Internet Director

Job Description

Job Description

Department: Sales / Marketing / Digital Operations Reports To: General Manager / Dealer Principal FLSA Status: Exempt

Position Summary

The Internet Director is responsible for leading all digital sales, internet lead management, and dealership marketing initiatives. This role oversees the Internet Sales team while also driving the dealership’s online presence, digital advertising strategy, and brand consistency to increase traffic, lead volume, conversion, and overall profitability.

Key ResponsibilitiesLead & Sales Management

• Oversee all internet leads from OEM sites, dealership website, third-party vendors, chat, text, and social media
• Establish and enforce response-time and follow-up standards
• Monitor lead quality, appointment ratios, closing ratios, and sales performance
• Develop and implement scripts, workflows, and best practices for internet sales

Team Leadership & Training

• Recruit, train, coach, and manage Internet Sales Consultants / BDC staff
• Conduct daily huddles, performance reviews, and ongoing sales training
• Set individual and team KPIs and hold staff accountable
• Promote a customer-focused, high-performance culture

Marketing & Digital Strategy

• Develop and manage the dealership’s digital marketing strategy in collaboration with ownership, management, and vendors
• Oversee paid advertising efforts, including OEM programs, third-party leads, PPC, display, and social media advertising
• Ensure accuracy and consistency of online inventory listings, pricing, photos, and descriptions
• Coordinate website content, promotions, incentives, and call-to-action messaging
• Monitor and improve online reputation through review management and customer feedback
• Support brand initiatives, community marketing efforts, and special sales events
• Analyze marketing performance metrics (traffic, leads, ROI, cost per sale) and recommend optimizations

CRM & Technology Management

• Ensure CRM compliance, accuracy, and proper lead routing
• Manage phone systems, chat tools, text platforms, and digital retailing tools
• Work with CRM/DMS providers to optimize workflows and reporting

Customer Experience

• Ensure a seamless transition from online engagement to showroom experience
• Address and resolve customer concerns related to internet sales or marketing communications
• Maintain strong CSI, OEM compliance, and online review scores

Reporting & AnalyticsPrepare and present daily, weekly, and monthly performance reports

• Track ROI by lead source and marketing channel
• Provide leadership with actionable insights and strategic recommendations

Qualifications

Required

• 3–5 years of automotive sales experience
• 1–2 years in an Internet Director, BDC Manager, or digital leadership role
• Strong understanding of CRM systems and digital lead management
• Proven leadership and performance management skills

Preferred

• Experience with dealership CRM/DMS platforms (e.g., Tekion, DealerTrack, VinSolutions, Elead)
• Knowledge of digital marketing, SEO/SEM, paid ads, and social media strategy
• Bilingual (English/Spanish) a plus

Key Performance Indicators (KPIs)

• Lead response time
• Appointment set/show/sold ratios
• Internet closing ratio
• Cost per lead and cost per sale
• Website traffic and digital engagement
• Online reputation and customer satisfaction scores

Compensation & Benefits

• Competitive salary plus performance-based bonus structure
• Health, dental, and vision insurance
• 401(k) with company match (if applicable)
• Paid time off and employee discounts