FlexPath DXP on Wednesday named Shannon Neilson as director of dealer and channel development.

Neilson is being tasked with working directly with dealers, agencies, and channel partners to help them better understand how consumers are engaging with their marketing and get more value from the dollars they’re already spending.

FlexPath helps dealers and their marketing partners improve conversion and marketing ROI while tackling some of the industry’s toughest challenges: affordability, used vehicle leasing, fraud prevention, and AI discovery.

And Neilson isn’t coming into the organization ice cold. The company highlighted she brings a rare combination: years on the marketing and agency side working with dealers, most recently at IM@CS, plus firsthand experience with the technology behind FlexPath itself.

At the Larry H. Miller organization, Neilson used DriveItNow, an earlier generation of the technology that became FlexPath, and saw firsthand how payment and credit-qualified experiences could become one of a dealer’s strongest sources of qualified opportunities.

“I’ve known Shannon and her work for years. She understands the automotive business, but just as importantly, she understands dealer marketing and how technology needs to perform in the real world,” FlexPath DXP CEO and co-founder Tarry Shebesta said.

“Having someone who has actually used an earlier generation of our technology and now gets to help dealers and partners take advantage of where we’ve taken it is pretty unique. I’m excited to have her on the FlexPath team,” Shebesta continued.

Neilson added, “I’ve seen firsthand what this technology can do for dealers, which is one of the things that attracted me to what FlexPath is building today. Having spent years on the dealer marketing and agency side, I know how much effort and money goes into generating traffic.

“I’m excited to work with dealers and their agencies to identify where opportunities are being lost and help them get more from the investments they’re already making,” she went on to say.