Most recently he was with 3M Co., where he spent a dozen years, including the last seven as global leader of digital marketing and public relations for 3M's Meguiar's Car Care brand. He will be developing and implementing a modernized multi-channel marketing strategy for SEMA with a digital-first focus to expand brand awareness and build customer affinity for SEMA and its members.
"RJ is an industry icon, having worked in and with the aftermarket specialty business for nearly 30 years," Bill Miller, senior vice president, operations, for SEMA said. "It's a thrill to have him join the SEMA leadership team.
"He will surely be an asset to our growth in the coming years, and we look forward to seeing what he will bring to the organization."
Prior to his time at 3M, de Vera worked with a number of vehicle brands, including Honda, Lexus, Mitsubishi, Mazda, and Scion, to build corporate image vehicles. He also helped American Racing, Veilside Japan and Vorsteiner design and market aftermarket parts and accessories, while also consulting on automotive-related marketing initiatives with numerous brands.
"I have attended every SEMA show since 1997 and have had the honor of being a judge for the SEMA Show's Battle of Builders series for the past six years," de Vera said. "I am honored to expand my role within the association and hope to have a positive impact on the industry and culture that I love."
Early in his career, he was at Petersen Publishing when Petersen launched Super Street Magazine amid the growth of the sport compact culture. In addition he helped promote the first National Import Racing Association (NIRA) events and assisted Universal Studios in launching "The Fast and the Furious" movie franchise as a consultant and actor.
Ira Gabriel, the previous marketing VP, left SEMA last September after eight years with the Diamond Bar-based trade group, to become a partner in Integrated Communications L.L.C.