Our Corporate Team
Rob Steele
Chief Executive Officer
Rob graduated from Memorial University in St. John's in 1983 with a BA degree. He began his entrepreneurial career in auto-related industries & in 1990, divested of his interest in the local franchise of Auto Trader using the proceeds to purchase his first dealership.
Since then Steele Auto has become the largest in Atlantic Canada with dealerships throughout Nova Scotia, Prince Edward Island, Newfoundland and New Brunswick as well as south of the border in Texas.
Steele Auto Group is recognized as one of Canada's 50 Best Managed Companies.
Heidi Muise
Executive Assistant
Heidi holds a Bachelor of Business Administration from Acadia University and a Certificate in Business Communications from Saint Mary’s University. Prior to joining Steele Auto Group, Heidi worked for Shannex for 10 years as the EA to the President.
Heidi is an active runner and an advocate for health and wellness. In her spare time, you can find Heidi cheering on her sons, either on the basketball court or the football field.
Kim Day
President & COO
After graduating from Dalhousie University with a Bachelor of Commerce degree, Kim obtained her Chartered Professional Accountant designation in 1999.
Serving in public practice for over ten years exposed her to various businesses in various industries. She then held the role of Vice President Finance at Newfoundland Capital Corporation, a publicly traded company, for 11 years.
Kim joined Steele Auto Group in 2015 as Chief Financial Officer. In 2017, Kim was appointed to the role of President & Chief Operating Officer of the Group. She has been instrumental in setting the strategic vision of the company while being an integral member of the M&A team growing the organization from 17 dealerships to where it is now.
Diane Bernard
Executive Assistant
Diane joined the group as Executive Assistant to the President, COO, and Executive Team in September 2024 and brings over two decades of executive administration support experience to the team.
Prior to joining Steele Auto, Diane worked as the Legislative Assistant to the Speaker for the Province of Nova Scotia, Senior Executive Coordinator for the Province of Nova Scotia, and Assistant to the Senior Director at the QEII Health Sciences Centre. Diane’s expertise, dedication to efficiency, and proactive approach will enhance the success of our leadership team and support our strategic goals.
Diane has a passion for home design and dedicates time to animal care. She also enjoys weekend road trips and spends her leisure time supporting causes that are meaningful to her.
Kyle Niekamp
Chief Financial Officer
Kyle graduated from the University of Saskatchewan with a Bachelor of Commerce degree and then went on to obtain his Chartered Professional Accountant designation in 2009.
After working for five years in the assurance group of a global accounting firm, Kyle joined a publicly traded international gold mining company where he spent four years as Corporate Controller. Next, Kyle served as the Director of Financial Reporting and Taxation at Newfoundland Capital Corporation, which became Stingray Radio. Kyle joined Steele Auto Group in 2018 and was appointed CFO in June 2024.
When not at the office, Kyle enjoys spending time with his family, travelling, and cooking. He also shares his knowledge and experience by volunteering with Vision Loss Rehabilitation Canada (VLRC) as a member of their finance, risk and audit committee.
Phil Gray
VP, Retail Operations, NL
With over 40 years of experience in the automotive industry, Phil brings a wealth of knowledge across multiple domains, including General Management, Service Management, Business Office Management, and dealership ownership.
Since stepping into the Director of Operations role in 2022, Phil has played a pivotal role in enhancing performance, strengthening team engagement, and introducing innovative practices that have contributed to the organization’s success.
In 2024 as VP, Phil will continue to oversee operations across all dealerships and the collision center in Newfoundland and Labrador, providing strategic direction to ensure effective processes and initiatives are implemented. His focus will be on driving performance, succession planning, optimizing operational efficiency, and aligning with Steele Auto Group’s overarching growth objectives and our strategic plan.
Jeremy Adamson
VP, Business Intelligence
Jeremy is a leader in data and analytics strategy and holds an Executive MBA from the University of Calgary and a Master’s degree in Engineering from the University of New Brunswick. He has a broad range of experience in transportation, energy, financial services, and public administration, and has worked with several major organizations to improve customer and employee experience. He writes and speaks on the topic of data science and artificial intelligence and teaches AI strategy at the University of New Brunswick.
Jeremy joined the corporate team in 2022 as the VP of Business Intelligence where he leads the data and analytics function.
Jennifer Hutton
VP, Information Technology & Security
Jennifer joined the group in late 2022, a native of Southern Ontario, with a career spanning over 18 years, Jennifer is a hands-on technical leader with a deep understanding of operational technology. She has led teams across multiple locations and has implemented effective cybersecurity programs within these organizations. With a ‘lead by example’ approach, Jennifer’s strengths include team building, communication, and change management.
Prior to joining Steele, Jennifer spent four years as the Director of IT for Integreon Global, where she was responsible overseeing the entire network, infrastructure, and all enterprise/non-enterprise software suites, and directing a team of IT professionals in Montreal, Minneapolis, and Boston. Prior to this, Jennifer spent 10 years at Mavea and Vivreau (Division of Brita GMBH) in Mississauga & Vancouver, where she held roles in IT & Supply Chain leadership.
Jennifer is a life-long learner, with formal education in supply chain & logistics management, computer hardware/networking, leadership & cyber security, and believes in the value of team development.
