If youâve ever wondered how to work with RV brands, land sponsorships, or even how manufacturers are adapting to the remote work revolution, this episode is for you.
Denise Chariya is the Director of Marketing at Thor Industries, the worldâs largest RV manufacturer, and serves as the Board Chair of the RV Womenâs Alliance. With a background spanning major brands like Unilever and Walgreens, Denise brings deep marketing expertise to the RV worldâalong with a passion for helping creators, brands, and industry leaders connect in meaningful ways.
In this episode, Denise shares insider insights on what brands look for in creators, how to make yourself stand out in sponsorship pitches, and the biggest mistakes influencers make when working with RV companies. She also dives into emerging trends in RV design, including work-from-the-road setups, homeschool-friendly layouts, and the rise of alternative power sources for off-grid camping.
Plus, if youâre looking to connect with like-minded women in the RV industry, Denise breaks down the mission of the RV Womenâs Alliance and the incredible opportunities it offersâthink networking, mentorship, and even an annual campout (yes, please!).
This conversation is packed with gold for RV entrepreneurs, content creators, and anyone curious about the future of the industry.
Key Takeaways
1ď¸âŁ How to Pitch Brands Like a Pro
- Do your homeworkâresearch the brandâs current initiatives before reaching out.
- Keep your pitch concise and solution-focused. Show how your content aligns with their marketing priorities.
- A ânoâ today doesnât mean a ânoâ foreverâmaintain relationships, as opportunities may arise later.
2ď¸âŁ What NOT to Do When Working with RV Brands
- Lack of transparencyâbe upfront about costs, timelines, and deliverables.
- Overcomplicating your pitchâkeep it simple and direct.
- Missing deadlinesâbrands value reliability just as much as great content.
3ď¸âŁ Why the Future of RV Marketing is Digital
- Content creators bring the RV lifestyle to life in ways that traditional ads canât.
- Authentic storytelling helps break down barriers for new RVers.
- Social media and influencer partnerships are here to stay in the industry.
4ď¸âŁ Emerging RV Trends for 2025
- Remote work-friendly and homeschool-friendly layouts are becoming standard.
- Solar, alternative power sources, and Starlink integration are making off-grid camping easier.
- Even small RVs are getting high-tech upgrades for digital nomads.
5ď¸âŁ The Power of the RV Womenâs Alliance
- An organization dedicated to supporting and elevating women in the RV industry.
- Offers networking events, mentorship programs, and an annual symposium.
- Membership is free and open to all women connected to the RV space.
Connect with Denise Online
đ Find Denise on LinkedIn: Denise Chariya
đ Learn more about Thor Industries: Thor Industries
đ Join the RV Womenâs Alliance: RVWA.org
â
Join the RV Queens Community
Already living the RV life but craving deeper connections with women who get it?
- Join the RV Queens Circles for weekly chats, resources, and a network of women balancing travel, family, and entrepreneurship.
- Use code PODCAST for 20% off your membership for life!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
We're always looking for people who are just really trying to
make the RV community an even better place.
We know that the community of our viewers in the RV creator
community is such a magical group of people, and I think we
always want to find those peoplethat are looking for ways to
elevate and just bring more awareness and bring more energy
(00:22):
to that space. Welcome back to the RV Queens
Podcast, where we dive into the lives of women making money and
living life on the road. Today, I'm sitting down with a
true industry insider, Denise Taria, the Director of Marketing
at Thor Industries and the boardChair of the RV Woman's
Alliance. If you own an RV, chances are
(00:42):
high that it was built by a Thorbrand, which includes Airstream,
Jaco, Keystone, Tiffin, just to name a few.
Denise brings a wealth of knowledge about the RV industry,
content creation and what brandsare looking for when they
partner with creators. In this episode, Denise shares
her top advice for content creators looking to collaborate
(01:03):
with RV brands, including the biggest mistakes to avoid and
what makes a creator stand out. She also gives us an inside look
at how Thor is innovating for remote work and homeschool
friendly RV's, plus the consumertrends she's keeping a close eye
beyond in 2025. And of course, we dive into her.
(01:23):
Work with the RV. Women's Alliance and how they're
supporting women in all aspects of the RV industry.
If you've ever been curious about working with RV brands,
improving your pitch, or just staying ahead of the latest
trends in RV life, you are goingto love this conversation.
So grab your coffee and let's roll.
(01:47):
Hello Denise, and welcome to theRV Queens podcast.
Where in the world are you today?
I am in Elkhart IN. You are at the heart of RV
manufacturing, of course. How is the weather there today?
Well, we finally got some sunshine, so I'll take it
because we've had a lot of snow,but it's finally broken so it's
actually able to take a walk outside.
(02:08):
You know little things this timeof year in in Elkhart, IN.
You appreciate even a little bitof sunshine.
That's right, you got to take what you can get.
Meanwhile, the sun is like glaring on my window in Florida
back here. Sorry, what can I take down?
Oh, I'm just rubbing it in your face.
I'm so sorry. I should have thought that
through a little better. OK, Well, I am so excited to
(02:30):
chat with you today and especially to give listeners
your insider's perspective on the RV industry.
You are the director of marketing at Thor Industries,
which is an umbrella brand for several RV manufacturers.
Most people know this this, these brands include Airstream,
Keystone, Jayco, Tiffin, I mean many others.
(02:53):
And you are also the board chairof the RV Women's Alliance.
So you know the industry inside and out and obviously you have a
lot going on. So thank you again for taking
time out of your busy schedule to be here today.
To start, will you give us a quick idea of your background
and how you ended up at Thor? I have been in marketing for my
(03:15):
entire career. I started on more of the
traditional ad agency side of things working in Consumer
Packaged Goods. So worked on brands from
Unilever like Dove and Axe and everything from spaghetti sauce
to pharmaceuticals really have done the gamut.
(03:35):
I then spent a number of years working down at Walmart's
headquarters down in Bentonvilleand did a lot of experiential
marketing with them and had the opportunity to then move to
Chicago and worked on a water brand and then with Walgreens.
