The former president of Dealer Specialties and Dealer Specialties International has a new executive position.

On Monday, TheCRM said it marked a key milestone in its accelerated growth trajectory by appointing Shane Marcum as chief operating officer.

With more than 30 years of experience in dealership operations, technology innovation and executive leadership, TheCRM called Marcum “a trailblazer in redefining industry standards, mastering operational complexity, and scaling businesses with precision.”

Along with prominent leadership roles at Dominion Enterprises, Marcum also owned and operated a Ford dealership, where he rapidly drove its growth to exit with a significant multiple in just four years.

“In three decades of building this business, I’ve been deliberate about the leaders I entrust with its future,” TheCRM founder and CEO Richard Keith Latman said in a news release. “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.”

Latman added, “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.”

As COO, the provider of a unified selling system for automotive and RV retailers said Marcum will drive TheCRM’s strategic growth, enhance operational scalability, and deepen industry alignment.

“TheCRM isn’t just another platform — it’s a step forward for dealerships, delivering the industry’s most advanced unified selling system,” Marcum said. “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 went on to say.