Who We Are
Affinitiv is your premier destination for cutting-edge sales, service, and marketing technologies tailored specifically for the automotive industry. With a legacy spanning over two decades, we’ve honed our expertise to become the leading provider trusted by automotive manufacturers, dealer groups, and individual dealerships alike. Powering over 5,500 dealerships nationwide and partnering with many major automakers, we pride ourselves on our innovative Customer Data Platform, which enables us to deliver hyper-targeted, timely, and meaningful communications across every step of the customer journey. Through our technology-driven solutions and personalized consultative approach, we’re revolutionizing the customer experience while helping our clients forge enduring and profitable relationships.
Mission
Drive the next generation customer experience by partnering with OEMs and retailers to accelerate performance and inspire loyalty.
Vision
Create customers for life through reimagined experiences.
Core Values
Hover over each core value to learn more.
Click on each core value to learn more.
Passion
Integrity
Unity
Innovation
Impact
Executive Leadership Team
Adam Meier →
Chief Executive Officer
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Adam Meier
Adam Meier is Affinitiv’s Chief Executive Officer. Based in Chicago, Illinois, he is responsible for Affinitiv’s strategy and operations.
Meier has extensive experience integrating multiple companies and working in private equity, spending the last 15 years growing and integrating businesses, with his most recent growth story occurring at Brandmuscle, another fully integrated marketing services software provider. At Brandmuscle he oversaw and directed the growth from 15 employees to almost 800 as Chief Financial Officer. Meier started his career at Deloitte and Touche and followed that up in the retail industry in Executive positions at Open Pantry Food Marts and Wisconsin Hospitality Group before joining Brandmuscle as CFO.
Meier received his Bachelor of Science in Accountancy from Wright State University and holds an MBA in Finance from the Raj Soin College of Business at Wright State.
Mike Trevino →
President & Chief Technology Officer
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Mike Trevino
Mike Trevino is Affinitiv’s President and Chief Technology Officer. With over 20 years of experience leading technology infrastructure and enterprise systems, Trevino is a true entrepreneur.
Trevino founded Indigenous Software, a technology-focused business management platform that provides e-commerce, digital marketing, and content and contact marketing. He also founded RVLVR, an integrated digital marketing platform that allows brands to connect with customers.
Trevino continues operating as the Chairman of the Board for Indigenous Software and RVLVR, while simultaneously heading up the technology department at Affinitiv.
Andy Byrne →
Chief Revenue Officer
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Andy Byrne
Based in New York City, Andy Bryne is Affinitiv’s Chief Revenue Officer. His primary focus is driving revenue growth for Affinitiv.
Bringing with him 30+ years of experience in catalyzing revenue growth and operational efficiency across diverse business landscapes, Byrne specializes in startups, scale-ups, and turnarounds. His expertise in sales operational excellence, product value translation, and fostering collaboration has been cultivated through leadership roles at Ivanti, Infor, Openwave Messaging, and Fidelis Cyber Security. Renowned for his customer-centric approach and transformative leadership style, Byrne plays a pivotal role in shaping go-to-market strategies and leading high-performing sales teams in the high-tech and software sectors.
Byrne earned his Bachelor of Arts in Public Administration from The College of New Jersey.
Joe LaDuke →
Chief Financial Officer
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Joe LaDuke
Joe LaDuke is Affinitiv’s Chief Financial Officer. Based in Chicago, Illinois, LaDuke oversees all financial activities including client billing & collections, vendor relations, accounting, tax, and treasury LaDuke has almost 20 years of experience working in financial services as a Corporate Controller and Certified Public Accountant.
Prior to becoming Chief Financial Officer, LaDuke served as the Corporate Controller of Affinitiv from its founding in 2016 through 2021. During that time, Affinitiv completed the merger and integration of multiple companies under private equity ownership. Before joining Affinitiv, LaDuke worked as a Controller for Enablon North America, an EHS software provider, and Brandmuscle, an integrated marketing services software provider.
LaDuke began his career in public accounting and auditing with KPMG and received his Master’s of Accountancy from the University of Wisconsin-Madison.
Matt Rodeghero →
Chief Strategy Officer
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Matt Rodeghero
Matt Rodeghero is the Chief Strategy Officer at Affinitiv. Based in Clearwater, Florida, Rodeghero is responsible for leading corporate initiatives that formulate a more strategic outlook for Affinitiv by identifying national market opportunities, building strategies for how the company will continue to meet the changing needs of the automotive industry, and implementing those plans companywide.
Rodeghero’s 12 years of automotive and software experience combined with his background in business consulting give him a strong and unique perspective to further advance Affinitiv as a premier provider of software and marketing services. In his former experience at AutoLoop, he was a founding team member and held various positions including VP of Operations before taking on the role of Chief Product Officer where he helped to grow the organization from 40 customers to over 2000, including winning major OEM relationships, bringing an additional 6 major & many minor products to market and playing a leading role in 2 acquisitions before finally helping oversee its merger with Affinitiv.
