Driving performance Since 2001

Larry Kettler has served as Procede Software’s CEO and visionary force since 2011. With experience covering all disciplines from corporate enterprise to consumer markets, Larry has a proven track record of delivering top-tier business solutions designed to meet the needs of any sized business.

Larry brings a blended skill set and unique perspective from a career spanning more than 25 years in the tech industry. With a contagious passion and an unwavering commitment to excellence, he consistently encourages staff and customers alike to grow and adapt with technology to realize their full potential.

Under Larry’s leadership, Procede has experienced significant growth, delivering faster and more efficiently than ever before. His strategic intuition, ability to forge sustainable partnerships and responsiveness to market trends have all been instrumental in Procede’s success as a leading DMS provider.

After joining Procede in 2003 as the Senior Database Administrator, Rob has since transitioned into various leadership roles including the Director of Product Development and Technical Services. Rob’s extensive background in software development and information system design spans more than 16 years and has provided a strong base for his ability to lead technical teams with knowledge and direction.

Rob currently serves as the Chief Technology Officer and oversees the technical architecture of current products, modernizes legacy applications and works closely with the Product Management team to devise strategies for implementing new features into Procede’s Excede DMS.

Rob holds a Bachelor of Science degree from Arizona State University studying Computer Information Systems and Technological Entrepreneurship and Management.

With more than two decades at Procede Software, Deanna offers a strategic blend of institutional knowledge and frontline insight into the evolving needs of modern dealerships. She began her career at Procede in 2003 as an Implementation Specialist and rose through leadership roles in Implementation and Customer Relations.

Since 2019, Deanna has served as Chief Customer Officer, leading all customer-facing operations with a focus on elevating and unifying the customer experience across every stage of the journey. She oversees Implementation, Support, Customer Success, Education & Training, Business Intelligence, and Professional Services – ensuring alignment across teams, fostering collaboration, and delivering consistent value to dealerships.

Known for her collaborative leadership style and passion for continuous improvement, she champions a customer-centric approach that integrates customer insights into business strategy, enhances operational performance, and drives initiatives that improve adoption, satisfaction, and long-term success.

Deanna holds a Bachelor of Science in Computer Science from San Diego State University, where she honed her technical skills and embraced an innovative mindset that continues to shape her leadership today.

For more than two decades, Eric Fortin has been a driving force behind Procede Software’s growth and innovation. He has played a pivotal role in shaping Excede into the market-leading DMS platform it is today while ensuring that every advancement delivers real value. As Chief Product Officer, he is focused on aligning technology innovation with the needs of the customers Procede serves.

As CPO, he leads the company’s product strategy and roadmaps across Excede DMS, complementary solutions, and product integrations. A strong advocate of user-centered design, he ensures customer input guides every stage of development. Known for his humility, openness to feedback, and commitment to transparency, Eric brings a continuous learning mindset that strengthens both the team and the products Procede delivers.

Ben Jenkins is a seasoned executive with over 25 years of leadership experience spanning software development, fintech innovation, and digital transformation. As Senior Vice President of Fintech at Procede Software, Ben leads the company’s financial technology strategy and platform innovation, guiding the expansion of integrated solutions that streamline operations, strengthen industry partnerships, and help dealerships accelerate revenue growth.

Throughout his career, Ben has served as a Founder, CEO, and trusted advisor, developing and scaling technology platforms for enterprise companies and fast-growing startups. His work in payment infrastructure and embedded finance has enabled the processing of billions of dollars annually across diverse industries and global markets.

Ben’s leadership extends to fintech advisory boards and innovation groups, where he mentors emerging companies through funding and strategic growth. He holds a Master of Market Research degree from Southern Illinois University and is committed to advancing the future of integrated financial technology.

Nabyl Alvarez joined Procede Software in 2012, first supporting the CEO in an administrative capacity before transitioning into an Operations role. Along the way, she discovered her passion for people and culture and went on to establish the foundation of Procede’s Human Resources department as an HR Business Associate—a journey that ultimately led to her promotion as Senior Vice President of People & Culture.

