Management Team

President and CEO
Sebastian Baldwin

Sebastian Baldwin was appointed President of TRADER Corporation in July, 2011. He is responsible for TRADER’s success and profitability as the No. 1 digital automotive brand for Canadians.
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Chief Operating Officer
David McMinn

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.
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Chief Financial Officer
Derek Irwin

As Chief Financial Officer for TRADER Corporation, Derek Irwin oversees all finance, accounting, treasury, tax, credit and collections, corporate program management, investor communications and relations, and legal and trademark activity…
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VP, Marketing
Roger Dunbar

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

Lynn Frazer has served as a core leader on the Human Resources team at TRADER Corporation since 2003. Following the creation of TRADER in 2006, Lynn played an integral role merging the former businesses’ operations and harmonizing HR practices across…
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VP, Product
Edwin Ulak

Edwin Ulak was appointed VP, Product in January 2012. His mandate is to create the #1 destination in Canada for buying and selling vehicles online quickly, easily and confidently. Edwin is responsible for with a goal…
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VP, Dealership Products & Business Development
Robert Rath

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.
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VP, Technology
Allen Wales

Allen Wales was appointed VP 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’s engineering teams delivering high capacity…
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VP, Sales & Call Centre Operations
Jeff Woolcock

Jeff Woolcock was appointed Vice-President, Sales & Call Centre Operations in January 2012, with a mandate to transform the sales and service organization to drive digital growth and deliver outstanding service to our customers.
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