Vice President of Marketing | Procon Analytics
As Vice President of Marketing at Procon Analytics—a parent company formerly known as Connected Holdings—I led the strategic development and marketing execution behind a growing portfolio of SaaS and IoT brands in the automotive, asset management, and connected vehicle space. Built on the Pileus Platform, these solutions powered telematics, risk mitigation, F&I, and vehicle health services across diverse industries.
Connected Dealer Services (CDS) was launched to serve franchise automotive dealers with white-labeled lot management, F&I, and vehicle health products—including Elo GPS, TheftPatrol, ZAZ GPS, SG Connect, Apex Connect and CarRX. In parallel, I led growth efforts for other subsidiaries including Advantage GPS (risk mitigation for vehicle finance), SmartLot (lot management for independent, used car dealers), Ryken Asset (construction and asset tracking), and Ryken Security (a new coin-op security solution for the gaming industry).
Key Challenges
- Establishing net-new brands in saturated telematics and tracking markets
- Developing clear GTM strategies tailored to multiple verticals
- Building brand equity and demand simultaneously
- Fueling pipeline growth while lowering CAC
- Driving retention and win-back through lifecycle marketing
Strategic Initiatives
- Created unified brand architecture, visual identities, and positioning strategies across all subsidiaries
- Rolled out differentiated GTM plans for CDS, Advantage GPS, SmartLot, Ryken Asset, and Ryken Security
- Launched omnichannel marketing programs spanning SEO, content marketing, social, PR, events, referral campaigns, lifecycle email, and co-branded POS with partners
- Built lifecycle journeys and win-back initiatives that increased retention and reactivated lost accounts
- Developed accredited CE curriculums and educational sessions for industry associations, helping grow visibility and deepen dealer relationships
- Collaborated with cross-functional leaders in sales, product, and operations to align marketing execution with business objectives
Achievements
- Drove 15–20% annual growth in leads and ROI through integrated campaigns for Advantage GPS, helping scale the business to $17M.
- Caputured $4 in ROI for every dollar spent for association sponsorships and events.
- Generated $3.4M in 2024 revenue from referral programs across Advantage GPS and Ryken.
- Elevated Advantage GPS’s brand visibility and positioned it as a recognized authority in risk mitigation.
- Helped launch and grow CDS from inception to $68M in ARR.
- Boosted industry credibility through 50+ breakout sessions and educational classes at national and state conferences since 2020.
From launching connected car brands to introducing risk mitigation and asset tracking solutions in new verticals, I helped scale Procon Analytics from early-stage development to a multi-brand, multi-market operation. With a focus on performance marketing, strategic branding, and scalable programs, I drove measurable growth across the entire portfolio—establishing brand leadership in competitive markets.
Background
I specialize in setting performance metrics aligned with corporate objectives, measuring cross-channel engagement, and identifying the strategies that deliver the greatest impact and ROI. Whether leveraging advanced analytics platforms or manually visualizing data, I translate performance into clear, actionable takeaways that inform next steps and drive results.
This approach played a central role in the rollout of Procon Analytics—a sister company spun out of Connected Holdings to support the launch and growth of Connected Dealer Services and its portfolio of connected car solutions, including Elo GPS, theftPatrol, Apex, SG Connect, ZAZ GPS, and CarRX. The business gained traction quickly, becoming a viable standalone entity. Ultimately, Connected Holdings was acquired by Phillips Connect, with Freight Metrics included in the transaction and HOS Reporter sold separately.