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Our Journey

The Lion Partnership is a collective of Automotive Experts whose cumulative experience encompasses all facets of the industry. Operating as a co-operative we recognize the power of teamwork and it's need for strategic thinking and forward looking collaboration. 

 

Understanding that as a employee, an individual is less likely to create conflict or disruption, thereby magnifying any concern. With our experience we have the ability to focus on the issue without bias recommending solutions to limit the liabilities both financially and corporately. 

Regardless of how you ask your team, they will never jeopardize their positions. So are you getting the real truths?

Lion Partnership operates as a collective of individuals with the same outlook to forward the Modern Dealership. By joining together we are able to offer more concise and accurate advice to allow efficiency and profitability to prosper. 

​As Strategic Partners we are just that... Partners. We do not receive any performance based incentives for advising the use of their products or services and likewise we do not offer any referral fees back. We stand by reputation and performance alone.

With the Lion Partnership we expedite the discovery. Immediately engaging to get the facts, interpret the truth, create solutions, manage implementation, define success and assist with succession planning if necessary

Meet the Lions

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Peter Smith

Founder & Managing Partner

A proven Sales Strategist specializing in disrupting the Retail Automotive Sales Arena, who focuses on post-COVID market adaptation, team rebuilding, and data-driven sales growth

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Josh Taylor

VP & Strategic Advisor - LP Media & Content Creatives

I don’t sell — I capture. Through Wrench Turners Podcast and live event content, I turn gritty, real shop floor stories into media that builds trust, fuels leadership, and proves value long after the cameras stop rolling.

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Shawn Armorer

VP & Srategic Advisor - BDC/BDC Operations

Founder of BDC Alchemy. With 20+ years in automotive, I align BDCs with sales & service to drive real growth. Let's fix the chaos and help your BDC thrive—not just survive.

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Bob Manor

VP & Strategic Advisor - International Sales Operations

The Integrator Instigator.
From car sales to ecosystem strategist.
I map markets, fix broken systems, and serve high-integrity operators with no time for fluff — just strategy, structure, and results.
Let’s move metal, smarter.

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Larry Feldman

VP & Strategic Advisor - Talent Acquisition Retail Environments

Auto industry vet, sales guru, recruiter, and motivational speaker. From Cadillac showroom to Career Changers USA, he helps dealerships find top talent. Philly sports, rock & roll, and history fuel him.

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Jeff Scherer

VP & Strategic Advisor - Communication Technologies

Effective communication drives growth. As founder of 𝗡𝘁𝗲𝗹𝗲𝗴𝗲𝗻𝗰𝗲, I help businesses modernize sales and customer engagement with AI-powered call tracking, voice automation, and CRM integration—turning missed calls into measurable opportunities.

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Zach McVicker

VP & Strategic Partner - Onboarding

Simplify tech. Scale teams. Align execution. Most don’t have a tech problem-they have an execution one. I build structure that fixes both—driving agility, adoption, and operational speed where it matters.

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Dan Trinidad

VP & Strategic Advisor - Business Intelligence Marketing

I help auto dealers boost profitability through data-driven insights, vendor analysis, and conversion optimization. Passionate about bridging data and industry, with experience in sales, marketing, and custom software development.

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David Rozek

VP & Strategic Advisor - Artificial Intelligence

Strategic marketing executive with 30+ years in automotive and fleet industries. Expert in AI, CRM, and digital strategy. Drives growth through data-driven lead gen, go-to-market execution, and high-performing team leadership.

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Kelley Reis

VP & Strategic Advisor - Dealer Efficiency & Design

Helping dealerships incorporate the design intentions of their facility to improve operational efficiency, deliver elevated experiences and maximize their ROI.

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Robin Wilson

VP & Strategic Advisor - Social Media

Most dealerships suck at social media—I fix that.
I help auto dealers create scroll-stopping content, build engagement, and actually sell cars using organic strategies. Founder of SCP Agency, EPIC BDC & creator of the Social Grenade app.

