Stay up-to-date with the latest best practices
Speakers
Gala Keynote Speaker:
Brett Wilson is a respected Canadian entrepreneur, investor, and philanthropist, widely known for his role as a former Dragon on CBC’s hit show Dragons’ Den. A passionate advocate for redefining what it means to be successful, Brett draws from his bestselling book Redefining Success: And Still Making Mistakes to inspire audiences with his candid, relatable approach. He shares his personal journey of achievement, failure, and growth—highlighting the importance of aligning values with ambition and living a life focused on what truly matters. In his engaging and often humorous presentations, Brett unpacks his powerful “3 P’s of Success”: partners, principles, and priorities. He explores why everyone should understand marketing, philanthropy, and entrepreneurship, and how these pillars can fuel both business success and community impact. With real-world stories from his own career—including lessons learned from failure—Brett leaves audiences motivated to live intentionally, take bold risks, and lead with purpose. His presentations are ideal for conferences seeking to inspire innovation, leadership, and meaningful impact.
W. Brett Wilson
Entrepreneurship & Philanthropy Expert
Friday, November 14
Tim A. Reuss
President & CEO of the Canadian Automobile
Canadian Automobile Dealers Association (CADA)
Tim A. Reuss is the President & CEO of the Canadian Automobile Dealers Association, representing over 3,200 franchised dealers nationwide and advocating for them with government, industry, and the public. He brings decades of international executive experience in sales, marketing, and retail, having served as President of the Dilawri Group, Canada’s largest automotive retailer, and as President & CEO of Mercedes-Benz Canada, as well as leading roles with Daimler AG in Europe and North America. Prior to CADA, he was Managing Partner of TAR Consulting and a Senior Advisor with McKinsey & Co., where he advised on automotive trends such as electrification, connected vehicles, and mobility innovation. Tim holds a B.A. in Economics from Stanford University.
Automotive Technology Update
Charlie Vogelheim has 40 years of automotive industry experience including roles as VP at J.D. Power and as executive editor at both Kelley Blue Book and Motor Trend Auto Group. He is the principal of Vogelheim Ventures through which he is involved in a variety of initiatives including The Flying Car podcast, TPC Management, RyanTech and Webcars China.
Charlie is an auto enthusiast whose career has been centered on observing and supporting the automotive industry. Whether providing vehicle information and values or helping dealers with digital marketing and technical development, he has consistently represented thought leading solutions to industry challenges.He is also a frequent speaker at automotive seminars, educational meetings, and media interviews, and has been a regular radio correspondent and automotive industry commentator for televised business news. He was an original contributor to the development and implementation of automotive websites for major companies like Microsoft, AOL, Yahoo, Google, and eBay, and chaired the Internet Standards Committee for major automotive Internet sites.
Charlie Vogelheim
Creator, Host, Pilot
The Flying Car
Jasen Rice
Founder & Chief Executive Officer
Lotpop Inc.
Jasen is the Founder & Chief Executive Officer of Lotpop Inc., a company specializing in automotive inventory management and consulting for dealerships.
He has a long and extensive career in the automotive industry, starting on the retail side in 1997 by selling cars online and later managing internet departments and serving as a Used Car GSM. He then spent over eight years on the vendor side as a Performance Manager for vAuto, where he trained thousands of dealers nationwide on used car inventory management, eventually becoming a Director of Performance Management.
Rice founded Lotpop in 2013. The company focuses on helping dealerships maximize profits, streamline processes, and improve inventory management through data analysis, sales process automation, and strategic planning.
Jasen Rice is also a recognized industry expert, having been featured on the cover of Digital Dealer magazine (October 2005) and awarded the 2006 AAISP (Association of Automotive Internet Sales Professionals) Professional Excellence Award. He is a frequent speaker at automotive conferences and has been a featured blogger for AutoSuccess Magazine. He also co-hosts “The Up Bus” podcast, discussing industry topics and best practices.
An early adopter of machine learning and concepts during her studies at both the University of Alberta for her undergraduate degree and later completing her MBA at the University of Illinois Urbana-Champaign. Maddy brings a forward-thinking perspective to the integration of advanced technologies like LLMs in dealership operations.
