Erin Richmond
Alecia Wilson
Alecia Wilson, Head of Growth at sMedia and Erin Richmond, CEO of sMedia will be co-hosting an insightful, hands-on session at Digital Dealer Conference & Expo 2025! The 90-minute, interactive talk is titled “Your Website Is Wasting Ad Dollars: Live Audit & Optimization Workshop for Dealers.”
In this workshop, attendees will evaluate their website experience in real time. With guidance from digital advertising experts with over 30 years of experience, attendees will complete a homepage and navigation audit, analyze how the current website user experience might be leading to wasted advertising spend, and identify and fix friction points.
Attendees will leave this workshop with a completed website audit worksheet, data-backed takeaways using tools like Hotjar, PageSpeed Insights, and GA4, and a prioritized list of updates to discuss with website providers. No technical background required — just curiosity and a website to analyze.
Bring your laptop — this is not a lecture.
Key Takeaways:
- Self-audit your homepage and navigation for usability, speed, and lead capture effectiveness
- Leverage tools like Hotjar, PageSpeed Insights and GA4
- Analyze how poor UX leads to wasted digital advertising spend — what to look for and how to stop it
About Alecia Wilson
For nearly 15 years, Alecia has been a trusted partner to automotive dealerships across Canada and the U.S., helping them uncover their true business objectives and translate them into measurable marketing and sales success. Her career has been built around one clear mission: to empower dealers with the knowledge and strategies they need to thrive in an increasingly complex digital landscape.
Alecia began her journey as an Online Marketing Manager, where she worked directly with dealership teams, gaining hands-on experience in website analytics and digital advertising. She quickly became a go-to expert in the field, especially during the pivotal rise of Facebook advertising, where she played an instrumental role in helping dealers diversify their marketing mix and make data-driven decisions about their spend.
Today, as Head of Growth at sMedia, Alecia continues to lead the charge in dealer education, helping retailers navigate the fast-paced evolution of consumer behavior and digital media. She is passionate about developing high-impact, actionable strategies that deliver real outcomes — and about those breakthrough “a-ha!” moments that turn insight into action.
Known for pushing boundaries, thinking beyond the obvious, and executing with precision, Alecia thrives when faced with complex challenges, always focused on uncovering smart, effective solutions that move the needle for dealers.
About Erin Richmond
With 15 years of experience, Erin is an automotive industry and digital marketing veteran. She spent the early part of her career as an Account Manager with AutoTrader Canada coaching dealerships and helping them understand the new world of websites and digital advertising.
In 2013, Erin leveraged her relationships with dealerships to build an account base at a local digital agency. Here, she focused on educating clients about the essentials of digital advertising, social media marketing, and analytics.
In 2017, Erin found herself in the role of Director of Marketing at Regina Motor Products, managing advertising and digital campaigns for the dealership and its sister store, Ledingham GM.
Erin’s journey with sMedia began in 2019 as a Customer Success Manager, briefly interrupted by a return to the dealership before rejoining the sMedia team as the Ad Operations Manager in 2022. Currently serving as the Chief Executive Officer, Erin continues to prioritize the sMedia customer experience, sharing her knowledge to help dealerships navigate the digital landscape.
Her passion lies in creating a seamless customer experience, connecting the digital and in-store worlds, and demystifying the digital ecosystem using the power of data.
In Erin’s world, it’s not about flashy cars; it’s about quietly steering the course towards success, one connected experience at a time.
Explore DDCE2025
#DDCE2025, coming to the Mandalay Bay in Las Vegas on October 14 and 15, is the event that brings the auto retail community together. Attendees are able to cultivate business relationships and growth through its expo hall, networking activities, and insightful sessions that attract dealership and OEM professionals from across the U.S. who are seeking new ways of enhancing dealer operations.
The show has been redesigned in 2025 to offer a more focused experience over two days, with restructured sessions and expanded expo hall time. The new format gives attendees the time and space to focus on what matters most to them.
“We’re excited for attendees to experience the innovative updates Digital Dealer has put in place,” said Group Show Director Jaymie Nielsen. “All content is thoughtfully scheduled with no overlap and includes dedicated expo hours to maximize engagement.”
Digital Dealer Conference & Expo will include:
- Dedicated Expo Hall hours to discover new solutions, make connections with peers, and fast-track your buying decisions.
- 25-minute expert led talks that provide a deep understanding of the topics and trends dominating the industry today, all in an easy-to-digest package.
- 90-minute hands-on, immersive sessions so you leave with a clear understanding of not just what to do but how to execute it.
- The Ultimate AI Hackathon, an exhilarating workshop designed by Brent Wees of idea.meet.plan where teams battle it out to create innovative AI-driven marketing solutions.
- And more!
Digital Dealer offers full conference and expo badge options, as well as an expo hall-only option for Dealerships/OEMs. There is also Non-Exhibitor Conference & Expo Pass.
Two days. Endless value. Check it out and save your spot!
Click here to register now.
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