Alliance creates technology marketing role as digital strategy expands

The Aftermarket Auto Parts Alliance has appointed longtime marketing executive Jim Holik to the new role of director of technology marketing.

The move is being made to in response to the organization’s growing focus on digital platforms, e-commerce and search‑driven customer engagement.

In the newly created position, Holik will lead initiatives tied to the Alliance’s technology‑driven marketing strategy, including enhancement of digital platforms, B2B and B2C e-commerce solutions and search optimization efforts. The role will also oversee initiatives related to SEO, GEO and emerging agentic search technologies as the aftermarket continues shifting toward more digitally driven product discovery.

“Jim has played a critical role in shaping and evolving the Alliance’s marketing initiatives for almost a decade,” said Dale Hopkins, chief information officer of the Alliance. “As technology continues to transform how we connect with shareholders, customers, and industry channel partners, this new role reflects both Jim’s expertise and our commitment to staying ahead of the curve.”

Holik will oversee the design, maintenance and ongoing improvement of Alliance communication and commerce platforms, with a focus on user experience, digital visibility and localized marketing support for shareholders. The position also includes leadership responsibility for the continued development of the MyPlace4Parts B2B platform and the Alliance’s consumer‑facing eCommerce initiatives.

The Alliance said the role reflects increasing importance around digital discoverability and online conversion strategies in the aftermarket. Along with broader SEO and SEM initiatives, Holik’s responsibilities will include driving location‑based digital traffic, supporting private‑label branding efforts and helping shareholders improve local market conversions through targeted digital campaigns.

“I’m greatly looking forward to working directly with our shareholders and our own information technology team on current and future initiatives,” Holik said. “With how quickly technology is changing, particularly with the search and discovery of products and brands, it is exciting to be working with this talented group of IT professionals.”

The Alliance said the move is part of a broader investment in digital transformation and long‑term strategic growth as aftermarket distribution increasingly depends on integrated online platforms and data‑driven customer engagement. Digital search behaviour, AI‑powered discovery tools and localized eCommerce strategies are becoming increasingly important in both professional and consumer channels.

“Technology is integrally important to every aspect of our business,” Hopkins said. “By dedicating leadership specifically to technology‑focused marketing initiatives, we are reinforcing our commitment to providing modern, effective solutions that create value throughout the entire Alliance network.”