Chief Executive Officer
Current• Developed a strategy to shift sales away from online marketplaces to owned site by utilizing online marketplaces as market makers and reducing the selling fee/marketing expenses by 52%.• Audited operational processes, financials and digital marketing spend. Created and implemented plan to address opportunities for cost reduction across the operation.• Oversaw the design and construction of a mezzanine in the warehouse to increase usage of vertical square feet for small pickable items, which allowed the installation of 3 additional rows of warehouse racking, eliminating the need to acquire additional warehouse space.• Completed a thorough review of the 3rd party marketing agency being used and determined that ROAS was extremely low across all selling channels. Led an RFP to find best in class digital marketing agency and reduce monthly spend by ~ $40k, while increasing revenue by 24%.• Created a new vertical during COVID to sale car, marine and karaoke speakers to meet customers needs. Primary vertical of large commercial speakers was impacted by school, church, and public venues being shut down.• Implemented NetSuite ERP/WMS with Celigo iPaas to automate data sharing and drive financial decision-making within the business. Determined that the top 600 of 3,800 skus were in-stock an average of 6.5 months of the year and accounted for 92% of operating profit. Custom developed NetSuite to show inventory availability for skus that were out of stock, but available in a kit, as well as kits that were out of stock, but with available inventory to build. WMS implementation led to controlled processes requiring scan verification at each step, virtually eliminating wrong sku/quantity at warehouse fulfillment.