From Problem-Solver to Trailblazer: Lisa Rhinesmith’s Impact at LaVanture
Lisa’s career began far from the trailer industry. After starting in insurance and transitioning to private banking, her path shifted unexpectedly when a private banking client introduced her to the trailer sector. Her connection with LaVanture Products grew over time, eventually leading her to join their team.
She didn’t just adapt to the trailer industry; she thrived. Now the first woman Vice President at LaVanture, Lisa has proven herself as a vital leader who prioritizes collaboration, technical expertise, and integrity.
Innovating in a Complex Industry
Day-to-day, as VP of Sales, Lisa is deeply involved in product development, pricing strategies, and problem-solving—whether it’s finding substitutes for delayed shipments or addressing technical challenges like adhesive compatibility.
Lisa acknowledges that while she doesn’t gravitate toward cutting-edge trends, meeting customer expectations for sleek, modern designs is essential. The real challenge lies in ensuring adhesives perform effectively across various substrates. “There’s no one-size-fits-all solution,” she notes, highlighting the complexity of finding reliable, adaptable materials.
Her technical knowledge and hands-on approach have earned her the respect of decision-makers across the industry. Lisa emphasizes the importance of focusing on facts and problem-solving, saying, “I try to be really technical. And the more technical I was the more I could converse. Let’s focus on the problem and fix it.” Confidence, expertise, and a willingness to admit when you don’t have an answer—but committing to finding it—are key. Being ready to roll up your sleeves and get involved is just as important.
Achievements That Stand Out
Among her many accomplishments, Lisa successfully managed the growth of multiple product lines before, during, and through the challenges of COVID—a time that tested the resilience and adaptability of businesses worldwide.
Richard LaVanture, President of LaVanture Products, highlights Lisa’s impact:
“Lisa does a great job managing expectations of our customers and our employees. That, combined with her ability to work through situations and problems to find the best possible solution, is the reason I believe she deserves to be nominated.”
For Lisa, her proudest accomplishment isn’t just her title—it’s building and leading a diverse, collaborative team. “I’m proud of our sales team. They’re not afraid to get their hands dirty, ask questions, or focus on the big picture. Finding people who share those values isn’t easy, but it’s worth it.”
She credits her success to a commitment to ethics and transparency. “If you ever find yourself making a tough choice alone, go for the most ethical thing. It always pays off,” she advises.
What Fuels Her Passion
Lisa’s enthusiasm for her work is palpable, especially when she talks about the NATM Annual Convention & Trade Show. “It’s like a family reunion,” she says. “We’re not there just to sell; we’re there to connect. Our biggest competitors are also our biggest customers, and that kind of collaboration makes this industry so special.”
Outside of work, Lisa channels her love for numbers into financial coaching. Over the past 30 years, she’s helped individuals and families transform their financial situations. “It’s exciting to see someone go from struggling to pay their bills to having a savings account and financial security,” she shares.
Words of Wisdom
For anyone aspiring to grow in the trailer industry, Lisa offers practical advice:
“Knowledge [is power]. Don’t take someone’s word for it—vet products, know your facts, and stay confident. Be willing to learn and get your hands dirty.”
She also stresses the importance of partnership. “Bring something to the table. Whether it’s solving problems or collaborating with customers.” Shared ownership leads to better outcomes—and more pride in the process.
Gratitude and Reflection
Lisa expressed her gratitude for the collaborative nature of the trailer industry, emphasizing how partnerships with manufacturers make the work both easier and more enjoyable. She finds great value in the relationships built with manufacturers, many of whom she considers friends. Lisa especially appreciates connecting with those directly involved in the work, particularly the people on the production lines who bring everything to life.
Lisa’s journey is an inspiring testament to the power of hard work, adaptability, and a willingness to embrace challenges. From managing product growth during unprecedented times to breaking barriers as LaVanture’s first woman VP. Through perseverance, expertise, and collaboration, she continues to pave the way for future leaders in the trailer industry.
Lisa is NATM'S November #WomanCrushWednesday!