And then about six years ago I had the opportunity with Thor.
(03:56):
And I cannot tell you how great it is to be able to combine my
love of marketing with a specific area that I'm really
passionate about. I've been camping and in the
outdoors my entire life. And it's like my core memories
for my childhood are all camping.
So I feel so fortunate that now I get to actually do marketing
for something that I also just really love and adore.
(04:19):
So it's been, it's been wonderful.
I was in Chicago, moved to southern Michigan about five
years ago and have been here ever since.
That is awesome. Awesome.
I love it. And I love that you've worked.
You have worked both on the brand side and the vendor side
of marketing. So you have like the full
(04:41):
perspective on what everyone wants on both sides, right?
So I'd like to get your advice specifically for RV creators in
the RV Queens community. We have a lot of them and I
would love to hear what are you looking for when you assess
potential creator to work with. Yeah, I think there are a lot of
(05:04):
different things. And I think one of the biggest
pieces of advice that I would give anybody is make sure to do
your homework on whoever you're going to go speak with.
So if you're pitching a project or an initiative to a company,
spend some time and really understand a little bit more
about what's going on in their world.
So look at articles or press releases they've put out, look
(05:26):
at their website, understand thetype of content that they tend
to put out. All of that homework makes you
so much more appealing to somebody that's looking for a
partner. Also, don't ever think because
something isn't a right fit for right then that it won't be a
fit down the road. I cannot tell you how many times
we've worked with the creator. They've pitched us an idea that
(05:46):
we love, but maybe wasn't a fit for either the budget of that
year or not a fit for exactly what our focus of our marketing
was at that time. Six months later, something came
up and I'm like, Oh yeah, remember this person wanted to
talk to us about sustainability.Now we have a reason to do that.
So just making sure that you're really taking the time to know
(06:07):
what's important to that company, what the other look at,
who the other creators are that they're working with, you know,
ask them questions about workingwith us like that.
All of that work really makes itso that when then I'm speaking
with a creator that they alreadyknow part of, you know, clearly
there's a lot they won't know, but they already have an idea
(06:27):
of, of where our focus is and where our priorities are.
Yeah. And I think that's so smart too
to take a longer term approach to these conversations.
When you're approaching a brand,if it's a, it's a no right now
doesn't mean it's a no forever. And definitely do your best to
like stay professional and handle it well because you never
know when they'll when and if they'll circle back and need to
(06:50):
work with you. So I think that's brilliant.
I am especially curious about what are your biggest turnoffs
when working with a creator likesome.
What are some of the mistakes that you see?
Lack of transparency. So I think that's my biggest 1
is just be upfront about costs, timelines, when you can deliver.
(07:12):
I understand, you know, things happen and sometimes people
can't make a specific deadline, but just be upfront about it and
be like, hey, we've had this. But if you're committing to
another date, make sure you hit that backup date.
I would say that's one of the biggest things we points of
frustration that we run into. I would also say that just be
succinct. I think sometimes what is not
(07:34):
realized is, you know, I probably get 3 to 400 emails a
day. So sometimes people give us
their entire life story and like, give me the give me the
hot buttons. Like what are those top things
you want to be sure and get to get my attention.
And that's really where some of that homework I was talking
about, like if you're pitching on something and you could say,
hey, I just saw that you guys put out your sustainability
(07:58):
report. We're really focused on
sustainability. We have a great idea for, you
know, a video we'd love to work with you guys on that right
there will get my attention so quickly because it is has a
point of view. So I would say that's the kind
of be succinct, have a specific thing that you want to talk to
somebody about and then just really full transparency on cost
(08:20):
timelines, what you need, all those things.
That is such good advice. What is an example you have of a
really stand out creator that you've worked with?
And I'm also curious like what made the experience of working
with them so unique? I am going to shout out our
mixed journey, which is a creator that we've worked with
(08:42):
now for five years and have always been so great about not
only always coming to us with ideas, but really understanding
our business and where we're at and not getting frustrated if
it's not the right time at that moment.
Realizing that we have again, things, ideas that they pitched
(09:02):
to us that we didn't end up executing until a year later.
But it still was that idea that really then once that
conversation came up about that particular topic, we're like,
oh, we already have someone who we know can talk about that.
They've just been very good at collaborating with us and not
being afraid to also say, hey, can we just jump on the phone
for 15 minutes? You know, we don't need an hour,
(09:23):
we just need 15 minutes. Have an idea, would love to talk
to you about it. Really just that that
collaborative process over time has has really been great.
OK, so Speaking of our mates journey, Thor has an ambassador
program as do many brands. What advice do you have for RV
women who are looking into and applying for these ambassador
(09:45):
programs? Just really be yourself and be
transparent. What makes you different?
What makes you unique? What have you learned about your
journey? What value can you bring to
consumers? I think that's we're always
looking for people who are just really trying to make the RV
community an even better place. We know that the community of
(10:06):
our viewers and the RV creator community is such a magical
group of people and I think we always want to find those people
that are looking for ways to elevate and just bring more
awareness and bring more energy to that space.
When we talk about specifically ambassador programs, because I
kind of think of them as two things.
(10:26):
There's kind of the the one off creator kind of projects and
then there's real influencer andambassador programs.
The one thing about ambassador programs is more and more
companies, at least in our space, are shifting to more of
an annual program where they're finding a group of influencers
to work with over an entire year.
So the important thing there is to make sure you understand what
(10:48):
their timeline looks like. But then also there may be
chances to work with them prior to that annual process.
So for instance, a lot of creators that we work with, you
know, our program doesn't kick off until the fall for next
year's ambassador program, but we have other projects we can
work on throughout this year that may not be our ambassador
program, but still might be projects that we can work on
(11:09):
with folks. And those are just opportunities
to really test out working with that influencer.
How are they to work with? As much as the content matters,
making it easy to, for them to, for people to work with you is
just as important as the contentyou deliver.
And I think sometimes that gets,you know, clearly we're always
(11:32):
after amazing content, really high quality, but the, the ease
of, of how you work with the brand really does matter.
