Director of Product Management - Customer Retention & Messaging

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Director of Product Management
- Customer Retention & Messaging

Director of Product Management
- Customer Retention & Messaging Fully Remote Remote Worker Digital

Full-time

Description

• Own the business and functional requirements for a multi-channel loyalty and retention platform, modeled on OEM initiatives such as GM's Customer Sales & Service Retention (CSSR) program
• Define requirements across the full customer lifecycle: new vehicle purchase, service retention, maintenance, declined service, lapsed customers, lease maturity, vehicle upgrades, and sales-to-service / service-to-sales opportunities
• Specify personalized communications across email, direct mail, SMS, digital, and other channels
• Establish business rules for eligibility, segmentation, timing, offers, messaging, suppression, frequency, and campaign orchestration
• Define requirements for customer data integration (vehicle ownership, transaction and service history, engagement, marketing permissions) and for campaign measurement, attribution, reporting, and ROI
• Ensure the platform serves both OEM-level programs and individual dealer needs

• Own the requirements for an automotive-focused two-way texting platform, defining the customer and dealer experience from first text through resolution or conversion
• Specify opt-in/opt-out, consent and compliance, automated and two-way messaging, appointment scheduling, service reminders, sales follow-up, lead response, campaign messaging, personalized offers, escalation and routing, message history, and analytics
• Define integrations with CRM, DMS, service scheduling, marketing platforms, and customer databases
• Determine when conversations should be automated versus handed to dealership staff
• Develop requirements for templates, personalization, triggers, workflows, and dealer-configurable messaging
• Evaluate third-party texting technologies and define requirements for APIs, scalability, security, and reliability

• Create and maintain business requirements documents, functional requirements, user stories, workflows, and acceptance criteria
• Prioritize the product backlog based on business value, customer impact, revenue opportunity, and development effort
• Develop product roadmaps and release priorities, and identify gaps between current capabilities and future OEM/dealer needs
• Partner with development and QA to validate that delivered functionality meets documented requirements
• Manage requirements through the full lifecycle — discovery, definition, development, testing, launch, and optimization
• Serve as the subject-matter expert for automotive customer engagement and retention
• Work directly with OEMs, dealer groups, dealership personnel, marketing, technology, and internal leadership
• Monitor evolving OEM program requirements and their implications for our roadmap
  
  Gather dealer and end-user feedback and translate it into actionable requirements
• Represent the customer and dealer perspective in product decisions

• Define requirements for customer segmentation, predictive targeting, and cross-channel interaction tracking
• Establish measurement frameworks tying campaigns to outcomes: vehicle sales, repair orders, service revenue, appointment conversions, retention, reactivation, and customer lifetime value
• Partner with analytics teams on dashboards, reporting, and KPIs

• 5+ years’ experience in Automotive: CRM, customer loyalty, marketing technology, or product management
• Strong understanding of dealership operations (sales, service, CRM, BDC, marketing, fixed operations) and customer lifecycle marketing
• Proven ability to translate business needs into detailed product and…