Directed Appoints New Senior VP

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Directed announced a new head of its Ignition Interlock Device business.   It appointed Jason Bertellotti as new Senior Vice President and General Manager of its Ignition Interlocks, reporting directly to Directed CEO Bob Struble.

Bertellotti was previously VP Sales at AuptiX, a startup in the trucking industry that provides shipping for “Less than truckload” (LTL) shipments, where users pay only for part of the truckload.  Directed called AuptiX, “a high-growth San Diego-based startup working to disrupt the [business to business] freight industry.”

He replaces Craig Armstrong at Directed.

Struble said of Bertellotti, “I’m particularly pleased that in selling to the automotive industry, he has spent a lot of time with folks who spend their working hours under hoods and dashes. IIDs are primarily installed by mobile electronics retailers and auto service shops, and we are excited to bring this new business opportunity to our longstanding partners.”

Jason Bertellotti Directed
Jason Bertellotti

He added, “Jason has an extensive track record of driving hyper-growth…”

Bertellotti has also held senior sales and product management positions at Mitchell International, which provides products, services and data to the automotive service and repair industries.

He said, “Directed has targeted the business for rapid growth, and I’m excited to work with the ADS team to make that happen. I’m looking forward to working alongside Bob and his executive team as we build upon Directed’s leadership position in Remote Start and Security and leverage Directed’s extensive capabilities to bring innovation and growth to the IID industry.”

Directed entered the ignition interlock market in January with the purchase of ADS.

As we reported earlier,  it has rolled out a breathalyzer to car audio dealers in several states and is entering the California market where it hopes to add over 170 dealers during the next 9 months. Connecticut, New Jersey and Massachusetts are targeted next.

The ADS breathalyzer is advanced model in that offers voice instructions for usage and for reminders.  So it announces when its time for a rolling retest or when the device is due for calibration.  Directed hopes to draw on its remote start expertise to add technology to the breathalyzer.

Bertellotti will be based out of Directed’s Vista, CA office.

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