Field Coach - West

Field Coach

The Field Coach is the primary interface between the Dealer Performance Analytics team and the area sales managers within an assigned Business Center. This role translates the diagnostic outputs, root cause findings, and intervention playbooks produced centrally into BC and dealer-specific context working directly with ASMs to ensure they understand what the data is telling them, what action it calls for, and how to have the right conversation with their dealers. The Field Coach does not manage dealers directly. They build ASM capability and accountability ensuring the right conversations happen at the dealer level with the right frequency, quality, and follow-through. Six Field Coaches are deployed nationally, one per Business Center.

Key Responsibilities:

• Work directly with area sales managers within the assigned BC to translate dealer performance analytics outputs into dealer-specific intervention plans
• Coach ASMs on how to use diagnostic outputs, scorecards, and playbooks in dealer conversations building their capability over time rather than creating permanent dependency on the central team
• Establish and maintain a consistent ASM performance cadence within the BC weekly coaching sessions, dealer review meetings, and accountability check-ins
• Identify ASMs who require additional coaching or accountability intervention and escalate to the Senior Field Intervention Lead

• Support ASMs in the preparation and delivery of dealer-specific intervention plans for assigned priority dealers within the BC
• Attend dealer meetings with ASMs for the highest-priority cases providing coaching in the moment and ensuring the intervention plan is presented credibly and specifically
• Track dealer-level progress against agreed actions within the BC and maintain visibility on which dealers are responding and which are not

• Serve as the primary field intelligence source for the Dealer Performance Analytics team providing structured feedback on what is working, what is not landing with ASMs or dealers, and what market context the data may be missing
• Share BC-level best practices and successful intervention approaches with the broader Field Coach team for incorporation into playbook updates
• Flag dealer-level issues that require OEM-side action inventory, allocation, incentives, or T3 marketing and route them to the appropriate workstream rather than treating them as dealer accountability issues

• Maintain accurate tracking of ASM activity, dealer engagement, and intervention progress within the BC
• Participate in the regular Dealer Performance governance cadence BC-level reviews, program-wide check-ins, and SLT reporting inputs
• Ensure BC VP visibility on dealer performance status, priority interventions, and escalation cases within the BC

Candidate must reside within the West Business Center

Basic Qualifications:

• Bachelors Degree Required
• Former dealer operator, general manager, or senior dealer-facing field role with firsthand understanding of how a dealership operates and what changes dealer behavior
• 7+ years in automotive retail, field sales, or dealer consulting with demonstrated ability to influence dealer principals and GSMs
• Strong coaching instincts patient, direct, and capable of building skill in others rather than doing the work for them
• Comfortable translating data outputs and analytical frameworks into practical, dealer-specific conversations without requiring analytical expertise
• High dealer and ASM credibility this role only works if the people it is coaching respect the perspective it brings
• Execution-oriented with strong organizational skills managing a portfolio of active dealer cases and ASM coaching relationships simultaneously
• Willingness to travel extensively within the assigned BC