NORCROSS, Ga. — F&I product provider EasyCare announced the promotion of Rob Mirra to vice president of new business acquisition. Mirra’s new role will put him at the forefront of EasyCare’s new business-development efforts, including partnering with dealerships and dealer groups, vendors, and suppliers.

The executive is expected to leverage his decade of automotive experience, as well as skills gained in public service as a paratrooper in the U.S. Army and a police officer with the Newport News (Va.) Police Department to help dealers across the country achieve their objectives.

Mirra joined EasyCare in February 2016 as national director of new business after a successful 10-year run in automotive retail, including his position as national director of sales at Hyundai Motor Finance. He quickly proved to be adept at engaging dealers and building relationships, according to CEO Larry Dorfman.

“Rob’s prior experience gives him an edge. He understands what it takes to compete in today’s market and how partnering with EasyCare helps dealers reach their goals,” Dorfman said. “Over the past 18 months, he has proven that he lives the EasyCare culture of helping others succeed. As a result, the dealers who know and trust him have sought EasyCare out to be a part of their team. Rob’s a true leader; his passion and drive are something we are extremely fortunate to have on our executive leadership team.”

Mirra added: “I am grateful for the opportunities EasyCare has offered me and am eager to continue the momentum we have built over the past year. We have more work to do and more partnerships to build, and I can’t wait to get started.”