Jacqueline Lahey
Corporate Controller
Jacqueline began her automotive career in 1994 at MacPhee Pontiac after graduating with a Bachelor of Sciences Degree.
She gained her vast knowledge of the automotive industry after a number of years working in various roles throughout the dealership.
Jacqueline joined the Steele Auto Group Finance Management Team in 2012 after the acquisition of Steele Chevrolet. As Corporate Controller she is responsible for overseeing the Controllers and Office Managers and is involved with the development of financial initiatives and policies within our stores.
As Steele Auto Group continues to grow, she is also an important part of the merger and acquisition team.
Ruth Meagher
HR Director
Ruth Meagher joined the group as Director of Human Resources in June 2018 and brings 16 years of operational/human resources experience to the team.
Prior to joining Steele Auto, Ruth held various senior level positions in human resources in the hospitality and business process outsourcing industries and has provided direction and support with leading organizations through growth and change.
Ruth is a Chartered Professional in Human Resources, and Registered Professional Recruiter who holds her Bachelor of Arts in Community Studies from Cape Breton University and certificates in Business Information Technology & Human Resources Management.
David Mahoney
Director of Technical Operations
Dave is a native of St John’s NL. A Graduate of Memorial University.
Having joined Steele Auto Group in 2003 as an IT Tech, Dave has held various roles within the IT departments with Steele Auto.
In early 2019 Dave took on his current role as Director of Technical Operations
As Director of Technical Operations Dave plays an integral role in keeping the wheels turning in the Steele dealerships, networks, phone systems and overall IOT.
Christina Wood
Director of Marketing & Communications
Christina brings over 19 years of experience in the automotive industry, joining Steele Auto Group in 2005 after earning her degree from the University of Victoria, BC.
With a strong foundation in Public Relations, Human Resources, and Management, Christina began her career with Steele Auto as the Executive Assistant to the President, CFO, and COO. She subsequently advanced to manage Human Resources and Internal Communications for the Group, demonstrating her versatility and leadership.
In 2019, Christina transitioned to the Marketing & Development team, assuming the role of Marketing & Communications Manager. Today, she leads Steele Auto Group’s Marketing & Communications functions as Director of Marketing & Communications, overseeing strategic initiatives across the Group’s Canada and US operations.
Leigh Murray
Director of After Sales
Leigh graduated from Mount Saint Vincent University in 2009 with a Bachelor of Business Administration degree. His career began in the heavy-duty equipment sector, where he gained valuable experience as a service and parts manager. Leigh then transitioned to business-to-business sales, working in the Ontario market to implement automotive dealership training programs for many of Canada’s major automotive groups.
With a strong focus on enhancing dealership customer experience and profitability, Leigh has worked across all facets of fixed operations throughout his career. He joined Steele Auto Group in 2021 as a Fixed Operations Trainer, where his expertise and leadership earned him a promotion to Director of After Sales in 2024.
In his current role, Leigh oversees strategies that improve customer satisfaction and operational efficiency across Steele Auto Group’s extensive dealer network. When not in the office or traveling for work, Leigh enjoys spending quality time with his family and friends in Halifax.
Jonathan Audino
Director of Architecture and Analytics
Jonathan joined Steele Auto in 2022, bringing over 20 years of expertise in data management, analytics, and business intelligence to the team.
Before joining Steele Auto, Jonathan held senior roles at Sun Life Financial, Manulife Financial, and Scotiabank. He has successfully led large-scale initiatives in data integration, cloud-based analytics, and AI, establishing enterprise-wide analytic capabilities and driving measurable results.
Jonathan has extensive experience in change management and data governance, along with a keen ability to translate highly technical concepts into tangible business results. He is focused on supporting all areas of Steele Auto’s business (Finance, Operations, Sales, Service, and Marketing), by leveraging data as a strategic asset to drive growth, improve efficiencies, and enhance customer experiences.
Ryan Furlotte
Director, Used Vehicle Strategy
Ryan began his journey in the automotive industry as a salesperson in 2012 with Bridgewater Mazda where he played a critical part in establishing brand awareness in a brand new dealership. His commitment to providing excellent customer experiences lead him to become the top salesperson over five years and in 2014 he earned the company's national "Elite Performer" award.
In 2017 Ryan started his career with Kal Tire holding various positions from Outside Commercial Sales Representative, Store Manager and Zone Manager. Responsible for all Kal Tire locations in Nova Scotia and New Brunswick Ryan played a key leadership role in developing and implementing strategic initiatives that welcomed Kal Tire to Atlantic Canada.
In 2024 Ryan joined the corporate team as the Director of Used Vehicle Strategy.
When not in the office Ryan enjoys spending time with his family, coaching minor football, playing music, and exploring the outdoors.
Gerry Lacroix
Director, Financial Reporting & Tax
Gerry joins us with over 16 years of senior experience in public accounting, having led an assurance practice at Grant Thornton LLP with a client portfolio spanning various industries.
He holds a Chartered Accountant designation from the Atlantic School of Chartered Accountancy and a Bachelor of Commerce in Accounting from St. Mary’s University.
Gerry joined the corporate team in 2024 as Director of Financial Reporting and Tax and will oversee all aspects of financial reporting and tax compliance, ensuring we meet both our strategic goals and regulatory requirements.
