Introducing Foundation Direct’s Leadership Team

Last week, Team Velocity announced the acquisition of Foundation Direct, a digital agency founded by former Google automotive executives. Foundation Direct’s team is joining the Team Velocity family, including three industry veterans comprising the leadership team.

Peter Leto

President

Peter Leto is the President at Foundation Direct, where he drives the company’s long-term strategy and leverages a proven track record of future-proofing businesses with the customer’s best interests at heart.

Peter joined Foundation Direct after an impressive 12-year tenure at Google, where he founded and led the tech giant’s Automotive Retail practice. In this role, he partnered closely with OEMs to modernize dealer programs and optimize cross-tier digital advertising. He also expanded Google’s footprint by consulting regional ad associations and automotive groups, arming them with the data-driven insights needed to capture localized demand and boost sales conversions.

A native of the Motor City, Peter began his career in TV advertising sales with Turner Broadcasting (TBS/TNT) before joining Google in 2008. He initially supported major B2B manufacturers like 3M, Newell Rubbermaid, and Dow Chemical, where he developed his foundational expertise in co-op marketing models. A graduate of the University of Michigan, Peter still resides in the Detroit area with his wife and two daughters.

Ashlyn Murray

Senior Vice President of Strategic Operations

Ashlyn Murray is the Senior Vice President of Strategic Operations at Foundation Direct, where she drives the company’s operational strategy and cross-functional execution.

Ashlyn brings more than 15 years of automotive industry experience, with deep expertise spanning dealership operations, customer retention and loyalty strategy, direct and digital marketing, analytics, and reporting strategy. At Foundation Direct, she has built the operational infrastructure behind the company’s growth and played a central role in its operational integration and strategic expansion.

Passionate about mentorship and advancing women in the industry, Ashlyn has supported leadership development initiatives through her involvement with the Women in Leadership program at the University of Tennessee, including serving on the program’s advisory board. She also serves as a Gold Facilitator for Rmrkblty, the organization behind the #IamRemarkable initiative focused on self-advocacy and professional confidence. In addition, she has partnered with organizations dedicated to empowering students through character development and educational support.

A graduate of Purdue University, Ashlyn resides in the Portland, Oregon with her husband and three children. Coming from a family with deep roots in the automotive industry, she brings both a professional and personal passion for the future of automotive retail.

Jessie Niespolo

Senior Vice President of Digital Strategy & Client Operations

Jessie Niespolo is the SVP of Digital Strategy & Client Operations at Foundation Direct and Team Velocity Marketing. A veteran of the automotive industry, Jessie previously spent a decade as Google’s Lead Automotive Retail Strategist. During her tenure, she partnered with OEMs and major auto groups to revolutionize dealer digital programs and authored Google’s definitive Dealer Guidebook. A sought-after industry voice, she has headlined major events, podcasts and Google’s Auto OnAir series.

Beyond her 20+ year marketing career, Jessie is a dedicated advocate for women’s professional growth. While at Google, she scaled the #IamRemarkable initiative across the Americas and continues to be a Platinum level facilitator today. She continues this mission as Co-Founder of the Detroit 4Word Chapter, an organization that supports Women in the Workplace and also serves on the board of one of US Figure Skating’s largest clubs, the Onyx-Suburban Skating Academy.

Jessie resides north of Detroit with her husband and five children. Outside of the office, she is a mentor for marriages, a fixture at her children’s many activities, and an avid explorer of Northern Michigan’s wilderness.

For more information about the acquisition, please read the press release: https://www.businesswire.com/news/home/20260518474517/en/Team-Velocity-Acquires-Foundation-Direct-Combining-Elite-Media-Strategy-with-the-Apollo-Platform