WIX Filters, a global manufacturer of filtration products celebrating its 75th anniversary, and Counterman magazine named Russell Paroff of NAPA Auto Parts in Grand Rapids, Mich., the 2014 “Counter Professional of the Year” at the AWDA conference on Nov. 3 in Las Vegas.

“Customers rely on the expertise of counter professionals to recommend the best parts to properly repair and maintain their vehicles,” said Mike Harvey, brand manager for WIX Filters. “Professionals like Russell play a critical role in the automotive parts distribution channel and make customer interaction memorable and seamless.”

Paroff has worked the counter at his NAPA store since 1995, but his love of cars began in high school when he pumped gas at a full-service station in 1989. From there, he worked his way into the garage and has been a part of the industry ever since.

“It’s something that I live and breathe,” Paroff said. “It’s not just a job; it’s a passion for me. This is an ever-changing industry where each day brings me new challenges. To be recognized for my efforts and all of the hard work I have put into my career is an exceptional honor.”

Paroff holds ASE certifications in service consulting, engine repair, suspension and steering, brakes and automobile parts. Earlier this year, he was recognized as the NAPA/ASE Parts Specialist of the Year, chosen based on his dedication to the industry, knowledge, professionalism and continued education. He is also an active member of the Kent Career Tech Center Automotive Advisory Committee and helped the program become NATEF Certified.

Counterman’s Counter Professional of the Year award recognizes an automotive aftermarket parts professional who goes above the call of duty; continually seeks advanced training; is an example of the consummate parts professional; and is an ambassador for the aftermarket.