Who We Are

Affinitiv is the largest provider of end-to-end, data-driven marketing and software solutions exclusively focused on the automotive customer lifecycle. Backed by 20+ years of automotive and marketing expertise, we pride ourselves on being the go-to experts in the industry. Not only do we work with over 5,000 dealerships and every major manufacturer in the country, we're also well-versed in OEM standards and the intricacies of a dealership or group's local business. Affinitiv is fueled by the Atlas Digital Experience Platform, using unprecedented intelligence to enrich the customer experience across the automotive life cycle.

So, what does that mean for you? Through a technology-driven, consultative approach, we create a true partnership with our clients, tapping into exactly what they need to reach their unique goals, increase customer loyalty, and maximize revenue.

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.

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Our Core Values

Click on a Core Value to read our definition.

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Passion generates excitement for what we do and how we do it. With Passion at the heart of everything we do, we nurture ideas, inspire excellence, and find creative ways to eliminate obstacles for cultivating growth.

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Integrity creates trust. As an organization, collectively, it's our most valuable asset. Individually, it's the constant choice to infuse every action with honesty, fairness, and respect for clients and colleagues alike.

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Unity celebrates diversity. Synergizing the collective experiences, varied skills, and unique talents of every team member builds unstoppable momentum and drives unimaginable achievements.

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Innovation motivates action: to take risks, encourage curiosity and new ideas, learn from mistakes, and constantly strive to exceed expectations. Through innovation, we generate solutions for our customers and raise the bar—both within our workplace and throughout our industry.

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Impact demonstrates the immeasurable power of our shared values and collective effort to effect positive, ground-breaking change and deliver excellence for our customers, colleagues, and communities.

Executive Leadership Team

Adam Meier

Chief Executive Officer

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Adam Meier

Chief Executive Officer

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 together 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

President, Chief Technology Officer

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 who 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 will continue to be the Chairman of the Board for Indigenous Software and RVLVR, while simultaneously heading up the technology department at Affinitiv.  

John Krzyston

Chief of Staff

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John Krzyston

Chief of Staff

John Krzyston is Affinitiv's Chief of Staff. Based in Chicago, IL, Krzyston is responsible for implementing executive initiatives across all Affinitiv departments.

Prior to the Chief of Staff role, Krzyston was the Director of Financial Planning and Analysis at Affinitiv. Prior to working at Affinitiv, Krzyston was a Manager at KPMG in the M&A due diligence group, where he performed buy and sell-side financial and commercial due diligence engagements within the general services sector. Prior to KPMG, Krzyston was a Senior Associate at RSM McGladrey within the Assurance practice. 

Joe LaDuke

Chief Financial Officer

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Joe LaDuke

Chief Financial Officer

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 audit with KPMG and received his Master’s of Accountancy from the University of Wisconsin – Madison.

Tushar Pandit

Chief People Officer

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Tushar Pandit

Chief People Officer

Tushar Pandit is Affinitiv’s Chief People Officer. Based in Chicago, Illinois, Pandit is responsible for Affinitiv’s people strategy, including talent acquisition, total rewards, talent management, and learning/leadership development strategies.

Pandit joined Affinitiv with 20+ years of experience in human resources within the technology and real-estate industries. Prior to joining Affinitiv, Pandit was responsible for Bedrock Detroit’s design and development of the human resources function during the company’s double-digit head-count growth. He has also served as Vice President, Human Resources at CDK Global, where he led the global functions teams supporting 4,800+ employees. His career experiences include ADP, LLC, Dyadem International, and Marketplace Events, LLC.

Pandit holds an MBA from the Ivey Business School at Western University, Canada, and holds several certifications, including SHRM-SCP, GPHR, CHRL, CHRP, and the Leadership Circle and Collective Leadership Coaching Certifications.

Pat Reininger

Chief Revenue Officer

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Pat Reininger

Chief Revenue Officer

Pat Reininger is Affinitiv’s Chief Revenue Officer. Based in Atlanta, Georgia, Reininger is responsible for Affinitiv’s sales strategy and driving the company’s revenue. 

Reininger joins Affinitiv with over 25 years of global automotive industry experience spanning dealer retail, manufacturing, and the supplier side of the business. He joins us from Cox Automotive where he led the development of the OEM Enterprise Strategy. He directed a senior sales team charged with protecting, growing, and diversifying a strong revenue portfolio, representing all solutions groups and brands including Autotrader, Dealer.com, Dealertrack, Kelley Blue Book, Manheim, VinSolutions, vAuto, and Xtime. Prior to his time at Cox Automotive, Reininger held several key leadership roles within Experian Automotive, R. L. Polk, and Chrysler Canada.

Reininger holds an MBA from the University of Windsor, Windsor, Ontario.

Matt Rodeghero

Chief Product Officer

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Matt Rodeghero

Chief Product Officer

Matt Rodeghero is the Chief Product Officer at Affinitiv. Based in Clearwater, Florida, Rodeghero is responsible for overseeing the product strategy, innovation, and dealership marketing strategy across all the Affinitiv portfolios and for their key OEM customers.

