Airxcel has promoted Denise Chariya to vice president of marketing, assigning her responsibility for leading the company’s marketing strategy and execution across its RV-focused product portfolio.
Chariya will focus on expanding marketing reach and effectiveness, with priorities that include strengthening brand awareness, enhancing customer education, and improving how the company communicates the real-world applications of its products in the camping experience.
Chariya brings prior experience from the RV sector, including seven years in marketing leadership roles at THOR Industries. Her background also includes work in consumer packaged goods, retail, shopper marketing, agency operations, and consumer insights.
In her new role, Chariya is expected to work across internal teams and with external partners to differentiate Airxcel’s product offerings, support original equipment manufacturer and dealer partners, and reinforce the company’s position in the market.
“Denise is a strategic, highly collaborative leader with a strong track record of connecting customer insight to measurable marketing impact,” Anthony Wollschlager, president and chief executive officer of Airxcel, said in a press release.
“Denise will play a critical role generating brand affinity and deepening understanding of the strengths behind our products across OEMs, dealers, and consumers,” Wollschlager added.
The role presents an opportunity to build on the company’s existing marketing efforts while refining how product value is communicated to customers.
“I’m excited to bring a component-supplier perspective to an industry I love,” Chariya said. “The small things such as reliable heat, hot water, comfort and control can make or break a camping trip. By applying customer insight and stronger storytelling, we can help more people understand the real value Airxcel products deliver to the camping experience.”
She added that collaboration across stakeholders will be central to aligning messaging and supporting customers throughout the buying and ownership process.
“I’m looking forward to working with our OEM partners, dealers, and internal teams to align the stories we tell and to support the full customer journey,” Chariya said.
Chariya is also active in industry leadership, having served as past chair of the RV Women’s Alliance (RVWA) and continuing to serve on its board.