Chicago, IL | November 9, 2021 – Affinitiv, the leading provider of data-driven marketing and software solutions to the automotive market, appoints Robin Pederson as a member of the Board of Directors and Mike Trevino as the new President and Chief Technology Officer for the company. Both Pederson and Trevino will further strengthen Affinitiv’s growth strategy, specifically in the company’s technology solutions. 

Pederson is a seasoned technology industry professional with over 30 years of experience in developing value creation in public and private equity-owned businesses. He has a proven track record of driving strategy and top-line growth to deliver results for organizations. Pederson was previously an Operating Executive for Marlin Equity Partners, a global investment firm with over 6.7 billion of capital under management. Pederson has mentored multiple CEOs, has ongoing portfolio insight, and led the acquisition of five platforms, in which he completed four add-on integrations to these platforms. In addition to joining the Board of Directors for Affinitiv, Pederson will continue to serve as Executive Chairman for Alula Holdings, Sauce Labs, Power Reviews, and Frontsteps as well as serve as an Independent Board of Directors for Paylocity and Aircall.

Trevino joins Affinitiv as the 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 through-channel business management platform that provides e-commerce, digital marketing, and content and contact management. He also founded RVLVR, an integrated digital marketing platform that allows brands to connect with customers; Trevino will continue to be Chairman of the Board of both companies. Mike was also the Chief Technology Officer at NantHealth, a roll-up of multiple private equity portfolio companies, and held various management positions over an 11-year period at Qualcomm.   

“We are very excited to have Robin and Mike join the Affinitiv team to add value and enhance the future of the company,” said Adam Meier, Chief Executive Officer of Affinitiv. “At this point, growing our customer base and integrating our technology is a major area of focus for Affinitiv. With Robin’s broad executive background, he will play an instrumental role on the Board by providing strategic direction for the company and being a sounding board for myself and the rest of the executive leadership team. Mike brings a fresh outlook to energize the entire organization as he builds upon our technological solutions to keep up the pace in the growing automotive space. I am confident these new additions to the team will propel us forward as a leading automotive technology company and continue the growth of our customer base.” 

About Affinitiv

Affinitiv is a leading provider of data-driven marketing and software solutions serving automotive manufacturers (OEMs), dealer groups, and individual dealerships. Backed by more than 20 years of automotive and marketing expertise, Affinitiv supports over 5,000 dealerships and every major OEM in the country. Affinitiv is fueled by the Atlas Digital Experience Platform, using unprecedented intelligence to enrich the customer experience across the automotive life cycle. With a technology-driven, consultative approach, Affinitiv drives the next-generation customer experience while creating customers for life. For more information, visit Affinitiv.com.