I approach sales and marketing as engineered disciplines, not hopeful activities, and the commercial playbook I have built at Ashby Lumber reflects that operational mindset applied to a craft-driven industry. As Vice President of Sales and Marketing for our Berkeley flagship and Concord store, and an outside sales organization, I run multi-channel go-to-market programs that align inside-store selling, field coverage and digital demand generation around a single definition of account health. That alignment starts with customer intimacy, because everything else flows from a granular understanding of professional contractors and DIY buyers. I spend time on job sites and in estimating offices to learn specification workflows, lead times and on-site constraints, and I listen to retail customers until I can predict the questions they will ask. That context informs assortment decisions, fulfillment promises, service tiers and the targeted messaging that moves a lead through the funnel.

Turning relationships into repeatable revenue requires operational discipline, not rhetoric. I have redesigned territory coverage plans to match rep capacity to contractor density, rebuilt inside-store motions to increase basket size and conversion, and reworked compensation and KPI frameworks so managers are rewarded for retention and lifetime value as well as for new customer acquisition. Instituting manager coaching and rolling out KPI-driven reviews made best practices scalable across locations, and it converted ad hoc interactions into structured engagement models that contractors trusted. We measure the things that matter, win rates by lead source, days-to-close by product category, churn by account segment, and we use those metrics to make real-time trade-offs between margin, service and growth. The result is a sales motion that converts one-off jobs into long-term contractor partnerships while creating predictable demand that marketing and operations can execute against.

Marketing should be tightly integrated with sales, it should fuel the funnel with intent-driven demand and hand clear context to frontline sellers. I run paid digital programs that prioritize contractor workflows, optimize the website for specification lookup and procurement journeys, and build dealer programs that expand our footprint into higher-value segments such as outdoor kitchens. Every campaign is instrumented so that a digital lead carries the right context to a rep, speeding follow-up and improving conversion. Content is pragmatic, focused on solving contractor problems rather than winning awards, and attribution is sacrosanct, because every marketing dollar must be traceable to a commercial outcome.

Technology, and AI in particular, is the multiplier that lets skilled teams scale their craft. I am a pragmatic, hands-on adopter who invests time learning tools and proving value through tightly scoped pilots tied to clear KPIs. We implemented AI-assisted lead scoring to prioritize high-propensity accounts, automated proposal generation and email workflows to reduce administrative friction, dynamic pricing experiments to protect margin during constrained supply windows, and conversational assistants that deliver next-best actions to reps on the lot or in the truck. Every pilot is evaluated against lift in productivity, conversion or margin before it is productionalized, and we instrument systems so models and business rules continually improve with real customer signals. This practical discipline turns proofs-of-value into production workflows that shorten sales cycles, improve forecast accuracy and boost rep productivity.

From an organizational and board perspective I translate strategic objectives into executable programs, I scope ERP and CRM requirements, run vendor evaluations and orchestrate cross-functional rollouts that unlock value rather than create new silos. My approach is data-driven but human-centered, focused on building sales and marketing systems that respect the craft knowledge of builders while giving managers the tools they need to scale performance. If your organization wants to professionalize its sales motion, operationalize AI, and build integrated marketing systems that drive contractor penetration and retail conversion, I bring the hands-on experience and measurable track record to move you from pilot to predictable, repeatable growth.