Liz Keener is the senior director of dealer development for the MRAA .

Boating Industry ( BI ): Before we dive into industry issues and career strategies , let ’ s talk about your boating background . Liz Keener ( LK ): From my early teen years to my early 20s , my grandparents had a cabin on a 190-acre lake in west-central Minnesota . We had a pontoon , an aluminum fishing boat , a PWC and a paddleboat , and we spent summer days on the water – boating , fishing , tubing or swimming . One of my favorite things was to take girls fishing trips with my mom , grandma and two sisters on a weekend near Mother ’ s Day , which was often the opening fishing weekend in Minnesota .

Senior Director of Dealer Development , Marine Retailers Association ( MRAA )

This issue recognizes outstanding young leaders in the Boating Industry 40 Under 40 competition , including 2024 recipient Liz Keener , who was recently

By Wanda Kenton Smith promoted to senior director of dealer development for the Marine Retailers Association of the Americas ( MRAA ). In this capacity , Keener works closely with OEMs , service providers and marine / trade associations to ensure their respective dealer networks are fully aware and have direct access to the MRAA ’ s business tools , resources and educational programs .

Prior to joining the association seven years ago , Keener worked at EPG Brand Acceleration in senior editorial posts for both Boating Industry and Powersports Business magazines . Besides her editorial duties , she also worked on BI ’ s Top 100 program , was actively engaged in EPG ' s annual conferences , spearheaded the Powersports Business Market Data Book and led the latter ’ s social media outreach initiatives . Her hands-on experience covering retailers and industry activities offered the perfect stepping-stone into new career opportunities with the MRAA .

“ Keener ,” as she is affectionately known by friends and colleagues , brings passion , enthusiasm and fresh perspectives to the industry and workplace , with her driving goal and focus to help retailers improve the customer experience .

BI : You segued from editorial positions to your current role at the MRAA . Over your 14-year industry career , what ’ s been the greatest challenge you ’ ve had to overcome ? LK : Being young … because this is an industry with a lot of stickiness , most people stay a long , long time . Even with the experience I now have , I sometimes feel like the new person in the room . I often remind myself of how much I ’ ve learned so far in this industry and I use that to build my confidence and my approach .

I ’ m also lucky to know enough people who are always willing to help with an introduction to another . Luckily , we are so interconnected in this industry … it ’ s better than the “ Six Degrees of Kevin Bacon !” You ’ re only one or two connections away from anyone you want to meet .

BI : Who ’ s been your inspiration ? LK : A huge credit goes to my parents for teaching me a strong work ethic . Both spent most of their careers at one company , working extremely hard every day . And when they ’ re not working , they ’ re helping me tackle challenges , fix a leaky sink , run car shows , repair the snow blower or watch my dogs Cooper and Tessa when I get the chance to travel . They ’ re the inspiration that has driven me to be the leader I am today .

BI : What do you enjoy most about your current role ? LK : The goal of so many of my partners is to deliver the education to dealers that will help them grow their own businesses and get more people on the water . When working at the manufacturer or partner level , we can impact large groups of dealers with just one program . And making a difference at the dealership level is something I ’ ve spent the past 14 years doing .

BI : As a young professional , what advice do you offer up-and-comers with leadership aspirations ? LK : Two things : find ways to lead within your own organization and connect with others outside of your organization .

Within your organization , volunteer to take on new projects or new roles as you have capacity , even if they ’ re outside of your comfort zone . I ’ ve gone from a journalist to a program director , and I never would ’ ve guessed that even seven years ago .

I recommend the book Wolfpack by Abby Wambach to so many folks . One of Abby ’ s new rules to change the game is to “ lead now – from wherever you are .” It demonstrates that even if you ’ re not in an official leadership role , you can demonstrate leadership skills to your team and to the industry , and people will notice .

Also , connect with others outside your organization . We ’ re a niche indus-

36 march / april 2025 www . boatingindustry . com