Building Intentional Brands: Amanda Van Den Elzen and Lee Riser

In this special SEMA edition of the Get Shit Done podcast, Jeni sits down with two powerhouse women who are transforming how brands show up in the automotive and motorsports world.You’ll hear from Lee Riser, VP of Marketing at RealTruck, who’s led a major rebrand and built a lifestyle-first approach that inspires people to get outdoors, upgrade their rigs, and actually use their trucks. Joining her is Amanda Van Den Elzen, founder of Racer On Demand, who helps grassroots racers build intentional personal brands, connect with fans, and create real sponsorship value (no more “spray and pray” decks).Together, they dig into what it really takes to build an intentional brand—whether you’re a manufacturer, a marketer, or a racer trying to land your next sponsor. From leaning into what makes you “weird,” to avoiding inauthentic partnerships, to saying yes before you feel ready, this episode is packed with practical and tactical branding and career advice.If you’re trying to stand out in a crowded market, attract the right partners, or build a brand that actually means something, this one’s your playbook.