Director, Digital Product & Customer Experience Full Time NEW

Dilawri Overview

Join Canada’s Largest Automotive Group.

If you are looking to grow your career with an organization driven by excellence, integrity, and innovation, Dilawri offers an environment where people are supported and empowered to succeed.

Founded in 1985, Dilawri is Canada’s largest automotive group and one of Canada’s Best Managed Companies. Dilawri operates over 80 franchised dealerships, representing more than 35 of the world’s most respected automotive brands across British Columbia, Alberta, Saskatchewan, Ontario, Quebec, and Washington, DC.

With a team of more than 4,000 employees, Dilawri fosters a culture rooted in collaboration, accountability, and continuous learning. Our values of Excellence, Leading, Teamwork, Integrity, Innovation, and Giving Back guide how we work, how we lead, and how we serve our customers and communities.

Through the Dilawri Foundation, we are also committed to making a meaningful impact in the communities we serve.

Discover how you can build your career with Dilawri.

Position Overview

The Director, Digital Product & Customer Experience owns the strategy, roadmap, and performance of the organization’s primary automotive website and digital customer journeys. This corporate role ensures all digital properties operate as a high-performing acquisition, engagement, and ownership platform across all dealerships and brands.

This position combines digital product ownership, UX leadership, and program management. While development is delivered through external partners, this role serves as the internal product owner, defining requirements, prioritization, and experience direction. The Director will lead a small team and work closely with marketing, technology, analytics, CRM, and CDP/CEP partners to enable personalization, lifecycle marketing, and conversion at scale.

This role will report to the VP, Business Systems & Technology, with a dotted line to the VP, Marketing & Communications, to ensure alignment between customer experience strategy and technical execution.

Primary Duties and Responsibilities

Website & Digital Product Ownership

• Own the end-to-end customer experience strategy for all digital touchpoints
• Serve as internal product owner, defining UX direction and roadmap priorities
• Translate business needs into structured requirements and user stories for development partners
• Lead ongoing UX and conversion optimization across
• Ensure brand consistency, OEM compliance, and scalable rollout across dealerships and regions
• Maintain a prioritized roadmap of enhancements, integrations, and releases

Customer Data & Personalization Strategy (CDP/CEP)

• Partner with internal and external teams to ensure the digital properties supports CDP and CEP-driven personalization and journey orchestration
• Define how first-party and behavioural data inform digital experiences
• Identify opportunities to connect website behaviour to lifecycle triggers and marketing automation
• Provide strategic oversight of segmentation and personalization frameworks

Program & Project Leadership

• Lead major platform initiatives, integrations, and feature deployments
• Manage timelines, scope, and deliverables across internal teams and development partners
• Ensure requirements are clearly defined and delivered against objectives
• Oversee testing, QA, and rollout planning
• Support regional rollout and adoption

Performance & Optimization

• Define and monitor KPIs
• Partner with analytics teams to interpret performance and recommend improvements
• Lead structured testing and optimization programs
• Identify and resolve friction across digital journeys

Vendor & Stakeholder Management

• Act as primary business lead for website platform and development partners
• Manage strategic relationships with CDP/CEP and Agency partners
• Align marketing and technology stakeholders on roadmap priorities and sequencing
• Communicate progress, priorities, and performance to senior leadership

Team Leadership

• Lead and develop a small team focused on digital CX and website operations
• Establish clear intake, prioritization, and execution processes
• Ensure strong collaboration across internal teams and external partners

Qualifications Required

Experience

• 10+ years in digital product management, customer experience, or UX leadership
• Bachelor’s degree in business, Marketing, Information Systems, Digital Media, or a related field, or equivalent practical experience. MBA or equivalent postgraduate business education considered an asset.
• Proven experience owning and evolving complex websites or digital platforms
• Strong project and program management across cross-functional teams
• Ability to translate business requirements into technical and UX specifications
• Experience working with: CRM platforms, CDP and/or CEP ecosystems, marketing technology stacks, analytics platforms
• Experience managing external development partners and vendors
• Strong understanding of digital customer journeys and lifecycle marketing
• Experience acting as a digital product owner within a cross-functional marketing and technology environment
• Legally entitled to work in Canada

Technical & Platform Expertise

• Experience working with enterprise website platforms (headless, composable or hybrid CMS) supporting large scale corporate and multi-location websites.
• Hands-on exposure to digital experience platforms (DXP), including content modeling, component-based design, and personalization.
• Experience activating CDP audiences through Customer Engagement Platforms (CEP) across web, email, SMS, and paid media.
• Experience applying AI capabilities to websites to improve content discovery, personalization, and customer journeys.
• Working knowledge of AI-driven guided experiences (e.g., intelligent search, assistants, next-best-action), AI-assisted content and SEO Optimization at scale.
• Familiarity with CRM and downstream systems integration (lead capture, attribution, lifecycle signals).
• Experience with web analytics and experimentation, including GA4, event-based tracking, GTM, and A/B testing (Optimizely, VWO, Adobe Target).
• Understanding of data pipelines and analytics backends (e.g., BigQuery or equivalent) for reporting and insights.
• Working knowledge of tag management and consent platforms, including CMPs and consent-based data collection.
• Exposure to enterprise MarTech stacks with multiple vendors and integration points.

Preferred

• Automotive or multi-location retail experience
• Experience with inventory-driven or digital retail platforms
• Background in personalization and data-driven UX
• Agile/product management certification
• Experience leading platform rollouts across multiple regions

About Dilawri

In addition to working with and learning from a team of leading professionals in the automotive industry, our benefits include:

• Discounted employee vehicle purchase program
• Job-specific coaching & training programs
• Comprehensive health & dental plans
• Employee wellness & assistance programs
• Employee social events

Build your career with a team that is driven by excellence, integrity and innovation. 

Discover Dilawri.