Maddy will explore the transformative impact of Artificial Intelligence on dealership operations. Her session, “AI is Already Here,” will highlight how AI is currently optimizing various aspects of dealerships, from inventory management to customer service chatbots. She will emphasize the “Human + Machine Wins” philosophy, asserting that AI serves to enhance human capabilities rather than replace them, with dealerships that integrate empathy and data poised for greater success.
Maddy’s presentation will also guide attendees on how to “Adopt with Intention,” focusing on strategic AI implementation that prioritizes ROI and cultural fit over simply chasing trends.
Maddy Murray
National Director
LGM Financial Services
Michael Croxon
Chair
Canadian Automobile Dealers Association (CADA)
Michael Croxon is the newly appointed Chair of the Canadian Automobile Dealers Association (CADA), effective at the end of October 2025. He is also the President and CEO of The NewRoads Automotive Group, a prominent network of dealerships representing leading automotive brands across Ontario. With over 30 years of experience in the industry, Michael has been a driving force behind innovation in automotive retail, insurance solutions, and dealer advocacy.
In addition to his leadership at NewRoads, he is a partner in Walkaway Canada Inc., and serves on national advisory boards for General Motors, Kia, and Subaru. He also serves on the Philanthropy Board of Southlake Regional Health Centre, reflecting his strong commitment to community engagement. Michael’s dedication to excellence and industry collaboration makes him a compelling voice at WCDS 2025.
Friday Panel: "Overlooked Profit Centres: Fixed Operations"
Moderator: Sebrina Westbrooke, Automotive Business School Of Canada
Moderator: Sebrina Westbrooke
Sebrina is a key figure at the Automotive Business School of Canada (ABSC), which is part of Georgian College. Her primary role is Program Manager for the Canadian Dealer Academy (also known as the Automotive Dealership Management program).
In this position, she plays a significant role in the development and delivery of a national, results-oriented program designed to enhance the management and entrepreneurial skills of current or prospective managers in automotive dealerships. The program focuses on current issues, trends, and technologies relevant to the Canadian automotive market, emphasizing practical, hands-on learning.
Panelist: Damon Egan, Sherwood Ford
Panelist: Damon Egan
Damon is currently the Service Manager at Sherwood Ford and is regarded as a one of the industry experts in optimizing fixed operations within automotive dealerships. Having significantly improved shop capacity and efficiency at Sherwood Ford, Damon brings valuable, actionable insights to our fixed ops panel at WCDS 2025.
He is known for his deep understanding of how to balance appointments and walk-ins, implement hourly capacity measurement, and involve service managers, dispatchers, and shop foremen to enhance customer satisfaction and technician efficiency.
Panelist: Alana Solis, Gold Standard Service
Panelist: Alana Solis
With a career spanning over three decades, Alana is a proven leader and innovator in the automotive service industry. She has built a remarkable track record of transforming underperforming service departments into powerhouses of profitability and customer satisfaction—all from a foundation of zero initial industry knowledge.
Alana’s expertise is defined by immediate and quantifiable results. As a Service Advisor, she consistently became the top performer in labour and parts sales within her first two months at any dealership. As a manager, her impact was even more profound. She has taken departments running at a financial loss for years and turned them profitable in under 30 days. In one notable turnaround, she grew a dealership’s gross profit from 54% to 74% and tripled its net profit within her first four months.
Panelist: Grant McNeil, Waterloo Ford
Panelist: Grant McNeil
Grant McNeill leads the fixed operations at Waterloo Ford, where he directs the service, parts, and body shop departments. With a focus on team building and strategic growth, he has made these after-sales divisions a cornerstone of the dealership’s success and customer retention.
What sets Grant apart is the foundation of his leadership philosophy, which was forged during his career as a professional athlete in the National Hockey League (NHL). Drafted by the Florida Panthers and later playing for the Washington Capitals, he learned firsthand that success is built on discipline, collaboration, and a relentless drive to win. Today, he applies that same high-performance mindset to coach his automotive team, proving that the skills needed to build a winning team on the ice are directly transferable to leading a thriving business.