Rodeghero’s 12 years of automotive and software experience combined with his background in business consulting give him a strong and unique perspective about how tools can bring value to businesses and end consumers. 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. 

Lisa Shaw

Chief Marketing Officer

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Lisa Shaw

Chief Marketing Officer

Lisa Shaw is Affinitiv’s Chief Marketing Officer. Based in Austin, Texas, Shaw is responsible for driving Affinitiv’s corporate marketing and communications strategy. 

Shaw is a marketing veteran who brings a unique combination of creative and analytical skills to the Affinitiv team. She brings over 20 years of marketing expertise to Affinitiv and is skilled at building marketing departments for high-growth companies that provide superior revenue results. 

Prior to joining Affinitiv, she built and led marketing teams at several private equity/venture-backed SaaS technology companies. She has extensive experience in branding, digital marketing, SEM, demand generation, product marketing, and traditional marketing. Shaw started her career in marketing at Dr. Pepper/7UP where she gained experience in brand management by overseeing the 7UP brand. Prior to receiving her MBA, Shaw passed the CPA exam and received financial training as an associate at Ernst & Young, where she provided advisory services across multiple industries.

Shaw received her Bachelor of Business Administration from the University of Miami and holds an MBA from Harvard Business School.

Ray Trantina

Chief Operating Officer

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Ray Trantina

Chief Operating Officer

Ray Trantina is Affinitiv’s Chief Operating Officer. Based in Chicago, he is responsible for Affinitiv’s day-to-day operations across multiple departments.

In the fifteen months since Ray joined Affinitiv, he helped build a more efficient, organized, and cohesive Operations team. The team has reduced installation turn times, increased efficiencies across the department while also reducing costs. Ray brings an extensive level of experience to Affinitiv both strategically and operationally having worked with private equity firms for the past ten years. He helped grow his prior organization to over 700 employees (from less than 25) while managing through multiple acquisitions and numerous departmental changes. Additionally, he helped oversee almost 100 new client launches across a ten-year period on a proprietary marketing automation platform. Ray has the unique ability to interact with all departments across the organization while managing the multiple cultures resulting from company acquisitions as well as organic growth. Ray has a proven track record of success within operations, account management, and sales. 

Ray has an undergraduate degree in Marketing as well as an MBA – both from DePaul University. 

Russ Beckenstein

General Manager, CRM & Trade-In Valet

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Russ Beckenstein

General Manager, CRM & Trade-In Valet

Russ Beckenstein is Affinitiv’s General Manger 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 has been with Affinitiv for 11 years and started 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. 

Beckenstein joined Affinitiv in 2010 with years of experience in auto dealerships. He worked in banking for a decade and a half, and was the Chief Executive Officer of a small lending company.

Beckenstein is a graduate of the University of Florida and is a former United States Marine. 

Marvin Grimm

Executive Vice President of Business Development

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Marvin Grimm

Executive Vice President of Business Development

As Executive Vice President of Business Development, Marvin Grimm oversees all business development activities and focuses a great deal on building strategic partnerships to further the success of the organization. He is responsible for all OEM relationships and has proven highly successful in his ability to secure opportunities for co-op and manufacturer-exclusive programs. Former Vice President and General Manager of OneCommand, Grimm managed all aspects of product development and operations. He also managed and directed the sales force for Autobytel Inc.’s award-winning solution. During his tenure, Grimm increased dealer counts and lowered expenses adding to RPM’s success as one of the fastest-growing products in Autobytel’s history. He helped to secure relationships with many major OEMs, including Mitsubishi, Hyundai, Infiniti, Toyota, KIA, Scion, and General Motors. Grimm is a well-recognized industry expert and a sought-after speaker who has presented at a variety of OEM events and regional meetings. Areas of expertise include service reminder solutions, retention programs, automotive CRM, dealer relationships, and dealer management.

Tom Kerr

President, Affinitiv Advertising

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Tom Kerr

President, Affinitiv Advertising

Tom Kerr is 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-founded 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

General Manager, OEM Portfolio - Subaru

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Brian Wayne

General Manager, OEM Portfolio - Subaru

Brian Wayne is Affinitiv’s GM for OEM Portfolio – Subaru. Based in Detroit, Michigan, Brian 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, Brian 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.  Brian brings a unique understanding of OEM strategy, dealer operations, supply chain, financial and OE Operations. 

Brian is a graduate of the University of Georgia.

Press Releases

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Offices

Corporate Headquarters

300 S. Wacker, Suite 900
Chicago, IL 60606
Phone: 847-955-9740

Atlanta Office

4470 Chamblee Dunwoody Rd, Suite 150
Atlanta, GA 30338

Cape Coral Office

1521 Commerce Creek Blvd #6502
Cape Coral, FL 33909

Clearwater Office

33 N. Garden Avenue, Suite 900
Clearwater, FL 33755
Phone: 877-850-2010

Denver Office

215 Union Blvd, Suite 325
Lakewood, CO 80228

Houston Offices

2100 Travis St, Suite 505
Houston, Texas 77002

7600 W. Tidwell Rd, Suite 400
Houston, TX 77040