In her current role, Nabyl serves as both a strategic leader and trusted partner across the organization. She ensures HR initiatives align seamlessly with company goals, guiding policies, programs, and practices that strengthen the employee experience. What she values most is building long-lasting connections and collaborating with colleagues at every level—creating stronger working experiences, enhancing HR operations, and fostering a culture where people feel supported, empowered, and able to thrive.

Nabyl holds a B.A. in Economics from San Diego State University and is a SHRM-Certified Professional (SHRM-CP). A San Diego native, she enjoys the balance of working in a dynamic industry while being rooted in the community she calls home.

Bennett has recently transitioned from Procede’s Director of Business Intelligence to VP of Sales and will be leading our sales team and go-to market initiatives.

Bennett is a long-time industry insider who grew up in the dealership world: prior to joining Procede, he held roles with leading commercial vehicle business advisory firms as well as cofounded his own boutique analytics consultancy.

Bennett holds a Bachelor of Economics degree from Illinois Wesleyan University.

Sharon Covitt is a seasoned leader with over 20 years of experience at Procede Software, where she has consistently showcased her impressive work ethic, strong communication skills, and legendary attention to detail. Starting her journey in 2004 within Implementation and Training, Sharon was quickly promoted, taking on various Implementation leadership roles. In 2023, Sharon pivoted from Vice President of Implementation to the Product team as Vice President of Product Success.

As Vice President of Product Success, Sharon is primarily focused on the enhancement and adoption of Excede’s Additional Solutions while also overseeing the Project Management process. She is consistently looking for ways that Procede can improve our Products including how they are delivered and implemented.

Sharon holds a Bachelor of Science in Cognitive Science with a specialization in computing from UCLA.

As a champion of change management and innovation, Lindsay leads efforts to align internal teams with evolving demands, drive innovation in CX processes and technologies, and foster a customer-first culture. She achieves this with a collaborative spirit, mentoring emerging leaders, and strengthening cross-functional collaboration across the company.

Lindsay joined Procede in 2012 as an Application Systems Consultant. She quickly shifted her focus to Education & Training, where she spearheaded a complete transformation of the company’s education content and delivery, expanding user resources and access. Transitioning from VP of Education & Training Services to Vice President of Customer Experience Strategy, she now oversees a broader vision—uniting all customer-facing business units while driving strategic initiatives to deliver a seamless and impactful customer experience.

Her strong leadership, strategic thinking, and ability to drive cross-functional alignment, combined with her high emotional intelligence, integrity, and ability to influence at all levels, make her a key player in Procede’s success. Lindsay holds a Bachelor of Science from Northwestern University with dual degrees in Communications and Dance, and a minor in Business.

A deep understanding of dealership processes and a unique ability to problem solve in a way that seemingly simplifies complexity are just two of the qualities Eric brings to his role as VP of Product Architecture. For Eric, the most meaningful part of his job is partnering with both colleagues and customers to find creative solutions to thorny problems.

Eric is one of Procede’s longest serving employees, and initially served in Implementation, then Crystal Reports Developer and Professional Services Manager roles before moving into product management and architecture, which he loves. When he is not leading product architecture, this former actor and musician can be found working in the yard or maybe even at a Padres game.

Eric holds a Bachelor of Fine Arts from Missouri State University and a Master of Fine Arts from the University of San Diego.

Rodrigo brings a passion for both people and project management to his role as Vice President of Integrations. He is responsible for overseeing the strategic planning and executional details necessary to integrate OEM and other third-party solutions with Excede, whether that’s identifying integration opportunities, managing complex projects, or resolving technical challenges.

Rodrigo joined Procede in 2015 as a Product Management Coordinator before joining the Integration Product Management team. Now, as head of that team, he is committed to supporting its members as they grow in their careers and realize their full potential. When he’s not spending time with his family, you’ll find Rodrigo training for his next triathlon race.

