Elevating the Fleet Industry

Executive Leadership Team

We are proud of our entire team at Merchants Fleet – hardworking individuals, collaborating to solve our clients’ needs

We are excited to be among the best fleet management companies, and that success is because of our entire team at Merchants Fleet – hardworking individuals who collaborate to provide the best fleet solutions for our clients’ needs. The Merchants executive leadership team guides these efforts. Combined, they have over 300 years of experience in fleet management, an average of 22 years of leadership experience, and they lead over 500 employees nationally. We believe in the power of people, which is why we have hired some of the best talents in the industry. Meet the minds that drive Merchants forward every day.

Brendan P Keegan

Brendan P. Keegan

Chairman, CEO & President

Brendan is available for speaking opportunities focused on culture, innovation, and strategy.

Brendan P. Keegan is the Chairman, CEO & President of Merchants Fleet, the fastest-growing fleet technology company in North America, where he previously served the company as a client, board member, compensation committee chair, and strategic advisor. He is an award-winning 6-time president and chief executive officer having raised nearly $3.0B in capital and returned over $6.0B to investors. Brendan has experience in business transformation, capital raises, strategy development, revenue growth, operational scale, technology enablement, and enterprise value creation with successful liquidity exits.

With a background in the financial services, technology, and professional service industries, Brendan has aided companies ranging from 500 to 10,000 employees. Prior to these roles, he started his career at EDS as a systems engineer and progressed through the ranks rapidly to become the Fortune 100’s youngest Chief Sales Officer for EDS.

Brendan was recently named the world’s Most Innovative CEO by CEO World Awards®; Executive of the Year by Best in Biz Awards; and a Stevie Awards® winner by American Business Awards®.

Brendan serves as a member of the board for Revolution Armor & ExpressIT Logistics and serves as Chair of the Compensation Committee for both companies. He received his Bachelor’s Degree from RPI, MBA from George Washington University, and Executive Certificates from Harvard, Columbia, UPenn, MIT & U Chicago.


Brad Burgess​

Senior Vice President of Sales & Marketing

Brad Burgess serves as Senior Vice President of Sales & Marketing at Merchants Fleet. In his role he oversees both the sales & marketing teams with a focus on driving business growth and building brand awareness.

Joining Merchants in 2023, Burgess develops creative solutions to address the needs and challenges of Merchants Fleet clients, while helping them stay on the cutting edge of fleet. Under his leadership, Merchants’ product offerings will continue to be best-in-class, with advancements related to technology, electrification, market expansion, and more. ​

A tenured fleet industry professional, Burgess has more than two decades of experience in selling service solutions to Fortune 500-1000 companies. Prior to Merchants, Burgess served as VP, Commercial Operations, Marketing, and Global Relationships at Element Fleet Management, where his strategic mindset and robust understanding of the rapidly evolving fleet market established him as an industry leader. ​

Burgess has been a chairman and executive board member of the American Red Cross, and most recently was a board member of the Baltimore County Police Foundation. Burgess received his BA in Economics from Washington College and currently resides in Baltimore, MD, with his wife Maggy and their three children Brady, Betty, and Benjy. ​

Brad Jacobs - 2022 - Square

Brad Jacobs

Vice President, Strategic Solutions

Brad Jacobs serves as Vice President of Strategic Solutions at Merchants Fleet. In his role he oversees Fleet Consulting, Innovation, Product Development, and PMO.

Joining Merchants in 2012, Jacobs has been an active driver of transformation at Merchants. He has been instrumental in many strategic initiatives and solutions including TotalView, TotalConnect, PowerBI, ClearCharge, and Merchants’ Electrify Fleet program, for which he won a Business Intelligence Group Sustainability Award.

Prior to joining Merchants, Jacobs serviced in various leadership capacities at both Donlen Corporation and Enterprise.

Jacobs received his bachelor’s degree in mechanical engineering from the University of Missouri and is certified in Sustainable Business Strategy from Harvard Business School. In his free time, he volunteers with the Boy Scouts and enjoys fishing, boating, and hiking with his family. Originally a Chicago native, Jacobs resides in the Manchester, NH area with his wife and two sons, Ethan and Tyler.


