Carfluent, an artificial intelligence-driven website technology designed to connect car dealers with Spanish-speaking customers, has named former DealerFire and DealerSocket executive Aaron Schinke as its chief growth officer.

The company said Schinke, who most recently served as CEO of software development firm Lincoln Labs, has a track record of leading teams and driving growth, and will be responsible for leading its strategic evolution.

“Carfluent is poised for significant growth, and Aaron is the ideal leader for this journey,” Carfluent CEO Chance Mayfield said in a news release. “His extensive knowledge, understanding of the needs and challenges auto dealers face, and his history of growing companies in the auto industry make him a natural fit to join the Carfluent team.”

Chief experience officer Justin Neiser said he has seen what Schinke can do first-hand.

“Having previously worked with Aaron on several website and digital retailing initiatives across the entire OEM landscape, I know the value he can bring to both consumers and dealers,” he said, “and I’m excited for the strategic opportunities that lay ahead.”

In a news release, Carfluent said it has increased its customer base by seven times during a “series of successful quarters,” adding Cavender Auto Group and other dealership groups as clients.

Carfluent said Cavender has closed 87% of leads from its Spanish-language websites since partnering with Carfluent.

“When Chance and the team asked me to join Carfluent, it didn’t take me long to realize this was a perfect fit,” Schinke said. “There are tremendous opportunities for growth, as Spanish speakers are the fastest-growing segment in the country, with more than 60 million in the United States, making up 20% of the population.

“Carfluent helps this underserved market have the same opportunities for car buying as everyone else by connecting them with dealers. We are already hard at work growing the company and helping dealers expand their customer base.”