CHICAGO — Software provider MAXDigital has promoted Patrick McCmullen to senior vice president of Strategy and Innovation, and hired Rebecca Oistad as the company’s vice president of marketing.

McMullen, who was previously the senior vice president of customer success, will be traveling the country to deliver the company’s “Stop the Drop” message, which, according to the company, is designed to help dealers maintain gross profits and transform the way they deliver value during every sale.

Oistad will be focusing on building brand awareness, leading marketing communications, and driving demand for the company’s digital retailing and inventory management software solutions.

“To stay competitive in the new digital auto retail industry, dealers must build trust and communicate value to maintain their market-based price,” said Steve Fitzgerald, MAXDigital CEO. “Patrick and Rebecca will be instrumental in sharing how MAXDigital helps dealers navigate the changing buying process and retain their profits.”

McMullen has been at MAXDigital since 2007. Before that, he held positions at Enterprise Rent-a-Car, CarMax, and as a sales manager in the financial service industry. Before joining MAXDigital earlier this year in August, Oistad was the senior director of marketing at Enlivant.