CarMax Overhauls Leadership to Drive Digital Customer Experience…

Event summary

CarMax creates new EVP role for Chief Digital and Customer Officer, filled by Elizabeth Dirgins from Volkswagen Financial Services, effective October 5, 2026.
Jeff Campbell promoted to SVP of Strategy, consolidating strategy, data science, AI, and pricing teams under one function.
Moves support CarMax's 'Shift into GEAR' growth strategy and aim to unify end-to-end customer experience.
Dirgins oversees marketing, product, and Edmunds teams; Campbell reports to CEO Keith Barr starting January 2027.
CarMax sold 780,000 used vehicles and originated $8 billion in auto loans during fiscal 2026.

The big picture

CarMax's leadership reshuffling reflects a broader industry push toward digital-first customer experiences in automotive retail. As the largest used car retailer, these moves aim to strengthen its position against online competitors and traditional dealerships. The consolidation of strategy functions suggests a focus on data-driven decision-making to navigate market volatility and shifting consumer preferences.

What we're watching

Digital Integration: How Dirgins' focus on unifying online and in-store experiences will impact CarMax's competitive positioning in the used car market.
Strategic Execution: Whether Campbell's centralized strategy function can accelerate decision-making and improve operational efficiency.
Customer Retention: The pace at which CarMax can enhance customer loyalty through these leadership changes and their impact on the buying/selling journey.