Associate Director, Digital Retail Platform (DRP)

The Role GM continues to develop and roll out its all-new Digital Retail Platform (DRP), delivering an omni-channel learning, shopping, and buying experience through brand.com and dealer websites. The platform enables customers to buy or lease their next vehicle with a dealer 100% online, 100% in-store, or anywhere in between. The Associate Director will develop the ongoing vision and oversee execution of the end-to-end Customer Experience (CX) and Dealer Experience (DX) for each GM brand’s DRP, including Chevrolet, Buick, GMC, Cadillac, and CarBravo in the United States and Canada, excluding CarBravo in Canada. This role will drive customer and dealer adoption and utilization across all GM brands while advancing continuous innovation and addressing customer, dealer, and brand needs through platform enhancements that support key business outcomes and digital sales. What You’ll Do Lead the DRP team, technology partner, and cross-functional organizations in planning, executing, communicating, and training on each GM brand’s DRP. Lead the vision and future product roadmap, delivering continuous platform enhancements aligned with DRP strategy, industry innovation, and dealer and brand feedback. Maintain a platform mindset while leading the planning, development, and execution of new features, enhancements, and each GM brand’s DRP. Develop and optimize the CX vision for a retail journey that connects consumers with GM dealers through a fully integrated and frictionless modern retailing experience. Develop and optimize the DX vision to deliver a class-leading dealer interface and enable dealers to integrate the DRP into existing dealership processes. Drive customer and dealer platform adoption and utilization to increase online retail sales, dealership utilization, and acceptance of the future retail model. Collaborate with cross-functional leaders to deliver scalable solutions for dealers and customers, and partner with Dealer Innovation & Strategy team members to integrate other retail business models and customer experience priorities. Oversee platform operations, including project management tracking, the annual operating budget, and technology partner contractual obligations. Guide, review, and approve working deliverables from the GM DRP team. Present business updates and product demonstrations to GM leadership, GM brands, the Dealer Executive Board, and Dealer Councils. Manage the technology partner relationship to increase productivity, product quality, and performance. Lead and mentor the team to maximize output while driving a positive culture based on GM Behaviors. People Leader Responsibilities Lead and manage a small team responsible for the launches and maintenance of each brand’s DRP CX. Set clear goals and expectations, provide ongoing feedback, and support team members in achieving high performance standards. Create an inclusive environment where all voices are heard and valued by seeking diverse perspectives and fostering a culture of belonging. Coach and develop team members through regular one-on-ones, career conversations, and targeted development opportunities. Your Skills & Abilities (Required Qualifications) Bachelor’s degree required; Business, Marketing, or a related area preferred. 12+ years of total experience in automotive Digital, Go-to-Market, Marketing, or Sales/Retail required; Sales, Service & Marketing experience preferred. Highly driven, able to excel in a fast-paced and dynamic environment, and energized by leading new business initiatives. Short- and long-term visionary with expert digital and technical literacy. Strong understanding of automotive consumer shopping behaviors, dealership processes, and dealership culture. Ability to plan, execute, and communicate multidimensional projects. Proven track record leading innovative business transformation projects. Ability to build and maintain strong relationships with diverse stakeholders and senior leaders. Strong