As co-owner and VP of marketing, communications and business development at VanLife Campers, Catherine oversees brand positioning, communications, strategic partnerships and initiatives that strengthen customer relationships, community engagement and long-term business development.
At VanLife Campers, the product (the van) is central — but it is never disconnected from what it represents. Van-life is a way of living, traveling, slowing down and reconnecting with what truly matters. Catherine’s mandate is to translate this universe into a coherent, human and inspiring brand through marketing and branding initiatives. A core part of her strength is the ability to balance the concrete sale of a Class B and the deeply human side of this industry.
Beyond the vehicle itself, Catherine’s work has focused on demystifying van-life, breaking down preconceived ideas and communicating the benefits of traveling this way. The company’s intention goes far beyond selling a van — it is supporting people in a life project.
Catherine’s greatest challenge was finding her place in an industry largely dominated by men, asserting her voice and, most importantly, establishing credibility of marketing. Too often, marketing is perceived as a cost — difficult to track, measure and justify. She therefore undertook a deep, structural effort to break down every investment, define actions, tie initiatives to clear objectives and translate them into concrete tasks.
In an environment where marketing is often the first budget considered for cuts, it was critical to demonstrate its strategic value and tangible impact on growth. The process was long and demanding, but today, Catherine operates with full autonomy, grounded in trust, structure and results.
One of the elements that clearly sets Catherine apart is her strong ability to build networks and her genuine love for people. This allows her to create authentic connections, develop powerful partnerships and ensure that VanLife Campers is always taken seriously as a business partner.
Catherine’s advice for up-and-coming women in the RV industry:
Build your circle with intention. Surround yourself with people you trust — people who elevate you and who you elevate in return. That dynamic is a growth engine. Prioritize team strength. Success is rarely individual. A strong, aligned team will carry you further than any solo effort. Take care of your clients. Always. It’s not a tactic; it’s a long-term positioning.
Stay in learning mode. Keep evolving. Raise your standards. Do things properly, even when no one is watching.
What it means to Catherine to be a Women in Business honoree:
It’s both meaningful and humbling. I feel genuinely privileged. Remarkable people have crossed my path, and I’ve had the opportunity to work on ambitious, demanding projects — while truly enjoying the process.
This recognition reflects not only my journey, but the collective effort behind it. It’s a reminder to keep showing up with integrity, to keep raising the bar and to create space for other women to grow and lead in this industry. If it can inspire even one person to step forward with confidence, then it holds real value.
