The people behind the workforce.

Chris Martinez is Co-Founder and Chief Executive Officer of IgniteUps.ai, where he leads the company’s overall strategy, growth, dealer relationships, and commercial direction. As one of the company’s founders, Chris has helped shape IgniteUps.ai around the real-world challenges dealerships face and the opportunities that exist when technology, data, and dealership operations work together effectively.

Chris oversees business development, customer relationships, strategic partnerships, and the continued expansion of the IgniteUps.ai dealer network. Working closely with dealership leadership and industry partners gives him direct insight into the operational challenges automotive retailers encounter, allowing him to bring those needs back to the organization and help establish priorities for the company and its products.

His role serves as an important connection between IgniteUps.ai’s technology and the dealerships it supports. By translating dealer feedback and market needs into actionable business and product priorities, Chris helps ensure the company remains focused on solutions that deliver practical value rather than technology for technology’s sake.

As Co-Founder and CEO, Chris is responsible for guiding the broader direction of the organization as it grows, developing new business opportunities, strengthening industry relationships, and ensuring IgniteUps.ai remains focused on its mission of helping dealerships create more value from their existing customers, data, and technology.

Joseph Simmons is Co-Founder and Chief Technology Officer of IgniteUps.ai, where he leads the technology, architecture, and technical direction behind the company’s automotive engagement platform. As one of the company’s founders, Joseph has played a central role in transforming the original vision for IgniteUps.ai into the technical infrastructure, systems, and capabilities that power the platform today.

His work spans platform architecture, software development, CRM and third-party integrations, automation, data processing, system reliability, and the continued evolution of the IgniteUps.ai technology stack. He leads the development of new functionality, solves complex technical challenges, and works to ensure the platform can scale across dealerships with different systems, workflows, and operational requirements.

Joseph’s technical leadership is grounded in a hands-on understanding of how the platform functions from end to end. As IgniteUps.ai has grown, he has continued to guide the technical standards and architecture behind its products while evaluating new technologies and opportunities that can expand the platform’s capabilities.

As Co-Founder and CTO, Joseph helps shape both the long-term product vision and the technical strategy required to achieve it. His focus is on building technology that is flexible, reliable, and capable of adapting to the rapidly changing needs of automotive retailers.

Tabbatha Simmons serves as Chief Financial Officer and Head of Business Affairs for IgniteUps.ai, overseeing the financial, administrative, and operational functions that support the company’s day-to-day business and continued growth. Her responsibilities span financial management, billing, reporting, business processes, internal operations, and the development of systems designed to make the organization more efficient and scalable.

Beyond traditional financial oversight, Tabbatha works across multiple areas of the company to identify operational gaps and develop practical solutions. She builds and refines internal tools, reporting systems, workflows, documentation, and processes that improve accuracy, organize information, reduce repetitive work, and give the team greater visibility into business and dealership operations.

Her role frequently sits at the intersection of finance, operations, and technology. By working directly with the systems and processes used throughout the organization, Tabbatha identifies where workflows or information break down and develops solutions to improve them. Her work encompasses financial and billing operations, data analysis, reporting, process development, internal resources, and operational tooling.

As Head of Business Affairs, Tabbatha also helps bring structure to the operational side of a rapidly evolving technology company. She works across departments to coordinate business needs, establish repeatable processes, troubleshoot operational issues, document procedures, and help ensure new initiatives can function effectively beyond their initial development.

Her combination of financial oversight and hands-on operational involvement helps connect IgniteUps.ai’s technology with the business infrastructure required to support it, allowing the company to grow while maintaining stronger internal organization, accountability, and efficiency.