Me looking for some insider infofrom you whenever you guys have
Thor ambassadors, is that separate completely from the
other manufacturers, brands or how much do those intersect in
(11:54):
your world? We have our ambassador program,
but somebody can be a Thor ambassador and a Jayco
ambassador. We actually encourage that.
So we would love them to represent both the brand and
that side of things as well as us as Thor.
And also it's a little bit different.
The content that we work on withour ambassadors is very high
(12:15):
funnel. We are trying to get people
excited about our being super more entry level.
We're trying to get people to help them learn how to buy an
RV, how to see how it could be asolution for what they're doing,
knocking down those barriers of entry and making people feel
more confident in Rving. Whereas on the brand side, they
do more that's focused on each individual RV and more on that.
(12:37):
Once you have an RV, they're playing more in that space.
So they're a little bit different, but we work together
and the content that we work with, with our ambassadors, all
of the companies are tagged in that.
So if it's somebody that owns a Jayco, Jayco is also tagged in
that. So they get the value of that
content as well. It makes perfect sense.
Okay, good insight there. So you're probably planning out
(13:00):
your travels for the rest of theyear.
And if you're heading out West, I hope that Bryce Canyon is on
your must. See list.
It's one of our families favorite national parks.
I recommend staying at Bryce Canyon RV.
Resort which is a. Short drive from the park
entrance has incredible. Views.
Full hookups and all the family friendly amenities you're
looking for. Bryce Canyon RV Resort is in our
(13:22):
journey campground. So you know.
It's going to be clean and safe.Click the link in the show notes
to book now and start your journey with our journey.
Let's switch gears for a second and talk about the RV Women's
Alliance. You have been on the board for
four or five years now, so you know what is up.
(13:44):
Will you start by giving us kindof the elevator pitch, what the
RV Women's Alliance is all about?
Yeah, so the RV Women's Alliancewas started about six years ago
now and was really started from a place of giving women a
organization that can really help them thrive in this
(14:05):
industry. So we know that, you know, this
industry is more male dominated than women and also that women
need different skills and different learn differently and
that there's opportunity, opportunities to really elevate
women within the industry. Susan Carpenter, who is our
president of RVWA, she was one of the founders of the
(14:28):
organization and is still very, very active clearly today.
And when I came into the RV industry, I came in with not
knowing anyone in this industry and really coming in from more
of a marketing background. And there's just so many people
that already knew each other andall these connections.
And I wanted to be part of that.And I really fell in love with
(14:52):
the group of people and the women that are part of this
organization and their camaraderie in that it's really
about elevating together. We encourage men to be part of
our organization as well. And we have men on our board who
when you talk to them, they're, they think of it very much of AI
have women employees. I wanted them to feel empowered
(15:12):
and to elevate them. So I want to be sure I'm doing
what I can do to support them inthis industry, which we love.
That is really our goal is to make women feel more supported
and provide education, networking opportunities,
mentoring all of those things tothe women in the organization.
And although a good portion of the industry is here, the
(15:35):
organization is North American wide.
So we have people in Canada, we have people all over the
country, especially on the dealership side, supplier, you
know, OEM or equipment manufacturers.
We really, our membership spans the gamut, content creators, all
of those folks and we love that.It gives us that opportunity to
really bring everybody together.Oh, I love that and I love the
(15:57):
line Elevate together. Well, and you started to hit on
this at the very end, but I was,I'm going to ask you to expound
a little. What kind of RV women do you
look for to be a part of the alliance?
Our goal is really for anyone who touches the RV industry to
be able to, you know, really leverage this organization to
(16:18):
grow their skills. Everything from people who are
CEO's of their companies all theway down to people who are just
entry level, brand new, out of college associates.
And that's the magic of it, right, Is being able to really
have all these women that can mutually learn from me each
other. And there's so much that happens
just even naturally when we're able to do, you know, outside of
(16:39):
the traditional education things, which we do plenty of
also even doing things like community service together, you
innately start to learn from other women just being around
them. And one of the things we were
really also trying to focus on is that historically the
networking in this industry has been very, but I would say
traditional networking, OK, You get together with a group of
(17:01):
people, you talk well, there's alot of people and I'm one of
them that that is slightly terrifying to me.
Like it's very intimidating. If you don't already know some
people, it can be a scary environment to walk into
depending on your personality. We really try to offer multiple
ways for women to network, whether that is more traditional
networking, whether that's taking a class together, whether
(17:25):
that's doing community service together.
And we also see it as a way to learn cross functionally for
different parts of the industry.So I work on the RV
manufacturing side at Thor. I don't know that much about
what is happening on the supplier side, for instance.
And you know, what are the things they're going through?
Where could they use support or education?
(17:47):
And by having this organization that really covers the full
gamut of functions within the RVindustry, we can learn so much
about what we do and how it all ties together and that everybody
is truly reliant on all the other sectors of the industry.
And this organization, I think, has been a really great way for
(18:09):
women to learn more how to work together in that way.
So as Chair, what are some of the initiatives that you're most
excited about for 2025 and beyond?
Couple of things that are comingup here pretty quickly.
So as I'm sure you know, International Women's Day is
coming up on Saturday and so we are going to do a series of
(18:31):
events across Women's History Month, which is the month of
March. So there will actually be panel
discussions 4 of the Mondays in March with different sectors of
the industry. So we've got leaders, for
instance, on the 10th will be leaders from the supplier side
and it'll be a panel discussion.It's fully virtual, so anyone
(18:52):
across the country can join and it'll be over lunch.
So 45 minutes. And really just hearing, you
know, stories about how they gotto where they got to some of the
challenges and how they've overcome them.
Really broad appeal, just women in business doing what they do
best. And really how there are so many
(19:13):
commonalities with things that we struggle with universally
that sometimes we don't get the opportunity to be like, oh, I
didn't realize that. So and so who's CEO of this
company also deals with that same thing.
