Meet Matt Swinney, Senior DMS Project Manager
At OWL Automotive Consulting, our team is made up of experienced dealership professionals who have spent years helping automotive retailers improve operations, optimize technology, and drive long-term success.
This week, we're proud to feature Matt Swinney, Senior DMS Project Manager. With more than 20 years of experience in Fixed Operations, dealership service management, and Dealer Management Systems (DMS), Matt helps dealerships streamline processes, improve efficiency, and get the most from their technology investments.
A Career Built in Fixed Operations
Matt joined OWL in October 2022, bringing decades of hands-on dealership experience to our clients. Before joining the consulting world, he served as a Service Manager, where he gained firsthand knowledge of the daily challenges facing dealership service and parts departments.
Managing technicians, improving customer satisfaction, maintaining productivity, and balancing operational goals gave Matt a practical understanding of what dealerships need to succeed.
He later expanded his expertise at CDK Global, working as an Implementation Specialist and Analyst. There, he helped dealerships successfully implement and optimize their Dealer Management Systems, combining technical knowledge with real-world operational experience.
Today, that unique background allows Matt to bridge the gap between dealership operations and technology, helping clients implement solutions that actually improve the way they work.
Why Fixed Operations Expertise Matters
Fixed Operations is one of the most important drivers of dealership profitability. Service and parts departments generate significant revenue, but they also depend on efficient processes, accurate data, and technology that supports employees rather than slowing them down.
Whether a dealership is implementing a new Dealer Management System, standardizing workflows across multiple rooftops, or looking to improve technician productivity, having experienced guidance can make all the difference.
That's where consultants like Matt come in.
By combining years of dealership leadership with deep DMS expertise, Matt helps clients identify inefficiencies, simplify complex processes, and create workflows that improve both employee experience and customer satisfaction.
Helping Dealerships Get More from Their DMS
As a Senior DMS Project Manager, Matt partners with dealerships throughout every stage of a project from planning and implementation to optimization and long-term success.
His work includes helping dealerships:
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Implement and optimize Dealer Management Systems (DMS)
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Improve Fixed Operations workflows
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Streamline service and parts department processes
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Standardize procedures across multiple dealership locations
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Support change management and employee adoption
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Train dealership teams on best practices
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Improve operational efficiency through technology
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Rather than offering one-size-fits-all solutions, Matt takes the time to understand how each dealership operates. His recommendations are based on real-world experience, ensuring technology supports daily operations while minimizing disruption during implementation.
Solving Real Dealership Challenges
Every dealership faces operational challenges, whether it's inconsistent service processes, underutilized DMS functionality, communication gaps between departments, or the complexity of implementing new technology.
Matt's experience allows him to see both the operational and technical sides of those challenges. Because he's worked inside dealerships and helped implement DMS platforms, he understands not only how the software works but also how employees interact with it every day.
That perspective enables him to create practical solutions that improve efficiency while helping teams feel confident throughout the transition.
A Collaborative Leader
While Matt is known for his technical expertise, it's his ability to build relationships that truly sets him apart.
His coworkers describe him in three words:
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Diplomatic
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Collaborative
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Knowledgeable
Those qualities are reflected in every client engagement. Matt believes successful projects aren't just about technology, they're about communication, teamwork, and creating solutions that work for everyone involved.
Whether he's working alongside dealership leadership, service advisors, technicians, or cross-functional project teams, Matt is known for bringing people together to achieve shared goals.
The Best Part of the Day
When asked about his favorite part of working at OWL, Matt's answer is simple: connecting with his teammates.
Daily catch-up meetings give him the opportunity to collaborate, share ideas, solve challenges, and celebrate successes together. Even in a remote environment, those relationships remain one of the most rewarding parts of his work.
A Fun Fact You Might Not Know
Here's something that surprises almost everyone:
Matt has performed stand-up comedy, including open mic nights and comedy roasts.
It may seem unexpected, but it makes perfect sense once you know him. His confidence, quick thinking, and sense of humor help him connect naturally with both clients and coworkers, making even complex projects feel approachable.
And like many great mornings, his starts with a simple cup of coffee with milk, no sugar.
Looking to Improve Your Dealership's Fixed Operations?
Whether you're planning a DMS implementation, looking to optimize service and parts operations, or searching for ways to improve dealership efficiency, OWL Automotive Consulting has experienced professionals ready to help.
Connect with our team to learn how OWL's Fixed Operations experts can help your dealership maximize technology, streamline operations, and drive long-term success.