Rodrigo holds a Master of Computer Science from National University and a Software Engineering Certificate from UC San Diego. He is a Certified PMP and a member of the Scrum Alliance.

Grace joined Procede in 2003 and currently serves as Procede’s Vice President of Business Administration; responsible for accounting, payroll and daily business operations.

As one of Procede’s first hires, not only has Grace been an integral part of our continued evolution, she is also a resident historian. She is known for her flawless attention to detail, and her ability to handle the complexities of insurance management, audits, taxation and financial reporting with “grace.”

She holds a Bachelor of Arts in Sociology from University of California Santa Barbara, and a Master of Business Administration from California State University San Marcos.

Deepthi Saragada is a seasoned product leader with over a decade of experience driving enterprise software innovation across a variety of industries. As Senior Director of Product Management – Integrations at Procede Software, she leads the company’s strategy for OEM integrations, data services, and connected workflows—shaping how customers leverage open ecosystems to achieve operational excellence.

Since joining Procede in 2015, Deepthi has held multiple roles across engineering and product, earning a reputation for her ability to deeply understand customer needs and translate them into scalable, impactful solutions. She plays a pivotal role in aligning product, engineering, customer success, OEMs, and partners, with a focus on enhancing supportability, integration extensibility, and accelerating time-to-value for joint deployments.

Deepthi holds a B.Tech in Computer Engineering from SNIST, JNTU Hyderabad, and an M.S. in Computer Science from Western Illinois University. Outside of work, she enjoys photography and spending time adventuring with her family.

A tenacious problem solver with a passion for solid architecture and clean code, Michael Bliesath thrives in his role as Senior Director of Software Development, where he leads the software development team in building best-in-class solutions. Michael’s top priority is working with his team to bring their ideas to life, because he firmly believes that when they succeed, our customers succeed, and that’s where he finds his greatest satisfaction.

Michael joined Procede in 2015 as a Senior Software Developer before moving into Team Lead and Software Development Manager roles. The software team isn’t the only team he leads, though—he also coaches his son’s little league team and values the lessons in winning, losing, and working collaboratively that they all learn. Michael also enjoys spending time with his family outdoors camping and fishing.

Jennifer Frankman brings more than two decades of operational and project management experience to her role as Senior Director of Operations at Procede. Since stepping into this position, she has focused on streamlining processes, identifying opportunities for efficiency, and implementing new technologies that help the company scale and succeed. She also takes pride in fostering collaboration across teams, creating an environment where people can contribute, thrive, and shine.

Jennifer first joined Procede in 2018 as one of the company’s early remote employees, working from her home in Minnesota. Since then, she has held several leadership roles spanning Implementation, and PMO before moving into her current role. Before Procede, she spent 17 years working at a distributor/dealer, where one of her proudest accomplishments was leading the first-ever distributor conversion to Excede in 2005 and training about 700 employees across multiple locations.

Passionate about making an impact, Jennifer is known for her dependability, efficiency, and drive to find better ways of doing things. Her contributions were recognized with the 2024 Proscar for Operations Excellence. Outside of work, she serves as the Scoutmaster and a Merit Badge Counselor for her sons’ Scouts BSA troop.

A passion for people and problem solving, coupled with more than twenty years working in the commercial vehicle industry, make Jason a great fit for his role as Director of Product Adoption. Ten of those years were spent working in a heavy-duty truck dealership, and it’s that experience that drives his desire to build products and features that solve our customers’ most pressing challenges. His capacity for listening to customers and understanding their needs helps him go above and beyond.

Jason joined Procede in 2014 as an Application Systems Consultant where his commitment to customers and coworkers alike soon made him a standout on the team. He is a passionate musician and amateur chef and enjoys outdoor activities like camping and hiking, especially if he can share them with his family.

Robby Ticknor has been a cornerstone of Procede since joining in 2015. With a wealth of experience and a deep passion for technology, Robby has held multiple pivotal roles, including Sr. Software Engineer, SQL Developer, and Manager of Data Services, before taking on his current role as Director of Deployment and Data Services in 2022.

