Director, Digital Product & Customer Experience Dilawri Group of Companies - National Toronto, ON

Director, Digital Product & Customer Experience

Dilawri Overview

If you are looking to grow yourcareer with an organization driven by excellence, integrity, and innovation,Dilawri offers an environment where people are supported and empowered tosucceed. Founded in 1985, Dilawri isCanada’s largest automotive group and one of Canada’s Best Managed Companies.Dilawri operates over 80 franchised dealerships, representing more than 35 ofthe world’s most respected automotive brands across British Columbia, Alberta,Saskatchewan, Ontario, Quebec, and Washington, DC. With a team of more than 4,000employees, 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 howwe serve our customers and communities. Through theDilawri Foundation , weare also committed to making a meaningful impact in the communities we serve. Discover how you can build yourcareer withDilawri . Position Overview

The Director, Digital Product& Customer Experience owns the strategy, roadmap, and performance of theorganization’s primary automotive website and digital customer journeys. Thiscorporate role ensures all digital properties operate as a high-performingacquisition, engagement, and ownership platform across all dealerships andbrands. This position combines digitalproduct ownership, UX leadership, and program management. While development isdelivered through external partners, this role serves as the internal productowner, defining requirements, prioritization, and experience direction. TheDirector will lead a small team and work closely with marketing, technology,analytics, CRM, and CDP/CEP partners to enable personalization, lifecyclemarketing, 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 strategyand technical execution. Primary Duties and Responsibilities

Website & Digital ProductOwnership

Own the end-to-end customer experience strategy forall digital touchpoints Serve as internal product owner, defining UXdirection and roadmap priorities Translate business needs into structured requirementsand user stories for development partners Lead ongoing UX and conversion optimization across Ensure brand consistency, OEM compliance, andscalable 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 ensurethe digital properties supports CDP and CEP-driven personalization andjourney orchestration Define how first-party and behavioural data informdigital experiences Identify opportunities to connect website behaviourto lifecycle triggers and marketing automation Provide strategic oversight of segmentation andpersonalization frameworks Program & Project Leadership

Lead major platform initiatives, integrations,and feature deployments Manage timelines, scope, and deliverables acrossinternal teams and development partners Ensure requirements are clearly defined anddelivered against objectives Oversee testing, QA, and rollout planning Support regional rollout and adoption Performance & Optimization

Define and monitor KPIs Partner with analytics teams to interpretperformance and recommend improvements Lead structured testing and optimizationprograms Identify and resolve friction across digitaljourneys Act as primary business lead for websiteplatform and development partners Manage strategic relationships with CDP/CEP andAgency partners Align marketing and technology stakeholders onroadmap priorities and sequencing Communicate progress, priorities, andperformance to senior leadership Lead and develop a small team focused on digitalCX and website operations Establish clear intake, prioritization, andexecution processes Ensure strong collaboration across internalteams 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 practicalexperience. MBA or equivalent postgraduate business education considered anasset. Proven experience owning and evolving complexwebsites or digital platforms Strong project and program management acrosscross-functional teams Ability to translate business requirements intotechnical and UX specifications Experience working with: CRM platforms, CDPand/or CEP ecosystems, marketing technology stacks, analytics platforms Experience managing external developmentpartners and vendors Experience acting as a digital product ownerwithin a cross-functional marketing and technology environment Legally entitled to work in Canada Technical & Platform Expertise

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

Automotive or multi-location retail experience Experience with inventory-driven or digitalretail platforms Background in personalization and data-driven UX Experience leading platform rollouts acrossmultiple regions About Dilawri

In addition to working with andlearning from a team of leading professionals in the automotive industry, ourbenefits include: Discounted employee vehicle purchase program Job-specific coaching & training programs Employee wellness & assistance programs Build your career with a teamthat is driven by excellence, integrity and innovation.

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