It's, it makes it, you feel really related to everybody else
that's, that's there. Really, really excited about
that, that coming up. Everybody is hosting all the
(19:37):
hosts for that are not in the sector that they work in.
So it gives us a chance to kind of again, mix everybody up a
little bit and learn, learn fromeach other.
Our camp out is always such a blast and that is happening May
2nd through 4th. So in Howe, IN we take over a
big chunk of a campground and itis truly a weekend to really get
(19:59):
to know other women in this industry and have some fun
together. And we normally do a community
service and a networking component to it as well.
So that is coming up quickly. And then our other really big
event is our symposium which will be in October in Chicago
and that is a 2 day educational symposium.
This will be our fourth year doing that.
(20:21):
And excited to bring that back to the group for this fall.
I love it. I'm excited about this too.
I'm going to see if I can make the camp out.
I would love to be able to be upthere for that.
It's a lot of fun for sure. Yeah, I bet.
I just can't imagine the RV women Cut and Lewis in the
campground. It's great.
Denise, this has been so helpfuland so insightful.
(20:44):
So before I ask my last few questions here, go ahead and
share with the listeners where they can connect with you online
and then I'll get to my last fewquestions.
Absolutely. So I would say the best way to
find me is LinkedIn. So you can find me Denise,
Cheria or through Thor's, Thor'spage and absolutely reach out
(21:07):
with questions. Any way I can help.
Really, really excited to, you know, work with your great group
of women in any way that I can help support them as they're
building their businesses. And then for RV Women's
Alliance, rvwa.org is where you can find all the events.
Sign up. The membership is free, so
(21:29):
there's no cost to join and mostof our activities are free.
There is some cost, for instance, camping with the
campsites and things like that, but we our goal is always to
especially the educational component to keep that
accessible to anyone who would like to join.
So all those events are there. All you have to do is sign up to
be a member and then you can RSVP to any of those events.
(21:50):
OK, for my closing segment today, I'm especially excited
about this. I asked the RV Queens community
members what they want to pick your brain about, since you know
so much about the RV industry. So quick, thank you to the
members. You know who you are that
answered the That gave me some questions to think about, and
(22:11):
here are a few questions from them #1 How do you see the role
of digital content and social media shaping the future of RV
marketing? I would say the first thing is I
think it will be a key componentin marketing around the RV
industry for a very long time ingeneral.
(22:33):
You know, I've always looked at RV ING as such a community
driven activity and it's really all about the people.
And So what creators and influencers are able to bring
the, the context and the color around what makes RV ING so
magical? There's no way to duplicate
that, right? It's it truly is Seeing the
(22:54):
people who are making this a wayof life and a way to spend time
with the people they love, doingthe things they love in
beautiful places is something that I don't know that there's
of any other marketing tactic that really encompasses it
better than working with influencers and creators.
Glad that you see this is the future.
(23:16):
We're here for it, right #2 whatconsumer trends are you watching
closely in 2025? So I do think seeing what is
going to happen with the shift of people going back to the
office, I do think that that is going to impact how much people
are able to use their RV's. However, what my hope is, is
(23:38):
that even with people returning to the office, there's still
going to be some level of flexibility that's existed
really post COVID in having those flex days a little bit
more. So.
And we know that for our viewers, what we've really heard
is just being able to add one ortwo more days to a long weekend
or to a trip really changes their enjoyment of that time
(24:02):
because we know our being is in for a lot of people, a great way
to disconnect and be connected more with nature and with
people. So really curious to see how
that trend drives things going forward because I do think it
impacts not only only what people are doing with their
RV's, but the type of technologythat it's going to be in RV's,
(24:24):
even things like layout in termsof having the ability to work
from your RV. I think that's going to be an
interesting one to to watch overthe next bit.
I also what I love to see is that being in the outdoors and
nature centric activities are growing and growing in
(24:44):
popularity, which makes my heartvery happy just for society is
general. But also that I foresee us
having more and more opportunities for our viewers to
get out there. And a lot of the new technology
that's coming up is making things like boondocking and
being off grid much more accessible to more people.
(25:05):
So that creates more places people can go.
So I would say on the the technology side, the more we can
do to give people more options of the types of places they can
camp, the better. How is Thor Industries adapting
to the increasing demand for remote work friendly as well as
homeschool friendly RV solutions?
(25:27):
Yeah, I think it's a combination.
We're definitely working on bothand both are offered in a wide
variety of different RV's and different sizes.
I think, you know, from a Thor perspective, we're in a unique
position that we make pretty much every kind of RV, you know,
something from like 18 feet up to 45 feet.
(25:48):
And I think it's really making sure that we're looking at it
and having something that can work for families and for people
who want to work remotely regardless of the size of the
RV. So having smaller RV's that also
can function in that way in addition to larger, I think
people tend to think fifth wheel, those are large toy
(26:08):
haulers, the only ones being able to really serve that that
group. And I don't think that's the
case that I think even over the last five years there's been a
great, great evolution of layouts and floor plans in all
different sizes to enable that those types of activities very
easily. And I totally agree.
Even a one year difference goingto the Tampa RV show in the
(26:34):
layouts from 2024 to what we sawthis year in 2025.
There's so many like creative ways to like hide A desk that
like pop pops out and then foldsback in or you know, the dining
table converts so you can like scoot it apart to turn it into a
desk and then you put it together for dining.
And so many creative solutions that you could tell the
(26:57):
manufacturers and the engineers and the designers are really
paying attention to how we use the space.
And it's, it's really cool to see the evolution.
And then I think too, it's really making sure that we're
also looking at the technology that in the evolution there.
So things you know, like Starlink and you know,
alternative power sources and solar and a lot of different
(27:19):
things. Making sure that we make RV's
that those things either are already built into or are able
to be connected into to give people that flexibility of when
they want to do those different things that they that they have
that ready for. Them 100% and it's funny as
consumers we already expected, you know, we're like yeah of
(27:40):
course there's a solar panel that comes with the RV, you know
like of course what why wouldn'twe be able to hook up Starlink?
