The SDC Team

The SEMA Data Co-op (SDC) is an industry owned effort, with a mission of providing comprehensive education and enabling data management capabilities to the SEMA marketplace.

Jon Wyly – CEO

JonJon was named Chief Executive Officer of the newly-formed SEMA Data Cooperative in March of 2012.  His career in the specialty parts marketplace spans 30 years and has included key roles in sales, marketing, e-commerce, business technology and data management. A lifelong automotive enthusiast, he is well known to the specialty parts industry.

His background includes 25 years at Arrow Speed Warehouse, which he joined immediately after earning a BS in Economics at Oklahoma State University in 1983. There he worked his way up through the ranks of sales, operations and marketing, ending as Executive Vice President. More recently, he served as Vice President of e-Commerce at Keystone Automotive Operations.

Jon co-founded the SEMA Business Technology Committee and served in numerous SEMA task forces and work groups, including 6 years on the SEMA Board of Directors. In addition, he was recognized for his contribution to the aftermarket in 2005, when he was named SEMA Person of the Year.

His long-term goals are to establish the SEMA Data Coop as the predominant central repository for clean, standardized product data for the specialty parts aftermarket, and to develop intuitive applications to disseminate and display product information to all users.

Craig Schmutzler – Director of Member Support

CraigCraig joined the SEMA Data Co-op, in August 2014, to recruit and oversee a top tier member support team.  He brings many years of experience in the automotive industry, including past roles with Keystone Automotive, Arrow Speed Warehouse, and

An operations and customer-service professional, Craig has spent a good deal of time in senior leadership roles and has a strong understanding of the importance of creating a synergistic relationship between business functions to maximize the performance of an operation.  He brings a process-oriented, analytical approach to his role and works to instill a “more than required before it is expected” attitude in his teams.

Craig views quality product data as the lifeblood of the automotive aftermarket and believes that the number one priority of SEMA Data Co-op is to ensure that manufacturers achieve and maintain a superb level of data quality and completeness, in order to provide the best possible product presentation for users of that data.  Craig’s sights are fixed firmly on the future success of SEMA Data Co-op and its members.

Jim Graven – Director of Membership

JimJim came to the SDC  in August 2012 with over 15 years of experience in the specialty parts aftermarket, taking responsibility for member services, recruitment and promotions.

His background includes extensive sales, marketing and project management experience at Reliable Automotive and Arrow Speed Warehouse, where he managed various customer facing teams, events, media production and end-to-end project organization.  In 1990, Jim earned a BS degree in Finance from Georgia Southern University.

Jim’s energetic and attentive style coupled with a broad background in the industry made him the ideal candidate to work closely with SDC members to optimize their experience.  In addition, his flair for communication, organization and teaching make him ideally suited for welcoming new members into the Data Co-op.


Stephanie Jones – Director of eBusiness

StephanieStephanie was recruited to the SDC eBusiness team in July 2014, bringing 15 years of Data Content Management and Business Analysis experience from the soft goods segment of the Automotive Aftermarket.  Previous work experience includes Saddleman, Global Accessories and Covercraft Industries.  She had early exposure to the emerging ACES & PIES standards, incorporating into the design and implementation of one of the first manufacturer proprietary systems to automate creating, storing and distributing Industry Standardized application data.  A strong knowledge in data standardization, data migration processes and complex configuration solutions was cultivated that today benefits SDC members and the Industry through workgroup contributions.

Her educational background includes dual Bachelor’s degrees from Utah State University in Business Information Systems and Office Systems Management.  Stephanie also has penchant for small business having worked in and owned family businesses outside of the Aftermarket with her husband, keeping her ‘entrepreneurial spirit’ alive and gaining hands-on experience in the day-to-day challenges of operating a small business.

Her expanding role at the SDC as Director of eBusiness will continue to highlight her strong Industry Standard knowledge applying these principles to Data Quality initiatives and management of eBusiness and I.T System Development teams.  Her product data expertise and project management style will continue contributing to the growth momentum of the SDC.

Clint Walton – Member Support Manager

ClintClint joined the SEMA Data Co-op, in November 2014 initially as a Data Analyst. He now serves as the Member Support Manager leading daily operations for SDC’s Data Lab.

With his numerous years of experience working on large-scale IT System projects he brings a solid set of skills to assist the SDC Members he enthusiastically serves. Clint’s background also includes extensive information technology team management and IT solution architecture.

His approach to listen to the customer before offering a solution has served him well. Clint also attributes his success to continuous learning, staying current on the latest technology and best practices - which is why Clint sees data quality as the next primary force for the future of our industry.

Allen Horwitz – Membership Manager

allenAllen is a graduate from Cal Poly San Luis Obispo in California. Starting as an engineer at Hughes Aircraft Company, Allen quickly became involved in the emerging Internet and data technology. As Allen’s career evolved he worked in IT for Blue Cross, NYNEX and ADC Telecommunications. Allen’s technical abilities were evenly matched with his communications skills so it was a natural fit for him to transition into a technical sales and marketing role at Nortel and PCC Network Solutions.

While the SDC is Allen’s first job in the Automotive aftermarket he has been a “Car Guy” all his life. High school auto shop was his second home and in collage Allen regularly competed in SCCA Solo 1 and autocross events. Additionally, Allen has had and ongoing restoration project for the past 15 years.

Allen has been described as: "A Techno-Evangelist" An Advocate and plain English communicator with a passion for technology and the Automotive Aftermarket – the geek who speaks, can communicate strategically and is not afraid to roll up his sleeves to be involved with the nuts-and-bolts.