TheCRM, provider of AI-powered dealership technology for automotive and RV retailers, has appointed Shane Marcum as chief operating officer. With over 30 years of experience in dealership operations, technology innovation and executive leadership, Marcum is a trailblazer in redefining industry standards, mastering operational complexity and scaling businesses with precision, the company said in a release. 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.
“In three decades of building this business, I’ve been deliberate about the leaders I entrust with its future,” said Richard Keith Latman, founder and 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 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, TheCRM said. 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, the company said, delivering transformative solutions that generate tangible results and position dealerships to thrive in an increasingly competitive, tech-driven market.