So true, but I think you're seeing that more and more RV's
are coming with, you know, whether they're, you know,
there's some solar, but they're enabled to be able to put more
solar or being able to buy an RVthat has additional battery
(28:01):
packs to be able to be off grid longer or water filtration
systems. I know it really a lot of our
companies and a lot of products,a lot more products come with
the capability to tap into thosethings than ever has happened
before. It's an exciting time to be in
our VR, let me tell you. All righty, Denise, that is a
(28:21):
wrap. Thank you so much for inspiring
us today and educating us and for being on the show.
I really enjoyed the conversation and even just
getting to know you better. Thank you so much for having me,
it was absolute pleasure. You're welcome, All righty.
I will see you on the road. Thank you so much for tuning in
to today's episode and for beingpart of the RV Queens community.
(28:43):
Remember to hit subscribe on whatever platform you're
listening on. And guess what?
You can have conversations like like I had on this episode with
your fellow RV women who are living intentionally and making
money on the road. Head to
rvqueenspodcast.com/community tojoin RV Queen circles today.
It's a totally unique online. Space with a shared.
(29:06):
Prosperity model that's all about community over
competition. I'd love to have you be a part.
All right, guys. I'll see you next week, or
hopefully I will see you on the road.
Meanwhile, the sun is like glaring on my window.
We're always looking for people who are just really trying to
make the RV community an even better place.
We know that the community of our viewers in the RV creator
community is such a magical group of people, and I think we
always want to find those peoplethat are looking for ways to
elevate and just bring more awareness and bring more energy
(00:22):
to that space. Welcome back to the RV Queens
Podcast, where we dive into the lives of women making money and
living life on the road. Today, I'm sitting down with a
true industry insider, Denise Taria, the Director of Marketing
at Thor Industries and the boardChair of the RV Woman's
Alliance. If you own an RV, chances are
(00:42):
high that it was built by a Thorbrand, which includes Airstream,
Jaco, Keystone, Tiffin, just to name a few.
Denise brings a wealth of knowledge about the RV industry,
content creation and what brandsare looking for when they
partner with creators. In this episode, Denise shares
her top advice for content creators looking to collaborate
(01:03):
with RV brands, including the biggest mistakes to avoid and
what makes a creator stand out. She also gives us an inside look
at how Thor is innovating for remote work and homeschool
friendly RV's, plus the consumertrends she's keeping a close eye
beyond in 2025. And of course, we dive into her.
(01:23):
Work with the RV. Women's Alliance and how they're
supporting women in all aspects of the RV industry.
If you've ever been curious about working with RV brands,
improving your pitch, or just staying ahead of the latest
trends in RV life, you are goingto love this conversation.
So grab your coffee and let's roll.
(01:47):
Hello Denise, and welcome to theRV Queens podcast.
Where in the world are you today?
I am in Elkhart IN. You are at the heart of RV
manufacturing, of course. How is the weather there today?
Well, we finally got some sunshine, so I'll take it
because we've had a lot of snow,but it's finally broken so it's
actually able to take a walk outside.
(02:08):
You know little things this timeof year in in Elkhart, IN.
You appreciate even a little bitof sunshine.
That's right, you got to take what you can get.
Meanwhile, the sun is like glaring on my window in Florida
back here. Sorry, what can I take down?
Oh, I'm just rubbing it in your face.
I'm so sorry. I should have thought that
through a little better. OK, Well, I am so excited to
(02:30):
chat with you today and especially to give listeners
your insider's perspective on the RV industry.
You are the director of marketing at Thor Industries,
which is an umbrella brand for several RV manufacturers.
Most people know this this, these brands include Airstream,
Keystone, Jayco, Tiffin, I mean many others.
(02:53):
And you are also the board chairof the RV Women's Alliance.
So you know the industry inside and out and obviously you have a
lot going on. So thank you again for taking
time out of your busy schedule to be here today.
To start, will you give us a quick idea of your background
and how you ended up at Thor? I have been in marketing for my
(03:15):
entire career. I started on more of the
traditional ad agency side of things working in Consumer
Packaged Goods. So worked on brands from
Unilever like Dove and Axe and everything from spaghetti sauce
to pharmaceuticals really have done the gamut.
(03:35):
I then spent a number of years working down at Walmart's
headquarters down in Bentonvilleand did a lot of experiential
marketing with them and had the opportunity to then move to
Chicago and worked on a water brand and then with Walgreens.
And then about six years ago I had the opportunity with Thor.
(03:56):
And I cannot tell you how great it is to be able to combine my
love of marketing with a specific area that I'm really
passionate about. I've been camping and in the
outdoors my entire life. And it's like my core memories
for my childhood are all camping.
So I feel so fortunate that now I get to actually do marketing
for something that I also just really love and adore.
(04:19):
So it's been, it's been wonderful.
I was in Chicago, moved to southern Michigan about five
years ago and have been here ever since.
That is awesome. Awesome.
I love it. And I love that you've worked.
You have worked both on the brand side and the vendor side
of marketing. So you have like the full
(04:41):
perspective on what everyone wants on both sides, right?
So I'd like to get your advice specifically for RV creators in
the RV Queens community. We have a lot of them and I
would love to hear what are you looking for when you assess
potential creator to work with. Yeah, I think there are a lot of
(05:04):
different things. And I think one of the biggest
pieces of advice that I would give anybody is make sure to do
your homework on whoever you're going to go speak with.
So if you're pitching a project or an initiative to a company,
spend some time and really understand a little bit more
about what's going on in their world.
So look at articles or press releases they've put out, look
(05:26):
at their website, understand thetype of content that they tend
to put out. All of that homework makes you
so much more appealing to somebody that's looking for a
partner. Also, don't ever think because
something isn't a right fit for right then that it won't be a
fit down the road. I cannot tell you how many times
we've worked with the creator. They've pitched us an idea that
(05:46):
we love, but maybe wasn't a fit for either the budget of that
year or not a fit for exactly what our focus of our marketing
was at that time. Six months later, something came
up and I'm like, Oh yeah, remember this person wanted to
talk to us about sustainability.Now we have a reason to do that.
