Deanna is the backbone of Bontrager Outdoors, bringing her extensive experience of RV manufacturer functions from Jayco to the company. She oversees daily operations, manages administrative staff and ensures regulatory compliance. Deanna works closely with the leadership team on strategic planning, budgeting and policy development. She handles HR functions, including hiring and onboarding, and coordinates production and shipping schedules. In addition, she manages licensure, sales order approvals and communication with banks and dealers, playing a key role in ensuring smooth operations across departments.
How has Deanna demonstrated leadership and innovation within her field?
Deanna consistently steps up, putting in the hours and leading by example. She effectively manages and motivates her team, fosters a collaborative work environment and introduces innovative solutions that improve processes and drive cost savings. Her ability to maintain open communication has been instrumental, one nominator says. As a camper herself, she stays engaged with RV campers and builds relationships with banks and large RV communities, keeping Bontrager Outdoors connected with new audiences. With extensive experience in the RV industry, Deanna continuously seeks to improve both her department and others, setting strategic goals and ensuring efficient operations. Her leadership prioritizes customer satisfaction, team collaboration and mentorship, all while promoting a positive work culture.
What measurable impact has Deanna had on Bontrager Outdoors?
Deanna’s nominator says her impact is “immeasurable,” especially in Bontrager Outdoors’ transition after the company’s ownership change and rebranding. She ensures all licensing is submitted on time, preventing fines, and single-handedly manages HR duties when the team is away. She oversees transportation, ensuring product deliveries and leads scheduling meetings to keep operations on track. Her leadership has greatly improved employee satisfaction, driving a 75% increase in internal survey scores. Deanna also improves operational efficiency, streamlines processes and enhances data accuracy. She fosters a close-knit, positive work culture and is key to employee retention, customer satisfaction and a productive office environment. Her attention to detail and dedication makes her the glue that holds everything together, her nominators say, while her values support her ability to maintain a rewarding work culture for her teams.
How does Deanna contribute to the ongoing support and growth of women in the RV industry?
Deanna understands firsthand what it means to be a woman in the industry, her nominators say. Being in a predominantly male industry, she uses her experiences to inspire growth and positivity in her peers, mentoring women at Bontrager Outdoors, offering guidance, career development and encouragement to build confidence in their roles with her open-door policy. Deanna helps new hires, both male and female, learn the business and fosters a family-oriented environment. As a leader in the RV sector, she promotes inclusivity and creates opportunities for women to excel in traditionally male-dominated positions.
What challenge(s) has Deanna faced in her career and how did she overcome it?
Despite facing significant health challenges, including being a breast cancer survivor, she remained dedicated to her work. Even during her cancer treatments, she ensured business continued smoothly, balancing her responsibilities with resilience. She overcame personal and professional obstacles, such as budget cuts and company rebranding, by maintaining strong communication, setting clear goals and fostering trust within her team. Her leadership during the company’s transition, including a name change and rebranding, set a high standard of work ethic and consistency. Deanna efficiently manages multiple tasks with competing deadlines while addressing complex employee issues. Her nominator says her unwavering commitment, adaptability and dedication to both her team and the company have been instrumental in Bontrager Outdoors’ success.
From Deanna
What advice do you have for women in the RV industry?
I would say to any up-and-coming women in the industry to always think outside of the box. Learn everything you can about the whole process. Never stop learning new things. One of my favorite quotes is, “One person can make a difference, and everyone should try” by John F. Kennedy. Be that difference!
What does it mean to you to be a Women in Business honoree?
I am so honored to be named a Women in Business honoree and humbled to have been nominated by my coworkers. The industry has been a huge part of my life for the last 30 years both professionally and personally. I have met some great mentors and now consider them lifelong friends.
For more 2025 Women in Business honorees, click here.
