DALLAS –

In his new role as general manager of DealerFire, DealerSocket’s digital business unit, Max Steckler will lead the unit and be responsible for strategy, product direction, go-to-market execution, operations and P&L management.

DealerSocket said Steckler’s SaaS technology and vertical domain expertise are in automotive retail websites, digital advertising and marketing, agency services and digital retailing.

The company said Steckler has developed strong relationships with OEMs, dealership groups and automotive industry leaders throughout his career.

Steckler was most recently chief product officer at AutoChoice, which is a start-up that worked to “redefine the digital retailing experience,” according to DealerSocket.

Prior to that position, Steckler’s leadership roles were in the areas of product management, business development and operations.

DealerSocket president and chief executive officer Sejal Pietrzak said in a news release that Steckler “brings a wealth of knowledge, relationships, new ideas, and insights that will drive even greater growth for our DealerFire business unit.”

Pietrzak continued, “More importantly, his relentless focus on innovation and connecting the industry will grow sales, maximize profit and achieve increased efficiency in our (customers') evolving operations.”

“I’m excited to join DealerSocket because of our shared commitment to innovation and superior customer service for dealers, OEMs and our industry partners,” Steckler said. “I’m looking forward to leading DealerFire’s truly outstanding team.”