SPECIALTY EQUIPMENT MARKET ASSOCIATION BOARD OF …

SPECIALTY EQUIPMENT MARKET ASSOCIATION

BOARD OF DIRECTORS CANDIDATE QUESTIONNAIRE

2019 ELECTION YEAR

KATHRYN REINHARDT

Part 1 ? Personal/Professional History

1. Please provide a history of your professional background and education (including professional development). Feel free to attach your r?sum? and/or bio. Describe the specifics of your current job responsibilities:

Seventeen years of experience in the aftermarket automotive industry in key positions such as: advertising, branding, sales, public relations, marketing, performance driving, sponsorships, trade show event organization, planograms, manufacturing, distribution and product engagement.

Experience: - Manufacturing: Having worked for a series of aftermarket manufacturers I can relate to new product development, tariffs and regulations. - Distribution: The speed and accuracy of distribution is deeply affected by the ever-changing consumer buying habits. - Marketing: I have my finger on the pulse of how to effectively market to consumers and create cross-marketing opportunities with fringe industries. - Legislation/ Regulation: I have firsthand experience lobbying elected officials on regulations and working with task forces to reduce government overreach.

Specialties: ? Taking brands into fringe markets, creating new demand with maximized return. ? Designing creative product marketing campaigns targeted at WD, retailer, popshops and direct consumers in digital, social, TV and e-commerce platforms. ? CRM database management, relationship development, public relations, media outreach and project management. ? Communicate department actions, industry statistics and team accomplishments. ? Directs staffing, training and performance evaluations to develop high-performance teams of 15+. ? Thoughtful, genuine, fearless and communicative.

2. Indicate your historic and/or current involvement with automotive industry initiatives specifically, as well as other professional and philanthropic associations, societies and organizations you have been actively involved in. Please be specific about other boards (if any) on which you have served or are currently serving:

I have been a SEMA volunteer since my first Pinewood Drags race in 2010. This is the event where I learned SEMA was much bigger than just the show and instead it was an association of companies striving for aftermarket excellence. Since then, I have been able to expand my volunteerism by joining the LTAA select committee, then becoming the chair-elect and now after eight years I am the chair of LTAA. I am also a member of the newly formed SEMA Cares committee serving as the Pinewood chair.

3. Please highlight specific career accomplishments including, but not limited to, patents received, product innovations, awards and recognitions, publications, marketing or business programs, presentation to business and/or industry symposiums. Share any and all significant or notable accomplishments:

I have also been honored with the following awards: - SEMA Person of the Year (2015) - YEN Vanguard Award (2015) - SBN Woman of the Year (2014) - LTAA Chairman's Award (2014) - SEMA News 35 Under 35 (2013)

I have worked in a variety of aftermarket segments, including manufacturing, media, product distribution and event exhibition. I have worked in both the automotive and motorcycle spaces and is working on new developments for UTV/ATV. My personal vision for consumer activation, advertisement and engagement will be positive assistance to the SEMA youth-engagement initiative. I am also passionate about the EPA rulemaking considering that MagnaFlow is a manufacturer of aftermarket emissions products and I helped lobby for the RPM Act in Washington, D.C., and was even successful by bringing on Congressman Issa and Congressman Doug Collins to the RPM bill. I have also volunteered time by helping guide distribution into the next series of advancements by writing a series of articles in Can Newsline magazine and The Shop magazine. These articles are designed specifically to walk distributors through new avenues of consumer marketing; how to create meaningful relationships with manufacturers; and best practices with the SEMA Data Co-op while promoting the SEMA VIO program I helped SEMA achieve. I understand the OE focus for automotive technology and want to be an advocate for manufacturers to adapt, change and create products for a healthy prosperous marketplace. I also attended all but one of the SEMA Show Summits over the last nine years where I have served on a manufacturers panel; provided guidance to fellow companies for Show success;

provided feedback for Show subcommittees; and offered to be a part of task forces for the SEMA Show and SEMA Ignited. Knowing the Board initiatives and attending one of the Board meetings in 2017, I am eager to work hard, find solutions, listen attentively and shift gears where we can start new initiatives.

I have been a SEMA volunteer since my first Pinewood Drags in 2010. This is the event where I learned SEMA was much bigger than just the Show and instead it was an association of companies striving for aftermarket excellence. Since then, I have been able to expand my volunteerism by joining the LTAA select committee, become the chair-elect and now the chair of LTAA. I am also a member of the newly formed SEMA Cares committee serving as the Pinewood. I have also been honored with the following awards: 2014 SEMA Businesswoman of the Year, YEN's 2015 Vanguard Award, 2015 SEMA Person of the Year and, most recently, helped obtain the 2017 Manufacturer of the Year award for MagnaFlow.

4. Please mark each of the skill categories where you believe you possess a level of expertise:

X Manufacturing Distribution/Logistics

X Supply Chain Engineering

X Vehicular/Product Design/Innovation Product Management OEM Design/Technology

X Brand Management X Advertising X Marketing X Strategic Planning X Public Relations

Crisis Management Regulatory Compliance X Legislative/Lobbying

X Motor Sports/Racing X Vehicle Shows/Auctions/Exhibitions X Financial Planning/Management

Accounting Human Resources Management X Business Management/ Development X Sales Business Technology X Data Management Internet Utilization Other (specify):

Part 2 ? Personal/Professional Attributes

5. What are your specific areas of expertise? What unique skills or perspective do you think you could bring to the leadership of SEMA? What business or life experience do you have that prepares you to help shape the direction of the industry? What industry issues are you particularly passionate about?

I am a forward thinker. I am constantly looking for new ways to improve all aspects of business. I am personally passionate about marketing and creating events, programs and technology to connect consumers with automotive parts. My personal experience includes directing a $5-million budget within MagnaFlow and the freedom to test and tune new programs for next-level success. I have the ability to reach consumers and drive them into a funnel for content consumption. I also have a ton of relationships with fringe companies that I can share and gain knowledge of marketing programs where crossover can take place to expand the SEMA reach. I am passionate about connecting SEMA with consumers and gaining more customers in the aftermarket. I believe my experience with youth engagement, emissions technology and bringing new ideas for revenue and outreach of the SEMA Show and SEMA Ignited. I can help provide the Board with solutions to the current initiatives and create programs to expand reach into a variety of segments and markets.

6. What would you say is/are your most notable achievement(s) to this point in your career? What are you most proud of?

I am honored for all the SEMA awards I have received. Each one has a different meaning and different value of appreciation: one for my work in helping the next generation; one for my work with connecting women in business; one for my leadership in creating a standalone SEMA annual event; and one for my overall drive to do better for myself and my company. All these achievements have shaped me for my next level of leadership and mentorship. I am proud of the advancements I have made over the years to build brands with consumers, distribution and ecommerce.

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