PETERBOROUGH, N.H. -

Marketing executive Melanie Borden, one of Auto Remarketing's 2020 Women in Retail honorees, has joined LotLinx as vice president of marketing.

Borden has worked in the automotive industry with public tech companies and private startups, and she was most recently with a New York dealer group.

LotLinx said Borden joins the company at an important time in its development. The company said it is expanding its mission to solve what it describes as dealership pain points. It is also working to eliminate waste in marketing strategies nationwide.

The company said Borden offers a strong understanding of the industry and a track record of increasing profitability and exceeding business goals.

She brings more than 15 years of marketing experience and has found her true passion in storytelling after building her personal brand, LotLinx said. She uses marketing to create positive associations between brands and their consumers, and she recently wrote a children’s book called “Our Mommy Works with Cars” about women’s roles in a retail dealership.

“Melanie’s experience and skill set around non-traditional marketing methods will allow us to capitalize on the strength of the LotLinx brand,” LotLinx president Neal Gann said in a news release. “As we continue to innovate and grow as a tech company within the automotive space, Melanie will be a valuable addition to the team.”

To strengthen the company’s position in the industry while growing and expanding the brand, Borden will oversee marketing strategies, brand awareness, tactics, and efforts at LotLinx.

For LotLinx, the announcement marks another milestone following the release of TURNx, a browser extension that brings real-time pricing, demand, and competitor data to a dealer's desktop.

“I am beyond excited that my journey with LotLinx is beginning,” said Borden, who was a recipient last year of Auto Remarketing’s Women in Retail awards.

Borden also said, “Harnessing my automotive retail experience, I plan to use every opportunity to grow the LotLinx brand to help dealerships close the gaps in going to market with their inventory — successfully and profitably."