Digital Program Manager (Automotive)
Digital Experience, Website Strategy & Performance Optimization
Location: Hybrid (Southern California Preferred)
A leading digital strategy and technology partner in the automotive space is seeking a Digital Program Manager to support enterprise-level digital programs focused on website performance, customer experience, and retailer digital engagement.
This role will serve as a key point of contact between client stakeholders, internal teams, and technology partners, helping manage website programs, performance initiatives, and customer-facing digital tools designed to improve engagement and lead conversion.
The ideal candidate combines strong program management fundamentals with digital fluency—understanding how websites function, how customers interact online, and how to translate performance data into actionable business recommendations.
This is a highly visible, client-facing role supporting complex dealer and retail digital ecosystems.
Position Overview
The Digital Program Manager will oversee strategic digital initiatives centered around retailer website performance, customer journey optimization, lead generation workflows, and digital retailing experiences.
This person will partner across multiple stakeholders to manage priorities, support enhancements, identify optimization opportunities, and ensure successful execution of digital programs.
Success in this role requires someone who can balance project execution, performance analysis, and client communication while understanding the broader digital ecosystem.
Key Responsibilities
- Manage and support digital website programs for a large automotive or franchise-based retail network
- Serve as a primary liaison between client stakeholders, internal account teams, and third-party website/tool providers
- Oversee website-related initiatives focused on performance optimization, lead generation, and user experience improvements
- Evaluate website performance metrics and identify trends, gaps, and optimization opportunities
- Translate program performance data into business insights and strategic recommendations
- Support implementation and enhancement of digital retailing tools and customer engagement workflows
- Coordinate with development and product teams to address website functionality issues, enhancements, and new feature requests
- Ensure alignment between business goals and digital customer experience strategies
- Review SEO performance and collaborate on opportunities to improve visibility, site health, and local search performance
- Monitor customer journey behavior and conversion paths to improve engagement and lead quality
- Develop and deliver client-facing presentations, status updates, and business reviews
- Track project milestones, timelines, and deliverables across multiple concurrent initiatives
Desired Experience & Qualifications
- 5+ years of experience in Digital Program Management, Digital Strategy, Account Management, or Website Operations
- Automotive industry experience preferred (OEM, dealer group, automotive technology, or agency partner), but adjacent franchise or multi-location retail models will also be considered
- Strong understanding of website architecture, CMS environments, and backend website functionality
- Knowledge of user experience (UX) principles and conversion-focused website optimization strategies
- Experience with digital retailing workflows, online lead generation, and customer acquisition journeys
- Familiarity with eCommerce strategies, product merchandising, and conversion funnels
- Solid understanding of Search Engine Optimization (SEO), including:
- On-page optimization
- Technical SEO fundamentals
- Local SEO best practices
- Performance monitoring and site health analysis
- Familiarity with website analytics and tagging frameworks such as:
- Google Tag Manager
- Event tracking
- Conversion tracking
- Basic website analytics platforms (Google Analytics preferred)
- Strong ability to analyze performance data and turn findings into actionable recommendations
- Advanced Excel skills (Pivot Tables, VLOOKUP/XLOOKUP, data organization and analysis)
- Strong PowerPoint skills for executive and client presentations
- Comfortable managing multiple priorities, timelines, and stakeholders in fast-paced environments
- Strong communication and presentation skills
Nice to Have
- Experience supporting dealer websites, franchise retail models, or distributed retail networks
- Exposure to website vendors, digital retailing tools, or lead management platforms
- Basic understanding of APIs, integrations, and website data flows (non-technical)
- Familiarity with A/B testing and website optimization initiatives
What This Role Is Not
- Not a paid media buying or digital advertising execution role
- Not a technical engineering or development position
- Not a deep data engineering or BI-focused analytics role
This role is focused on digital program ownership, website performance optimization, customer experience improvement, and strategic client partnership.
What Success Looks Like
- Improved website performance and customer conversion outcomes
- Stronger retailer digital engagement and customer journey optimization
- Successful delivery of website enhancements and digital initiatives
- Clear client communication and strategic partnership
- Data-backed recommendations that improve business performance
This is an excellent opportunity for a digital professional who enjoys the intersection of program management, digital strategy, website performance, and client-facing execution within a fast-moving automotive ecosystem.