Project: AutoTrader.ca (Trader Corp) Dealer Solutions
Role: Online Sales Consultant
Timeline: 2012 – 2015

Project Summary During my tenure at Trader Corp, I served as a strategic consultant for one of Canada’s largest automotive marketplaces, AutoTrader.ca. I was directly responsible for the digital success and retention of a massive portfolio consisting of approximately 400 automotive dealer websites. My role went beyond traditional sales; I acted as a digital partner for dealerships, analyzing their online performance and guiding them through the transition from traditional advertising to high-impact digital strategies.

The Challenge & Opportunity The automotive retail landscape was undergoing a rapid shift toward digital-first consumer behaviors. Many dealerships struggled to optimize their inventory visibility and convert online traffic into showroom visits. The primary challenge was managing a high-volume portfolio (400+ clients) while providing personalized, data-backed advice to reduce churn. The opportunity was to leverage Trader Corp’s massive market data to empower dealers, turning their websites from static brochures into dynamic sales engines.

My Solution & Process I focused on a consultative approach driven by rigorous market analysis rather than a simple transactional relationship. By treating each dealer site as a unique business case, I implemented strategies to maximize their ROI within the AutoTrader ecosystem:

• Strategic Digital Consulting: I conducted deep-dive analyses of dealer inventory and traffic patterns, advising clients on pricing, merchandising, and ad placement to capture high-intent buyers.

• Retention & Relationship Management: Recognizing the competitive nature of the market, I established a proactive engagement rhythm. By consistently demonstrating value through performance metrics, I successfully increased client retention by 20% across my portfolio.

• Advertising Optimization: I guided dealers on digital advertising best practices, helping them align their inventory spend with real-time market demand to ensure their vehicles appeared in front of the right buyers at the right time.

Project Details

Core Skills & Services Delivered:

• Digital Advertising Strategy

• Market Analysis & Forecasting

• Client Retention & Account Management

• B2B Consultation

• Inventory Merchandising

Key Technologies & Platforms:

• Platform: AutoTrader.ca Proprietary Systems, Salesforce (CRM)

• Analytics: Google Analytics, Internal Market Data Tools

• Advertising: Digital Display, Listing Promotion Tools

Categories:

• Automotive Marketing

• Digital Strategy

• Account Management

• E-Commerce Optimization

Project Link: https://www.autotrader.ca