Hailey is a seasoned insurance professional with nearly 20 years of experience specializing in the dealership sector, including automotive, RV, heavy truck, and powersports. Known as a trusted advisor to clients across Canada, she combines deep expertise in dealership operations and risk management with a strong commitment to client advocacy. As Council Chair of the Pitcher & Doyle program, Hailey represents clients nationally, collaborates with industry stakeholders, and drives initiatives that strengthen insurance practices. Passionate about mentorship and community outreach, she is dedicated to empowering clients with knowledge, supporting the next generation of insurance professionals, and ensuring dealerships have the protection they need to succeed.
Hailey Taskey
Senior Advisor, Partner
Lloyd Sadd
Lane Gross
National Dealership Practice Leader, Navacord Senior Advisor & Partner
Lloyd Sadd
After graduating from the University of Saskatchewan as the college’s Valedictorian, Lane entered into the Insurance Industry 23 years ago. With a variety of sales and management experience he joined the Lloyd Sadd team in 2010. At this time it was evident that his passion was infectious and his energy to drive value to his clients’ bottom lines was undeniable. This gave rise to his partnership with Navacord in 2016. His influence in the business was immediate, as he and his team redefined the dealership sector by providing innovative risk management solutions that eventually grew Lloyd Sadd’s market share to one of the largest providers of dealership insurance in Alberta. Lane’s responsibility once again grew to provide the same value proposition to the rest of the country where he was appointed the National Dealership Practice Lead. This positioned him to work with some of the largest and most complex dealership groups in the country. His mandate today is to not only manage risk as his clients seize growth opportunities, but to provide nationwide solutions to the dealership industry as a whole,.
Widely recognized as a thought leader and innovator in the dealership space, Lane is at the forefront of industry trends, continuously shaping best practices and driving forward-thinking initiatives. His deep expertise and national perspective make him a trusted advisor and a key force behind Navacord’s dealership strategy.
Cybersecurity Today: The Dealership Landscape
Alex is driving force behind BDO Canada’s Proactive Security function, leveraging the techniques and attacks that real world adversaries use, to gauge the cyber resilience of Canadian organizations. Alex has a broad spectrum of cybersecurity knowledge across many verticals, but has focused his attention on the unique risks associated with manufacturing and retail. BDO’s customers leverage Alex’s skillset to understand their exposure and implement pragmatic, cost-effective strategies to increase their cyber resilience.
Alex Phan
Manager & Lead, Proactive Cybersecurity
BDO Canada LLP
Jeffrey Chau
Director, Cyber Incident Response & Readiness
BDO Canada LLP
Jeffrey is BDO Canada’s National Lead for Incident Response and a Director with over 19 years of cybersecurity experience. He helps organizations prepare for and respond to serious cyber incidents that can impact customer data, business operations, and reputation. His work spans both the proactive and reactive sides of security, from building response plans and running tabletop exercises to leading teams through real-world breaches. As a virtual CISO (vCISO), he works closely with executives and technical teams to ensure response plans hold up under pressure.
Something Special Is Coming…
Friday’s schedule includes a Mystery Speaker—and trust us, you won’t want to miss this one. It’s going to be a highlight of the day!
Saturday, November 15
Jeremy Reisler
Country Director for Canada
X
Jeremy Reisler is the Country Director for Canada at X (formerly Twitter), where he holds the top leadership position for all national advertising, partnerships, and brand initiatives. Jeremy brings a rare and sought-after expertise in the rapidly evolving social media landscape.
Prior to X, he spent five years at TikTok Canada as the Head of Industry, successfully driving revenue growth for major sectors, including Retail and Financial Services. This unique cross-platform experience gives him unparalleled insight into where consumer attention is shifting and how dealerships can effectively modernize their advertising spend. Jeremy will share an executive-level view on digital demand generation, providing actionable strategies for auto retailers to translate social media presence into measurable sales and long-term customer relationships.
Charles Bernard is CADA’s Lead Economist and Policy Advisor, bringing a strong background in economic policy and political economy to the Ottawa office. A proud Quebecer, he holds a BA and MA in Applied Policy Studies from the University of Sherbrooke, where his SSHRC-funded research examined trade agreements such as CUSMA and their impact on Canada’s economy. An alumnus of the prestigious Parliamentary Internship Program, Charles gained high-level policy training on Parliament Hill, supporting MPs with economic research and committee briefings. He has published on automotive trade policy, taught economics at the university level, and led research for a national trade association. Fully bilingual in French and English, Charles is also a skilled public speaker with expertise in economic data analysis and research.
