General Sessions
Big-picture insights. Industry-defining conversations.
Wednesday, February 17 | 4-5pm
Shifting Gears: Politics, Policy and the Trucking Industry
From Capitol Hill to the dealership, policy decisions can have far-reaching implications for the trucking industry. Hear from experts as they break down the legislative and regulatory landscape, discuss the implications of November’s elections, and explore what's ahead for truck dealers and your customers.
SPEAKER:
- TBA
Thursday, February 18 | 10-11am
Change, Culture and Customer Service: Building a Stronger Brand
Change is inevitable, but disruption doesn’t have to derail your dealership. Explore how a strong culture and focused communication can help teams navigate change while keeping customer service at the center. Discover how a customer-centric approach can strengthen your team, elevate the customer experience and build a stronger brand.
SPEAKER:
Bruce Himelstein
Former Chief Sales & Marketing Officer, The Ritz-Carlton Hotel Company
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Bruce Himelstein is a recognized leader in sales, marketing and brand transformation who has helped some of the travel and hospitality industry’s most prestigious brands evolve for new generations of customers. His career includes leadership roles with Loews Hotels, The Ritz-Carlton Hotel Company and Oceania Cruises.
As corporate vice president of sales and marketing for The Ritz-Carlton, Himelstein led the luxury brand’s renewal and transformation, including the groundbreaking “Blow the Dust Off the Lion and Crown” campaign. The initiative strengthened the brand’s appeal among longtime customers while introducing it to a new generation of guests. Himelstein and the campaign are featured in Joseph Michelli’s New York Times bestseller, “The New Gold Standard.”
Himelstein was recognized by the Hospitality Sales & Marketing Association International as one of its Top 25 Most Extraordinary Minds in Sales & Marketing and is an inductee into the American Marketing Association Hall of Fame. A sought-after speaker and industry commentator, he shares insights on brand relevance, customer experience, service culture and innovation.
Thursday, February 18 | 4-5pm
Building Tomorrow's Truck Dealership Workforce
The future of the truck industry depends on attracting, developing and retaining talented professionals. Hear firsthand accounts from those making significant contributions across trucking. Discover strategies for workforce development, explore opportunities for career growth, and learn how strong leadership and a diversified mindset drives success at every level of the dealership.
Plus, hear remarks from the ATD President and the introduction of the ATD Board of Line Representatives.
MODERATOR:
Cathy Palochko, COO & Executive Sponsor, Ander
SPEAKERS:
Mallory Bivens
General Council, The Pete Store
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Mallory Bivens serves as general counsel for The Pete Store, a commercial truck dealership group with more than 30 locations across 12 states. As the organization's sole in-house attorney, she works at the intersection of legal, acquisitions, real estate and operations, supporting a rapidly growing dealer network while building the legal and administrative infrastructure needed for continued growth.
Bivens serves as an executive sponsor of the company's Women in Trucking initiative. The Pete Store was recognized by Women in Trucking as a Top Company for Women to Work in Transportation in 2024 and 2025. She brings a practical, people-first perspective to developing the next generation of dealership leaders.
Korey Neal
CEO, K. Neal Truck and Bus Center
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Korey Neal Sr. is CEO of K. Neal Group, a family-owned enterprise encompassing K. Neal Truck and Bus Dealership (KNT&B), K. Neal TBC and Powells Truck. The organization operates six locations across the Mid-Atlantic, representing leading commercial truck and bus brands including International, Isuzu, Hino, IC Bus and Cummins.
Under Neal’s leadership, KNT&B sells more than 800 commercial vehicles annually, manages a leasing fleet of more than 200 units and holds nearly 50% of Maryland’s school bus market. KNT&B was also named Dealer of the Year by the Greater Washington Region Clean Cities Coalition.
A graduate of the American Truck Dealers Academy, Neal serves on the National Automobile Dealers Association Board, representing International, and the American Truck Dealers Board of Directors. His honors include the Washington Business Journal’s 40 Under 40 and the U.S. Black Chambers of Commerce Emerging Leaders & Influencers Award.
Maegan Ortega
Director of Human Resources, Kenworth Truck Company
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Maegan Ortega is the director of human resources for Kenworth Truck Company, where she leads strategic HR initiatives supporting manufacturing, engineering and corporate operations. With experience in talent acquisition, employee relations, employee development and organizational effectiveness, she partners with leaders to address evolving workforce needs across the trucking and manufacturing industries. Ortega has played a key role in large-scale hiring initiatives, employee development programs and workforce transformation efforts, including building inclusive workplace cultures. She is passionate about developing the next generation of talent, with a focus on attracting, developing and retaining skilled employees and strengthening partnerships among industry, education and communities. Ortega holds a bachelor's degree in psychology from Western Washington University and an MBA from Seattle University.
Nikki Thomas
Vice President, Industry Affairs, ATA
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Nikki Thomas is vice president of industry affairs at the American Trucking Associations (ATA), where she provides strategic leadership for industry engagement, workforce development and image initiatives. She oversees ATA’s national truck programs, including America’s Road Team, and leads workforce development efforts such as LEAD ATA, helping cultivate the next generation of industry leaders.
Thomas played a pivotal role in the creation and expansion of Women In Motion (WIM), ATA’s second-largest council, which focuses on advancing the recruitment, retention and professional growth of women across the trucking industry. She also serves as co-lead of Nothing Without Trucking, the industry’s national image and education campaign highlighting trucking’s essential role in the U.S. economy and everyday life.
Before joining ATA, Thomas served as vice president of development, marketing and programs for the Independent Petroleum Association of America and its Educational Foundation. She was appointed to the Truckers Against Trafficking Board of Directors in 2025.
Friday, February 19 | 10-11:15am
Putting Technology to Work for Truck Dealers
Commercial truck dealers are navigating rapid change driven by freight markets, economic pressures, evolving customer expectations, artificial intelligence and emerging technologies. Hear what other dealer-based industries are learning from technology adoption. Explore what these forces mean for dealership operations and gain actionable insights to make smarter investments in infrastructure, talent and technology, strengthen customer relationships and drive long-term growth.
The ATD Truck Dealer of the Year Award is more than an industry achievement recognition. The winner of the annual award will be a spokesperson for truck dealers throughout the nation and a force in shaping the future of the industry. Don’t miss the reveal of the 2027 Truck Dealer of the Year winner.
SPEAKER:
Steve Tam
VP, ACT Research Co.
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Steve Tam is vice president and analyst at ACT Research and the company’s principal analyst for North American commercial vehicle markets. He leads ACT’s used-truck market research and analyzes Classes 5–8 vehicle demand, medium- and heavy-duty market trends, used-truck sales and values, and commercial vehicle market cycles.
Tam joined ACT Research in 2000, became a member of its board of directors in 2008 and was named a managing member in 2016. He has worked in the commercial vehicle industry since 1993, and is a graduate of Indiana University and a military veteran.