Before his tenure at Procede, Robby served as the CTO at a tech startup and honed his skills as a Software Engineer at AMN Healthcare. His diverse background has equipped him with a robust technical toolkit, ranging from AI and SQL optimization to application development, which he leverages to keep Procede at the cutting edge of the industry.

Robby thrives on the collaborative environment at Procede, driven by a team that shares his commitment to customer success. He identifies strongly with the company’s results-driven values, finding immense satisfaction in solving complex problems and driving impactful solutions.

Starting his career in technology at just 18 years old as a software engineer, Robby has always been passionate about innovation. Outside of his professional endeavors, he is an accomplished photographer, with his work being showcased in galleries and publications. He enjoys exploring the outdoors through hiking and finds joy in helping others achieve their goals.Robby’s dedication to innovation and his broad technical expertise make him an invaluable asset to the Procede leadership team.

Dave joined Procede in 2007 as an entry-level Application Systems Consultant in the implementation department, working his way up to Director of Implementation before transitioning to his current role as Director of Sales Engineering. Deemed the unofficial “help me fix my computer problem” person at prior companies, Dave found Procede and never looked back, as he’s able to combine his software troubleshooting and dealership experience in his ideal role.

Dave is passionate about collaborating with our team and customers. Between his extensive knowledge of the Excede application and how a dealership runs, he can advise anyone who asks how to best leverage all the tools available to help them be successful. He loves that every day at Procede is different, which presents new challenges and opportunities.

As the new owner of a truck camper, Dave enjoys camping in remote places with his family (and dogs) and watching his kids play ball on the weekends.

As Procede’s Senior Director of Business Intelligence, Scooby develops accurate and actionable reporting and business solutions that are put into practice throughout customer’s businesses. He is most passionate about providing solutions that move the needle for Procede customers. With over 25 years of experience in the industry, Scooby has previously worked for or with heavy duty dealers, distributors, repair shops, OEMs, and various HD organizations.

Although Carroll is his given name, he was given the nickname Scooby before he was one year old, and it stuck. When he first started in the industry in June 1998, he went by Carroll professionally, but was asked to change his business cards and email address due to customer persistence.

Scooby is a graduate of Dealer Academy with a formal education from Southern Illinois University, Carbondale. Outside of the office, you’ll most likely find him golfing.

As Director of DevOps and Quality Assurance, Matthew Brown focuses on driving software reliability, efficiency, and innovation through automation. He is recognized for strengthening systems, streamlining processes, and solving technical challenges in ways that ensure every release meets the highest standards.

Matthew has extensive experience developing and maturing QA departments and takes pride in building processes and teams that deliver consistency and long-term value. He especially appreciates the people and culture at Procede, describing them as one of the most rewarding aspects of his work.

Matthew holds a Bachelor of Applied Science in Electronics Engineering Technology. Outside the office, he enjoys computers, gaming, surfing, and playing electric guitar. A fun fact: though he lived in San Diego most of his life, he now calls the mountains of northeastern Washington home.

As Director of Implementation — Client Conversions, Emma is passionate about fostering sustainable organizational growth and building high-performing teams. She is dedicated to simplifying complex workflows and guiding both employees and customers through the onboarding process with clarity and confidence. Since joining Procede in 2016, Emma has remained deeply committed to her team’s development and to strengthening cross-departmental partnerships, all while maintaining close connections with customers. She embodies Procede’s values of engagement and accountability, approaching challenges with curiosity, collaboration, and ownership. Her dedication to teamwork and shared success was honored with the Team Player award at the Proscars.

Emma holds a bachelor’s degree in Astrophysical and Planetary Science and a certificate in contemplative psychology. Outside of work, she leads mindfulness workshops at her local meditation center and enjoys playing the fiddle, hiking, camping, and exploring culture through art and music.

Nicole recently stepped into the role of Director of Education & Training where she leads our learning programs, training experiences, and technical publications. Though she’s new in this position, she’s no stranger to Procede, having joined the company in 2019 and served in several key roles within Education and Training.

