Denise Lund
Denise Lund is a dynamic leader in the automotive industry, known for her people-first approach and strategic insight. Currently serving as Chief of Staff at Synergy Group, she partners closely with the CEO to guide the company through a complex spin-out from Principal Auto Group, ensuring operational continuity and an associate-first culture. With expertise in strategic partnership, organizational change management, and customer relations, Denise excels at creating environments where teams thrive, ideas are welcomed, and trust drives performance.
Denise began her career in the medical device sector before transitioning into the automotive industry in 2018, bringing a fresh perspective to a field often challenged by shifting market conditions and customer perceptions. Her hands-on experience in the spin-out process, including navigating multiple legal and operational challenges, has honed her leadership skills and positioned her as a trusted advisor in high-stakes decision-making. Denise is passionate about reshaping the automotive experience by prioritizing transparency, empathy, and collaboration, demonstrating that customer-focused businesses thrive when their teams feel valued and empowered.
A former collegiate athlete at Sul Ross State University, where she competed in basketball and rodeo, Denise brings discipline, resilience, and a competitive spirit to every endeavor. Beyond her professional achievements, she is deeply committed to giving back through her family’s charitable initiative, Hot Rod Santa, which supports children in foster care in the San Antonio area. Denise continues to champion growth, innovation, and compassion in the automotive sector, embodying her personal philosophy that great leaders create great leaders.
• Employee of the Month at KCI (received twice)
• Hot Rod Santa
• True Light Ministries
What do you attribute your success to?
I attribute my success to embracing leadership and recognizing the value of my voice within a team. Working closely with Mark, I learned that as an executive assistant—and now as Chief of Staff—I play an active role in shaping ideas, collaborating, and learning from both successes and failures. Our strong partnership makes work rewarding and enjoyable, and I feel incredibly fortunate to grow professionally alongside such a supportive and inspiring leader.
What are the biggest challenges or opportunities in your field right now?
The automotive industry faces constant change and uncertainty, from market fluctuations to evolving consumer preferences and regulatory shifts like EV mandates. Supporting growth—whether adding dealerships or partnering with the right brands—requires careful strategy, adaptability, and anticipating market trends. Customer demands are also shifting rapidly, from sedans to small SUVs, and navigating these changes while helping clients through challenges like pandemic-era vehicle pricing requires resilience and creativity. The industry is dynamic, and success depends on the ability to pivot, problem-solve, and stay ahead of trends.
What values are most important to you in your work and personal life?
The values that guide me in both work and life are a people-first approach, putting associates and team members at the forefront, treating customers as true partners, and bringing integrity to every interaction. I believe that prioritizing relationships and honesty creates a stronger, more sustainable environment for both employees and customers.