Deanna Lorincz Promoted to Senior Director - SMDI Communications

Deanna Lorincz

WASHINGTON, D.C., Nov. 9, 2010 - The Steel Market Development Institute (SMDI) announced today the promotion of Deanna S. Lorincz to senior director, SMDI Communications. In this position, she will be responsible for developing and implementing SMDI’s overall strategic communications planning, ensuring coordination and integration across the market programs. Lorincz will also continue to oversee and develop communications initiatives for SMDI’s Automotive Market programs.  

“During her tenure, Deanna has implemented next-generation communications strategies that have helped significantly increase awareness among automotive OEMs about the sustainable design advantages of advanced high-strength steels,” Lawrence W. Kavanagh, SMDI president, said. “These strategies have helped make SMDI’s automotive program an important resource for our automotive and Tier One customers. I am confident that Deanna is the right person to direct our overall SMDI communications efforts in the years to come as we continue to grow both traditional and emerging markets for steel.”

Lorincz joined the American Iron and Steel Institute (AISI) in 2001 as assistant manager of   automotive market communications. In 2003, she was promoted to manager of automotive communications, and was named director of automotive communications in 2004. Under her direction, the first annual Great Designs in Steel Seminar was planned and launched. Great Designs in Steel has become the premier conference in the industry on the use of advanced high-strength steels in automotive design. The communications strategies around the launch and technology transfer of ULSAB-AVC (Advanced Vehicle Concepts), which introduced lightweight vehicle designs using advanced high-strength steels, were also conducted under her direction. The ULSAB-AVC program results—an optimized, steel-intensive structure with enhanced performance, improved safety and reduced fuel consumption, without adding cost—are now in wide use in the automotive industry.

Lorincz is a member of the Marketing and Sales Executives of Detroit, the Automotive Market Research Council, and MICHauto. She represents SMDI’s investor companies on several association and partnership committees within the automotive industry.

The Steel Market Development Institute (SMDI), a business unit of the American Iron and Steel Institute, grows and maintains the use of steel through strategies that promote cost-effective solutions in the automotive, construction and container markets, as well as for new-growth opportunities in emerging steel markets.  For more news or information, visit

Debbie Bennett
Manager, Communications
Construction Market
Steel Market Development Institute
Tel: 202.452.7179