Reviver, creator of the “rPlate” digital license plate, announced that the company has appointed a new chief strategy officer to help promote and implement various development strategies for the growing San Francisco-based tech company.

Chosen for the position is Allan Cooper, who most recently headed Cooper Media Group, a firm directed at helping automotive clients expand their operations within the U.S. and Australia.

Cooper brings automotive expertise that spans more than 25 years and he’s played a fundamental role in delivering disruptive, transformative retailing solutions to the auto industry, according to Reviver.

“Allan is a true automotive retailing and marketing visionary and brings invaluable insights into every aspect of the automotive business to Reviver, including strong relationships with potential partners and key stakeholders,” Reviver chief executive officer Neville Boston said in a news release. “Already, he has brought new depth to our automotive bench; his contributions will be invaluable as we continue to innovate around the connected car ecosystem and extend the Reviver brand.”

Cooper was a founding partner of OneCommand, a company that developed targeted digital messaging solutions for automotive dealerships and manufacturers.

“Reviver and rPlate arrive at a time when the automotive industry is on the brink of another disruptive shift, driven by technologies that create new, far-reaching efficiencies and unprecedented connectivity. To be a key part of this transformation by supplying OEMs, dealer groups and commercial fleets with all those opportunities through a digital license plate — the ‘fifth screen’ — is incredibly exciting,” Cooper said.

Additionally, Cooper has been named a ‘Pioneer of Automotive Internet Retailing’ by J.D. Power and Associates.

“I’ve spent the first part of 2017 working closely with Neville and the rest of the team developing our go to market strategy and am thrilled at the myriad opportunities for innovation on the road ahead,” Cooper added.