Fit for Commerce logo Contact Us
Expert eCommerce Consulting Team

Our team of former multichannel retailers and experts has hands-on experience from many years in eCommerce in over a hundred large and small online businesses:

  • Managing $50m+ eCommerce P&L businesses
  • Building multi-channel retail businesses from scratch
  • Helping online retailers define and re-engineer business and technical processes
  • Coaching online retailers in best practices and 'best fit' solutions
  • Managing RFP and selection processes for web businesses
  • Facilitating critical technology decisions in support of business objectives
  • Managing the implementation of complex eCommerce systems
  • Integrating new platforms and point solutions to legacy systems
  • Guiding US online retailers in deploying international eCommerce businesses

More testimonials >

"Developing a sophisticated ecommerce platform and planning a successful launch is a huge undertaking for any size company. Without Bernardine, we couldn't have done it. Her team helped us make the right decisions and provided the coaching and support we needed to make our website grow. And even though this was a difficult task, we still had fun along the way." – Denise Houseberg, CEO (a.k.a. Drop Ship Diva), MarketExpo.com

Our team comprises (links to profiles below):

Bernardine Wu  Founder & CEO

Bernardine Wu is the founder and CEO of FitForCommerce, a business which resulted from her many years of operational and strategic success in helping online retailers find solutions, re-launch ecommerce sites, and increase online sales. She is a frequent speaker and writer for the ecommerce industry's leading resources including Internet Retailer, Shop.org, and Online Market World.

Bernardine has extensive finance, technology, and ecommerce experience rooted in Wall Street and a successful history working in the ecommerce industry for several leading companies. Bernardine co-founded SiteAcuity, a provider of online marketing and CRM software, and Venda, Inc., an outsourced ecommerce platform provider, where as president and COO, she was instrumental in Venda's launch and growth in North America. Clients included: Lands' End, Neiman Marcus, Crabtree & Evelyn, UnderArmour, Pokemon and DoItYourself.com.

Prior to entering online retail, Bernardine was an executive-level consultant on projects tied to increasing revenues, restructuring costs and maximizing organizational efficiency at a variety of financial institutions including the New York Stock Exchange. Before that, Bernardine managed the B2B ecommerce business unit at OptiMark, Inc., a provider of advanced matching engine and exchange technology. Bernardine also held senior technology and operations management positions at brokerage firms Salomon Brothers and Jefferies & Company and at Accenture.

Bernardine's most recent work has included: Bed Bath & Beyond, Brooks Brothers, Modell's, Performance Bike, Spencer's Gifts, Talbots, Tory Burch, Toys"R"Us, Victoria's Secret, and Warner Brothers.

Bernardine received her BA in English and Asian Studies at Dartmouth College.

Cynthia Kounaris  Chief Resource Officer

Cynthia Kounaris heads organizational development and resourcing for FitForCommerce, currently overseeing all aspects of FitForCommerce recruiting, both internal and for clients, and leading other key organizational initiatives. Her clients include Tractor Supply, Magellan's, Giant Tiger, Belk Department Stores, David's Bridal, and Bed Bath and Beyond.

Cynthia also is co-founder and Executive Director of the grassroots Women Ecommerce Execs organization, created to provide networking, education and growth opportunities for women in ecommerce.

Cynthia is a former vice president of the Las Olas Association merchants group in Ft. Lauderdale, Florida where she owned a successful bridal retail store. Previously, as general manager of internet start-up INS Greencard, she managed all aspects of the business, technology and organization. Prior to ecommerce and retail, Cynthia was a VP with over 15 years of Wall Street technology experience, managing the development of complex trading systems at Salomon Brothers, JPMorgan, and Deutsche Bank.

Cynthia graduated from Bates College with a BA in French.

Karen Greenberg  SVP, Sales & Business Development

Karen Greenberg is the SVP Sales and Business Development of FitForCommerce. She brings a deep breadth of knowledge in ecommerce platforms, social media and mobile to the team.

Karen has extensive sales, marketing and business development experience helping start up technology and consulting companies with their establishment of people, process and client successes. Karen was responsible for all new revenue for Vcommerce (now Channel Intelligence), an outsourced ecommerce platform provider, and CopiaMobile, a mobile marketing platform provider. She was instrumental in the growth at both Vcommerce and CopiaMobile. Clients included: Target, Barney's, Overstock, Callaway Golf, Ritz Camera, Follett Higher Education Group, Sears and David's Bridal.

Prior to specializing in the ecommerce eco system, Karen held various levels of sales and marketing positions at WebEx (now Cisco), SupportSoft (now Consona Corporation), Computer Associates and The Xerox Corporation.

Karen's most recent work has included: Cole Haan, Frontgate, Harry & David, Michael's, Steve Madden TeleFlora, and West Marine.

Karen received her BA in Liberal Arts at Arizona State University.

