CHICAGO -

Dealership software provider MAXDigital recently announced Patrick McMullen, previously the senior vice president of customer success, will now be the company’s senior vice president of strategy and innovation.

MAXDigital explained McMullen will be traveling the country to deliver the company’s “Stop the Drop” message, which is geared to help dealers maintain gross profits and transform the way they deliver value during every sale.

Additionally, Rebecca Oistad has joined MAXDigital as the company’s vice president of marketing.

In her new role, Oistad will focus on building brand awareness, leading marketing communications and driving demand for the company’s digital retailing and inventory management software solutions.

“To stay competitive in the new digital auto retail industry, dealers must build trust and communicate value to maintain their market-based price,” MAXDigital chief executive officer Steve Fitzgerald said.

“Patrick and Rebecca will be instrumental in sharing how MAXDigital helps dealers navigate the changing buying process and retain their profits,” Fitzgerald continued.

McMullen has more than two decades of management experience in the automotive industry and has broad knowledge and industry expertise in pre-owned and digital retail operations. Since joining MAXDigital in 2007, he has impacted the company’s growth through his leadership of a customer-focused team that is responsible for ensuring client success, optimizing the product’s value, and driving insights.

McMullen has held positions at Enterprise Rent-a-Car, CarMax, and as a sales manager in the financial services industry.

Prior to joining MAXDigital in August, Oistad was the senior director of marketing at Enlivant, a national senior living provider. At Enlivant, Oistad was responsible for leading the development of a new brand and building a new marketing operations platform and strategy.

Prior to Enlivant, Oistad was VP of digital strategy and business development at Rand McNally.