Velarde will continue to serve as western sales manager, but now also oversees product sales in North America across all product categories, excluding Covercraft OE products. She also will oversee the continued development of the customer service department.
Velarde is a 32-year veteran of the automotive industry and a 14-year Covercraft team member, according to the company.
“Beth is an incredible asset to our team,” said Marty Lichtmann, president of Covercraft. “Because of her strong background in both customer service and sales, she has a unique perspective on the important connection between sales and service. Her years of experience in the industry and record of success have earned her the respect of her co-workers as well as the industry as a whole, and we look forward to the contribution she will make in her new position.”
“It means the world to me that Marty and the team have entrusted me with this important responsibility within our growing company,” Velarde said. “Assisting with the expansion of our national sales initiatives while also supporting our customer service team is an exciting opportunity.”
Velarde will continue to work from her current office location in Southern California.