Management Team

Sebastian Baldwin
President & Chief Executive Officer
Sebastian Baldwin was appointed President of TRADER Corporation in July 2011. He is responsible for TRADER’s success and profitability as the #1 digital automotive brand for Canadians. Sebastian came to TRADER Corporation from UK-based Trader Media Group. He was part of the executive team, in the capacity of Group Director of Digital. Sebastian was responsible for the commercial growth of Trader Media Group’s core asset,, where he delivered double-digit growth at both the top and bottom line over his tenure. Previous to that role, he was the Director of Mobile for, where he developed a successful mobile strategy for the UK, Ireland, South Africa and Italy, achieving substantial growth for the company’s mobile platforms. Sebastian has had a distinguished career spanning online and mobile media, classifieds, directories, and search. He previously led strategy, product development and commercialization at Sensis Mobile Group, where he launched Australia’s first mobile location-aware search engine for Yellow Pages. He has also spearheaded leading lifestyle and mapping websites in Australia for CitySearch and Whereis.

Sebastian Baldwin is core to TRADER Corporation’s strategy of continuous growth in the online automotive landscape, where he is accountable for all business disciplines.
Gerry O’Reilly
Chief Financial Officer
As Chief Financial Officer for TRADER Corporation, Gerry O’Reilly oversees all finance, accounting, treasury, tax, credit and collections, corporate program management, investor communications and relations, and legal and trademark activity.

Gerry brings a wealth of finance management, financial planning, and commercial insights experience from multiple business sectors. Prior to joining TRADER Corporation, Gerry held positions at Quickplay Media, a Canadian-based company that provides managed services for the distribution of premium multi-screen video to connected devices, and Xplornet Communications, a national service provider focused on delivering telecommunications services to rural Canada.
Beth Worthington
Chief People & Culture Officer
As Chief People & Culture Officer, Beth Worthington oversees employee and labour relations, policies, talent management and recruitment strategies for TRADER Corporation. Her focus is to enhance the company’s overall employee value proposition and to continue building high levels of engagement throughout the organization.

Beth joined the company in April 2015 as Director, Human Resources to help attract, retain, and develop talent. She was promoted to Chief People & Culture Officer and a member of the TRADER executive team in October 2016. Prior to joining TRADER Corporation, Beth led the national Human Resources teams and strategies at Canon Canada and Sysco Canada.
Edwin Ulak
President, AutoSync
As President of AutoSync, Edwin is responsible for exploring and executing on AutoSync’s dealership and OEM software portfolio. His role is to accelerate these best-in-class platforms, helping dealerships become more efficient and effective in their retail strategy.

Edwin Ulak joined TRADER in 2011 as Vice President of Product and he was promoted to President of AutoSync in 2021. Prior to joining TRADER, Edwin was responsible for User Experience at AutoTrader UK, Europe’s largest automotive marketplace. He has worked as an online specialist since 1999 and has experience in senior roles across several online disciplines, including User Experience, Product Development, Analytics, Ad Operations and Marketing, in both e-commerce and media sectors in Canada, the UK and the USA.

Jill Hadfield
President, Dealertrack & CMS

As President of Dealertrack, Jill’s focus is maintaining Dealertrack as the leading provider of integrated dealership technologies. Jill empowers a team of automotive experts to explore and execute product efficacy, innovation, and service to more Canadian dealerships, OEMs, and lenders.

Jill is an entrepreneurial leader with a vision and strength in understanding customer needs to drive the design and delivery of compelling digital dealer, manufacturer and lender solutions. She brings endless energy and innovation to her team, along with a clear vision to drive performance, profitability, and customer satisfaction.

Paul Whitworth

As President of AutoTrader, Paul Whitworth is responsible for leading and to
continue to develop it as the #1 automotive marketplace in Canada. Paul and his team are
focused on transforming the automotive retail experience for Canadians by providing practical
yet visionary solutions to dealers, manufacturers, and lenders.

Paul has been at the forefront of automotive industry transformation, as a strategist,
entrepreneur, and operator. Prior to joining TRADER, Paul was a key leader in building Cox
Automotive’s multi-billion-dollar Retail Solutions business. At Cox, Paul built the growth strategy,
championed acquisitions of key automotive software companies, and lead day-to-day
management of at several of the portfolio companies. Paul also has a successful track record as
an entrepreneur with successes such as co-founder of AutoPoint, originating team member and
advisor to vAuto, and co-founder of LightSource Renewables. Throughout his career, after
graduating from MIT, Paul has been leading transformation in automotive at companies like Cox
Automotive, Accenture, Hyundai Motor America, and Reynolds and Reynolds.

Petri Lyytikainen
Chief Technology & Information Officer

As Chief Technology and Information Officer at TRADER Corporation, Petri is responsible for overseeing the Technology and Engineering division. He brings proven leadership to the development and growth of TRADER platforms by aligning the company’s business goals with engineering and software innovation, while keeping focus on the intersection of customer experience, product, and technology.

Petri previously held the position of VP, Enterprise Architecture, Cloud and Data Platforms at Bell where he transformed the digital division of the business. Petri has held several senior leadership roles in technology and operations with wide international leadership experience working in Europe, the U.S and Canada where he drove improved customer experience, new revenues, financial and operational performance. Petri has a strong track record from large-scale technology, process, and people transformation programs.

Ian MacDonald
Chief Marketing Officer

As Chief Marketing Officer at TRADER Corporation, Ian MacDonald oversees consumer and business marketing across all of our brands, from strategy to execution. He also leads Consumer Product, Commercial Product and User Experience for Ian is an award-winning marketing professional with twenty years of global experience in the marketing industry.

In his first stint with TRADER Corporation, as Director of Consumer Marketing from 2012 to 2016,
consumer audience to grew 212% to just under 14 million visits a month, while
unaided brand awareness increased from 24% to 59%. Ian rejoined TRADER Corporation in 2019
and has yet again driven to new heights, boosting unprompted brand awareness
to 66% in July 2021 and achieving 25.7 million visits in August 2021.

Originally from London, UK, he has driven meaningful growth and thus valuations for brands
such as Auto Trader UK, RBS, Direct Line, Chef’s Plate, and many more during his global career.
Ian was educated at the University of Southampton and the University of London in his native
United Kingdom.

Jody Gill
Chief Sales Officer
As Chief Sales Officer, Jody Gill leads the sales organization at TRADER Corporation and oversees all sales related activities. Within his role, Jody gears the sales strategy to ensure the department’s initiatives are aligned with the overall goals of the business.

Jody began his career at TRADER Corporation as a Senior Regional Sales Manager in Vancouver over 10 years ago, and has since moved to Toronto, where he has held various sales leadership roles within the business. Jody has developed close relationships with dealer partners, as he has led and managed relations on a provincial and national level. He brings this level of experience and understanding of Canadian dealers to his current role, to help mentor and support the sales team across the country.