Kendra Naile applied for one job at Russell Marine and was hired for another. That decision ultimately shaped her career and set her on a path of growth, development and leadership.
In 2021, while working as a store manager at a major retail chain. Naile knew something wasn’t right.
“There were several reasons that I wanted to leave,” she explained. “The company culture didn’t really align with my values and after realizing that there wasn’t much opportunity for growth and change, I decided to look elsewhere.”
Marine retail was one option she understood through her husband, Bradley, who had spent 20 years in the industry. With management experience and a business degree from Troy University, she applied for a Customer Care Specialist role at Russell Marine but didn’t get it.
Instead, after interviewing with Doug Hamrick, she was offered a different position as a Service Writer.
How Do New Hires Get Up to Speed?
Naile leaned on her co-workers and actively pursued knowledge to improve in her new role. She searched online for position-specific, how-to articles with tips for service writers. She didn’t find much.
“What surprised me the most about the industry when I started was how little information there is about the marine industry and its products online,” she said. “I was able to research Russell Lands and Russell Marine as a company. I knew that it was a great place to work, but once I started (searching) to learn more about service writing and boats, it wasn’t a topic that was easy to search for on Google.”
What Does Employee Development Look Like?
In five years, Naile transitioned from Service Writer to Customer Care Specialist and now serves as Assistant Manager at Russell Marine’s Kowaliga Marina location in Eclectic, Ala. She has also taken additional responsibility, serving as Training Manager/Coordinator for all Russell Marine locations.
She attributes her most formative experiences to her time in the service department.
“With me not coming from the lake life at all, I was able to learn the appeal of it and what is most important to our customers and why,” she said. “I also honed my communication skills there because communication styles of technicians, customers and salesmen are very different.”
Naile’s range of dealership experience gives her perspective across roles and departments. It allows her to approach training with an understanding of how each function operates and what employees need to succeed.
“I assign training based on department and job role, so working across different areas of the business has allowed me the insight to determine what training might be most beneficial for different individuals and job roles,” she explained. “I am also able to help with our CRM system across the board because I have used both sales and service areas of the program.” She also serves as the team’s MRAATraining.com Portal Admin, managing an exclusive digital product that helps MRAA member dealerships assign, monitor, and assist with their staff’s training. In this role, she acts as a vital bridge, empowering all employees to track professional growth and maximize the value of their learning resources.
How Do You Expand the Right Employee’s Role?
As Naile’s proficiency grew in service, Hamrick created a temporary hybrid role that combined her service-writing duties with the Customer Care Specialist position the dealership needed to fill.
“That helped me to gain a better understanding of how sales and service relate to one another and how they should work together,” she said. “While in that role, Doug and I worked on process maps for Kowaliga and updating procedures for Russell Marine to help improve operations and communication between departments. He helped me to see the growth potential within the marine industry.”
“My direct manager Brad Anderson has been more than supportive with all of the ideas and suggestions I’ve had for our location and invites collaboration instead of taking on everything alone,” she said. “He has also been supportive of my growth as I expand my responsibilities outside of our direct location.”
Access to training has supported Naile’s expanded duties and continued development as her role has grown. She pointed to cross-training, regular reviews and check-ins as part of Russell Marine’s approach to preparing employees for growth opportunities.
How Does Training Turn Growth into Team Impact?
One of the initial training tools Naile was introduced to was MRAATraining. Hamrick assigned several courses to help her build service knowledge, including sessions led by Valerie Ziebron, a frequent Dealer Week presenter and owner of VRZ Consulting.
Demonstrating an exceptional commitment to professional growth, Kendra has accessed over 130 courses within the MRAA Training platform over the last five years. This outstanding milestone places her training dedication well above the industry average.
The year she started, Naile completed all of Russell Marine’s MRAA Dealership Certification courses. When Hamrick called her into his office after receiving a completion update from Bob McCann, former MRAA Lead Certification Consultant, she thought she had done something wrong.
Naile has also attended MRAA’s Dealer Week Conference and Expo, which she described as a valuable opportunity for networking.
“Most recently, my connection with Carolyn Howell has been impactful,” she explained. “She took the time to speak with me to find out my goals and hear about my history and where I am currently in my career. She has connected me with several resources and individuals in the industry.”
That experience now supports her work as Training Manager, where she applies what she’s learned to train others across Russell Marine’s locations. Her growth was not an accident. It was supported and expanded by Russell Marine’s leadership team.
How Does Leadership Build a Culture of Development?
“When Doug went part time, I specifically wanted him to develop a training program for our staff that included not only MRAATraining, but manufacturer training and self-help programs,” said Jeff Ellis, President and GM of Russell Marine. “Doug’s part-time status with us had an end date and, when that date came, the logical progression was for Naile to take over and expand on what had already been started. Naile has taken this role on while also being assistant manager at Kowaliga Marina.”
Naile and Ellis have had several conversations about her goals and aspirations, leading to new opportunities to support her growth, including working with Russell Marine’s marketing team and taking on the role of Training Manager.
Ellis called Naile “an excellent employee with great potential,” adding, “She is very smart, forward thinking and one who genuinely cares about our business from both an employee and customer perspective.”
Naile said Ellis has empowered her to shape the training program while providing guidance and support along the way.
Kendra’s growth underscores Russell Marine’s deep devotion to employee culture and training, an investment that has consistently driven high team satisfaction. This workplace dedication is proven year after year at Dealer Week, where multiple Russell Marine locations have earned the “Great Dealership to Work For” award, solidifying their standing as an industry leader in employee satisfaction.
What Can Dealerships Learn from This Approach to Hiring and Development?
Naile’s personal development and Russell Marine’s training processes have evolved concurrently, helping to motivate her in her current role.
“I’m excited to create an efficient way of tracking training across all areas of the business, including MRAA, product knowledge and others,” she added. “I am also excited about a more structured approach to training that will help the idea of taking the time to complete training feel less daunting.”
This five-year journey has shaped Naile’s perspective on the marine industry, dealership life and careers in boating. “For someone starting their career path in marine retail, be open to learning,” Naile said. “Look at each interaction with a customer as an experience and not just a transaction. For the hiring manager, don’t be afraid to take a chance on someone who didn’t necessarily come from this environment. It really is rewarding to be a part of an environment where memories are made.”
About the Authors
Jerrod Kelley and Stevie Cook are Member Success Team Managers at MRAA. Kelley, who resides in Alexandria, Minn., handles Partner Member success and educational contributions that contribute to MRAA’s mission to fuel dealer success. From her home office in Kansas, Cook manages MRAA Gold-level dealer relationships, helping implement Dealership Certification programs that support team development and operational growth.
About the Marine Retailers Association of the Americas (MRAA)
The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive, and helps drive a stronger, more sustainable marine industry. Learn more at MRAA.com.
