As the digital marketing manager and content and industry engagement lead, Kristin Johnson plays a central role in articulating Lightspeed DMS’s strategic vision for the RV industry. She develops and publishes industry-facing content that highlights product innovations, dealer success stories and product developments that directly impact dealership performance and market trends.
Working cross-functionally with product, sales and OEM partners, Kristin translates complex technical capabilities, such as software integrations and operational tools, into actionable insights for industry audiences.
Her work helps strengthen brand awareness, deepen dealer relationships and position Lightspeed as a trusted partner. Kristin is a visible and trusted representative of Lightspeed within the RV industry, often serving as the company’s primary point of contact with major RV media outlets. Through these relationships, she helps shape broader industry conversations around technology, dealer performance and the future of the RV ecosystem. By fostering these connections, Kristin elevates Lightspeed’s presence and credibility while ensuring the dealer voice remains central.
Her leadership is also evident internally, where she supports and mentors new sales initiatives by guiding and refining new campaigns and messaging strategies. Kristin works closely with teams to ensure that value is communicated clearly and that solutions are aligned with the real-world needs of dealers.
One of Kristin’s most notable contributions is the “I Love Lightspeed” campaign, an initiative that combined storytelling, brand advocacy and customer engagement. This campaign strengthened brand affinity by amplifying customer voices and reinforcing community among RV dealers.
The results of her work are reflected in performance metrics and brand growth at Lightspeed. Through her efforts, the RV segment achieved 117% of its revenue goal, a result driven in part by stronger positioning, clearer messaging and increased market visibility under her leadership.
Kristin has also contributed to increasing inbound demand, with improved website content and social media engagement generating more qualified leads and strengthening top-of-funnel activity. By aligning storytelling, customer advocacy and industry relevance, she ensures Lightspeed is visible and compelling to prospective customers.
Kristin leverages her visibility, relationships and platform at Lightspeed to advocate for greater representation and recognition of women who are making meaningful contributions across dealership operations and ownership. An example is her work on customer testimonials featuring Gina Starett, co-owner of Mountaineer RV & Outdoor Center. She highlighted Gina’s leadership, success and business acumen to showcase real-world examples of women excelling and leading in the RV industry.
She also brings composure and professionalism to challenges. Kristin handled a tough team situation involving a disgruntled employee with poise and wisdom, her nominator says. She stayed respectful and constructive in her communication, supported her teammates and worked collaboratively with leadership to maintain stability and forward progress. Her ability to navigate tension without escalating conflict helped preserve team cohesion and kept productivity and morale intact.
Kristin’s advice for up-and-coming women in the RV industry:
One piece of advice I try to live by is simple: leave things better than you found them. No matter the role, the project or the room you walk into, bring curiosity, bring effort and bring a mindset that asks, “How can I make this just a little better?” That might mean improving a process, helping a teammate, asking a thoughtful question or simply doing the small things well. Over time, those small improvements add up, and they’re often what move teams, companies and entire industries forward.
What it means to Kristin to be a Women in Business honoree:
Being named a Women in Business honoree is incredibly humbling. I’ve been fortunate to be surrounded by strong, supportive women throughout my life who lifted me up and helped shape who I am. I naturally gravitate toward supporting others, so being recognized myself feels a little unusual, but I’m truly grateful and proud to be part of a community that continues to lift each other up.