Adam Secore

Senior Vice President, Operations

Adam Secore serves as Senior Vice President of Operations at Merchants Fleet. He joined the company in June 2006. Adam provides vision and senior leadership to the over 200 employees dedicated to providing an exceptional client experience to the diverse Merchants Fleet client base. He is focused on driving strategic operational scale and delivering best-in-class results in all operating areas. Adam is directly involved in the business architecture of Merchants Fleet technology TotalView, which enhances client results. Adam has been recognized by the Titan Business Awards for Driving Growth in an Uncertain Economy.

Prior to serving as the Merchants Fleet operational leader, Adam was an industry-leading General Manager working for Ford, Chrysler, Nissan, and for the Merchants Automotive Group retail division, the award-winning Merchants Auto pre-owned vehicle dealership. Under his leadership, Merchants Auto grew over three-fold, providing consistent, record-breaking results to the Merchants portfolio of businesses. During his tenure, Adam led all aspects of the retail business, from strategy & marketing to sales to operations and finance, and he developed many innovative product offerings for Merchants Auto clients, including Right Direction Financial Services. He has an extensive background in management and the automotive industry.

Adam has earned several honors in the automotive industry, to include 3-time Dealer Rater Top Dealer in New Hampshire.

Adam attended Southern New Hampshire University. He has also received training from Harvard University and The National Automobile Association. Adam lives in New Hampshire near Merchants Fleet headquarters with his wife Shannon and family.


Marcus Luce

VP, Asset Management & Remarketing

Marcus Luce serves as VP, Asset Management & Remarketing and has been an integral part of Merchants Automotive Group since 2002. In his role, Luce oversees the Merchants Fleet and Mobility ecosystems in addition to nationwide remarketing efforts.

Having experience in both arms of the organization, Luce served as Director of Logistics Partnership at Merchants Fleet. Here, he worked with various companies to serve the Last Mile space, collaborating on upfitting; identifying and acquiring assets; fleet planning; and consulting. Luce also led a Commercial Sales team, who remarketed commercial vehicles nationwide. He has played a key role in the growth of Merchants Mobility business, helping launch new concepts and business lines, including the commercial vehicle sales program.

Luce has over two decades of experience in the automotive business and was the General Sales Manager at Merchants Auto in Hooksett, NH. During his tenure, the company won Best Retail Dealership from Dealer Rater, was named Dealer of the Year by Dealer Rater 7 years in a row and grew its retail operation from 1,500 units to over 3,000 units a year. Luce received his bachelor’s in marketing and business from Southern New Hampshire University


Kirk Hoffman

Senior Vice President & Chief Financial Officer

Kirk Hoffman serves as Senior Vice President & Chief Financial Officer at Merchants Fleet. Joining in June 2023, Hoffman brings more than 20 years of financial industry experience to continue building the momentum of the Merchants brand, redefine fleet industry standards, and serve Merchants’ leading clients.

Throughout his notable career as a financial executive, Hoffman has held leadership positions at some of the most renowned financial institutions in the world. Prior to his role at Merchants, he held the position of Managing Director and Head of Capital Goods and Fleet Coverage at BNP Paribas where he worked alongside Merchants Fleet as a financial partner.

Hoffman received his MBA from Columbia Business School, JD from Fordham University School of Law and BS from Northwestern University. In his free time, he enjoys skiing, hiking, biking and spending time with his family. He resides in Manchester, NH.

Kristin Parshay - 2019 (3)

Kristin Parshay 

Senior Vice President of Finance

Kristin Parshay serves as the Senior Vice President of Finance at Merchants Fleet. She joined Merchants in April 2015. Kristin’s ability to build trusting relationships, drive results, and create a record of successful financial strategy and insight, is critical to her success in her role of overseeing all financial planning, analysis, and financial consulting for Merchants.​

Prior to joining Merchants, Parshay spent 15 years in various management and leadership roles in public accounting, consulting, and private industry. She is an influential and proven senior leader with a consistent record of success with companies experiencing significant change. Her background in enterprise risk management, continuous improvement, financial analysis, and internal control has been essential to supporting Merchants growth.​

Parshay lives in Bedford, New Hampshire. She received her bachelor’s degree from Alma College, is a trained Lean Six Sigma Black Belt, and is actively pursuing micro-credentials to continue to build on her financial and management acumen. Kristin is the Treasurer of Bedford’s local Junior High Football League and enjoys spending time with her husband and three children, most recently taking advantage of living in the Northeast and learning to ski.​


Jeanine L. Charlton

Senior Vice President & Chief Technology & Digital Officer

Jeanine L. Charlton serves as Senior Vice President & Chief Technology & Digital Officer at Merchants Fleet. She joined the company in June 2018 after serving as a Merchants Fleet board member. Jeanine provides strategic leadership to all Merchants Fleet technology initiatives, to include the innovative and proprietary fleet management software – Merchants TotalView. She is focused on positioning the company for technological advancement and continued growth while creating a culture that celebrates innovation and collaboration.

