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Covercraft Appoints New National Sales Director

Long time Western Regional Sales Manager, Beth Velarde of Covercraft Industries, Inc. (Covercraft) has been selected as the company’s new national Sales Director. In this expanded role, Velarde will continue to serve in her current role while also overseeing product sales in North America across all product categories with the exception of the company’s OE products. She will also oversee the further development of the customer service department.

As a 32-year veteran of the automotive industry and a 14-year Covercraft team member, Velarde brings an exceptional record of success in both sales and customer service to her new position. She is also a long time SEMA member, SBN member and a 27-year SEMA Show veteran.

“Beth is an incredible asset to our team,” stated 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.”
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