Description

Matthews Auto Group | New York & Pennsylvania | 16 Locations | 750+ Employees

Matthews Auto Group is seeking an elite Director of Digital Performance to build one of the most advanced automotive marketing and analytics ecosystems in the country.

This is not a traditional Paid Media role.

We are looking for a high-level operator who understands that modern marketing success is built on data integrity, attribution, automation, and AI—not simply buying clicks.

This role reports directly to senior leadership and will work closely with executive management on company-wide strategy, performance, technology initiatives, and the future development of Matthews' digital and AI ecosystem.

This position will have cross-functional authority across digital platforms, vendors, systems, and processes to ensure Matthews maintains a unified, intelligent marketing and analytics ecosystem. This role is expected to challenge assumptions, identify inefficiencies, and redesign systems where necessary.

The first mission of this role is to ensure complete communication and data accuracy between all systems including:

-Google Ads
-Google Analytics 4
-Google Search Console
-Google Merchant Center
-Dealer.com websites
-DealerSocket CRM
-Call tracking platforms
-Enhanced Conversions
-Offline sales attribution
-Inventory systems
-Future AI and analytics platforms

The goal:

Create an environment where our systems continuously learn and improve, allowing platforms like Google to optimize not simply for website activity—but for actual vehicle sales and profitability.

This individual will help build the future Matthews operating system.

Initial Priorities

Phase 1: Establish Data Integrity

Audit and rebuild digital measurement systems:

-Verify Google Ads conversion tracking accuracy
-Ensure GA4 events and goals are configured correctly
-Implement Enhanced Conversions
-Connect DealerSocket CRM data back into Google Ads
-Establish offline conversion imports tied to sold vehicles
-Verify call tracking and form attribution
-Audit Dealer.com tracking implementation
-Create accurate campaign attribution
-Ensure vehicle sales—not clicks—become optimization targets

Phase 2: Create Intelligent Reporting

Build dashboards and reporting systems connecting:

-Spend
-Traffic
-Leads
-Appointments
-Shows
-Sold vehicles
-Gross profit
-Campaign performance
-Provide insights and recommendations—not spreadsheets.

Phase 3: Build a Smarter Marketing Ecosystem

Develop systems capable of:

-Multi-touch attribution
-AI-powered insights
-Campaign optimization
-Dynamic inventory marketing
-Automated reporting
-Data-driven media decisions

Long term, this role will become a central leader in helping Matthews develop proprietary software and enterprise-level AI tools.

Responsibilities

-Own all paid media strategy and execution
-Lead Google Ads, Performance Max, YouTube, OTT, Meta and future channels
-Manage attribution and conversion architecture
-Ensure CRM and website systems communicate correctly
-Create and maintain reporting dashboards
-Analyze lead quality and sales outcomes
-Develop testing frameworks
-Drive measurable improvement in cost per sale and ROI
-Partner with internal development teams and vendors
-Lead platform audits and vendor accountability
-Present insights and recommendations directly to senior leadership
-Help shape long-term digital strategy across Matthews Auto Group

Location / Work Structure

This role is designed as a remote-first leadership position with regular executive and operational immersion.

We believe exceptional talent can come from anywhere. The right candidate may work remotely while maintaining a strong connection to our operations and leadership team.

Expected structure:

-Initial onboarding period includes significant in-person time with leadership and store teams
-Visit key Matthews locations and understand operational workflows
-Ongoing travel to Matthews locations and leadership meetings
-Approximately 3–6 on-site days per month after onboarding
-Quarterly visits across New York and Pennsylvania markets
-Participation in major initiatives, launches, and strategic planning sessions

The ideal candidate combines world-class technical expertise with a genuine understanding of dealership operations and organizational leadership.

Requirements

-Expert understanding of Google Ads
-Strong Google Analytics 4 experience
-Experience with CRM integrations and offline conversion imports
-Deep knowledge of attribution models
-Experience with Google Tag Manager
-Strong understanding of APIs and data flows
-Comfortable working with developers and technical teams
-Strong analytical ability
-Ability to simplify complex data into actionable insights

Preferred Experience

-Automotive experience strongly preferred
-Dealer.com and DealerSocket experience preferred
-Google Merchant Center experience
-Experience with Enhanced Conversions
-Experience with SQL, BigQuery, APIs, or BI tools
-Experience building advanced reporting systems
-Experience with AI workflows and automation

Compensation

Highly competitive:

Base salary + bonus + long-term upside

For elite candidates, total compensation can become substantial.

This role has a clear path toward becoming a major leader in the future growth of Matthews Auto Group.

If you're someone who wants to build something extraordinary—not simply manage campaigns—we want to talk.