Industry Trailblazer to Lead TheCRM’s Next Chapter of Growth and Innovation in AI-Powered Dealership Technology
BEVERLY HILLS, Calif., March 31, 2025 /PRNewswire/ — In a strategic leadership move that marks a key milestone in its accelerated growth trajectory, TheCRM has appointed Shane Marcum as Chief Operating Officer. With over 30 years of experience in dealership operations, technology innovation, and executive leadership, Shane Marcum is a trailblazer in redefining industry standards, mastering operational complexity, and scaling businesses with precision. His appointment marks a defining moment for TheCRM—solidifying its position as an industry leader and amplifying its impact across the automotive and RV dealership landscape.
Shane Marcum, newly appointed COO of TheCRM, brings transformative leadership to AI-driven dealership technology.
“In three decades of building this business, I’ve been deliberate about the leaders I entrust with its future,” said Richard Keith Latman, Founder & CEO of TheCRM. “Bringing Shane on as COO isn’t just a decision—it’s a defining moment for TheCRM. His expertise and vision will be instrumental in scaling our ambitions and driving meaningful, measurable impact across the industry. 2025 isn’t about riding momentum—it’s about delivering what dealers need most: smarter strategies, sharper execution, and results they simply can’t get anywhere else.”
Marcum’s career spans retail dealership operations, technology innovation, and executive leadership in the automotive vendor space—earning him a reputation for turning complex challenges into strategic opportunities. He has held prominent leadership roles at Dominion Enterprises, most recently as President of Dealer Specialties, LLC and Dealer Specialties International, Inc. Marcum also owned and operated a Ford franchised automobile dealership, where he rapidly drove its growth to exit with a significant multiple in just four years. Throughout his career, he has optimized operations, built high-performing teams, and implemented scalable solutions that fueled sustained expansion.
As COO, Marcum will drive TheCRM’s strategic growth, enhance operational scalability, and deepen industry alignment—cementing the company’s position as the intelligent engine behind modern dealership success. A firm believer in leading from the front, he will apply his ‘chain leadership theory’ to empower teams with trust, clarity, and autonomy—ensuring focused execution and meaningful results.
“TheCRM isn’t just another platform—it’s a step forward for dealerships, delivering the industry’s most advanced unified selling system,” said Marcum. “With AI at its core, we’re giving dealers a competitive edge they’ve simply never had before. My mission is to scale this vision, building systems that don’t just meet dealers where they are but elevate them to where they need to be. This isn’t about incremental improvement—it’s about redefining what’s possible.”
Marcum’s appointment comes at a pivotal moment, as demand for AI-driven dealership technology continues to surge. His leadership will accelerate TheCRM’s growth trajectory, delivering transformative solutions that generate tangible results and position dealerships to thrive in an increasingly competitive, tech-driven market.
Photo of Shane Marcum available [here].
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About TheCRM
A leader in AI-powered dealership technology, TheCRM delivers the most advanced unified selling system for automotive and RV retailers. Purpose-built to move past the constraints of standard industry tools, it delivers the intelligence and adaptability legacy platforms were never designed to offer. With AI at its core, TheCRM empowers dealerships to operate smarter, faster, and at scale. It replaces fragmented tools with a seamless, data-driven ecosystem. Operating in secure cloud environments fully compliant with global regulations, TheCRM transforms customer engagement, optimizes sales processes, and sets a new standard for dealership operations.
SOURCE TheCRM Corporation
