DIAMOND BAR, CA (10.17.24) – The Specialty Equipment Market Association (SEMA) has announced the appointment of four individuals to key leadership roles as part of its ongoing strategy to enhance service to its members. These appointments underscore the Association’s commitment to addressing the evolving needs of the automotive aftermarket and fostering innovation within the industry.
Jim Moore has been named Vice President, OEM and Product Development; Marcy Yanus has been promoted to Senior Director of Member Engagement; Dean Schlingmann has joined SEMA as Director of Emissions Compliance; and Will Townsend has been appointed Political Director.
“We are excited to welcome Jim, Dean, and Will to the team and recognize Marcy’s well-deserved promotion,” said SEMA President and CEO Mike Spagnola. “These leadership appointments are a reflection of our commitment to growing our capabilities to better serve our members and the broader industry. We are confident that their expertise will be critical as we navigate the dynamic changes in the automotive aftermarket and continue to support our members in achieving success.”
Jim Moore, Vice President, OEM and Product Development
Moore is responsible for the overall management of the SEMA Garage facilities in Diamond Bar, Calif., and Plymouth, Mich., assisting members with new product development and integration. He leads efforts to connect members to the benefits offered by the SEMA Garage, including technology transfer programs, product development facilities, vehicle technology, emissions compliance, and advanced driver assistance systems (ADAS) centers.
Moore also oversees the development of strong working relationships with Original Equipment Manufacturers (OEM) to benefit SEMA member manufacturers and ensure the flow of information and collaboration essential to the aftermarket industry’s accurate development of new and innovative products.
Moore is a seasoned business development professional with nearly 30 years of automotive experience, with a career spanning OEM, aftermarket, agency, and association management and in roles ranging from sales management and business development to facilitation and coaching. Moore reports to SEMA President and CEO Mike Spagnola.
Moore rejoins the Association from ES3, a training, consulting, marketing, and communications company where he served as Vice President of Business Strategy. He previously worked for SEMA from 2014 through 2017 as Senior Director of OEM Relations, where he helped build and strengthen relationships with global auto manufacturers to improve OEM and aftermarket collaboration.
“Returning to SEMA is an exciting opportunity to help drive innovation in our industry,” said Moore. “We are committed to providing our members with the tools, resources, and insights they need to stay competitive and thrive in an evolving marketplace. By fostering stronger, more collaborative relationships with the OEMs, we aim to empower our members to not only meet the challenges of today but to shape the future of our industry together.”
Moore holds a Bachelor of Arts degree in Interdisciplinary Studies from the University of Toledo.
Marcy Yanus, Senior Director of Member Engagement
In her new role, Yanus will supervise SEMA’s Councils & Networks, student programs, and Association recognition. These areas work to strengthen the Association’s member companies to help their businesses thrive in an ever-changing marketplace through education, networking, and business development. She reports to SEMA President and CEO Mike Spagnola.
Yanus has worked professionally for non-profit associations for more than 25 years and served SEMA for the last two years as a Council Director overseeing Automotive Restoration Market Organization (ARMO), Hot Rod Industry Alliance (HRIA), and Motorsports Parts Manufacturers Council (MPMC).
“Growing up in the automotive aftermarket industry, it’s truly a pleasure to serve our members and companies by leading the programs, education, and services offered through our Councils and Networks,” said Yanus. “From student initiatives that connect us with the future of the industry to honoring legends in the SEMA Hall of Fame, our work is deeply rewarding. I’m fortunate to work alongside a top-notch, passionate team, and it brings me great joy to come to work every day.”
Prior to SEMA, she served as Vice President of Membership and Systems Data at YMCA of Central Ohio overseeing membership and database management. Yanus is passionate about gender equity and was co-chair for the Inaugural National YMCA Women’s Leadership Conference in 2018.
Yanus grew up at her dad’s small business where he restored classic and antique car engines. She accompanied her dad – a former racer – to the racetracks to watch him work the pit while she timed races.
Yanus holds a Bachelor of Arts degree in Communications and Spanish from John Carroll University.
Dean Schlingmann, Director of Emissions Compliance
Schlingmann is responsible for all aspects of emissions compliance as it relates to the automotive aftermarket, including interfacing with the California Air Resources Board (CARB) and the Federal Environmental Protection Agency (EPA), working with SEMA members regarding emissions compliance matters, oversight of Executive Order (E.O.) application preparation, and oversight of the SEMA Emissions Lab. Schlingmann reports to Vice President of OEM and Product Development Jim Moore.
“I’m excited to join this team of qualified and enthusiastic individuals focused on supporting our members in achieving compliance,” said Schlingmann. “My goal is to help support SEMA members in navigating an ever-changing regulatory landscape.”
In his previous roles Schlingmann focused heavily on hybrid and electric vehicle (EV) powertrain calibration, on-board diagnostics, and emissions compliance work resulting in several patents and publications. Prior to SEMA, his most recent role overseeing the Hyundai America Technical Center, Inc., (HATCI) emissions lab in California exposed him to a diverse range of powertrains, including internal combustion engine (ICE), hybrid, and battery-electric vehicles (BEV).
Schlingmann is an accomplished desert racer and vehicle fabricator whose enthusiasm to make electrified and alt-fuel powertrains competitive in the marketplace culminated with him winning two FIA Land Speed World Records at the Bonneville Salt Flats in 2019. He holds a Bachelor of Science degree in Mechanical Engineering from the University of California, Riverside.
Will Townsend, Political Director
Townsend brings deep, national political experience to SEMA’s government affairs team, having developed advocacy and campaign strategies in the not-for-profit space and led on-the-ground political campaigns for a diverse array of candidates for public office.
“Will brings an analytical approach to political campaigns, augmented by his extensive work at the grassroots level to shape public engagement with issues and candidates,” said Karen Bailey-Chapman, SEMA’s Senior Vice President of Public and Government Affairs. “Will’s ability to mobilize diverse groups of stakeholders in service of complicated issues will be a tremendous asset to SEMA’s government affairs work.”
Townsend joins SEMA from the American Petroleum Institute, where he most recently oversaw Carbon Management Campaigns and established and oversaw the organization’s first nationwide field organizing effort.
In his new role, Townsend will lead the organization’s grassroots and grasstops efforts to support SEMA’s advocacy and communications efforts in Washington, D.C., and throughout the country. He’ll be tasked with creating and implementing multi-pronged advocacy campaigns in support of federal, state, and local legislative initiatives, while also developing and implementing stakeholder engagement programs between lawmakers and SEMA’s member businesses.
“SEMA has such an interesting, engaged membership, and I’m eager to begin working in support of their legislative and policy issues,” said Townsend. “I’m ready to tap into the energy shared by the community of automotive enthusiasts to defend their rights across the country.”
Townsend, a proud Coloradan, holds a Bachelor of Arts degree in Organizational Studies from Pitzer College.
Moore and Schlingmann are based in SEMA’s Diamond Bar, Calif., headquarters; Yanus is based in Columbus, Ohio; Townsend is located in SEMA’s Washington, D.C., office.
Visit www.sema.org for more.
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