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CEO & Co-founder
Our CEO & Co-founder, Karl Murphy, transformed a military and brick-and-mortar car wash career into the well run machine that is Spiffy. Karl leads Operations and Sales, growing the business across geographies, channels, and services. Karl began his military career as a rifle and scout platoon leader who served in the 82nd Airborne Division’s 3rd Brigade during Operations Desert Shield and Desert Storm. He served in Fort Bragg, NC, as well as Saudi Arabia and Iraq. Captain Murphy was also selected to serve as his unit’s Air Operations Officer, making him responsible for the airborne deployment of over 3,000 soldiers and 200 vehicles on 18 hours notice anywhere in the world. In 2019, Karl received the Veterans of Influence award from the Triangle Business Journal. When he’s not inspiring the Spiffy troops, Karl can usually be found on his bike.
Chief of Product and Strategy
Spiffy's Chief of Product and Strategy, Connor Finnegan, joined Spiffy in 2019, leading corporate strategy and partnership development. He has extensive experience in SaaS product development, business implementation and go-to-market product strategy. Prior to joining Spiffy, Connor was a senior product manager at IHS Markit, a leading financial information and service provider, and an investment banking associate at Deutsche Bank in New York. Connor holds a BS from the University of Dayton, and a MBA from Duke University's Fuqua School of Business. Connor's love for iced coffee, the English premier league soccer and his two young kids combine for the perfect weekend morning routine where he roots on Liverpool FC with a baby bottle in one hand and homemade cold brew in the other.
EVP of Automotive Business Development
An accomplished automotive executive with nearly 20 years of experience working in key leadership roles for prominent, industry-leading brands. Troy is currently EVP and Chief Operating Officer of Spiffy Devices, after joining as part of the 2024 NuVinAir acquisition. His career achievements include spearheading a $500M brand extension called AutoNation USA for AutoNation, the country's largest automotive group, requiring conceptualization, buildout, and implementation of a technology-driven business model. Troy leads with a passion for empowering teams and positioning them for success while driving strategic business decisions. Based in Southern California with his wife and three children, Troy enjoys spending downtime on his extended family’s Napa Valley ranch.
VP of Growth Marketing
Brian Chapman joined Spiffy in February 2017 as our first “Digital Marketing Ninja” tasked with scaling all digital marketing initiatives across B2C and B2B lines of business. Promoted to Director of Growth in late 2018, and then promoted to VP of Growth Marketing in late 2022, Brian has been a key member of our Go-To-Market team, helping to build and scale fleet lead generation programs, product marketing, and consumer marketing across all corporate and franchise geographies. Prior to joining Spiffy, Brian was a ‘Dude’ - working in digital marketing at Dude Solutions (now Brightly) in Cary, NC.
SVP of Sales
Garrison Ramoso joined Spiffy in January 2020 to focus initially on fleet sales on the West Coast as well as Vehicle 2.0 opportunities. Since then, his responsibilities have expanded to include fleet sales and business development responsibilities for Spiffy nationwide. Prior to joining Spiffy, Garrison led high performing teams at eBay focused on emerging markets in various categories including Motors. He also established fleet sales for YourMechanic and redefined the sales team at SurveyMonkey prior to their IPO. Garrison has an MBA from San Jose State University and a BA from Fairfield University in CT. When he’s not working to find ways to make fleets more efficient, you will find him either cycling, at the gym or shuttling his daughters to one of their many volleyball and gymnastics events.
VP of HR & Recruiting
Sheri Peck serves as VP of HR & Recruiting at Spiffy, where she joined in 2023 as Talent Acquisition Manager. In her initial role, she developed scalable recruitment frameworks that supported the company's fleet servicing expansion while maintaining high-quality hiring standards and cultural alignment. Her responsibilities have since expanded to creating comprehensive people strategies that balance organizational efficiency with technology-driven workforce solutions. Outside of extensive multi-unit experience from previous roles at Waffle House and Earth Fare, Sheri has also provided HR and recruitment expertise to smaller businesses as a consultant. Her entrepreneurial spirit emerged early when, at just 20 years old, she founded AshevilleMommies, a local non-profit chapter of "The Mommies Network." Under her guidance, this pioneering community for Asheville-area mothers grew to over two-hundred members within its first year. A Certified Professional Coach, Sheri holds a Bachelor's degree from UNC-Greensboro and a Master's in Human Resource Development from Clemson University. Outside of work, she enjoys playing tennis, exploring local greenways, and spending quality time with her son.
SVP of Field Operations
Jim Wilson joined Spiffy in 2021 and serves as the Senior Vice President of Field Operations. Prior to joining Spiffy, Jim was a Regional Vice President with Advantage Rent A Car overseeing the MidAtlantic and Northeast. He also held various titles within the Rental Car industry. Jim graduated from Villanova University with a Bachelors degree in Business Administration. Jim spends his free time fishing, boating and enjoying the outdoors.
VP of Field Operations, West
Chris Zarate joined Spiffy in Feb 2017 and serves as Vice President of Field Operations West. Prior to joining Spiffy, Chris was a Regional Manager in the service industry. He has worked with companies like Panera Bread, Coffee Bean and Tea Leaf and California Pizza Kitchen. Chris lives on the West Coast with his wife and 2 children. Chris is a dedicated youth baseball coach who enjoys leisurely time at the beach.