Jeanine has an extensive Fortune 100 technology leadership background in the automotive, transportation, supply chain & manufacturing industries. She has been on the forefront of IT and business integration by leading the consolidation of manufacturing and technology processes and strategies to create a superior client experience at technology powerhouses DXC Technology, Hewlett Packard Enterprise (HPE) and Electronic Data Systems (EDS). Over the past 25 years, she has successfully enabled multiple enterprise and government transformations, leveraging technology, services, and people, resulting in improved financial, client, and employee metrics.

Jeanine is an active member of her community, having served on several boards as a technology advisor and contributing time & resources to many community initiatives, including Michigan Women in Technology, Forbes Technology Council, Susan G. Komen, and the Boys & Girls Club of SE Michigan. She has been a mentor in the Menttium Global Leadership Development Program for over 20 years. Jeanine has been named one of the National Diversity Council’s Top 50 Most Powerful Women in Technology, a 2020 Chicago CIO of the Year® ORBIE® Award winner, and a 2021 CIO100 winner.

Jeanine received training from Central Michigan University, Arizona State University, Thunderbird School of Business, Columbia University, Harvard University, and Competent Boards. Jeanine lives in New Hampshire with her husband Greg Burke. Jeanine remains active and passionate about health, fitness, and nutrition.


Alicia Hart

Vice President, Human Resources

Alicia serves as Vice President of Human Resources at Merchants Fleet. She joined the company in July 2003. Alicia is focused on providing an award-winning great place to work for the 500+ employees who work at Merchants Fleet. Alicia has spearheaded initiatives in the areas of workforce planning, employee engagement, talent acquisition and development.

Alicia serves as an example of the career growth potential at Merchants Fleet. She started her career at Merchants as Human Resources Administrator and held different positions in the company from 2003 to 2017, until serving in her current role as Vice President with a special focus on talent management.

Under Alicia’s leadership, Merchants Fleet has been frequently named an award-winning place to work both locally and nationally. Merchants Fleet has received Best Company to Work For nods in 2015, 2016, 2017, 2018, 2019, and 2020. Additionally, the company has been Great Place to Work Certified during 2016, 2017, 2018, 2019, 2020, and 2021. Other awards include Coolest Companies for Young Professionals and CEO Cancer Gold Standard. Alicia has supported an expanding workforce, starting with 180 employees in 2003 to now over 500 employees spread over 20 states and growing. She’s active in the community, supporting initiatives such as Stay Work Play NH, Manchester Area Human Resources Association, and the Society for Human Resource Management. She was honored with a 2021 Outstanding Women in Business Award from NH Business Review and a Human Resources Titan Business Award.

Alicia received her bachelor’s degree from Franklin Pierce College and her MBA from Southern New Hampshire University. She also holds SHRM-SCP and SPHR designations. She lives in the Greater Manchester, New Hampshire area with her family.


Nirmit Agarwala

Vice President of Business Transformation

Nirmit Agarwala joined Merchants Fleet in May 2023 and serves as Vice President of Business Transformation. In his role, Agarwala is the architect of Merchants’ Business Transformation Office, which promotes value-creation through driving efficiency levers. This is accomplished in close partnership with business leaders, evaluating opportunities, and driving execution and change management across the entire organization.​

Prior to joining Merchants, Agarwala served in several positions at Wayfair, with his most recent position as Chief Customer Officer and GM of Incident Management. He also spent time as a Leader in the Operations Practice at McKinsey & Company, advising senior clients across a breath of topics in Strategy and Operations.​

Agarwala received his MBA from Northwestern University’s Kellogg School of Management, and his BSE and MSE in Industrial Engineering from University of Michigan, Ann Arbor. He lives with his wife and two sons in Nashua, NH.​