one of those places that always feels like home the second you hit the water. What are some of your favorite non-boating hobbies? Camping and four wheeling are big ones for me ― anything outdoors that feels like an adventure. And I also love spending my free time finding new and exciting ways to raise money for the Kelly Shires Breast Cancer Foundation, which is very dear to my heart.
CAROLINA MANZANERA
MARKETING MANAGER, GROUPE BENETEAU – JEANNEAU POWERBOATS( NORTH AMERICA)
Education: Bachelor’ s Degree in Marketing and International Business. Master of Science in Marketing( in progress) Years in the marine industry: 9 + years Other companies you have worked for in the marine industry and titles you held within those companies:
Mercury Marine – Latin America & Caribbean( 8 years), Marketing roles supporting regional growth, dealer engagement, and brand strategy across diverse markets
Groupe Beneteau – Marketing Manager, responsible for Jeanneau Powerboats( North America), with extended brand support experience across Four Winns, contributing to integrated marketing initiatives and brand development efforts. What first drew you to the marine industry? Interestingly, the marine industry found me rather than the other way around. What started as an opportunity quickly became a passion once I experienced how unique this industry truly is. Boating goes far beyond a product ― it represents freedom, connection and unforgettable moments on the water. Being able to market something that creates those kinds of experiences is what made me stay and grow within this space. What are some of the biggest lessons you have learned working in the marine industry? One of the biggest lessons I’ ve learned is how important it is to adapt across markets and perspectives. My experience in Latin America and the Caribbean showed me how cultural nuances and local dynamics can completely shape how brands connect with customers.
I’ ve also learned that success in this industry is deeply relationship driven. Strong collaboration with dealers, partners and global teams is essential ― and aligning strategy with execution is where real impact happens. If you had to choose one memorable achievement in the marine industry, what would it be and why? A defining part of my career has been contributing to brand growth across international markets, especially during my time at Mercury Marine supporting Latin America and the Caribbean. More recently, transitioning into a Marketing Manager role at Groupe Beneteau has allowed me to bring
that international perspective into the North American market. Being able to connect global strategy with local execution ― and actually see the impact reflected in brand presence and dealer engagement ― has been incredibly rewarding. Was it difficult to navigate a career in this industry? Why or why not? Like many industries, it comes with challenges, especially in a traditionally male-dominated environment. However, those challenges pushed me to grow stronger, more confident and more results-driven. By focusing on performance, continuously learning and building genuine professional relationships, I’ ve been able to create opportunities and progress in a meaningful way. How do you hope to inspire other women in the marine industry? I hope to inspire other women by showing that there is real space to grow, contribute and lead within this industry. You don’ t have to fit a mold to succeed here. By building a strong voice, delivering results and supporting others along the way, we can gradually create a more inclusive and dynamic industry for future generations. What advice do you have for women starting their careers in the marine industry? Stay curious and don’ t be afraid to take on new challenges ― even if they feel outside your comfort zone. Some of the best opportunities come from saying yes before you feel fully ready. This is a relationship-driven industry, so invest in building connections and learning from others. Most importantly, focus on long-term growth and trust that your experience will compound over time. What is your favorite place to go boating? South Florida is one of my favorite places to go boating. There’ s something special about the energy of the water here ― the mix of beautiful scenery, vibrant boating culture and year-round access makes every outing feel like an experience. What are some of your favorite non-boating hobbies? Outside of boating, I love traveling and discovering new places and cultures ― it inspires both my personal life and my work. I also enjoy trying new restaurants, spending time with friends and family, and finding small moments to disconnect and recharge. I’ m also passionate about personal and professional growth, whether that’ s through continuing my education or constantly looking for new ways to evolve and challenge myself.
www. boatingindustry. com june 2026
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