Foundation Direct Hires Exec

By Staff Writer February 03, 2021


Foundation Direct, a new technology and consulting company serving automotive marketers, announced Michael Heidner as their new vice president of strategy and business development. Heidner joins Foundation Direct from Google, where he led Automotive Research.

“Remaining ahead of industry trends by maintaining a deep understanding of auto shoppers’ changing behaviors — especially in light of the last year of change — is crucial to our success as a company, and our dealers’ success winning customers online,” said co-founder Andrew Diffenderfer. “He has analyzed the consumer journey data of hundreds of thousands of auto shoppers across hundreds of digital and traditional touchpoints.”

Foundation Direct’s CEO, Peter Leto added, “While you might not recognize his name, you’ve seen his work — represented on keynote stages across events like Digital Dealer, NADA, J.D. Power Auto Revolution, and more. We are excited to add him to our team as we continue to evolve our technology and the media strategies we use to connect dealers to buyers.”

Heidner holds a bachelor’s degree in economics and a master’s degree in business analytics from the University of Michigan.

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Last modified on Friday, 05 February 2021 14:35