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We are Driftrock.
The automotive customer acquisition platform built for the full lead lifecycle.
Trusted by 35+
Automotive Brands
Automotive Brands
Driftrock’s mission
Driftrock is the automotive customer acquisition platform, used by 35+ global brands across 24 markets, including BMW, OMODA & JAECOO, BYD, Mercedes-Benz, and Hyundai Motor Group.
The automotive industry is going through its biggest transformation in decades. The EV transition, shifting buyer behaviour, increased competition and pressure to prove marketing ROI mean automotive brands can no longer afford to run disconnected, fragmented and traditional marketing stacks.
Driftrock replaces that complexity with a single platform that captures more leads, converts more customers, and closes the loop between ad spend and vehicle sales.
The automotive industry is going through its biggest transformation in decades. The EV transition, shifting buyer behaviour, increased competition and pressure to prove marketing ROI mean automotive brands can no longer afford to run disconnected, fragmented and traditional marketing stacks.
Driftrock replaces that complexity with a single platform that captures more leads, converts more customers, and closes the loop between ad spend and vehicle sales.
2M+
Leads processed every year
$2.7B+
In vehicle sales enabled globally
35+
Brands across 24 markets
24
Markets across EMEA, NA and APAC
10+
Years automotive focus
Old Street Office
2016
Christmas
DECEMBER 2023
london’s week
october 2024
Hillhouse SUMMIT norfolk
JUNE 2025
We've spent over a decade working in the automotive industry.
That focus shows in the depth of what we've built: dealer assignments, model tree databases, dealer routing, publisher network management, downstream tracking to vehicle sale and a lot more. This is not a software repurposed for automotive. It is built for it from the ground up.
We work with some of the world's biggest automotive brands and leading platforms, including Amazon, Meta, AutoTrader, Google and more.
That focus shows in the depth of what we've built: dealer assignments, model tree databases, dealer routing, publisher network management, downstream tracking to vehicle sale and a lot more. This is not a software repurposed for automotive. It is built for it from the ground up.
We work with some of the world's biggest automotive brands and leading platforms, including Amazon, Meta, AutoTrader, Google and more.
We're a remote-first team of 30+, with colleagues across engineering, product, customer success, data, and commercial.
london’s week
october 2024
Hillhouse SUMMIT norfolk
JUNE 2025
Electric Shuffle Game
2023
a week in florence
2025
Meet the team
Driftrock is built by a team with deep roots in automotive, digital marketing, and technology. We've worked inside the industry, built the tools, and seen what actually drives vehicle sales. That experience is in everything we build.
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Matt Wheeler
Founder and CEO
Matt has spent over 25 years starting and scaling businesses through digital media. In an era of spammy ad tech, he founded Driftrock to make marketing something people actually want to see. The team discovered that by putting people data at the core of marketing technology it is possible to deliver useful and relevant marketing where consumers can build relationships with brands they love.
Matt's passion for accelerating the EV transition, coupled with a natural fit of Driftrock's technology in the car buying journey meant Driftrock found it's true home in the automotive industry. The complexity of the buying process, dealer networks, model data, and multi-channel campaigns exposed exactly the gaps Driftrock was built to close.
Before Driftrock, Matt was the third employee at Forward Internet Group, helping scale it to over £100 million in revenue and 500 staff. He founded Omio, a mobile phone comparison site that merged with uSwitch in 2010, and co-founded Forward Labs, a startup studio backing early-stage digital businesses.
Today he leads a platform trusted by 35+ automotive brands across 24 markets, including BMW, Honda, and BYD.
Matt's passion for accelerating the EV transition, coupled with a natural fit of Driftrock's technology in the car buying journey meant Driftrock found it's true home in the automotive industry. The complexity of the buying process, dealer networks, model data, and multi-channel campaigns exposed exactly the gaps Driftrock was built to close.
Before Driftrock, Matt was the third employee at Forward Internet Group, helping scale it to over £100 million in revenue and 500 staff. He founded Omio, a mobile phone comparison site that merged with uSwitch in 2010, and co-founded Forward Labs, a startup studio backing early-stage digital businesses.
Today he leads a platform trusted by 35+ automotive brands across 24 markets, including BMW, Honda, and BYD.
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Matt Baldwin
Commercial Director
Matt Baldwin leads Driftrock's commercial operations, bringing a track record
built entirely inside the automotive industry. Before joining Driftrock, he was Head
of OEM at Auto Trader UK, and has held senior digital marketing and brand roles
at BMW Group UK, Jaguar Land Rover, and FCA.