Charles Bernard
Lead economist
Canadian Automobile Dealers Association (CADA)
Huw Williams
Public Affairs
Canadian Automobile Dealers Association (CADA)
Huw Williams is the national voice of Canadian automobile dealers in Ottawa, serving as CADA’s lead lobbyist on all federal automotive issues. He has successfully led high-profile advocacy campaigns that secured federal COVID-19 wage relief for dealerships, defeated 25% U.S. auto tariffs, advanced stolen vehicle legislation, ensured vehicle recall protections, eliminated HST on finance income, and legislated tax deductibility for automotive tools—efforts that earned CADA two national advocacy awards from the Canadian Society of Association Executives. A frequent media commentator on CBC, CTV, and other outlets, Huw has also testified before numerous Parliamentary committees and represented dealers on the Canadian Automotive Partnership Council. Recognized as one of Canada’s Top 100 Lobbyists by The Hill Times, he has also been honored with Ottawa’s “Top Forty Under Forty” and his name inscribed on the Ottawa City Hall Wall of Honor. Huw holds an MBA from the University of Ottawa and a BA in Political Science from the University of Calgary, with additional studies at the Université de Tours in France.
Melanie is a member of MNP’s Advisory Services team and is based in Edmonton. She brings over 25 years of experience serving clients in the private and public sectors.
Melanie’s primary areas of advisory service include organizational reviews, structure and workforce capacity design, stakeholder engagement, key messaging and communications, change readiness and risk assessment, performance evaluation, culture and effectiveness, and program and service audits. Melanie supports executive teams through project governance and, strategic alignment initiatives. She also works closely with operational leaders and teams to evaluate program and service level models for efficiency and effectiveness, as well as help coordinate large-scale organizational transformations. Certified in 2015, Melanie can apply the PROSCI change management approach to offer a disciplined path through change.
Melanie is an active community builder as a member of the Bissell Centre board of governors (2019) and the chair of Human Resources, Nominating and Governance Committee. Melanie also proudly volunteers her time as an advisory member of the Stollery Children’s Hospital Foundation Women’s Network.
Melanie Fix
Member of MNP’s Advisory Services Team
MNP
Brigette Goldenshtein
Manager, Marketing & Communications
Canadian Automobile Dealers Association (CADA)
Brigette Goldenshtein is the Manager of Marketing and Communications at the Canadian Automobile Dealers Association (CADA), where she oversees strategic communications, member engagement, and market research initiatives. In this role, she leads CADA’s Workforce Study project, providing critical insights into industry trends and shaping data-driven strategies to support dealers nationwide.
With a career spanning marketing leadership, consulting, and academia, Brigette has developed and executed initiatives that elevate brand visibility, strengthen stakeholder relationships, and drive organizational growth. She also taught as a professor at Seneca Polytechnic, sharing her expertise with the next generation of business leaders. Brigette holds both a Master of Business Administration and a Master of Management from the Schulich School of Business, where she was recognized with the Forté and ROMBA Fellowships for her leadership and contributions to diversity and inclusion.
The Road Ahead: Canada's Automotive Retail Technology Study
Darren Slind is President and Managing Director of Clarify Group, which he joined as an equity partner in 2021 after a distinguished global career with J.D. Power. He previously served as Region President for South Asia, Southeast Asia, and Oceania, overseeing operations across nine countries, and earlier led J.D. Power’s automotive businesses in Canada and Latin America, establishing offices in Mexico City and São Paulo. Darren began his career with Xerox Canada before moving to Nissan Canada in sales and dealer operations, and later spent nearly two decades with J.D. Power in leadership roles. At Clarify, he directs research, data analytics, and consulting operations, working with a national team of retail excellence coaches and a global partner network. A respected industry analyst, speaker, and contributor to Canadian auto dealer and Affaires automobiles magazines, Darren holds a B.Com. from the University of Toronto, an MBA from the Schulich School of Business, and completed the Digital Business Strategy program at MIT Sloan.
