Partner & Chief Marketing and Technology Officer, Grafe Auction Company
National auction industry leader with 25+ years of experience blending traditional expertise with modern marketing and technology. A recognized speaker and educator, I regularly present at industry conferences on auction strategy, leadership, and innovation. Driving results across commercial and industrial auctions nationwide through scalable solutions and forward-thinking leadership.
Who is John Schultz?
My journey in the auction industry began in 1992 at my grandfather’s estate auction—a moment that ignited a lifelong commitment to this dynamic profession.
Today, I serve as Partner and Chief Marketing & Technology Officer at Grafe Auction Company, a nationally recognized leader conducting over 300 commercial and industrial online auctions annually across diverse sectors—retail, hospitality, healthcare, and manufacturing.
I’m also proud to serve as President of the National Auction Association (NAA), helping guide the future of our profession while supporting auctioneers nationwide. I hold the Certified Auctioneers Institute (CAI) designation and serve as an instructor for the Auction Marketing Management (AMM) program, advancing the industry through innovation, education, and mentorship.
Over the years, I’ve been fortunate to present at national conferences, lead transformative campaigns, and collaborate with incredible professionals who inspire me daily.
My leadership background includes serving as President of both the Minnesota State Auctioneers Association (MSAA) and the Minnesota State Auctioneers Foundation (MSAF). I believe in servant leadership, scalable innovation, and building a stronger future for the auction industry—recognized with honors such as the NAA President’s Award of Distinction, the Pat Massart Leadership Award, and the MSAA Golden Gavel Award.
Outside the auction world, I’m a proud husband to Billie Jo and a father to our energetic daughter, Anna Claire. Their support is my foundation, and they remind me daily why leadership, integrity, and legacy matter.
Awards & Recognitions
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National Auction Association, 2025
Recognized by CAI peers for exemplary leadership throughout the three-year program.
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National Auction Association, 2021-2022
Presented by NAA leadership for exceptional service and commitment to the profession.
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Minnesota State Auctioneers Association, 2008
MSAA’s highest honor for dedication and outstanding achievement in the auction industry.
Work Experience
Partner & Chief Marketing and Technology Officer
Grafe Auction Company | Headquartered in Minnesota
January 2012 – Present
Lead nationwide marketing strategy, overseeing campaign development, creative direction, paid media, and performance analytics for 300+ auctions annually.
Drive innovation in auction technology, including development and optimization of the company’s online bidding platform and end-to-end digital customer experience.
Oversee all IT systems and infrastructure, ensuring secure, scalable, and reliable operations across multiple locations and remote teams.
Spearhead website strategy, UX, and conversion rate optimization to enhance bidder engagement and client lead generation.
Contribute to company-wide strategic planning, business development, and operational growth as a member of the executive leadership team and equity Partner.
Champion adoption of emerging technologies, including AI and automation, to improve efficiency and customer satisfaction across marketing, cataloging, and service operations.