Overview

Director, Digital Product & Experience

Summary (Bullets)

Role SummaryOwn and define the digital product strategy across all customer-facing platforms, including websites, booking experience, CRM integration, and engagement tools. This role is accountable for translating business objectives into a clear product vision and roadmap that drives customer acquisition, conversion, and retention.

Acts as the product owner of the digital ecosystem, ensuring all digital touchpoints operate as an integrated system that converts demand into cars in bays across bookings, calls, and leads.

Core Ownership Areas

• Define and own the digital product vision, strategy, and multi-year roadmap
• Translate company goals into prioritized product initiatives that drive measurable outcomes
• Establish clear ownership of digital platforms as products, not marketing channels
• Drive cross-functional alignment across marketing, operations, IT, and vendors
• Make tradeoff decisions based on business impact, customer experience, and scalability

• Own the architecture and evolution of the digital ecosystem (web, booking, CRM, AI tools)
• Ensure all platforms are integrated, scalable, and aligned to a unified customer journey
• Standardize capabilities across a multi-brand environment while allowing for brand flexibility
• Lead vendor and platform strategy, selection, and performance management

• Own the end-to-end digital customer journey, from first touch through appointment conversion
• Optimize pathways across all entry points (organic, direct, paid, call center handoffs)
• Remove friction and improve conversion across appointments, calls, and lead capture
• Align digital experience with operational realities to ensure throughput to stores

• Own how the business captures and converts digital demand, with SEO as a primary lever
• Ensure discoverability, relevance, and performance across local and national search
• Integrate acquisition strategy directly into product and platform decisions

• Own the product strategy for customer lifecycle engagement, including CRM (Steer)
• Ensure data architecture supports triggered communications, reminders, and reactivation
• Connect CRM insights back into product decisions and customer experience improvements
• Drive a more connected ecosystem between acquisition, conversion, and retention

• Identify and implement capabilities that improve conversion efficiency and customer experience
• Lead initiatives such as AI chat, conversational booking, and automation
• Continuously evaluate emerging technologies and integrate where they drive measurable value

• Define success metrics tied to car flow, conversion, and engagement
• Use analytics to prioritize roadmap decisions and validate impact
• Establish visibility into performance across the full digital funnel

Success Metrics

• Growth in total cars driven from digital channels (appointments, calls, and leads)
• Improvement in conversion rates across all digital entry points
• Increased efficiency of demand capture and conversion
• Strong alignment between digital experience and store throughput
• Measurable gains in customer retention and repeat visits