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

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.

Integrity

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.

Unity

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

Innovation

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.

Impact

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

Sharon Kitzman

Chief Executive Officer

Sharon Kitzman is the Chief Executive Officer of Affinitiv, a leading provider of intelligence-driven software and lifecycle marketing solutions for OEMs, dealers, and automotive groups. Kitzman brings more than 34 years of leadership experience in technology and automotive software, with a proven track record of scaling high-growth businesses and delivering customer-centric innovation.

Before joining Affinitiv, Kitzman served as President of Dominion DMS, where she successfully launched and grew the industry’s first Microsoft-based cloud-native Dealer Management System (DMS). Earlier in her career, she was President of Infomedia Americas, partnering closely with leading OEMs to deliver digital solutions that enhanced dealer and customer experiences.

Her leadership and impact on the automotive industry have been widely recognized. Automotive News named her one of the 100 Leading Women in the North American Auto Industry in both 2015 and 2020, and she was honored with the AutoSuccess Women at the Wheel award in 2021.

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.

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.

T.O. Wagner

Chief Revenue Officer

Thomas “T.O.” Wagner is Chief Revenue Officer at Affinitiv, where he leads global revenue strategy, go-to-market execution, and key customer and OEM partnerships. With more than 30 years of experience in automotive technology and software-enabled services, Wagner has a proven track record of driving growth, building high-performing teams, and scaling revenue operations.

Before Affinitiv, he held senior leadership roles at organizations including DMEautomotive, AutoPoint/Solera, and Reynolds & Reynolds, leading strategic accounts and sales organizations. Wagner is known for his customer-centric approach, operational discipline, and ability to align cross-functional teams around growth priorities.

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

Tom Kerr

President, Affinitiv Advertising

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!

Tracy Hedgpeth

Vice President, People

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.

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