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Anna Vinson

VP & Strategic Advisor - OEM & Media Relations

Automotive presenter, media host, and founder of CarMatch. I create content where cars meet connection. Now launching a podcast to take the conversation further. Let’s talk cars, tech, and storytelling.

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Robin Berrendorf

VP & Strategic Partner - Digial Merchandising

As a leader in product development for innovative digital experiences in automotive, retail, and hospitality, I’m passionate about designing intuitive UI/UX that truly connects with customers and enjoy managing customer care to help businesses grow and thrive.

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Becky Squyres

VP & Strategic Advisor - Data Based Marketing

Excelling by assisting retail automotive businesses leverage data to drive smarter, more effective marketing strategies. Becky's focus on turning insights into action, she is dedicated to improving dealership performance and creating stronger customer connections.

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Elgie Bright

VP & Strategic Advisor - Continuing Education

As the Department Head of prestigious Northwood University, Elgie has the privilege of developing tomorrow's minds in Automotive. His decades of experience both with retailers and OEMS gives him an unmatched resume for this position. We welcome Elgie as the representative from Northwood.
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Don Brady

VP & Strategic Partner - Vehicle Logistics

Leveraging nearly three decades of automotive industry leadership to help dealerships optimize operations and achieve transformative growth through expert logistics strategies.

As a passionate advocate for continuous improvement, Don brings proven experience and dynamic industry insight.

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Shasta Haddock

VP & Strategic Advisor - Women In Automotive

As COO at Epic BDC and proud Women In Automotive board member, Shasta brings deep expertise in automotive operations, marketing, and social media. She co-hosts the "Chicks in Charge" podcast and champions women’s leadership in the industry.

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Brian Moates

VP & Strategic Advisor - Technology & Process Implementation

I inspire, equip, and empower organizations to create exceptional human experiences. Passionate about people achieving success and satisfaction, I champion companies that foster positive, thriving environments where everyone can truly excel.
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John Ellis

VP & Strategic Advisor - Business Intelligence Variable Operations

As a 20-year automotive veteran and economist, is founder of Agile Auto—an AI-powered platform transforming used car retail. A U.S. Marine and leader at Cox Automotive and Gulf States Toyota, he drives operational efficiency and growth.

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David Sparks

VP & Strategic Advisor - Fixed Operations

Premier Problem-Solver in Fixed Operations, I remove friction and boost profitability by empowering your greatest asset—your people. With 20+ years transforming service departments, I coach leaders to deliver operational excellence and industry-leading results.

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Frank Knox

VP & Strategic Advisor - Vehicle Acquisitions

Seasoned Inventory Sourcing Leader with 20+ years in automotive purchasing. Expert in acquisition strategy, pricing, and team building. Driven to maximize inventory profitability and market competitiveness through innovative sourcing and leadership.

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Jason Reed

VP & Strategic Advisor - Culture & Customer Experience

As a leader at Mercedes-Benz, I’ve helped define a culture of excellence and elevated customer experience. With 20+ years in luxury automotive sales, I’m committed to inspiring teams and exceeding client expectations.

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James Arnott

VP & Strategic Advisor - Software

Senior marketing and management executive with deep expertise in understanding and designing software stacks. Skilled in global partner strategy, program development, and driving revenue growth through innovative channel and go-to-market solutions.

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Tom Kline

Strategic Advisor - Compliance 

Founder of Better Vantage Point, brings 35+ years of dealership expertise. He helps dealers manage risk, protect profits, and solve compliance issues with proactive strategies trusted by top industry names nationwide.

Our values

This is the space to introduce visitors to the business or brand. Briefly explain who's behind it, what it does and what makes it unique. Share its core values and what this site has to offer. 

  • Integrity

  • People

  • Velocity

  • Flexibility

  • Vision

This Is Us In Numbers

170k+

Unique Automotive Connections

100+

Business Partners in Over 20 Countries

450

Years of Experience

5

Industry Awards

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