He has managed multi-million pound budgets, built OEM partnerships from the
ground up, and led teams delivering measurable performance across some of the
most competitive automotive markets in the UK.
At Driftrock, he works with brands and their agencies to identify where lead generation is underperforming and build the commercial case for fixing them.
built entirely inside the automotive industry. Before joining Driftrock, he was Head
of OEM at Auto Trader UK, and has held senior digital marketing and brand roles
at BMW Group UK, Jaguar Land Rover, and FCA.
He has managed multi-million pound budgets, built OEM partnerships from the
ground up, and led teams delivering measurable performance across some of the
most competitive automotive markets in the UK.
At Driftrock, he works with brands and their agencies to identify where lead generation is underperforming and build the commercial case for fixing them.
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Lee Williams
Non-Executive Director
Lee brings 30 years of experience building and scaling digital media businesses, including as a start-up creator of AutoTrader.co.uk, one of the defining digital transformation stories in European automotive.
He has launched and driven over 60 digital marketplaces and media brands globally, and led mergers and acquisitions totalling over £150 million. Lee invests and advises scale-up businesses on strategy, growth, commercial development and operational execution across automotive, real estate, fashion, media and bio-tech.
At Driftrock, his experience sits at the intersection of automotive, digital media, and marketplace dynamics, exactly where the industry is heading.
He has launched and driven over 60 digital marketplaces and media brands globally, and led mergers and acquisitions totalling over £150 million. Lee invests and advises scale-up businesses on strategy, growth, commercial development and operational execution across automotive, real estate, fashion, media and bio-tech.
At Driftrock, his experience sits at the intersection of automotive, digital media, and marketplace dynamics, exactly where the industry is heading.
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Lydia brings over eight years of product experience across B2B SaaS and AI to Driftrock, where she leads product development for the platform's core customer-facing capabilities.
Her work spans product strategy and roadmapping, user research, and cross-functional delivery with engineering and design. She focuses on translating what automotive marketers actually need into product that is scalable, fast to ship, and measurable in its impact.
Her work spans product strategy and roadmapping, user research, and cross-functional delivery with engineering and design. She focuses on translating what automotive marketers actually need into product that is scalable, fast to ship, and measurable in its impact.
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Maryline Vigouroux
Head of Operations
Maryline Vigouroux is Head of Operations at Driftrock, where she leads the company's compliance, HR, IT, and business operations functions. She joined in 2016 and recently celebrated her 10th year with the company, during which her work has spanned ISO 9001, 27001, and TISAX certifications, data protection, finance operations, and the building of internal systems that keep a fast-moving team running smoothly. Over that time, she has scaled the business from 8 to 35 people while maintaining operational excellence.
She works across every function to ensure the business behind the platform performs as well as the platform itself!
She works across every function to ensure the business behind the platform performs as well as the platform itself!
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Sandro Mehic
Head of Engineering
Sandro leads the engineering team responsible for building and maintaining Driftrock's platform: the infrastructure that processes over two million leads annually, connects 40+ integrations, and keeps data moving in real time across 24 markets.
His focus is on technical excellence, scalable architecture, and making sure the platform can support whatever automotive brands need to do next.
His focus is on technical excellence, scalable architecture, and making sure the platform can support whatever automotive brands need to do next.
Elliot Saxton
Head of Customer Experience
Elliot has been at Driftrock since 2019, leading the team responsible for makingsure customers hit their KPIs. That means everything from onboarding andintegration through to ongoing campaign performance, training, and identifying where the platform can do more.
He came to Driftrock from Wavemaker and MEC, where he spent the better part ofa decade in paid search and digital activation. That agency background means he understands how performance marketing actually gets planned and bought, and how to translate that into what Driftrock's platform needs to deliver. He is the person automotive marketing teams talk to when results need to move.
He came to Driftrock from Wavemaker and MEC, where he spent the better part ofa decade in paid search and digital activation. That agency background means he understands how performance marketing actually gets planned and bought, and how to translate that into what Driftrock's platform needs to deliver. He is the person automotive marketing teams talk to when results need to move.
We're always looking for people who care about getting it right.
Driftrock is built by a team with deep roots in automotive, digital marketing, and technology. We've worked inside the industry, built the tools, and seen what actually drives vehicle sales. That experience is in everything we build.
