Management Team

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.

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Sebastian Baldwin, TRADER Corporation

Sebastian Baldwin

President & Chief Executive Officer

David McMinn was appointed Chief Operating Officer in August 2014. He is responsible for overseeing the Sales, Service, Marketing, Finance, and Human Resources teams at TRADER Corporation. David came from Trader Media Group in the UK where he held various positions over 5 years. These included Group Sales and Service Director, Managing Director of Trader Publishing, as well as Group Operations Director, which was responsible for the migration of print operations to online and transformation of the company cost base.

Prior to joining Trader Media Group, David was Chief Financial Officer and then National Sales Director at Sensis Classifieds in Australia.

David has a Bachelor of Business in Accountancy from the Royal Melbourne Institute of Technology and is a member of the Institute of Chartered Accountants.

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David McMinn, TRADER Corporation

David McMinn

Chief Operating 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.

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Gerry O'Reilly

Gerry O’Reilly

Chief Financial Officer

Roger Dunbar joined TRADER Corporation in April 2012 to lead TRADER’s Consumer and Business-to-Business Marketing efforts, along with Business Intelligence.

He came to TRADER Corporation from, the world’s largest family history resource, where he was Managing Director for AncestryCanada. In this role, he was accountable for the region’s overall performance, and was responsible for marketing strategy and overall direction of the organization’s multi-channel, cross-platform marketing campaigns, including traditional, online and mobile.

Roger’s career has spanned online publishing, media, retail, and consumer packaged goods. In addition to, he has worked with other leading global brands, including J. Walter Thompson, Colgate Palmolive, the Walt Disney Company, and The Globe and Mail, Canada’s National Newspaper.

Roger has an MBA from the Rotman School of Business and an undergraduate business degree from Wilfrid Laurier University.

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Roger Dunbar, TRADER Corporation

Roger Dunbar

Vice President, Marketing

Robert Rath joined TRADER in August 2014 as Vice President of Dealership Products & Business Development. He is responsible for developing industry-leading solutions for used car operations. His industry experience spans media, advertising, telecommunications and information technology.

Prior to TRADER, Robert was Chief Executive Officer, Marketboomer in China,following 4 years as Chief Executive Officer of Telstra / Sensis, China, building a portfolio of classified and media assets. Robert was formerly a member of the Sensis executive team, most recently as General Manager, Sensis Interactive. Before joining Sensis, Robert worked at Telstra in Marketing and Sales management roles. Robert began his career at IBM where he held various Technical, Sales and Marketing positions.

Robert has a Postgraduate Diploma in Business Management from Macquarie Graduate School of Management.

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Robert Rath, TRADER Corporation

Robert Rath

Vice President, Dealership Products & Business Development

Edwin Ulak was appointed Vice President of Product in January 2012. His mandate is to develop the #1 destination in Canada for buying and selling vehicles online quickly, easily and confidently. Edwin is responsible for the continued growth of, with a goal to increase audience, drive more leads to advertisers and create a product pipeline that will support revenue growth.

Prior to joining TRADER, Edwin was responsible for user experience on, Europe’s largest automotive marketplace. He has worked as an online specialist since 1999, and has experience in senior roles in several online disciplines, including User Experience, Product Development, Operations and Marketing in both e-commerce and media sectors in Canada, the UK, and the US.

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Edwin Ulak, TRADER Corporation

Edwin Ulak

Vice President, Product

Allen Wales was appointed Vice President, Technology in April 2012 and has worked for for over 10 years in a variety of leadership roles within the IT group. His mandate is to manage TRADER’s engineering teams, to deliver high-capacity customer-facing websites and dealer solutions, and ensure the right technology is in place to run the business effectively.

Prior to joining TRADER Corporation, Allen managed IT for a number of hospitals in the UK’s National Health Service, after originally starting his career with IBM as a developer.

Allen has an Honours Bachelor of Science in Information Technology.

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Allen Wales

Allen Wales

Vice President, Technology

Jeff Woolcock was appointed Vice President, Sales in January 2012, with a mandate to transform the sales and service organization to drive digital growth and deliver outstanding customer service.

Originally from Australia, Jeff has worked in a variety of senior sales leadership roles in the Australian online automotive market. Previously, he served as National Sales Manager at, where he was responsible for all dealer solutions and services revenue. Prior to that, Jeff was a General Manager at Trading Post, Australia’s #1 classified website, where he led the Queensland business unit.

More recently, Jeff was the Southern Region Sales Director for Australia’s second largest telecommunications company and General Manager of Direct Sales for a global business services organization. Along with sales management expertise, he has significant experience leading large contact centre and operations functions.

Jeff has an MBA from the Australian Graduate School of Business at the University of New South Wales.

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Jeff Woolcock

Jeff Woolcock

Vice President, Sales

As Vice President, Human Resources, Beth Worthington oversees employee relations, policies, labour relations, talent management and recruitment strategies for TRADER Corporation. Her focus is to enhance the company’s overall employee value proposition and 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 Vice President, Human Resources and 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.

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Beth Worthington

Vice President, Human Resources