Darren Slind
Co-Founder and President
Clarify
Saturday Panel: "Panel of Peers: Succession in a Changing Landscape"
Moderator: Ann Marie Clark, Sunshine Mountain Ford Lincoln & Family Ford
Moderator: Ann Marie Clark
Ann Marie Clark is the Dealer Principal of Sunshine Mountain Ford Lincoln in Nanaimo and Family Ford in Parksville. In addition to her dealership roles, she is the current Vice-Chair of the British Columbia New Car Dealers Association (BC NCDA), where she champions dealer education, ethical business practices, and industry advocacy. She is widely recognized for fostering a people-first dealership culture; one that blends professionalism, community care, and genuine hospitality.
A second-generation automotive leader, she has worked in every dealership department since childhood at the family business founded in 1966. She is proud to be a graduate of the NADA Dealer Academy. Ann Marie is known for her collaborative leadership, community commitment, and passion for strengthening her team both personally and professionally while advancing innovation and inclusivity across the automotive industry.
Panelist: Andrea Ulmer, UF3 Auto Group
Panelist: Andrea Ulmer
Andrea Ulmer is the CEO of UF3 Autogroup and a third-generation dealer based in Lethbridge, Alberta. Her group represents Toyota, Nissan, and Stellantis, and her career spans the full dealership journey—detailer, service advisor, sales advisor, sales manager, general manager—before stepping into the CEO role in 2019. Andrea serves on the Toyota Prairie Zone TDA (Advertising Board) and on CADA’s Industry Relations Committee. She holds a BComm and BA from the University of Calgary and is a graduate of the NADA Academy. A builder of people and partnerships, Andrea is most proud of mentoring General Managers into equity partners and helping them achieve their career goals. When she’s not at a store, she’s likely on a road bike, wakeboard, or ski hill. She is also secret sci fi nerd and metalhead.
Panelist: Jamie Kaban, Kelowna Toyota
Panelist: Jamie Kaban
Jamie Kaban is the General Manager of the award-winning Kelowna Toyota. A recipient of the prestigious Toyota President’s Club award, he is known for driving elite performance and leading strategic growth initiatives, including the successful relocation and expansion of his dealership. Jamie is also a respected industry leader, having served as President of the Kelowna Auto Dealer Association (KADA). He will discuss how local leadership translates into superior dealership results.
Panelist: David Hennessey, Harris Auto Group
Panelist: David Hennessey
David Hennessey is the Vice President of Fixed Operations for the multi-location Harris Auto Group, overseeing the strategic management of service, parts, and collision across a broad regional network. As a leader from the younger generation of auto executives, David specializes in modernizing the Fixed Operations division.
His expertise lies in driving profitable growth by fostering an employee-first culture, prioritizing digital tools, and embracing innovative processes that streamline the customer experience. David is focused on maximizing service absorption through the integration of new technology and a fresh approach to staff development and retention. He will share his insights on building a future-proof Fixed Ops division designed to resonate with the modern automotive customer and technician.
Panelist: Kevin Sharfe, Sherwood Chevrolet
Panelist: Kevin Sharfe
Kevin is a third-generation car dealer following in the footsteps of his father, Sherwood Sharfe. Growing up in the business, Kevin was exposed to the automotive industry through the lens of a family owned and operated group of dealerships, leading with Sherwood Chevrolet, established in 1968.
Two-time CADA Laureate Ambassadorship finalist, Kevin is passionate about the automotive industry and his colleagues. He believes strongly in the power of the dealer network as a body, and in its ability to direct the consumer while complimenting the manufacturer. Kevin is a board member with WD Co-Auto, the Saskatchewan Automobile Dealers Association (SADA), and he is SADA’s representative on SGI’s Claims Industry Advisory Committee. He is a graduate of the U of S and the NADA Dealer Academy. Kevin is also the Chair of the St. Paul’s Hospital & Foundation in Saskatoon, and he is a husband and father of two children. And the dog counts too.
Pontus Riska
Global Vice President of Business Development
Keyloop
Luncheon Keynote Speaker:
Pontus brings 25 years of automotive expertise to digital transformation, specializing in customer experience management across the automotive ecosystem.
As VP Business Development, he leads global financier relationships while architecting digital ecosystems that unite OEMs, leasing companies, and retailers. His career evolved from optimizing network and retailer financial performance to pioneering digital solutions that address complex stakeholder needs across the automotive value chain.
Pontus holds an MBA from Henley Business School.