With a background in education, instructional design, and project management Nicole brings a strong foundation in delivering impactful learning experiences. She’s especially passionate about using the latest brain research to shape training that helps customers succeed faster and more effectively.

Outside of work, Nicole is a mom of three and a volleyball coach at her local rec center. She’s also committed to living plastic-free and shares her sustainability journey on her blog.

Ingolfur Haraldsson is a seasoned software designer with over 30 years of experience. He began his journey with Procede as a contractor in 2016 and has since advanced to the role of Director of UI/UX, where he has built a talented team of UI/UX designers.

As the Director of UI/UX, Ingolfur leads his team by championing the User-Centered Design (UCD) process. UCD is an iterative design methodology that prioritizes users and their needs throughout every phase of the design process. The primary objective of UCD is to develop products that are highly usable and accessible.

Throughout his career, Ingolfur has worked with a diverse range of companies, from innovative startups to established Fortune 100 corporations. He has created designs for various applications, including games, children’s browsers, B2C eCommerce platforms, and dealer management systems.

In his spare time, Ingolfur enjoys swimming, running, and riding his bike.

Dan Jin has served as Director of Solutions Architecture since 2023, where he leads efforts to transform complex technical challenges into practical, scalable solutions. His work centers on making products that not only provide immediate value but also position dealerships for long-term success.

He thrives in a collaborative environment and enjoys being part of a team that is genuinely passionate about solving real challenges for customers. What motivates him most is seeing an idea progress from concept to a finished solution that makes daily tasks easier and more efficient. He has also been instrumental in rolling out new analytics and AI features that are already driving measurable improvements for dealerships.

Among Procede’s values, accountability resonates most with Dan. He believes in following through on commitments and delivering solutions that are reliable and trustworthy for the people who depend on them every day.

Dan holds a bachelor’s degree in Economics from San Diego State University and a master’s degree in Economics and Statistics from New York University. Outside of work he volunteers in community programs addressing food insecurity and spends time fishing, camping, and exploring emerging technologies. A fun fact about Dan is that he never hesitates to try a new local food at least once.

Brian Rose brings a mix of technical expertise and a passion for consulting to his role as Director of Implementations – Data & Systems. He is known for helping customers navigate complex projects with confidence, turning challenges into opportunities for long-term success.

Since joining Procede in 2014, Brian has overseen the successful completion of several of the company’s largest implementation projects. His success comes from his ability to think on his feet, quickly analyze complex problems, and identify effective solutions that keep projects moving forward. He identifies most strongly with the Procede value of transparency, believing that clear communication and honesty are key to building trust and delivering results.

Brian holds a Bachelor of Science in Information Technology from The University of Southern Mississippi. Outside of work, he has been a DJ since college and is a devoted fan of dance music, from disco and funk to house and techno. A fun fact: his mom once appeared on Jeopardy! and came in second place.

Josh Smith builds strong customer relationships by focusing on efficiency, growth, and long-term success. Since joining Procede in 2020, he has been dedicated to helping customers use our technology to streamline operations and achieve their goals.

Josh identifies most strongly with Procede’s value of being impactful. He partners closely with customers to understand their challenges, anticipate needs, and create scalable processes that benefit the organizations they lead. He is equally committed to coaching and developing his team, ensuring they are equipped to deliver exceptional support and build trust with every interaction. His work is also informed by his involvement in industry groups focused on customer success and SaaS best practices, where he brings back fresh ideas and benchmarks against industry standards.

One of Josh’s proudest accomplishments was co-founding a customer success company earlier in his career and seeing the positive impact it had on small businesses. He also holds a Bachelor of Business Administration and is passionate about serving in his local community and faith-based organizations, supporting families in need and youth development programs.

Outside of work, Josh enjoys spending time with his family, who are his greatest motivation. A fun fact: his whole family once worked at Walt Disney World, and their love for Disney continues to this day.