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Paul Whitworth
President, AutoTrader.ca
As President of AutoTrader, Paul Whitworth is responsible for leading AutoTrader.ca 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.
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 AutoTrader.ca. 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 AutoTrader.ca 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 AutoTrader.ca 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.
