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Leadership

Meet the team.

Comprised of a diverse group of tech enthusiasts, our team leaders champion every aspect of Procede's business. From product innovation to customer support, they possess the expertise and the professionalism to carry a project from conception to reality. In other words, they put the “pro” in Procede. 

 

LarryLarry Kettler
CEO

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.

 

Rob Headshot Web

Robert Stockfleth
CTO

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 into Excede DMS.

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

 

AlinaAlina Caceres 
Director of Sales and Marketing 
 

Alina joined Procede more than nine years ago as an Application Systems Consultant before making the move to the Sales and Marketing team. Today, she serves as Procede’s Director of Sales and Marketing, and is responsible for producing the solutions that link company vision with consistent ROI.

Equipped with a track record of success spanning multiple industries, Alina enthusiastically embraces change, maintaining a continued focus on driving business results. Among her many talents, she is a dynamic, intuitive and pragmatic leader with exceptional communication skills, qualities appreciated greatly by customers and co-workers alike.

Alina holds a Bachelor of Science in Accounting from Arizona State University, a Master of Arts in Leadership Studies from the University of San Diego and is a member of the University of San Diego Advisory Board.

 

DeannaDeanna Cocco 
Director of Operations and Support Services

Deanna joined Procede more than 12 years ago as an Applications System Consultant and then moved into Implementation and Customer Relations Manager roles. She has personally worked on more than 40 implementations. So, if you're a long-time Procede customer, there's a good chance you've worked closely with her.

Between her long-term experience here at Procede and her deep understanding of how a dealership runs, there's no one better to serve as our Director of Operations and Support. Deanna oversees both the Support and Professional Services teams.

Prior to joining Procede, Deanna worked as a programmer at Intuit for five years. She holds a Bachelor of Science degree in Computer Science from San Diego State University.

 

EricEric Liddell 
Director of Product Management and Integrations

Eric has been with Procede for an unprecedented twelve years. A “jack of all trades,” Eric has served in a variety of roles, from Crystal Reports Developer to SQL Server Programmer and beyond.

Eric currently serves as the Director of Product Management and Integrations, overseeing our product roadmap staff and working closely with our Engineering and Consulting teams to guide the future development of Excede DMS. Not only does Eric understand the complexity of the processes required to run a heavy truck dealership, he remains committed to going beyond the expectations set on paper and developing real solutions designed to maximize ROI for our customers.

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

 

SharonSharon Covitt 
Director of Implementation and Training Services

Sharon joined Procede in 2004 as an Applications System Consultant before moving into an Implementation Manager role, a position she held for more than six years.

Sharon's personally managed more than 40 implementations and countless other data conversions, and currently serves as the company's Director of Implementation and Training, where she oversees Procede's staff of experienced Implementation and Training Consultants. Her beyond impressive work ethic and engaging personal style enable her to interact effectively with both customers and staff.

Prior to joining Procede, Sharon worked as a Lead Consultant and Programmer at the UCLA College Instructional Lab. Sharon holds a Bachelor of Science in Cognitive Science with a specialization in computing from UCLA.

 

Shawn

Shawn Butler
Director of Product Marketing and Strategy
 

Shawn comes to Procede from the online community and tech space, where he’s spent more than a decade building best-in-breed B2B and B2C applications and online communities. Currently serving as Procede’s Director of Product Marketing and Strategy, he brings extensive executive experience in Business Development, Product Management, Product Marketing and Operations, including a role as SVP of Product and Sales for a market-leading distributed training system for the auto industry.

Shawn has a joint MBA/IR degree from UCSD’s School of Global Policy and Strategy, two bachelor’s degrees in Pure Mathematics and US History, extensive coursework and training in public policy and a growing obsession with ultra-hiking and running.

Executive Management


LarryLarry Kettler
CEO

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 dealership.

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.

Operations and Support


DeannaDeanna Cocco
Director of Operations and Support Services

Deanna joined Procede more than 12 years ago as an Applications System Consultant and then moved into Implementation and Customer Relations Manager roles. She has personally worked on more than 40 implementations. So, if you're a long-time Procede customer, there's a good chance you've worked closely with her.

Between her long-term experience here at Procede and her deep understanding of how a dealership runs, there's no one better to serve as our Director of Operations and Support. Deanna oversees both the Support and Professional Services teams.

Prior to joining Procede, Deanna worked as a programmer at Intuit for five years. She holds a Bachelor of Science degree in Computer Science from San Diego State University.

 

SadalySadaly Zendejas
Support Services Manager

As a Support Services Manager, Sadaly is responsible for supervising operations of the Support Services team, in addition to providing front-line support for all Procede customers.

From troubleshooting to system analysis, her contribution to the team is instrumental, especially in building and fostering customer relationships and proactively mentoring and managing new team members.

Sadaly brings more than a decade of experience working in the IT and customer service sectors and is passionate about applying a “customer-first” approach to everything she does. 

Prior to joining Procede in 2012, Sadaly served as a Business Analyst for the Navy Marine Corps Intranet for five years. Her technical expertise combined with a passion for the arts has also facilitated her success as a photographer and photo editor.

Sadaly holds a Bachelor of Science degree in Business Administration- Information Systems from San Diego State University.

