Digital Sales Manager - Audi Stuart!

Job Description

Job Description

Digital Sales Manager - Audi Stuart!  

Audi Stuart is proud to be part of  Murgado Automotive Group , a nationally recognized leader in the automotive industry. Here, our success is driven by our people. When you join us, you become more than just an employee—you become a valued member of a supportive, close-knit family that genuinely cares about your growth, ambitions, and long-term success. 

We are seeking a dynamic and experienced Digital Sales Manager to join our winning team! 

Role Summary 

The Digital Sales Manager (DSM) is the dealership’s local accountable owner for all digital-origin sales opportunities. The DSM leads the store’s Certified Internet Sales Team, controls lead assignment, protects response and follow-up standards, structures complete deals, and secures customer commitments remotely. 

The DSM has full desking and pricing authority on digital-origin opportunities. The deal structure created digitally is the dealership’s commitment when the customer arrives, except when material customer facts change. 

The DSM is a peer—not a subordinate—of the Desk Manager and Floor Manager. All three roles operate at a flat hierarchy and report to the GSM/GM. 

The DSM must be formally certified before assuming the seat and must maintain certification through continued performance, CRM discipline, pricing accuracy, customer experience, and compliance. 

Organizational Position & Reporting 

Reports to: GSM/GM 

Functional standards and certification: Director of Digital Performance 

Peer roles: 

• Desk Manager 

• Floor Manager 

• Used Car Manager where applicable 

Enterprise support relationships: 

• CRM & Phone Systems Manager 

• Digital Sales Training & Certification Manager 

• AI Conversation & Automation Manager 

• MAG Control 

The DSM owns local execution and results. Enterprise support roles provide systems, standards, training, automation, and visibility but do not take ownership of the store’s leads or customers. 

Core Responsibilities 

Lead Assignment & Certified Team Accountability 

• Own assignment of all digital-origin opportunities to Certified Internet Sales Team members 

• Assign leads based on capacity, availability, language, product knowledge, source competence, response discipline, and performance—not equal distribution alone 

• Collaborate with the CRM & Phone Systems Manager to implement advanced routing, weighted distribution, capacity rules, escalation logic, and source-specific assignments within the CRM 

• Monitor distribution results and request configuration changes when routing does not reflect the store’s operating needs 

• Remove or suspend a salesperson from the Certified Internet Sales Team when performance, CRM discipline, customer experience, or compliance falls below standard 

• Ensure every customer has one accountable owner while protecting response time through assisted-response rules 

• Maintain a limited, high-performing team; internet lead access is earned, measured, and revocable 

Digital Lead Response & Deal Building 

• Intercept Impel/PAM handoffs on pricing, availability, payment, fees, and trade-value requests 

• Build complete deals in Tekion: taxes/fees, rebates, lender programs, trade estimates 

• Provide transparent payment options and secure digital commitment and appointment 

• Execute rapid callbacks on PAM transcripts signaling buying intent 

• Maintain clean CRM notes, next steps, and velocity; no dead ends 

Trade Expectations & Appraisal Authority 

• Coordinate preliminary trade information and soft appraisal ranges with the Used Car Manager or an approved Appraisal Expert 

• Set expectation language and variance tolerance so customers understand estimates versus final values 

• Trade appraisals are always completed and approved by the Used Car Manager or an approved Appraisal Expert 

• The DSM may incorporate an approved appraisal into the digital deal structure but may not independently establish or override the final trade value 

• Material appraisal variances at arrival must be explained transparently and documented 

Delivery Preparation & Handoffs 

• Prepare delivery packet and brief Floor Manager/Fulfillment Pilot on incoming commitments 

• Protect the brand voice: transparent, calm, fast, and accurate 

Digital Customer Profile Discovery  

Build complete customer profiles through conversational text and email—not robotic forms. The goal is for the customer to feel like they're texting a knowledgeable friend, not filling out an application. Before structuring a deal, gather: 

Source & Intent 

• "Thanks for reaching out! What caught your eye that brought you to us today?" 

• "Have you been working with anyone on our team, or is this your first time connecting with us?" 

Needs Analysis 

• "What's prompting the search right now? Growing family, work commute, just time for something new?" 

