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

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 Marketing Officer at TRADER Corporation, Christopher Mercer oversees the consumer and business marketing initiatives across the strategy to execution stages.

Christopher joined TRADER in 2017, bringing over 15 years of experience in general management, consulting and marketing. Prior, Christopher worked at Rogers Communications where he led a number of business initiatives and developed brand management across Television, Radio, Publishing, Sports, and The Shopping Channel.

Throughout his career Christopher has been successful in growing new and existing brands, developing business models and managing multiple teams.

Christopher has a Masters in Business Administration (MBA) from the Harvard Business School and a Bachelor of Commerce from the University of Ottawa.

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Christopher Mercer

Christopher Mercer

Chief Marketing 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

Jeff Woolcock was appointed Chief Sales Officer 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 a Master of Business Administration (MBA) from the Australian Graduate School of Business at the University of New South Wales.

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Jeff Woolcock

Jeff Woolcock

Chief Sales 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