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

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

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

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Jody Gill, Chief Sales Officer

Jody Gill

Chief Sales Officer

As Chief Product Officer (CPO) – Marketplace, Jill’s focus is maintaining as the #1 automotive marketplace in Canada. Her mandate is to drive our innovative product roadmap aimed at creating the most efficient and trusted source for consumers to buy and sell vehicles online. As CPO, Jill empowers a team of product experts to explore and execute on new marketplace solutions that enhance the platform to drive both audience and business growth.

Jill is a recognized technology product development thought-leader in the digital Automotive industry. She brings endless energy and innovation to her team, along with a clear vision to create compelling user experiences as the engine that drives results for By placing customers first, she’s engineering’s vision of the future of Automotive marketplaces.

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Jill Hadfield

Jill Hadfield

Chief Product Officer – Marketplace

As Chief Marketing Officer at TRADER Corporation, Ian MacDonald oversees consumer and business marketing across all of our brands, from strategy to execution. Ian is an award-winning marketing professional with over fifteen 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, achieving 25 million visits in August 2020.

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.

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Ian MacDonald, Chief Marketing Officer

Ian MacDonald

Chief Marketing Officer

As Chief Digital Officer at TRADER Corporation, Steve is responsible for overseeing the Digital division. He brings proven digital leadership to help develop and grow the company’s products and platforms by delivering on business goals at the intersection of customer experience, product and technology.

Steve previously held the position of Chief Digital Officer at CrownBet where he transformed their digital operating model within a year dramatically increasing their speed to market, predictability and overall output by 300%. Steve has held senior leadership roles in Product, Marketing and Technology with some of Australia’s largest and most trusted brands such as Telstra and Australia Post.

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Steve Maidment

Steve Maidment

Chief Digital Officer

As Chief Strategy and Business Development Officer, Edwin is responsible for exploring and executing on partnerships and acquisitions that facilitate future growth streams for the business. Edwin joined TRADER in 2011 as Vice President of Product and was later promoted to Chief Product Officer.

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, Analytics, Ad 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

Chief Strategy & Business Development Officer

As Chief People & Culture Officer, 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 Chief People & Culture Officer 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

Beth Worthington

Chief People & Culture Officer