Arthur McManus  SVP, Provider Business Development & Program Management

As the Vice President Provider Business Development and Program Management, Arthur is responsible for developing and delivering products and programs that will help build mutually successful partnerships between Providers, FitForCommerce, and our clients.

Arthur has over 17 years of industry experience in business development, consulting and IT management positions. Arthur's background includes extensive experience working in collaboration with business and IT leaders setting corporate strategy and achieving global B2B and B2C customer facing goals and objectives.

Previously, Arthur was the VP of Business Development for ecommerce platform provider iCongo Inc. As a member of the executive management team, Arthur helped iCongo achieve significant revenue growth and increased market positioning. While at iCongo, Arthur assumed multiple roles including leading sales, marketing, partner management, and analyst relations. Arthur also has direct retailer experience as Director of IT at Timberland and consulting experience working for i2 Technologies leading consulting projects for Fortune 500 clients such as Whirlpool, GE, and British American Tobacco.

Arthur's most recent work has included: ATG, Demandware, GSI, Hybris, IBM , JDA/Red Prairie, Manhattan, Riversand, and Stibo.

Arthur has earned a MBA from Babson College on top of holding a BS in Management.

Marc Appana  SVP, Consulting & CIO

Marc Appana is the SVP of Consulting and CIO at FitForCommerce, and also provides business and technical expertise to multichannel retailers to define ecommerce strategies and select ecommerce technology solutions. His 12 years of online marketing, ecommerce and technology experience combined with a practical, hands-on approach is leveraged and appreciated by the clients he has helped through strategic diligence, requirements definition, technology selection and implementation coaching.

Marc's ecommerce and online marketing expertise began at DoubleClick where he provided product management, strategic partner management, department management, support management and process re-engineering, while working with Fortune 500 clients like Pepsi, P&G and Intel. At ThinData, Marc continued his expertise in online marketing, email management and web solutions, for top tier clients like GM, Pfizer and Bell-Sympatico/MSN. Most recently, he provided sales and solution engineering for ecommerce provider Truition (now CDC Software), a provider of outsourced ecommerce and auction solutions with a client list that includes Sirius, Dell and Philips.

Some of Marc's most recent work has included: J.Crew, Giant Tiger, Cole Haan, InvestCorp, Steve Madden, Bed Bath & Beyond, Lion Brand Yarn, Philosophy, Shoppers Drug Market, Timberland Group, Tractor Supply and Zippo.

Marc graduated from University of Toronto with a BA in Economics.

John Kinsella  SVP, Consulting

John Kinsella is the SVP, Strategy and Senior Consultant at FitForCommerce, with three decades of executive line management and senior consulting at several multichannel corporations. His expertise includes brand creation and development, multichannel retail management and marketing, strategic planning, merchandise planning, operations management and facilitating organizational change.

Previously, as a Managing Director at Urban Outfitters, John developed the brand strategy, launched and grew the innovative garden lifestyle retail concept, Terrain, including the customer experience, merchandising, organizational development, real estate, store design, operations, direct marketing and public relations. Terrain's business channels included a 5-acre retail nursery and home store, ecommerce site, award-winning farm-to-table restaurant, and landscape design studio.

John has held other management roles at Smith & Hawken, Williams-Sonoma, Banana Republic and Gap, Inc. And he has worked with many well-known brands to develop strategies and tactics, analyze merchandise and marketing programs, implement operational and technology improvements, including Home Depot, Nike, Anthropologie, Design Within Reach, Cabela's, Sur La Table, Martha Stewart Omnimedia, Sundance and Illuminations.

John's most recent work has included: Toys"R"Us, J.Crew, Michaels, Bed Bath and Beyond, Belk, West Marine, Performance Bike, Harper's Bazaar, Sur La Table and Harry & David.

John has a BS degree from the University of California, Berkeley.

Jay Holan  SVP, Sr. Consultant

Jay Holan is a senior consultant at FitForCommerce, providing strategic guidance to multichannel retailers based on over 25+ years of retail, interactive consulting and operational roles.

Previously at Pinnacle Rock and Fry, Jay was responsible for the multimillion dollar complex redesigns and relaunches of Orchard Brands and Express which include multi-brand webstore, multichannel functionality and operations. Additionally, he was key strategic advisor to Home Depot ecommerce and catalog strategic planning project.

Previous retail management roles include Martha Stewart Living and Fetco. Vendor-side management roles include Digitas, marchFIRST, NetKey and clients included: Williams-Sonoma, JC Penney, and Sharper Image.

Jay's most recent work has included: Brooks Brothers, Giant Tiger, Glen Raven, Juicy Couture, Oreck, Sodexo, Talbots, The Fragrance Outlet, and Tractor Supply.

Jay received his BA in Art & Design from University of Wisconsin and MBA from Yale School of Management.