• "Where will this vehicle spend most of its time—city streets, highway miles, weekend adventures?" 

Trade Information (When Applicable)  

• "Are you looking to trade something in, or starting fresh?" 

• If yes: "Nice! What are you driving now? How's it been treating you?" 

• "Are you close to having it paid off, or still working through payments?" 

• "Any history I should know about—accidents, paintwork, anything like that?" 

Budget & Payment Expectations 

• "Do you have a payment range in mind that keeps things comfortable?" 

• "Any questions about financing I can help clear up before we get too far?" 

Decision-Making & Timeline 

• "Is there anyone else who'll want to see it before you pull the trigger?" 

• "What's your timeline looking like—anything driving urgency, or just exploring?" 

Competitive Shopping 

• "Have you been looking at other options? What's kept you from moving forward somewhere else?" 

\uD83D\uDCAC 

Tone Note: Digital communication should feel human and helpful, not scripted. Mirror the customer's communication style—if they're brief, be brief. If they're detailed, match their energy. Never send walls of text or rapid-fire questions. 

AI Quality, Governance & Change Requests 

• Monitor AI trigger quality, conversation quality, handoff timing, false positives, false negatives, and customer-impacting failures 

• Submit documented requests and business requirements to the AI Conversation & Automation Manager 

• AI instructions, prompts, automation logic, escalation rules, and customer-facing AI workflows may only be changed or published by the AI Conversation & Automation Manager 

• The DSM may request and test proposed improvements but may not independently change production AI instructions 

• Escalate critical AI errors immediately through the approved emergency process 

  Outcomes & KPIs 

• Digital lead speed-to-answer and time-to-structure 

• Digital close rate and show-to-sold conversion 

• PVR on digital deals vs. target and variance at arrival 

• Customer satisfaction on digital journey and rewrite incidence 

Competencies 

• Expert Tekion digital retailing and deal structure 

• Pricing logic and payment math under pressure 

• Written clarity for text/email; concise and trustworthy tone 

• Multi-threading across channels with precise documentation 

Authority, Decision Rights & Escalation 

The DSM has authority to: 

• Assign and reassign digital-origin leads 

• Determine membership in the store’s Certified Internet Sales Team 

• Remove or suspend a salesperson from the Certified Internet Sales Team 

• Make pricing decisions on digital-origin opportunities within approved store and brand parameters 

• Fully desk digital-origin deals, including taxes, fees, incentives, lender programs, terms, and payment options 

• Provide binding digital deal structures based on verified information 

• Direct local queue coverage and assisted-response activity 

• Require CRM documentation, next steps, and customer ownership standards 

• Escalate systemic CRM, phone, training, AI, inventory, and capacity issues to the appropriate enterprise owner 

Authority boundaries: 

• Final trade appraisals are completed and approved only by the Used Car Manager or an approved Appraisal Expert 

• CRM, phone-routing, permissions, and enterprise workflow configuration are changed by the CRM & Phone Systems Manager; the DSM submits requirements and approves store-level operating intent 

• AI instructions, prompts, automations, and escalation rules are changed only by the AI Conversation & Automation Manager 

• Lender, legal, regulatory, and compliance constraints must be escalated through the approved Desk, GSM/GM, F&I, or compliance channel 

Peer operating model: 

• The DSM, Desk Manager, and Floor Manager operate at a flat hierarchy 

• Each owns a distinct operating lane and reports to the GSM/GM 

• The Desk and Floor Managers may not informally remove the DSM’s lead, pricing, or digital-deal authority 

• Material overrides must be approved by the GSM/GM, documented with a reason, and included in performance reporting 

Customer commitment standard: 

• The digitally structured deal is binding when the customer arrives unless material facts change 

• Permitted variance reasons include trade condition, credit information, incentive eligibility, lender decision, vehicle selection, term selection, or documented factual error 

• Variances must be communicated transparently and recorded 

  Coverage & Cadence 

• Defined coverage windows to guarantee sub-5-minute first responses during peak 

• Rolling queue review every 15 minutes; zero-stale-hand-off policy 

• Daily sync with Desk/Floor on pipeline, deliveries, and exceptions 

Tooling 

• Impel, PAM, Tekion, CRM, n8n notifications, Mastermind equity insights