Episode 38:

Female Leaders | Kicking Ass in a Male-Dominated Industry

In 2004, Lori Rasmussen entered the family business and started learning the ins and outs of the automotive industry. Since then, she has assumed responsibility for all facets of the business, including operations, sales and marketing, finance, and strategic planning. Her company, PARS, offers transport solutions, vehicle services, license and titling, and storage management. And with her success, Lori has become a significant voice for female leaders in the automotive industry.

Establish Who You Are

The automotive industry is predominantly male, but Lori has worked hard to level the playing field. Ironically, there is more value in embracing your womanhood and holding your power than there is in acting like a guy to fit in. Lori faced discrimination because of gender, age, and nepotism simultaneously, so she had to find a way to establish herself. She needed to prove her worth in the industry, and show everybody what female leaders can do. Lori started working towards this goal by getting involved in industry associations and she is still actively volunteering to this day.

Get Involved and Give Back

Lori served as the Director at Large for the Automotive Fleet and Leasing Association and went on to become the president in 2011. She is also the chair of AFLAs Women In Fleet Management (WiFM) task force. It wasn’t easy, but the associations enabled Lori to break into the industry and show her true colors in a group setting. Lori grew up around the industry and was a competent leader, but she was bogged down by self-doubt and criticism from her peers. What set her apart was her ability to use it as fuel. She rose to the occasion when her adequacy was challenged, and now she teaching other female leaders to do the same.

About Lori Rasmussen

Lori Rasmussen has been the president/CEO of PARS since 2006. In this role, she is responsible for all facets of the business, including operations, sales and marketing, finance, and strategic planning. Lori started at PARS in 2004 and oversaw the day-to-day operations and development of direct sales and operations strategies. She maintains active involvement in several women-owned business organizations and associations within the automotive fleet industry. She served as the Director at Large for the Automotive Fleet and Leasing Association (AFLA) from 2006-2008, served on the Executive Leadership Board from 2008-2010, served as AFLA president in 2011, and is the chair of AFLAs Women In Fleet Management (WiFM) task force.

What You Will Learn:

• How Lori has been able to preserve her father-daughter relationship while running the family business
• How to overcome imposter syndrome and establish yourself in a male-dominated industry
• How Lori used criticism and self-doubt as fuel for success
• Why Lori chose to get involved in automotive industry associations
• Different ways Lori is giving back to female leaders in the automotive industry

Resources:

• Website: https://parsinc.com/#/home
• Facebook: https://www.facebook.com/PARSautomotiverelocation/

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