Valerie Villarreal Promoted to APRO Director of Marketing Communications
APRO’s Director of Marketing Communications Valerie Villarreal
FormerlyAPRO’s digital and social media director, Valerie Villarreal has been promoted to director of marketing and communications for the association. In this role, Villarreal will continue to report on and oversee APRO’s digital communications efforts, as well as manage and coordinate the association’s print publication, RTOHQ: The Magazine, manage association-related campaigns and oversee brand management standards.
“Valerie continues to seek out and accept new challenges, and excel in them,” says APRO Executive Director Jill McClure. “She’s successful in her field because of her drive and commitment to professional growth, and as a result, has earned our trust.”
Villarreal joined the association in 2015 with eight years of marketing and communications experience holding a variety of titles such as branding, marketing and web manager in agency, corporate and retail environments. New to associations, Villarreal joined the Texas Society of Association Executives (TSAE), the largest organization of Texas-based association professionals in the U.S., in efforts to learn more about association management.
In 2016, she completed Leadership TSAE, a nine-month distinguished program designed for individuals dedicated to growing within the association community and learning leadership skills in that environment. She was also selected to serve on the 2016 TSAE Tech Talks Conference Task Force to assist in planning educational content by recommending and reviewing speakers and education session topics for the technology and communications related event. She serves as the Vice President of Public Relations for TSAE Toastmasters, the Texas based chapter of Toastmasters International composed of members and associated parties of TSAE, designed to empower individuals to become more effective communicators and leaders in public speaking.
With RTOHQ: The Magazine Winter 2017 edition under her belt and Spring 2018 underway, Villarreal looks forward to tackling more projects that will continue to cultivate growth. “I have had quite the expansive journey at APRO thus far and I feel fortunate to be a part of this industry’s family,” shares Villarreal. “Almost three years ago, I was welcomed into an association rich in history and relationships and it instantly felt like home. I find great joy in being on the frontlines at industry events throughout the year, engaging with APRO members—building my very own APRO story while also fulfilling my personal commitment to professional development. Our association is undergoing a period of transformation, much of which involves recommitment and service, and I’m thrilled to help bring that to fruition for our members.”
Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.
For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.
Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!
Lauren Talicska
Arona Corporation dba Arona Home Essentials
Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.
You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).
Charles Smitherman
APRO
Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry.
Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.
Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.
Mike Kays
Ashley Furniture Industries
As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.
Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.
The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.
Mike Tissot
Countryside Rentals Inc., dba Rent-2-Own
Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.
He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.
Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.
