While the industry was getting ready to celebrate the holiday season, Chicago-based MAX Digital made a major executive move, hiring Robert Granados as its chief executive officer to drive innovation and growth in the company’s core inventory management and merchandising business.

According to a news release, Steve Fitzgerald will continue as MAX Digital president, working closely with Granados to continue the company’s legacy of innovation and customer success.

The company also announced that founder Pat Ryan Jr. will be replaced on the board of directors by Granados.

Granados has nearly 17 years of experience leading and growing multiple software companies focused on providing solutions for dealers, including more than 12 years as an executive with Dealertrack Technologies.

At Dealertrack, Granados served as senior vice president and general manager of several business units. He was also responsible for the dramatic growth of its AAX inventory management business prior to its sale to DealerSocket.

Most recently, Granados was CEO of SNH Capital’s Auto Group (comprised of NCC and ProMax). During his tenure at SNH, Granados and his team grew top-line revenues by 130%.

Prior to his time at SNH, Granados served as the senior vice president of strategy for Cox Automotive after its acquisition of Dealertrack in 2016. Granados joined Dealertrack after working as an executive at Aon Corp.

“As we increase our focus and our resources on helping dealers more profitably manage, merchandise and sell their inventory, we are thrilled to add Robert to our already strong management team,” MAX Digital executive chairman John Aiello said in the news release. “FirstLook and MAX pioneered the inventory management, merchandising, and sales enablement software categories in automotive. We are going back to our roots and doubling down on that rich heritage.

“Robert has lived and breathed the world of dealers for years and understands as well as anyone how to help dealers source, price, merchandise and sell cars profitably. He is a huge addition and will accelerate our pace of innovation in these mission-critical areas,” Aiello continued.

With his significant experience in the automotive industry, the company said Granados will help expand MAX Digital’s cloud-based software platform through intense focus on what today’s dealers need to be smart and maximize their profit.

“I am thrilled to be joining MAX Digital to accelerate innovation on its longstanding mission of helping dealers most profitably manage their new- and used-car departments,” Granados said. “Being around dealers as long as I have, I’m familiar with almost every automotive software company.

“MAX’s long history pioneering inventory management, merchandising and sales enablement for dealers combined with the board’s renewed commitment to innovation in the core business make this a one-of-a-kind opportunity,” he continued.

“Going forward, no company is positioned to help dealers more than MAX. I am honored to be a part of this next chapter,” Granados went on to say.

“The idea of working side by side with Robert is incredible,” Fitzgerald added. “The next few years are going to be great for our customers and really exciting for our team.”

Meanwhile, Ryan reflected on the company’s path during the past 16 years and what might be ahead for MAX Digital.

“I am proud to have founded FirstLook in 2004 and MAX Digital in 2009. In the time since I stepped down as CEO of FirstLook in 2009 and later MAX in 2014, I have enjoyed my role on the board supporting our outstanding management team,” Ryan said.

“With Robert joining to lead the company through its next chapter, it seemed like the right time for me to step down from the Board and pursue other interests,” Ryan continued. “I am confident that MAX Digital’s customers and shareholders are in great hands with Robert, Fitz, and their leadership team.”