Russ Beckenstein →
President, CRM & Trade-In Valet
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Russ Beckenstein
Russ Beckenstein is Affinitiv’s President of Trade-In Valet, XRM, and Higher Gear CRM’s. Based in Orlando, Florida, Beckenstein oversees all aspects of the CRM and trade tool for Affinitiv.
Beckenstein joined Affinitiv in 2010, starting as a Field Performance Manager for XRM. He has worked in several roles in the past with Affinitiv and with many of our clients and products.
Prior to working at Affinitiv, Beckenstein worked in banking for a decade and a half, including as the Chief Executive Officer of a small lending company.
Beckenstein is a graduate of the University of Florida and a former United States Marine.
Tom Kerr →
President, Affinitiv Advertising
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Tom Kerr
Tom Kerr is the President of Affinitiv Advertising. Based in Cape Coral, Florida, he is responsible for the creative, product, relationships, and strategy agency-wide.
Kerr has been executing automotive advertising for nearly 20 years and has measured every medium – from newspaper liner ads to combination omnichannel online/offline strategies.
Kerr started with Moore and Scarry Advertising and served an important role in launching Haystak Digital Marketing. Later acquiring Moore and Scarry and co-founding Caldwell and Kerr Advertising.
Kerr is a graduate of Ohio University Scripps School of Journalism and lives in Cape Coral, FL, with his wife and children where they are active in sports, boating, The Buckeyes, and all things Cleveland!
Brian Wayne →
Chief Client Officer
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Brian Wayne
Brian Wayne is Affinitiv’s President of Voltage, EV Division and President of Subaru & OEM Development. Based in Detroit, Michigan, Wayne oversees all aspects of the Subaru account, Care Connect products, marketing, retailer and OEM relations, and account strategy with the focus on driving customer loyalty and satisfaction while helping the OE to grow business and revenue.
Prior to Affinitiv, Wayne has over 25 years of global automotive industry experience having worked for FCA and Ford Motor Company. At FCA, he was Senior Manager for the Retail Channel, Express Lane and Collision portfolios. He also held various leadership roles across Marketing, Sales and Service serving the US and Emerging Markets. Wayne brings a unique understanding of OEM strategy, dealer operations, supply chain, financial and OE Operations.
Wayne is a graduate of the University of Georgia.
Tracy Hedgpeth →
Vice President, People
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Tracy Hedgpeth
Tracy Hedgpeth is Affinitiv’s Vice President of People. Based in Chicago, Illinois, Hedgpeth is a seasoned HR professional with over a decade of rich experience in managing and leading human resources across diverse industries, including fashion, design, retail, hospitality, and technology.
Hedgpeth has been serving as Affinitiv’s Vice President of People since 2018, where she leverages her extensive background to drive innovative employee engagement strategies and foster a dynamic workplace culture. With a strong strategic vision and commitment to excellence, she helps support and shape Affinitiv’s people-first approach, enhancing organizational performance and employee satisfaction.
Edmond →
Chief Barking Officer
With over a decade of experience sniffing out opportunities in the automotive world, Edmond brings 11 dog years (that’s 77 in human years) of unrelenting enthusiasm and tail-wagging wisdom to the table. A loyal Subaru enthusiast, Edmond is known for his keen eye for passenger seat comfort and his deep understanding of drive-thru snack strategy. Whether he’s leading collaborative efforts to expand local bark-et share or engaging in cross-functional leash walks, Edmond is a true team player. Though nearing retirement, he remains driven by long strolls with Dad and the occasional Frosty Paws reward for a job well done. As CBO, Edmond is ready to roll over, sit, and stay focused on delivering pawsitive results.
Gizmo →
Cuddle Logistics Manager
Don’t let the tiny paws fool you—Gizmo is a professional. When he’s not ambushing shoelaces or hunting shadows with laser focus, he’s carefully managing the team’s cuddle quotas with expert precision. A firm believer in work-snuggle balance, Gizmo ensures no lap is left unattended and emotional support is always available on demand (especially if chin scratches are involved). He plays hard, cuddles harder, and takes his responsibilities very seriously. But be warned: despite his sweet demeanor, he follows one critical rule… don’t get him wet.
Loki →
Pawject Manager
Loki possesses a unique talent for making himself heard – whether it’s a gentle nudge for attention, an enthusiastic announcement of a delivery, or a firm reminder of playtime with his favorite toy. His natural leadership qualities, evident in his ability to rally the pack for walks and treats, are invaluable in overseeing key initiatives. He brings an infectious energy to every task and a keen eye for detail (especially when it comes to dropped crumbs or anything edible). Loki is not just a pretty face; he’s a determined, intelligent, and utterly delightful companion who radiates positivity.
Taz →
Chief Resilience Officer
Taz has humble beginnings in a dumpster shared with raccoons and with a lot of love and care, he’s now happy, healthy, and ruling our household with a velvet (and slightly mischievous) paw. Named after the Tasmanian Devil for his whirlwind energy and chaotic charm, Taz is a true survivor. This one-eyed wonder doesn’t let his “wonky” eye or his signature raccoon-like snorts slow him down. Taz brings grit, charm, and a whole lot of purr-sonality to the team. He’s proof that leadership comes in all shapes, sizes, and species—with just the right amount of chaos.
