360.Agency is making a clear statement about where it believes automotive marketing and retail technology are headed—and how it plans to compete there.

The company announced two senior leadership appointments that mark a strategic inflection point: Daniel Martin has been named Chief Executive Officer, while Colin Danielson joins as Chief Revenue Officer. Together, the hires position 360.Agency for its next phase of growth, centered on AI-driven execution, cleaner data foundations, and tighter alignment between product, sales, and customer outcomes.

In an automotive market defined by margin pressure, fragmented consumer journeys, and rising expectations from both dealers and OEMs, leadership changes like these are less about titles—and more about operating models.

A CEO Mandate Focused on Execution, Not Experimentation

Daniel Martin steps into the CEO role with more than 25 years of experience spanning technology platforms, digital transformation, and enterprise-scale operations. His mandate is explicit: retool 360.Agency around an AI-first operating model that delivers measurable results, not just technical sophistication.

“This transition is about focus and execution,” Martin said. “We are retooling our platform and embedding AI where it creates real operational and commercial value for our partners.”

That framing reflects a broader shift underway in automotive martech. After years of experimentation with analytics, personalization, and automation, dealers and OEMs are now demanding systems that simplify workflows, reduce operational friction, and directly impact sales and retention.

Martin’s priorities—simplified execution, stronger data foundations, and outcome-driven AI—suggest a move away from feature sprawl toward disciplined platform design. In a category where many vendors promise transformation but deliver complexity, that restraint could be a competitive advantage.

Why AI-First Means More Than Adding Features

360.Agency’s emphasis on “AI-first” isn’t about chasing hype cycles. For automotive retailers, AI only matters if it improves day-to-day decision-making across inventory, marketing spend, lead management, and customer engagement.

Under Martin’s leadership, the company is focused on embedding intelligence directly into its technology stack and operating model—using AI to automate repetitive tasks, surface actionable insights, and support faster execution across dealer networks.

This approach aligns with a growing industry realization: AI works best when it’s invisible. The most valuable systems don’t require users to “use AI”; they quietly make workflows smarter and outcomes more predictable.

A CRO Built for Go-to-Market Discipline

Complementing the CEO appointment is the arrival of Colin Danielson as Chief Revenue Officer. Danielson brings more than 20 years of experience at the intersection of product innovation and revenue execution within automotive technology—a critical combination in a market where misalignment between sales promises and product reality can quickly erode trust.

As CRO, Danielson will lead sales strategy and go-to-market execution, with a specific focus on ensuring that customer needs inform product priorities, not the other way around.

“Technology only matters if it drives outcomes,” Danielson said. “Our role is to align teams, sharpen execution, and help dealers and OEMs succeed as the market moves faster.”

That emphasis on alignment is notable. Many automotive tech companies struggle with siloed functions—sales chasing growth, product chasing innovation, and customers caught in between. Danielson’s role is designed to close that gap, turning customer feedback into actionable product direction and more effective market delivery.

Why These Roles Matter Together

Individually, the CEO and CRO appointments make sense. Together, they signal a deeper organizational shift.

Martin’s focus on platform clarity and AI-enabled execution pairs naturally with Danielson’s mandate to translate customer needs into revenue strategy. The combination suggests 360.Agency is prioritizing operational discipline over expansion for expansion’s sake—a timely stance as automotive retail navigates economic uncertainty and accelerating digital change.

This tandem leadership model reflects a broader trend across B2B technology: growth increasingly depends on tight coordination between product, data, and go-to-market execution. AI amplifies that need by raising expectations for speed, relevance, and measurable ROI.

Context: Automotive Retail at a Crossroads

The automotive industry is undergoing structural change. Inventory dynamics are shifting. Consumer expectations are shaped by digital-first experiences outside the auto sector. OEMs are rethinking dealer relationships, data ownership, and brand control.

In this environment, marketing and retail technology platforms are under pressure to do more with less—less complexity, less manual effort, and less guesswork.

360.Agency’s leadership changes reflect an understanding that technology alone won’t solve these challenges. Execution, governance, and clarity matter just as much as innovation.

By emphasizing intelligent automation and disciplined operating models, the company is positioning itself as a long-term technology partner, not just a vendor of tools

What to Watch in 2026

Looking ahead, 360.Agency has signaled three clear priorities for 2026:

• Operational clarity, reducing friction across dealer and OEM workflows

• Intelligent automation, embedding AI where it improves speed and accuracy

• Disciplined execution, ensuring strategy translates into real-world results

For dealers and OEMs, the real test will be whether these changes result in simpler systems, better insights, and stronger performance across the retail lifecycle.

For the broader martech and automotive tech ecosystem, the move underscores a growing consensus: the next phase of growth won’t be defined by who adopts AI fastest—but by who operationalizes it most effectively.

The Bigger Picture

Leadership transitions often promise transformation. Fewer deliver it.

360.Agency’s appointments of Daniel Martin and Colin Danielson suggest a company recalibrating around fundamentals—data, execution, and customer outcomes—while using AI as an enabler rather than a distraction.

In an industry where complexity has long been accepted as the cost of doing business, that focus on simplification may prove to be the most disruptive move of all.

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