Alex Vetter serves as the President and Chief Executive Officer of As one of the founding members of, Alex has helped shape the company from its initial concept into a leading digital marketplace and platform powering innovative solutions and frictionless omni-channel experiences for the automotive industry.

Prior to Chief Executive Officer, Alex served in a number of senior management roles for, including Senior Vice President and Chief Operating Officer.

Alex has always been passionate about enabling local businesses. He was raised by entrepreneurs and has long had an interest in supporting businesses that drive local economies and communities. It was this passion that led him to a company whose mission is to help enable local businesses in a digitally driven world.

Alex received his bachelor’s degree from Providence College where he was a four-year division one athlete. He has a wife and two children and spends his spare time coaching and giving back to kids who are also in the growth stage of their lives.


Doug has served as Chief Revenue Officer since July 2018. He oversees the Company's sales channels and revenue operations, building on customer relationships with nearly 20,000 local automotive dealers as well as major dealer groups, national brands and OEMs. Doug is leading the transformation of the go-to-market organization to help expand the Company from a listings model to a business where media, digital solutions and data all work together to support customers' goals and growth of the business.

Prior to joining, Doug served as Chief Revenue Officer at online consumer marketplace LivingSocial where he helped grow the company from a small start-up to a global enterprise with nearly $2 billion in sales. Previously, he held executive positions at Expedia, Ticketmaster and Citysearch.

Doug holds a B.A. in Sociology from Hamilton College in Clinton, NY.


Sonia joined CARS as Chief Financial Officer in July 2020. In this role, Sonia is responsible for the financial health of the organization and leads accounting, finance and analytics, treasury, investor relations and strategic planning. Prior to CARS, Sonia has been a critical force in driving long-term growth and stability for organizations. A former Morgan Stanley investment banker and McKinsey & Company consultant, Sonia spent 10 years with the Redbox organization, first joining then-parent Outerwall in 2010. It was under her watch that the company was acquired by Apollo Global Management and launched its Redbox On Demand online video store.

A Harvard MBA, Sonia also holds bachelor’s and master’s degrees in electrical engineering from Princeton University and the Massachusetts Institute of Technology, respectively.


Jim has served as Chief Legal Officer since October 2016. He is responsible for the legal aspects of the Company's securities and corporate governance, and as such leads the Company's compliance and ethics, cybersecurity and privacy functions. He also manages the legal aspects of the Company's M&A, commercial and contract, intellectual property, executive compensation, and labor and employment activities. Jim has helped achieve a number of important milestones, including spinning off as an independent, publicly traded company as well as acquiring Dealer Inspire and establishing a $900 million credit facility.

Prior to joining, Jim served as the Senior Vice President and General Counsel for Orbitz Worldwide, Inc., a global online travel company. Jim was also the Senior Vice President and General Counsel for TLC Vision Corporation, a private equity-backed vision care company. Before joining TLC Vision Corporation, he was a partner with Latham & Watkins LLP. Early in his career, Jim clerked for the Hon. Ruth Bader Ginsburg and for the Hon. Charles Clark.

Jim holds a J.D. from Columbia Law School, an MPA in Public Affairs from Princeton University and a B.A. in Economics from Yale University.


D.V. has served as Chief People Officer since May 2019, leading all aspects of Human Resources. Passionate about empowering people and their career development, he is attracting, retaining and developing the best talent to drive the future of automotive retail by further expanding and innovating the use of HR technology across CARS. He also helps foster an environment and culture that keeps diversity and inclusion at the center of everything CARS does.

Prior to his role at CARS, D.V. led Human Resources, Strategy and Enabling Functions at Tyson Foods, Inc. He also worked in HR for Whirlpool Corporation, leading global diversity.

A native of Chicago, D.V. received his MBA from the University of Notre Dame with a focus in Strategy. He graduated from the University of Illinois in Champaign with a Bachelor of Science degree in Political Science and Economics and received master's degrees in Education and in Labor and Employee Relations.


