Sonic adds to eCommerce strength with trio of exec moves


Sonic Automotive ramped up its online retail efforts with three executive moves announced Friday.

The retailer has hired its first-ever chief digital retail officer, bringing in former Hertz executive Steve Wittman, as well as a vice president of eCommerce, hiring former Belk exec Stephen Conrad.

Sonic also promoted director of brand management Marti Eulberg to serve as chief creative officer.

In that role, Eulberg will report to Sonic president Jeff Dyke (who is also president of the company’s EchoPark Automotive used-car stores). She will work alongside Wittman, Conrad and chief marketing officer Rachel Richards “to ensure the digital retailing eCommerce platform aligns with the Company’s guest experience and brand management standards,” Sonic said in a news release.

Eulberg, one of Auto Remarketing’s 2017 Women in Remarketing honorees, has been with the company since 2012 and her experience has included heading up the brand management of EchoPark and contributing to facility development projects on the franchised store side, helping to ensure Sonic complies with OEM brand management protocols.   

“Working with the team at Sonic over the last eight years to bring innovative change to the industry has been a truly rewarding experience. I am looking forward to all the challenges and opportunities with this new position,” Eulberg said in a news release.

“As we embark on the next phase of growth, it’s an especially exciting time to lead the creative aspects of our business and continue pushing the boundaries of what customers can expect from Sonic Automotive and EchoPark Automotive,” she said.

Meantime, Wittman was most recently Hertz’s vice president of global eCommerce, and Conrad was Belk’s director of eCommerce digital experience and site operations.

“It’s our pleasure to welcome Steve and Stephen to our team,” said Dyke, the Sonic and EchoPark president, in the release. “We are creating a best-in-class online guest experience, just as we have done in-person at our dealerships.

“Our goal is to ensure car buyers can purchase a new or pre-owned vehicle in the way that suits them best — online, in-person or a hybrid of both. Steve and Stephen are both seasoned eCommerce executives who will contribute to our long-term success,” Dyke added. “ We are also especially pleased to welcome Marti to our leadership team as chief creative officer after eight years of service to the organization. The impact of her contributions to Sonic Automotive and EchoPark Automotive have been felt across the entire company and especially by our customers.”

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