CarMax, Inc. announced two key leadership appointments to advance the company’s new Shift into GEAR strategy for growth and strengthen its industry-leading customer experience.
Elizabeth Dirgins has been named executive vice president, chief digital and customer officer, a newly created role that will further unify the end-to-end customer experience, from customer acquisition through vehicle transaction. In this capacity, Dirgins will oversee the company’s marketing, product and Edmunds teams, including the digital tools that support both the online and in-store experience. Dirgins joins CarMax from Volkswagen Financial Services, where she served as the chief digital officer for its North American region and led digital strategy, customer experience and marketing for the business.
Dirgins previously held customer experience and product strategy leadership roles at Capital One, Wells Fargo, and Marriott. She will join CarMax on Oct. 5 and report to CarMax President and CEO Keith Barr.
CarMax also announced the promotion of Jeff Campbell to senior vice president of strategy, leading a newly centralized function that brings together the company’s strategy, data science, AI, and pricing teams in order to accelerate key decisions. Campbell joined CarMax in 2016 from Boston Consulting Group. His appointment was effective in August, and he will report to Barr beginning in January 2027.
“Elizabeth and Jeff both bring the skills, experience and focus we need as we build a faster, more connected company that puts the customer at the center of everything we do,” said Barr. “Elizabeth has spent her career building digital experiences and financial products grounded in deep customer understanding, and she’ll bring an invaluable perspective to guiding customers through this carefully considered, complex purchase. Jeff has been instrumental in shaping our strategy over the last decade, and in his new role he will support the delivery of our strategic plan with the speed and alignment it demands. I know they’ll both create confidence for the road ahead for every customer we serve.”
“CarMax has built real trust with customers over decades, and I’m excited to continue to grow this beloved brand,” said Dirgins. “CarMax gives customers the ease of shopping online with the confidence that comes from seeing and confirming their choice in person. My focus will be making sure that we make every step in the customer’s car buying and selling journey simple, fast and connected.”
“We have a strong strategic plan for growth and incredible runway ahead,” said Campbell. “I’m excited about my new role and am grateful for the incredible associates I get to work with in this next chapter. Bringing our strategy, data and pricing teams together will give us a clearer, shared view of the business, which will enhance our decision making.”
These moves reflect CarMax’s continued execution of its strategic plan to strengthen its position as the nation’s largest used car retailer.
