Who are we?
We’re former Googlers with deep roots in automotive — building the intelligence layer for AI-powered retail.
At Google, we translated complex data into simple actions for the world’s largest advertisers.
Now, we’re doing the same for dealers.
We know this industry. We’ve built the largest source of structured, trainable dealership data in the industry, powering the next generation of AI agents, CDPs, predictive tools, and operational decisions.
Trusted by leading dealer groups, powered by Google Cloud, and partnered with NCM, we’re building the infrastructure for a smarter, faster, more future-ready automotive retail.
Meet Our Team
Andrew Diffenderfer
Co-Founder & CEO
Driven by a passion for automobiles and digital marketing Andrew, or Diff, has spent his entire career in the automotive industry. From his time as a sales manager at his hometown Honda dealership, to working at OEMs in sales and marketing, to serving as a Senior Automotive Retail Strategist at Google, and most recently founding Foundation Direct and Foundation Data, he has seen the evolution of digital marketing in the industry.
Tim Mueller
Co-Founder
Tim brings experience across every angle of Automotive digital marketing to this innovative company. Before founding Foundation Direct and Foundation Data, Tim served as Sr. Automotive Retail Strategist for Google, where he advised large auto groups, automotive associations and OEMs in the US and Canada on the best ways to leverage the tech giant’s digital advertising solutions to drive dealership profitability.
Ashley Lepczyk
COO
Ashley oversees Foundation‘s daily operations and supports the organization’s long-term strategy. Ashley spent 12 years at Google, where she spearheaded efforts to streamline the tech giant‘s go-to-market strategy for dealers, advised OEMs on designing successful digital advertising programs, and led the release of Google’s first ever Dealer Guidebook.
Michael Heidner
SVP of Analytics and Business Intelligence
Michael (Mike) Heidner, joins Foundation Direct as the VP of Strategy and Business Development after being a Sales Development Manager at Google for over 7 years where he led go-to-market strategies and research for Google’s Automotive Division. Mike has extensive knowledge of the automotive industry trends and consumer behaviors across the automotive purchase cycle.
Michelle Roberts
VP of Business Intelligence Products
Michelle Roberts is a seasoned executive with over 15 years of experience driving business growth, fostering strategic partnerships, and delivering exceptional client experiences. Currently serving as the Vice President of Business Intelligence at Foundation Data, she is instrumental in shaping go-to-market strategies, driving adoption of the products, and implementing new features to help dealerships be successful.