Mathew Growden, also known as “Growdy,” is a professional with over 30 years of digital experience across various industries, including consumer e-commerce, telecommunications, media, and automotive.
His career highlights include:
- Google Canada Automotive Team: For nearly a decade, he worked with Google, collaborating with OEMs, auto groups, and dealers to optimize their use of research, insights, digital media, and tools to enhance car sales.
- The Change Optimist: He is the founder of The Change Optimist, a consultancy, newsletter, and podcast focused on helping individuals and organizations navigate and embrace change. He is described as a “Change Optimist” himself, emphasizing a positive approach to challenges.
- Teaching and Consulting: He is a professor at Georgian College, where he educates the next generation in automotive and business. He also works as an independent consultant, helping the automotive industry improve its digital experiences and advising startups.
- Industry Speaker: Growden is a frequent keynote speaker at automotive industry events (such as the Western Canada Dealer Summit, ACE, and CADEX), sharing his perspectives on innovation and the automotive sector.
- Early Career: His experience includes roles at companies like Indigo Books, SHOP.CA, and WIND Mobile.
Mathew Growden is known for his unique perspective on the automotive industry, particularly concerning digital transformation and customer experience. He has discussed topics such as the impact of Chinese automakers, the future of electric vehicles, and the importance of creating a “hospitality culture” in dealerships to improve customer interactions.
Mathew Growden
Growdy.wtf
Panelist + SuperHost
Breanne Schroder
Senior Partner Lead, Retail
Google Canada
Breanne Schroder is a seasoned professional at Google Canada, with over 11 years of experience across various roles. She currently serves as a Senior Partner Lead for Retail, a position she’s held since October 2024. In this capacity, she leads Google’s strategic partnership with one of Canada’s largest omnichannel retailers, overseeing performance, brand, technology, and retail media initiatives.
Prior to her current role, Breanne was a Senior Account Executive for Travel from May 2024 to December 2024, where she collaborated with leaders across 15 global travel brands to develop digital strategies that achieved double-digit growth on an advertising portfolio exceeding $500 million. Before that, she held the position of Account Executive for Travel from May 2018 to May 2024.
Adding to her depth of understanding in the retail sector, Breanne’s family owns and operates a dealer group in Western Canada, providing her with unique insights into the automotive industry.
Brian Benstock, Partner, General Manager, and Vice President of Paragon Honda and Acura, returns to the Western Canadian Dealer Summit as a highly anticipated repeat speaker. Hailing from Queens, New York, Brian is renowned for transforming his “landlocked” dealerships into the #1 Certified Honda and Acura dealer in the world, consistently selling over 1,000 vehicles a month.
Brian’s sessions are legendary for their unparalleled energy and unbridled passion for automotive retail. He’s not just a speaker; he’s a visionary who openly shares the innovative strategies behind his remarkable success, even in the face of unconventional ideas and initial objections. Attendees at WCDS 2025 can expect to dive deep into his data-driven approach, including his “Project Pluto” initiative, which leverages advanced analytics to identify high-probability sales opportunities within his existing customer base. He’ll also share insights into his groundbreaking service innovations, like 24-hour operations and complimentary pickup and delivery – solutions that not only enhance customer experience but also drive significant revenue.
Brian Benstock embodies the true entrepreneurial spirit, constantly seeking an edge, a new approach, and a smarter way of doing things, often by trusting experts in digital marketing and data analytics. His return to the WCDS stage is a testament to his impact, offering actionable takeaways that challenge dealers to rethink competition, embrace innovation, and leverage technology to unlock “acres of diamonds” within their own operations.
Brian Benstock
Dealer Principal
Paragon Honda and Paragon Acura
Gord Steinke
Gala Moderator
Gord Steinke is an award-winning journalist, singer-songwriter, and bestselling author, widely recognized as one of the Edmonton region’s most popular news anchors for his 30-year tenure at Global Edmonton before his retirement in August 2022.
A true legend and pillar of the community, Gord began his broadcasting career in Saskatchewan after earning his Bachelor of Arts in Journalism and Communications from the University of Regina. His journey took him from print to radio and then television, including several years in the U.S., before he became a beloved figure at ITV (now Global Edmonton) in 1992.
Throughout his distinguished career, Edmontonians repeatedly voted Gord their favourite news anchor, a testament to his enduring connection with the community.