With a passion for computer programming and moving metal, Joe co-founded Dealer Inspire in 2013 to build new solutions to help dealers win. In a few years, Dealer Inspire has grown to 600 employees serving over 3,000 clients and 24 OEM brands with game-changing innovation as part of the CARS family of companies.

Joe began his career on the Ford assembly line at age 20, reading his college textbooks seconds at a time in between building cars. Over the next decade Joe gained experience at many different levels in the automotive industry — including Ford Marketing and Sales, dealership General Manager, and BDC Manager.

Joe is also committed to community service by serving on the board for three local charities: Turning Pointe Autism Foundation, One for the Kids, and Loaves and Fishes.


Dean has served as Executive Vice President since October 2019. In this position, he is helping develop cutting edge marketing solutions for dealers and automakers to increase sales through integrated and innovative strategies. Dean is a renowned automotive industry leader, with more than 20 years of experience driving success at major automotive brands with a focus on sales through next-generation marketing and technology solutions.

Prior to joining CARS, Dean enjoyed four successful years as CMO of Hyundai Motor America and three years as CMO of Subaru of America. He has also served in executive roles at, Dealix, and LotLinx.


Marita was promoted to Chief Communications Officer in June 2020 and is responsible for internal and external communications strategy and events across CARS. Since joining the company in October 2017, Marita has transformed CARS’ communications practice by delivering meaningful campaigns, press and events that drive results and business impact.

Marita has spent more than 20 years in communications, public relations and reputation management across industries including travel, media and education. She began her career at top PR agencies focusing on clients whose businesses were an intersection of technology and retail. Prior to joining CARS, she led communications for digital marketplaces Orbitz and Vivid Seats.

Marita is a staunch supporter of mentoring programs in underserved communities and serves as a board member for Polished Pebbles, a non-profit girls mentoring organization. She holds a master’s degree in human services administration from Spertus College and a bachelor’s degree in public relations and English writing from Illinois State University.


Fred has served as Chief Technology Officer since May 2018. In this position, he manages the technical and data engineering teams and is responsible for the product, data and operational platforms. Fred is leading the CARS technology transformation by modernizing and building a faster and more efficient platform that accelerates innovation of products and solutions for car buyers and sellers.

Prior to CARS, Fred was the vice president of digital architecture at Grainger and chief technology officer at Gamut. Previously, he was the chief technology officer at Belly, a six-year-old Chicago startup with top-tier investors and Enova International, Inc.

Fred received a bachelor's degree in industrial engineering from Purdue University and a Juris Doctor from Loyola University Chicago School of Law.


Brooke has served as Chief Experience Officer since December 2019. In this position, she leads the strategy for all product, design and marketing functions to create a seamless experience for our shoppers and sellers. Prior to this role, Brooke served as Chief Marketing Officer since 2016 where her strong track record of optimizing marketing effectiveness and implementing forward-thinking brand strategies has taken the more than 20-year-old automotive company from 0-to-100, setting her apart as a female marketing leader driving innovation and fresh thinking in the automotive industry.

As part of her commitment to growth marketing, Brooke made strategic new hires to enable to take SEO optimization, customer acquisition and analytics infrastructure to a new level, and spearheaded the efforts to bring the company's digital media buying services in-house, allowing the team to be nimbler and more responsive to consumer needs. Her career has been defined by digital businesses with an eye toward optimizing marketing effectiveness through data-driven insights.

Before joining in 2016, Brooke served as vice president of brand and design at Avant. Previously, she was head of brand strategy at Twitter, where she delivered revenue-driving creative ideas forFortune200 clients. Prior to her time at Avant and Twitter, Brooke was senior vice president of brand strategy at DigitasLBi from 2011 until 2014.

Brooke received her Bachelor of Arts from Bard College at Simon's Rock in Great Barrington, Massachusetts.