DALLAS — DealerSocket Inc. announced the hiring of Max Steckler as general manager of DealerFire, DealerSocket’s digital business unit. Steckler has spent more than 15 years in the automotive digital industry in key digital leadership roles at Cobalt, ADP Dealer Services, and CDK Global.

“DealerSocket is proud to welcome Max to our leadership team,” said DealerSocket President and CEO Sejal Pietrzak. “He brings a wealth of knowledge, relationships, new ideas, and insights that will drive even greater growth for our DealerFire business unit. More importantly, his relentless focus on innovation and connecting the industry will grow sales, maximize profit, and achieve increased efficiency in our customer’s evolving operations.”

Steckler brings extensive SaaS technology and vertical domain expertise in automotive retail websites, digital advertising and marketing, agency services, and digital retailing, and has developed deep relationships with OEMs, dealership groups, and automotive industry leaders, all according to the announcement. He most recently served as CPO at AutoChoice, a digital retail startup.

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

Read: DealerSocket Adds People Power to RevenueRadar