Tricia Rittger, the national sales manager at San Luis Obispo NBC-affiliate KSBY, died this weekend after she was hit by a car while crossing the street. She was 39.

“The KSBY family is devastated by Tricia’s death,” station president and general manager Kathleen Choal said in a statement. “Tricia was a dedicated and loving mother, wife, sister and friend. It is a terrible loss for all of us and her family.”

Rittger, who Choal said had a “sunny smile and a terrific sense of humor,” was hired by KSBY in November 1998, working her way up to national sales manager.

The accident happened shortly before 7 p.m. on Saturday night, in front of the Cliff’s Resort in Pismo Beach, CA. Further details of the accident have not yet been released.