Implementation and Training

SharonSharon Covitt
Director of Implementation and Training Services

Sharon joined Procede in 2004 as an Applications System Consultant before moving into an Implementation Manager role, a position she held for more than six years.

Sharon's personally managed more than 40 implementations and countless other data conversions, and currently serves as the company's Director of Implementation and Training, where she oversees Procede's staff of experienced Implementation and Training Consultants. Her beyond impressive work ethic and engaging personal style enable her to interact effectively with both customers and staff.

Prior to joining Procede, Sharon worked as a Lead Consultant and Programmer at the UCLA College Instructional Lab. Sharon holds a Bachelor of Science in Cognitive Science with a specialization in computing from UCLA.

 

DaveDave Wallace
Implementation Manager

Dave joined Procede in 2007 as an Applications System Consultant.  Over the years, he has been involved in more than 25 implementations and data conversions, and in 2012 he was promoted to Implementation Manager.  Dave excels at leading dealerships through their conversion to Excede DMS and has been hailed by customers for his ability to listen, creative problem-solving skills, and his keen attention to detail.

Before joining the Procede team, Dave started his career in technology as a Support Representative for a software development company.  He went on to spend ten years in dealerships, working both in the Sales department and as a Finance Manager.

As a San Diego native, Dave, his wife, two kids and two dogs, are all grateful to call Southern California home.

 


Lindsay2Lindsay Martin
Training Manager 

A consummate problem-solver and a fearless leader, Lindsay has leveraged her extensive background in project management and customer service to become Procede’s resident Trainer Extraordinaire.  With multi-industry experience spanning information technology, consulting and travel, Lindsay’s positive, collaborative spirit and professionalism have made her an invaluable asset to the company.

Lindsay joined Procede in 2012 as an Application Systems Consultant and was promoted to Training Manager in less than three years. In her current role, Lindsay is responsible for creating and delivering training solutions designed to streamline dealership operations for customers across the US and Canada. Under her leadership and guidance, the creation and delivery of training content has undergone a complete overhaul, giving users access to more resources than ever before.

Lindsay holds a Bachelor of Science degree from Northwestern University with dual degrees in Communications and Dance and minor in Business.

Product Management

EricEric Liddell
Director of Product Management and Integrations

Eric has been with Procede for an unprecedented twelve years. A “jack of all trades,” Eric has served in a variety of roles, from Crystal Reports Developer to SQL Server Programmer and beyond.

Eric currently serves as the Director of Product Management and Integrations, overseeing our product roadmap staff and working closely with our Engineering and Consulting teams to guide the future development of Excede DMS. Not only does Eric understand the complexity of the processes required to run a heavy truck dealership, he remains committed to going beyond the expectations set on paper and developing real solutions designed to maximize ROI for our customers.

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

Product Marketing and Strategy

Shawn

Shawn Butler
Director of Product Marketing and Strategy
 

Shawn comes to Procede from the online community and tech space, where he’s spent more than a decade building best-in-breed B2B and B2C applications and online communities. Currently serving as Procede’s Director of Product Marketing and Strategy, he brings extensive executive experience in Business Development, Product Management, Product Marketing and Operations, including a role as SVP of Product and Sales for a market-leading distributed training system for the auto industry.

Shawn has a joint MBA/IR degree from UCSD’s School of Global Policy and Strategy, two bachelor’s degrees in Pure Mathematics and US History, extensive coursework and training in public policy and a growing obsession with ultra-hiking and running.

 

EricEric Fortin
Senior Manager, Strategy

A Procede Software employee since 2004, Eric started as an Applications System Consultant and quickly transitioned to a Process Consultant position. He was subsequently promoted to Manager of Professional Services and now serves as a Senior Manager on our Product Marketing team.

Eric has visited nearly 70% of Procede customers, which has made his depth of knowledge an asset when it comes to designing and developing Procede’s executive level business intelligence strategy and products. He is also heavily involved in Procede’s API initiative as well as OEM and third party integrations and partnerships. 

Eric’s prior work experience includes construction, website design and a role as a Quality Assurance Specialist at Intuit.

Sales and Marketing

AlinaAlina Caceres
Director of Sales and Marketing
 

Alina joined Procede more than nine years ago as an Application Systems Consultant before making the move to the Sales and Marketing team. Today, she serves as Procede’s Director of Sales and Marketing, and is responsible for producing the solutions that link company vision with consistent ROI.

Equipped with a track record of success spanning multiple industries, Alina enthusiastically embraces change, maintaining a continued focus on driving business results. Among her many talents, she is a dynamic, intuitive and pragmatic leader with exceptional communication skills, qualities appreciated greatly by customers and co-workers alike.

Alina holds a Bachelor of Science in Accounting from Arizona State University, a Master of Arts in Leadership Studies from the University of San Diego and is a member of the University of San Diego Advisory Board.

Our Mission

  • Our mission is to provide dealership management software built on feature-rich, innovative technology, to be the first and best in compliance with industry standards, and to offer services that deliver our customers incredible value and a competitive advantage.


Get in Touch

Speak with a Procede Specialist today!

Main: 858.450.4800
Sales: 858.450.4820

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