Industry heavyweight becomes VP of SMP Specialty Metal Products/Ultralift

Crystal Lengua, leadership expert and member of Pool & Spa Marketing‘s editorial advisory committee, has been promoted to vice-president of Ultralift Cover Lifter Systems.

SMP Specialty Metal Products is the parent company of Ultralift Cover Lifter Systems, a company specializing in hot tub cover lifters and lifter system accessories in North America. Lengua brings 22 years of business experience to SMP/Ultralift, with seven years at a senior leadership level. She oversaw significant changes at Ultralift as she strategized direction; and continues to bring her passion for continuous improvement to both the pool and spa and metal industries.

With a current rebrand of SMP underway, she is focused on elevating the metal business using the same expertise and vision used to develop and implement business plans for Ultralift's success. Education has been and continues to be a focus of Crystal's career and personal passion, holding certifications from Humber College, George Brown College, Sheridan College, and the University of Toronto. She is currently enrolled at York University with a focus on human resource management.

As past president of the Pool and Hot Tub Council of Canada (PHTCC), leading in-class seminars and other public speaking sessions on tradeshow floors, Lengua has also written articles for Pool and Spa Marketing and Pools & Patios.

"Crystal is a huge asset to our team" says SMP president/CEO John Cunerty. "She has the experience and skillset to execute our growth plans and we are confident she will take SMP to the next level."