Richard Keith Latman
Chief Executive Officer
Chief Executive Officer
Richard Latman doesn’t just build technology—he creates what dealerships didn’t think was possible. With over three decades of experience spanning sales, dealership operations, and groundbreaking achievements, Richard has become a visionary leader in the CRM industry. As the founder and CEO of TheCRM, he has redefined the role of AI in the automotive and RV markets, delivering transformative tools that others couldn’t conceive and empowering dealerships to thrive in an industry long held back by outdated solutions.
Richard’s relentless pursuit of innovation has shattered the stagnant CRM landscape, unlocking possibilities no one else dared to explore. Leveraging Generative AI and advanced technology, Richard has created a platform that grows and evolves alongside dealerships. With more groundbreaking advancements on the horizon, Richard is leading a revolution that promises to change the game entirely.
Shane Marcum
Chief Operating Officer
Chief Operating Officer
Shane Marcum is a powerhouse in dealership operations, with decades of experience revolutionizing how dealerships succeed. As Chief Operating Officer of TheCRM, Shane has built a legacy of tackling the industry’s most complex challenges with unwavering focus and delivering solutions that transform dealership performance. His approach doesn’t just improve systems—it reinvents them, ensuring every tool TheCRM provides drives undeniable results and positions dealerships to dominate their markets.
Shane’s leadership is grounded in real-world experience and a focus on results. Known for tackling complexity with precision, he simplifies operations while driving performance. His vision for TheCRM is about creating an integrated platform that empowers dealerships to excel. As he leads TheCRM toward DMS integration and expanded capabilities, Shane is making sure the platform becomes the backbone of dealership growth in a fast-evolving market.
Jeremy Eisenberg
Vice President of Sales
Vice President of Sales
With over 20 years of experience in dealership leadership, Jeremy Eisenberg has developed a proven ability to drive performance and transform operations. He has held leadership roles, including Manager at Toyota of Bedford, General Manager of Alfa/Fiat, Subaru, and Volkswagen, and Managing Partner at Mazda of Kent. Throughout his career, Jeremy has turned underperforming dealerships into top performers by streamlining operations, optimizing team performance, and implementing innovative strategies.
As a former dealer who implemented TheCRM in his own stores, Jeremy has lived the challenges dealerships face and knows what it takes to succeed. Jeremy’s mission is simple: equip dealerships with tools that don’t just meet expectations but redefine them, creating new possibilities for success across the automotive and RV industries.
Hannah Rener
Vice President of Marketing
Vice President of Marketing
Hannah Rener has led a bold transformation of TheCRM’s marketing strategy, positioning the company as a leader in the CRM space. Building the marketing department from scratch, she has skillfully woven the company’s story, showcasing its AI-driven solutions as the true differentiator in a market flooded with empty promises. Before 2024, TheCRM grew purely by dealer adoption—now, it’s time to make its presence match its impact.
Relentlessly focused on growth and impact, Hannah ensures every marketing initiative aligns with TheCRM’s mission to equip dealerships with tools that improve efficiency, enhance customer relationships, and drive meaningful business growth. As the company pushes forward in 2025, she’s sharpening its presence, expanding its reach, and ensuring dealers have a clear path forward with the right technology behind them.
Chad Agler
Product Evangelist
Product Evangelist
Chad Agler has spent over 25 years shaping automotive retail—from the showroom floor to the technology that powers it. He walked the same path as the dealers he now supports—selling cars, running F&I, and managing dealerships before pioneering digital F&I tools that remain industry standards. Frustrated by outdated tech, he set out to build better solutions, bridging the gap between dealership operations and the software they rely on.
Now at TheCRM, Chad is more than a product expert—he’s a true advocate for dealers, ensuring they get technology that actually works. He doesn’t just give demos; he connects the dots, breaking down complex problems and showing dealers how to turn them into wins. His deep industry knowledge, straight-shooting style, and drive to improve operations make him a key force in transforming how dealerships work and win.
Jim Nelson
Director of Fixed Operations
Director of Fixed Operations
Jim Nelson has over 30 years of automotive experience, with expertise in solving complex problems, including service lane optimization and digital retailing. His hands-on experience gives him a sharp understanding of today’s CRM and DMS landscape, along with the inefficiencies that slow dealerships down and the practical solutions that can fix them.
Relentlessly focused on delivering tangible results, Jim is leading the development of a unified DMS platform that removes the need for fragmented systems. His vision is to eliminate inefficiencies, streamline operations, and equip dealerships with a single solution that seamlessly manages Sales, Service, Parts, and Accounting. As TheCRM continues to evolve, Jim is setting a new standard for what dealerships can expect from their technology—tools that don’t just support their work but transform how they succeed.
Alex Sas
Director of Customer Success
Director of Customer Success
Alex ensures every dealership’s journey with TheCRM is seamless and effective. Overseeing customer success from dealership onboarding to on-site training, implementation, and online support, he drives the strategies that keep dealers supported at every stage. His expertise lies in turning complex processes into clear, actionable solutions, ensuring teams have the tools and training needed to get results.
As Director of Customer Success, Alex also leads professional development for TheCRM’s team, ensuring staff are equipped to provide expert guidance and efficient support. Whether working with dealers or internal teams, he is committed to delivering the leadership and structure that drive long-term success.
Phil Zimmel
Senior Customer Success Manager
Senior Customer Success Manager
With over 30 years in the automotive industry, Phil has dedicated his career to improving dealership performance by addressing operational inefficiencies, integrating emerging technologies, and driving meaningful customer engagement. His hands-on experience includes developing practical solutions tailored to the unique challenges dealerships face, resulting in measurable improvements in productivity and profitability.
As Senior Customer Success Manager at TheCRM, Phil leads dealer training, operational enhancements, and long-term success initiatives. His expertise lies in equipping dealerships with the tools and strategies needed to adapt to an evolving market, optimize performance, and deliver outstanding customer experiences.
Megan Varney
Director of AI Infrastructure
Director of AI Infrastructure
Megan Varney, Director of AI at TheCRM, leads a team of nine developers transforming dealership operations with machine learning and generative AI. With a BS and MS in Physics and certifications in Data Science and AI, she brings a strong technical foundation and data-driven approach to automation. Her team streamlines workflows by automating customer interactions, logging customer interests, and enabling 24/7 support across text, email, and phone.
At TheCRM, Megan drives AI solutions that free sales teams from administrative work, allowing them to focus on closing deals. She fosters collaboration, pushing AI advancements that enhance efficiency and decision-making, making her a key leader in modernizing dealership operations.
