TROY SNYDER
Automotive Marketplace Executive
Award-winning, 22-year online executive with 17 years leading product and tech teams within the automotive marketplace including the creation, monetization and optimization of the digital car shopping journey. I am also the creator/producer of NADAguides.com and JDPower.com.
I lead complete web-application development teams with an "I'm in this with you" style fueled by a data-centric formula and personal, working experience with every web element from coding, data management, content and feature innovation to audience acquisition, testing, UX design, optimization and monetization.
I have a passion for all things cars and believe there is much we can do to create a better experience and unify consumers, dealers and lenders within an omnichannel ecosystem.
949.842.2086 troymsnyder@gmail.com
Costa Mesa, CA
EXPERIENCE
2020
Board Member
UCI Consumer Experience Program
Online consumer engagement, journey and experience advisor. The program focuses on the psychological aspect of consumer research experiences and the generation of deeper customer insights. Strategies and methodologies needed to measure, evaluate, and improve the customer experience are analyzed through data, case studies and a rigorous certification curriculum.
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2019-2020
SVP of Product
CarFinance.com
Hired to takeover struggling startup funded by private equity. March 2020 the decision was made to cease operations and permanently layoff all employees amid concerns of COVID-19 and the ability to stay operational.
Controlled all consumer-facing product development of ModCars.com, a complete car shopping, dealer digital retailing and financing website taking on competitors such as Carvana, Shift and Vroom.
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Drove all product strategy, design and user journey development of v2.0 set to go live Q2 2020
Headed complete division comprised of front-end software developers based in React, back-end .net software developers, product managers, project managers, BSAs, DBAs, QA and overseas development agencies
2017-2019
VP, Consumer Division
J.D. Power
Oversaw all operational aspects of the Consumer Division including global business plans and strategy, team management, market trend assessment, web-based product development, process management, KPI and finance reporting, partnerships and acquisition evaluation with a priority on the large websites NADAguides.com (10M monthly visits) and JDPower.com (new site).
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​- Successfully launched first ever JDPower.com consumer site from concept in 8 months
- Achieved gross margin of 79% and EBITDA of 54% (2019)
- Beat annual revenue target by 3% (2018)
- Achieved 5th straight revenue record year for NADAguides.com
- Constructed and productized first ever consumer data APIs
- Member of the Merger & Acquisition team
2003-2017
Chief Operating Officer
NADAguides.com
Ran the daily operations and main decision maker for all web-based products for over 15 years with a primary focus on the largest consumer vehicle shopping site and very successful NADAguides.com, serving over 9M monthly visits and generating $1.5M monthly. Stayed competitive with Kelley Blue Book with a fraction of the team (30) and budget.
- Led due diligence and acquisition activity in sale of company to J.D. Power (2017)
- Drove company to three revenue record-breaking years in a row prior to acquisition
- Exploded website revenue from $2.6M to $18M annually
- Grew traffic from 450k to 10M monthly visits to NADAguides.com (9M average)
- Awarded J.D. Power 2015 Highest Ranked Third-Party Automotive Website award
EXPERTISE
Web Application Development
Audience Acquisition (SEO/Paid)
Traffic Monetization
Data Management/Strategy
UX/UI/Consumer Journey
Executive/Cross-Division Dashboards
Consumer Insights
Agile/Scrum Software Development
Variant Testing & Optimization
Data Analysis (Behavioral, Attitudinal)
Team Culture & Motivation
Business Plans & Role Definitions
P&L, EBITDA, Forecasting, Budgeting
Concepts, Mockups & Data Prototypes
RESULTS
2020
2019
2018
2018
71% Burn Rate
Reduction
55% EBITDA
8 Month
Launch
$18.6M
Within 90 days of starting with CarFinance, dropped monthly expenses from $1m to $300k by removing redundancies, unneeded processes and right-sizing team
Consistent, high-rate of division EBITDA while maintaining, testing, optimizing and innovating 2 large websites; NADAguides.com and JDPower.com
Successfully concepted, built, tested and launched on time the large, first-ever J.D. Power consumer-facing site www.jdpower.com.
Achieved highest revenue year for NADAguides.com in company history under my leadership with a lean 30 member web-application development team
2017
2017
2017
2016
Sold to J.D. Power
4 Revenue Records
10,000,000
Monthly Visits
Highest Ranked
Led due diligence efforts in the sale of NADAguides.com to J.D. Power - merged to become first-ever Consumer Division of the 52-year old company
Achieved record revenue three consecutive years 2015, 2016, 2017 and 2018 under my leadership
Reached an all-time monthly site visitor high for NADAguides.com - grown from 250,000 (2003)
Awarded the prestidious J.D. Power Highest Ranked Third-Party Automotive Website award beating Kelley Blue Book, TrueCar, Edmunds and the like
MEDIA HIGHLIGHTS
JDPower.com Goes Live
Troy Snyder interviewed to discuss why the company launched it's first-ever, consumer-facing website and how it will disrupt the car shopping marketplace.
Car Shopping Elevated
Troy Snyder talks about the all-new JDPower.com and how it's a game-changing platform for auto consumers.
Deeper Insights For Consumers
Troy Snyder describes how the new digital platform will go beyond familiar quality and reliability awards.
PHILOSOPHY
LEADERSHIP
I build efficient, lean teams made up of skilled subject matter experts. I am in it with them every step while providing goals and direction based on business plans, role definitions and transparency. I am one of them as I guide the unit passionately.
EXPERIENCE
I started my career building websites for retail and service industries. I paid my dues managing all aspects of web-application development from coding, QA and content development to SEO, variant testing and optimization. With this experience, I effectively lead.
LISTEN THEN BUILD
It is all about building the proper online product using behavioral and engagement data, content and tools that are demanded by the target audience while effectively driving traffic within a well-monetized, consumer-centric environment. I utilize experience, logic, data and team input to make swift decisions.
EDUCATION
Bachelor of Science
Marketing
The Pennsylvania State University
Smeal College of Business
Dean’s List
Penn State University Marketing Club Director
Intramural soccer
Intramural football
Q&A
Q: Who influences your product development?
A: Certainly auto dealers, lending institutions and industry disruptors like Vroom and Carvana, however, consumers lead the way in terms of how they want to engage and what their ultimate solution looks like.
Q: What is your greatest accomplishment?
A: I have two that are close. Firstly, successfully selling NADAguides.com to J.D. Power after 15 years of dedication and commitment to build a proper car shopping site. Secondly, the J.D. Power Highest Ranked Third-Party Automotive Website award I won two years prior.
Q: What tools do you use?
A: I stay in close touch with our software providers to ensure we are utilizing best in class or at least the best solution for our needs covering software development, variant testing, analytics and optimization.
Q: What are you working on right now?
A: I am detailing all elements, data points and partnerships needed to build a true end-to-end, onmichannel automotive marketplace allowing car shoppers to shop, get approved, test drive and accept car delivery within clicks. What the market needs is a platform that can make purchasing a car online more transactional instead of solely informational. The market doesn't need another lead form, the digital platform must be able to take a buyer from A to Z in the sales process, down to penny perfect payments.
Q: What are your goals for the future?
A: Build another product that my team is proud of that truly better satisfies the car shopping market and finally addresses the need for a fully digital experience.