So just making sure that you're really taking the time to know
(06:07):
what's important to that company, what the other look at,
who the other creators are that they're working with, you know,
ask them questions about workingwith us like that.
All of that work really makes itso that when then I'm speaking
with a creator that they alreadyknow part of, you know, clearly
there's a lot they won't know, but they already have an idea
(06:27):
of, of where our focus is and where our priorities are.
Yeah. And I think that's so smart too
to take a longer term approach to these conversations.
When you're approaching a brand,if it's a, it's a no right now
doesn't mean it's a no forever. And definitely do your best to
like stay professional and handle it well because you never
know when they'll when and if they'll circle back and need to
(06:50):
work with you. So I think that's brilliant.
I am especially curious about what are your biggest turnoffs
when working with a creator likesome.
What are some of the mistakes that you see?
Lack of transparency. So I think that's my biggest 1
is just be upfront about costs, timelines, when you can deliver.
(07:12):
I understand, you know, things happen and sometimes people
can't make a specific deadline, but just be upfront about it and
be like, hey, we've had this. But if you're committing to
another date, make sure you hit that backup date.
I would say that's one of the biggest things we points of
frustration that we run into. I would also say that just be
succinct. I think sometimes what is not
(07:34):
realized is, you know, I probably get 3 to 400 emails a
day. So sometimes people give us
their entire life story and like, give me the give me the
hot buttons. Like what are those top things
you want to be sure and get to get my attention.
And that's really where some of that homework I was talking
about, like if you're pitching on something and you could say,
hey, I just saw that you guys put out your sustainability
(07:58):
report. We're really focused on
sustainability. We have a great idea for, you
know, a video we'd love to work with you guys on that right
there will get my attention so quickly because it is has a
point of view. So I would say that's the kind
of be succinct, have a specific thing that you want to talk to
somebody about and then just really full transparency on cost
(08:20):
timelines, what you need, all those things.
That is such good advice. What is an example you have of a
really stand out creator that you've worked with?
And I'm also curious like what made the experience of working
with them so unique? I am going to shout out our
mixed journey, which is a creator that we've worked with
(08:42):
now for five years and have always been so great about not
only always coming to us with ideas, but really understanding
our business and where we're at and not getting frustrated if
it's not the right time at that moment.
Realizing that we have again, things, ideas that they pitched
(09:02):
to us that we didn't end up executing until a year later.
But it still was that idea that really then once that
conversation came up about that particular topic, we're like,
oh, we already have someone who we know can talk about that.
They've just been very good at collaborating with us and not
being afraid to also say, hey, can we just jump on the phone
for 15 minutes? You know, we don't need an hour,
(09:23):
we just need 15 minutes. Have an idea, would love to talk
to you about it. Really just that that
collaborative process over time has has really been great.
OK, so Speaking of our mates journey, Thor has an ambassador
program as do many brands. What advice do you have for RV
women who are looking into and applying for these ambassador
(09:45):
programs? Just really be yourself and be
transparent. What makes you different?
What makes you unique? What have you learned about your
journey? What value can you bring to
consumers? I think that's we're always
looking for people who are just really trying to make the RV
community an even better place. We know that the community of
(10:06):
our viewers and the RV creator community is such a magical
group of people and I think we always want to find those people
that are looking for ways to elevate and just bring more
awareness and bring more energy to that space.
When we talk about specifically ambassador programs, because I
kind of think of them as two things.
(10:26):
There's kind of the the one off creator kind of projects and
then there's real influencer andambassador programs.
The one thing about ambassador programs is more and more
companies, at least in our space, are shifting to more of
an annual program where they're finding a group of influencers
to work with over an entire year.
So the important thing there is to make sure you understand what
(10:48):
their timeline looks like. But then also there may be
chances to work with them prior to that annual process.
So for instance, a lot of creators that we work with, you
know, our program doesn't kick off until the fall for next
year's ambassador program, but we have other projects we can
work on throughout this year that may not be our ambassador
program, but still might be projects that we can work on
(11:09):
with folks. And those are just opportunities
to really test out working with that influencer.
How are they to work with? As much as the content matters,
making it easy to, for them to, for people to work with you is
just as important as the contentyou deliver.
And I think sometimes that gets,you know, clearly we're always
(11:32):
after amazing content, really high quality, but the, the ease
of, of how you work with the brand really does matter.
Me looking for some insider infofrom you whenever you guys have
Thor ambassadors, is that separate completely from the
other manufacturers, brands or how much do those intersect in
(11:54):
your world? We have our ambassador program,
but somebody can be a Thor ambassador and a Jayco
ambassador. We actually encourage that.
So we would love them to represent both the brand and
that side of things as well as us as Thor.
And also it's a little bit different.
The content that we work on withour ambassadors is very high
(12:15):
funnel. We are trying to get people
excited about our being super more entry level.
We're trying to get people to help them learn how to buy an
RV, how to see how it could be asolution for what they're doing,
knocking down those barriers of entry and making people feel
more confident in Rving. Whereas on the brand side, they
do more that's focused on each individual RV and more on that.
(12:37):
Once you have an RV, they're playing more in that space.
So they're a little bit different, but we work together
and the content that we work with, with our ambassadors, all
of the companies are tagged in that.
So if it's somebody that owns a Jayco, Jayco is also tagged in
that. So they get the value of that
content as well. It makes perfect sense.
Okay, good insight there. So you're probably planning out
(13:00):
your travels for the rest of theyear.
And if you're heading out West, I hope that Bryce Canyon is on
your must. See list.
It's one of our families favorite national parks.
I recommend staying at Bryce Canyon RV.
Resort which is a. Short drive from the park
entrance has incredible. Views.
Full hookups and all the family friendly amenities you're
looking for. Bryce Canyon RV Resort is in our
(13:22):
journey campground. So you know.
It's going to be clean and safe.Click the link in the show notes
to book now and start your journey with our journey.
