SaaS & IoT Brand Growth | Tutor Interactive

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).

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

Action Plan

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

Results

Drove 15–20% annual growth in leads and ROI through integrated campaigns for Advantage GPS, helping scale the business to $16M
Captured $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

Summary

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.