DealerSocket Inc. has hired Max Steckler as general manager of DealerFire, DealerSocket’s digital business unit. Steckler spent over 16 years in the automotive digital industry in key roles at Cobalt, ADP Dealer Services, and CDK Global.

In his new role, Steckler leads DealerSocket’s DealerFire digital business unit with responsibility for strategy, product direction, go-to-market execution, operations, and P&L management.