Let's switch gears for a second and talk about the RV Women's
Alliance. You have been on the board for
four or five years now, so you know what is up.
(13:44):
Will you start by giving us kindof the elevator pitch, what the
RV Women's Alliance is all about?
Yeah, so the RV Women's Alliancewas started about six years ago
now and was really started from a place of giving women a
organization that can really help them thrive in this
(14:05):
industry. So we know that, you know, this
industry is more male dominated than women and also that women
need different skills and different learn differently and
that there's opportunity, opportunities to really elevate
women within the industry. Susan Carpenter, who is our
president of RVWA, she was one of the founders of the
(14:28):
organization and is still very, very active clearly today.
And when I came into the RV industry, I came in with not
knowing anyone in this industry and really coming in from more
of a marketing background. And there's just so many people
that already knew each other andall these connections.
And I wanted to be part of that.And I really fell in love with
(14:52):
the group of people and the women that are part of this
organization and their camaraderie in that it's really
about elevating together. We encourage men to be part of
our organization as well. And we have men on our board who
when you talk to them, they're, they think of it very much of AI
have women employees. I wanted them to feel empowered
(15:12):
and to elevate them. So I want to be sure I'm doing
what I can do to support them inthis industry, which we love.
That is really our goal is to make women feel more supported
and provide education, networking opportunities,
mentoring all of those things tothe women in the organization.
And although a good portion of the industry is here, the
(15:35):
organization is North American wide.
So we have people in Canada, we have people all over the
country, especially on the dealership side, supplier, you
know, OEM or equipment manufacturers.
We really, our membership spans the gamut, content creators, all
of those folks and we love that.It gives us that opportunity to
really bring everybody together.Oh, I love that and I love the
(15:57):
line Elevate together. Well, and you started to hit on
this at the very end, but I was,I'm going to ask you to expound
a little. What kind of RV women do you
look for to be a part of the alliance?
Our goal is really for anyone who touches the RV industry to
be able to, you know, really leverage this organization to
(16:18):
grow their skills. Everything from people who are
CEO's of their companies all theway down to people who are just
entry level, brand new, out of college associates.
And that's the magic of it, right, Is being able to really
have all these women that can mutually learn from me each
other. And there's so much that happens
just even naturally when we're able to do, you know, outside of
(16:39):
the traditional education things, which we do plenty of
also even doing things like community service together, you
innately start to learn from other women just being around
them. And one of the things we were
really also trying to focus on is that historically the
networking in this industry has been very, but I would say
traditional networking, OK, You get together with a group of
(17:01):
people, you talk well, there's alot of people and I'm one of
them that that is slightly terrifying to me.
Like it's very intimidating. If you don't already know some
people, it can be a scary environment to walk into
depending on your personality. We really try to offer multiple
ways for women to network, whether that is more traditional
networking, whether that's taking a class together, whether
(17:25):
that's doing community service together.
And we also see it as a way to learn cross functionally for
different parts of the industry.So I work on the RV
manufacturing side at Thor. I don't know that much about
what is happening on the supplier side, for instance.
And you know, what are the things they're going through?
Where could they use support or education?
(17:47):
And by having this organization that really covers the full
gamut of functions within the RVindustry, we can learn so much
about what we do and how it all ties together and that everybody
is truly reliant on all the other sectors of the industry.
And this organization, I think, has been a really great way for
(18:09):
women to learn more how to work together in that way.
So as Chair, what are some of the initiatives that you're most
excited about for 2025 and beyond?
Couple of things that are comingup here pretty quickly.
So as I'm sure you know, International Women's Day is
coming up on Saturday and so we are going to do a series of
(18:31):
events across Women's History Month, which is the month of
March. So there will actually be panel
discussions 4 of the Mondays in March with different sectors of
the industry. So we've got leaders, for
instance, on the 10th will be leaders from the supplier side
and it'll be a panel discussion.It's fully virtual, so anyone
(18:52):
across the country can join and it'll be over lunch.
So 45 minutes. And really just hearing, you
know, stories about how they gotto where they got to some of the
challenges and how they've overcome them.
Really broad appeal, just women in business doing what they do
best. And really how there are so many
(19:13):
commonalities with things that we struggle with universally
that sometimes we don't get the opportunity to be like, oh, I
didn't realize that. So and so who's CEO of this
company also deals with that same thing.
It's, it makes it, you feel really related to everybody else
that's, that's there. Really, really excited about
that, that coming up. Everybody is hosting all the
(19:37):
hosts for that are not in the sector that they work in.
So it gives us a chance to kind of again, mix everybody up a
little bit and learn, learn fromeach other.
Our camp out is always such a blast and that is happening May
2nd through 4th. So in Howe, IN we take over a
big chunk of a campground and itis truly a weekend to really get
(19:59):
to know other women in this industry and have some fun
together. And we normally do a community
service and a networking component to it as well.
So that is coming up quickly. And then our other really big
event is our symposium which will be in October in Chicago
and that is a 2 day educational symposium.
This will be our fourth year doing that.
(20:21):
And excited to bring that back to the group for this fall.
I love it. I'm excited about this too.
I'm going to see if I can make the camp out.
I would love to be able to be upthere for that.
It's a lot of fun for sure. Yeah, I bet.
I just can't imagine the RV women Cut and Lewis in the
campground. It's great.
Denise, this has been so helpfuland so insightful.
(20:44):
So before I ask my last few questions here, go ahead and
share with the listeners where they can connect with you online
and then I'll get to my last fewquestions.
Absolutely. So I would say the best way to
find me is LinkedIn. So you can find me Denise,
Cheria or through Thor's, Thor'spage and absolutely reach out
(21:07):
with questions. Any way I can help.
Really, really excited to, you know, work with your great group
of women in any way that I can help support them as they're
building their businesses. And then for RV Women's
Alliance, rvwa.org is where you can find all the events.
Sign up. The membership is free, so
(21:29):
there's no cost to join and mostof our activities are free.
