PAULS VALLEY, Okla. – Longtime Western Regional Sales Manager Beth Velarde of Covercraft Industries Inc. (Covercraft) has been selected to serve 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 also will oversee the further development of the customer service department. 
As a 32-year veteran of the automotive industry and a 14-year member of the Covercraft team, Velarde brings an exceptional record of success in both sales and customer service to her new position. She is also a longtime SEMA member, SBN member and a 27-year SEMA Show veteran.
“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.”
When asked about her new position, Velarde stated, “It means the world to me that Marty and the team have entrusted me with this important responsibility within our growing company. 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.