Jubilee →
Bark Director
Jubilee, the Austrian Shepherd, is part canine, part caffeine-fueled Bark Director. With a work ethic that would shame your entire Monday morning meeting, this dog thrives on tasks—real or imagined. Whether it’s herding livestock, toddlers, or the family vacuum cleaner, the Aussie’s motto is simple: everything has a place, and I will bark until it’s in it. Equal parts genius and goofball, this four-legged overachiever brings Olympic-level tackling energy, startling smarts, and just enough sass to keep you on your toes. Favorite toys? If you see a missing sandal, you’ll know.
Butter →
Meowchandising Manager
Butter brings big energy and even bigger purrs to the team—loud enough to be heard across the room! A true multitasker, he plays fetch like a pro, chases anything that moves, and always keeps you on your toes (or hides under them). Fast as lightning and full of charm, Butter is passionate about people and never misses a chance to make a new friend—or snag a moving object.
Vixey →
Chief Executive Diva
Vixey is the undisputed Chief Executive Diva of her home. Her day-to-day passions include mastering new tricks, passionately barking at jet skis from her balcony perch, casual games of fetch, and binge-watching TV from her designated couch throne. Known for her diva energy, Vixey knows her worth and has strong opinions about who is allowed in her balcony view and she guards her TV spot like it’s a corner office. Rescued from a tough past, she has risen to luxury and now lives the pampered life she deserves—complete with snuggles, treats, and total control over the remote.
Meatloaf →
Head of Security
From his post atop the cat castle or window ledge, Meatloaf keeps a watchful eye on all things suspicious—like squirrels, mail carriers, and subpar bird toy throws. His favorite toy, Burt the Birdie, gets a proper chase only if thrown with skill. Otherwise, expect a look of pure judgment. He excels in treat puzzle operations and has a sixth sense for when dinner is exactly two hours away. Known for his dramatic bed leaps and whisper-meows, Meatloaf commands attention with a quiet “ahhhh” that means business. Fierce, cuddly, and discerning—he is the security system.
Cooper →
Stick Acquisition Specialist
Cooper takes his job seriously—no walk is complete without identifying, securing, and proudly hauling home the largest stick in the area (sometimes two, because greatness has no limits). Rain or shine, Cooper brings his A-game. He’s a dedicated zoomie expert, hiking buddy, litter removal advocate, and loving big brother to his tiny human. His passion project? Eliminating rogue water bottles—he spots them, grabs them, and brings them back like a hero on a mission. Snack-wise, he’s into blueberries, frozen green beans, and whipped cream. A 70lb lap dog when it counts, Cooper’s sweetness and snuggles win hearts daily.
Babushka →
Customer Suppurrrrt - The Pawsonality Hire
Babushka isn’t just a colleague—she’s a force. As our seasoned Customer Suppurrrt lead, she specializes in timely deliverables (dinner), stakeholder management (selective affection), and clear boundaries (no pets unless approved). With a thriving social presence, she’s a rising star in Meowketing and an expert in data collection—specifically hair ties. Babushka leads with sharp intuition and sharper claws, holding teams accountable with her signature RFF (Resting Feline Face). While she disdains inefficiency, she compensates with style, leadership, and a touch of chaos (including occasional keyboard takeovers and Wi-Fi sabotage). Equal parts fabulous and ferocious, Babushka is here to elevate purrformance.
Ziggy →
President of Tail Wagging
Ziggy leads with joy, energy, and a wildly wagging tail. Always ready for a game of catch or a yak cheese chew break, this playful pup brings enthusiasm to everything he does—including (lightly) terrorizing his sister Zoey. Treat-motivated and obedience-savvy, Ziggy drops into a perfect down-stay faster than you can say “who’s a good boy!” But beneath the zoomies and antics is a total sweetheart—Ziggy’s favorite role of all is snuggler-in-chief. Whether he’s chasing tennis balls or curling up by your side, he’s the heart of the team and the definition of good vibes.
Iris →
Director of snAck-quisitions
Once a scrappy street-smart scavenger, Iris made a name for herself helping herself to neighborhood cat food (especially from the neighbor’s house—sorry, not sorry). These days, she’s traded the streets for royalty, ruling her home with sass, style, and an insatiable appetite. Iris still acts like every meal is her last and has a talent for cabinet raids and “cozy” naps—often among the Tupperware. Her favorite toys? A silvervine stick she’ll fetch like a dog and a well-loved stuffed carrot. Fiercely independent, boldly affectionate, and blessed with the most expressive eyes in the biz, Iris is snack-driven and queen-approved.
Offices
Corporate Headquarters
1130 W Lake Cook Rd, Suite 120
Buffalo Grove, IL 60089
Phone: 847-955-9740
Clearwater
314 S Missouri Ave, Suite 300
Clearwater, FL 33756
Phone: 877-850-2010
Ft. Myers
2180 W First St.
Fort Myers, FL 33901
Denver
215 Union Blvd, Suite 325
Lakewood, CO 80228