Introduction 

I’m the IgniteAftersales Solution Manager at RWA Automotive, and I’ve been here just over five years now. My role sits at the intersection of aftersales operations, business intelligence and data integration, which means I spend a lot of time helping dealerships make sense of the systems and data they rely on every day. 

It’s a role that has evolved quickly! The industry itself is moving at pace, especially when it comes to data, and keeping up with that change is part of the appeal. What we’re doing today looks very different to even a few years ago, and that evolution is what keeps my work interesting. 

Built on industry experience 

I’ve been in the motor industry for more than 30 years, so I’ve seen it from a few different angles. I started out working within dealership groups, eventually moving into general management roles. That gave me a solid grounding in how the business actually runs, not just on paper, but in practice. 

From there, I moved into supplier-side roles, working with organisations like Kerridge Computer Company, then CDK Global in implementation and support. That meant getting closer to a wide range of dealerships in the UK and Ireland, understanding where processes break down, and where technology can step in to make a real difference. 

Alongside that, I developed a strong interest in how data was starting to reshape the industry. I completed a master’s focused on the impact of big data in automotive - at a point when it was still finding its place. Looking back, it was clear even then that this was where things were heading. 

Joining RWA Automotive gave me the opportunity to apply that thinking in a very direct, practical way. 

Making data work for dealerships 

At RWA Automotive, the focus is simple in principle, but complex in delivery. We help dealerships take control of their aftersales data and use it to run their business more effectively. 

The reality today is that most dealers are operating across multiple systems. You’ve got your DMS, but then you’ve got additional platforms for customer engagement, workshop processes, and reporting. The challenge isn’t a lack of data, it’s making sense of it. 

That’s where IgniteAftersales comes in. We bring those data sources together into one place, creating a single, consistent view of the business. Instead of switching between systems or questioning whether the numbers align, customers have one version of the truth they can rely on. 

What makes it worthwhile is seeing how that changes behaviour. When reporting becomes something people trust, it stops being a monthly review exercise and starts influencing decisions day to day - that’s when it really adds value! 

Beyond implementation 

A lot of the work happens during implementation, but that’s only part of the picture. We work closely with customers throughout the process, and just as importantly, once the solution is in place. 

There’s a continuum in what we do, whether that’s supporting customers as they develop their use of the platform, or continuing to evolve the product itself. The industry doesn’t stand still, so neither can the solutions we’re delivering. 

Internally, it’s very much a team effort. I work alongside a team of developers and analysts who play a key role in bringing each project together. That mix of technical expertise and industry experience is what allows us to deliver something that genuinely works in a dealership environment. 

Keeping pace with change 

One of the biggest shifts we’ve seen is the growth in third-party systems across dealerships. Where operations were once centred around a single DMS, there’s now a wider ecosystem of platforms feeding into the business. 

A large part of our focus has been around integrating those systems in a way that feels seamless for the customer. That includes working with providers like eDynamix, bringing additional data into our reporting environment so it becomes part of the same, joined-up view. 

There’s also the wider conversation around AI and how it will continue to shape the industry. It’s still evolving, but it’s clear that access to clean, connected data will sit at the centre of whatever comes next. 

Outside of work 

I’m based in County Cork, living in the countryside with my family. Remote working was a change at the time, but it’s now simply how we operate, and it’s proven to be an effective way of staying connected with both colleagues and customers. Outside of work, life is busy too. We’ve got four kids, so there’s always something going on, but I do try to make time for hobbies when I can. It’s a good way to switch off from what can be a fairly fast-moving role! 

Looking ahead 

Having been in the industry this long, you get a sense of how quickly things can move. From paper-based systems through to today’s level of integration, the change has been constant, but it feels like we’re still building towards something bigger. 

What hasn’t changed is the value of clarity. Dealerships still need to understand their business, just at a deeper level than before. If we can help them do that, in a way that’s practical and reliable, then we’re doing the right thing. 

If you’d like to learn more about how RWA Automotive can help your dealership, get in touch.