There is some cost, for instance, camping with the
campsites and things like that, but we our goal is always to
especially the educational component to keep that
accessible to anyone who would like to join.
So all those events are there. All you have to do is sign up to
be a member and then you can RSVP to any of those events.
(21:50):
OK, for my closing segment today, I'm especially excited
about this. I asked the RV Queens community
members what they want to pick your brain about, since you know
so much about the RV industry. So quick, thank you to the
members. You know who you are that
answered the That gave me some questions to think about, and
(22:11):
here are a few questions from them #1 How do you see the role
of digital content and social media shaping the future of RV
marketing? I would say the first thing is I
think it will be a key componentin marketing around the RV
industry for a very long time ingeneral.
(22:33):
You know, I've always looked at RV ING as such a community
driven activity and it's really all about the people.
And So what creators and influencers are able to bring
the, the context and the color around what makes RV ING so
magical? There's no way to duplicate
that, right? It's it truly is Seeing the
(22:54):
people who are making this a wayof life and a way to spend time
with the people they love, doingthe things they love in
beautiful places is something that I don't know that there's
of any other marketing tactic that really encompasses it
better than working with influencers and creators.
Glad that you see this is the future.
(23:16):
We're here for it, right #2 whatconsumer trends are you watching
closely in 2025? So I do think seeing what is
going to happen with the shift of people going back to the
office, I do think that that is going to impact how much people
are able to use their RV's. However, what my hope is, is
(23:38):
that even with people returning to the office, there's still
going to be some level of flexibility that's existed
really post COVID in having those flex days a little bit
more. So.
And we know that for our viewers, what we've really heard
is just being able to add one ortwo more days to a long weekend
or to a trip really changes their enjoyment of that time
(24:02):
because we know our being is in for a lot of people, a great way
to disconnect and be connected more with nature and with
people. So really curious to see how
that trend drives things going forward because I do think it
impacts not only only what people are doing with their
RV's, but the type of technologythat it's going to be in RV's,
(24:24):
even things like layout in termsof having the ability to work
from your RV. I think that's going to be an
interesting one to to watch overthe next bit.
I also what I love to see is that being in the outdoors and
nature centric activities are growing and growing in
(24:44):
popularity, which makes my heartvery happy just for society is
general. But also that I foresee us
having more and more opportunities for our viewers to
get out there. And a lot of the new technology
that's coming up is making things like boondocking and
being off grid much more accessible to more people.
(25:05):
So that creates more places people can go.
So I would say on the the technology side, the more we can
do to give people more options of the types of places they can
camp, the better. How is Thor Industries adapting
to the increasing demand for remote work friendly as well as
homeschool friendly RV solutions?
(25:27):
Yeah, I think it's a combination.
We're definitely working on bothand both are offered in a wide
variety of different RV's and different sizes.
I think, you know, from a Thor perspective, we're in a unique
position that we make pretty much every kind of RV, you know,
something from like 18 feet up to 45 feet.
(25:48):
And I think it's really making sure that we're looking at it
and having something that can work for families and for people
who want to work remotely regardless of the size of the
RV. So having smaller RV's that also
can function in that way in addition to larger, I think
people tend to think fifth wheel, those are large toy
(26:08):
haulers, the only ones being able to really serve that that
group. And I don't think that's the
case that I think even over the last five years there's been a
great, great evolution of layouts and floor plans in all
different sizes to enable that those types of activities very
easily. And I totally agree.
Even a one year difference goingto the Tampa RV show in the
(26:34):
layouts from 2024 to what we sawthis year in 2025.
There's so many like creative ways to like hide A desk that
like pop pops out and then foldsback in or you know, the dining
table converts so you can like scoot it apart to turn it into a
desk and then you put it together for dining.
And so many creative solutions that you could tell the
(26:57):
manufacturers and the engineers and the designers are really
paying attention to how we use the space.
And it's, it's really cool to see the evolution.
And then I think too, it's really making sure that we're
also looking at the technology that in the evolution there.
So things you know, like Starlink and you know,
alternative power sources and solar and a lot of different
(27:19):
things. Making sure that we make RV's
that those things either are already built into or are able
to be connected into to give people that flexibility of when
they want to do those different things that they that they have
that ready for. Them 100% and it's funny as
consumers we already expected, you know, we're like yeah of
(27:40):
course there's a solar panel that comes with the RV, you know
like of course what why wouldn'twe be able to hook up Starlink?
So true, but I think you're seeing that more and more RV's
are coming with, you know, whether they're, you know,
there's some solar, but they're enabled to be able to put more
solar or being able to buy an RVthat has additional battery
(28:01):
packs to be able to be off grid longer or water filtration
systems. I know it really a lot of our
companies and a lot of products,a lot more products come with
the capability to tap into thosethings than ever has happened
before. It's an exciting time to be in
our VR, let me tell you. All righty, Denise, that is a
(28:21):
wrap. Thank you so much for inspiring
us today and educating us and for being on the show.
I really enjoyed the conversation and even just
getting to know you better. Thank you so much for having me,
it was absolute pleasure. You're welcome, All righty.
I will see you on the road. Thank you so much for tuning in
to today's episode and for beingpart of the RV Queens community.
(28:43):
Remember to hit subscribe on whatever platform you're
listening on. And guess what?
You can have conversations like like I had on this episode with
your fellow RV women who are living intentionally and making
money on the road. Head to
rvqueenspodcast.com/community tojoin RV Queen circles today.
It's a totally unique online. Space with a shared.
(29:06):
Prosperity model that's all about community over
competition. I'd love to have you be a part.
All right, guys. I'll see you next week, or
hopefully I will see you on the road.
Meanwhile, the sun is like glaring on my window.
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On Purpose with Jay Shetty
Iâm Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and Iâm so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood youâre able to deal with relationship struggles, work challenges and lifeâs ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them weâve never seen before. New episodes every Monday and Friday. Your support means the world to me and I donât take it for granted â click the follow button and leave a review to help us spread the love with On Purpose. I canât wait for you to listen to your first or 500th episode!
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you wonât hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, youâve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.