Paul Kasinski  VP, Sr. Consultant

Paul Kasinski is a senior consultant at FitForCommerce, with over 20 years of IT and business leadership experience spanning Fortune 500, large private, public and start-up companies. Paul's expertise in start-ups includes business planning, business model development, fund raising, team building, ecommerce and consumer-facing product development. His technical expertise includes implementing global enterprise applications, ecommerce solutions and business intelligence systems that drive new revenue and increase operating efficiencies.

Prior to joining FitForCommerce, Paul was the CIO of Harbor Freight Tools, a large multichannel retailer with over 400 stores, where he led all IT functions and architected and executed a strategic IT plan to migrate the entire enterprise application suite from legacy to a best-fit contemporary application suite.

His previous experience included providing technology solutions for industry-leading entities such as Convergys, CSX and the National Security Agency as well as start-ups Directory Xpress, eMedSoft.com, Health Screen America and Aspirix.

Paul's most recent work has included: Airsoft Mega Store, Michaels and LeSportsac.

Paul holds an MBA from Duke's Fuqua School of Business, an MS in Software Engineering from Johns Hopkins University, and a Double BA in Math and Computer Science from the University of Buffalo.

Alora Chistiakoff  VP, Sr. Consultant

Alora Chistiakoff is a senior consultant at FitForCommerce, with over 13 years of strategic leadership in multi-national corporations, startups, ecommerce businesses and software implementations. Her expertise in the design, development and delivery of advance technologies allow her to assist clients in meeting business, financial, competitive and customer demands.

As founding President and COO of developer and systems integrator Astound Commerce, Alora ran ecommerce implementations of global brands and supervised client-facing staff in the US, Germany, Ukraine and China. She oversaw sales and delivery and was responsible for re-launching more than 100 ecommerce sites, serving clients such as adidas, TaylorMade, Crocs, and through an exclusive partnership with Netrada GmbH, Tommy Hilfiger, Hugo Boss, LaCoste, Versace and Puma. Her experience encompassed planning and execution for client sites in Europe, Asia and Latin America.

Previously, Alora managed one of the professional services practices for SysIQ, a global systems integration firm. Additionally, Alora worked with GSI on the product development effort, and early client rollout projects for major global retailers. She also founded a boutique consulting firm, Indigo Heron, training clients on leveraging web technologies to support marketing strategies and brand identities. Prior to that, Alora was a manager at JetBlue Airways, where she spearheaded the design of a new reservations system and website. And in the early days of ecommerce, Alora was ecommerce technical operations manager at MarketLive.

Alora has a BA in Organizational Behavior from the University of San Francisco.

Julie Barile  Sr. Consultant

Julie Barile is a senior consultant at FitForCommerce with over 13 years of ecommerce operations and digital marketing experience. Julie has worked with a variety of sizes and types of multichannel companies in both the mass and luxury markets. Her experience covers a multitude of areas including ecommerce strategy, organizational structure and alignment, emarketing, UX, site merchandising, business requirements, fulfillment operations, contract negotiation and vendor management.

Most recently, Julie served as the VP of ecommerce for a NYC-based regional specialty market, building the entire business from scratch and taking it national via ecommerce. Prior to that, Julie was Director of Digital Channel Marketing at Toys"R"Us where she managed a $12+ million online marketing budget across 5 brands to drive online and in-store sales. Before Toys"R"Us, she worked for Lancôme as Director of ecommerce where she managed the entire company-wide online marketing efforts. Prior to Lancôme, she was the eMarketing Manager at Avon Products, Inc.

Julie has worked with top brands including Michaels, Ralph Lauren, Club Monaco and Charlotte Russe spearheading efforts such as ecommerce organizational strategy, revenue forecasting and planning, digital marketing agency selection, creative agency requirements and ecommerce platform requirements.

Julie has a MS in Direct and Interactive Marketing from NYU and a BS in Chemistry with a minor in Math and Physics from SUNY Albany.

Brian Beck  Sr. Consultant

Brian Beck is a senior consultant at FitForCommerce, leveraging his 16 years of ecommerce experience as a hands-on C-level executive, strategist and operator. He has achieved high growth rates in excess of 100% per year in early stage companies through multi-billion dollar enterprises, and in very competitive verticals. He has held full P&L responsibility up to $100 million and has managed all aspects of online retail operations including online marketing, merchandising, web experience, technology, customer service, fulfillment, and financial management.

Most recently, Brian was VP Ecommerce for Harbor Freight Tools, a 360-stores retailer of discount tools, where he managed a site re-launch, technology re-engineering, merchandising and marketing programs from scratch, and drove explosive growth. Previously, Brian was COO of OvernightPrints.com, a $65 million online retailer of custom printed products, where he managed online marketing, merchandising, customer support, and other operating functions of the company. Earlier, he served as COO at Costume Super Center where he led efforts that increased YOY revenues by 90% while replacing the company's ecommerce systems. Brian's early career included CEO of Broadspan Commerce, an online furniture retailer, where he led the firm from start-up to industry prominence over a 5 year period (Internet Retailer Top 500 company and Inc. 500 honoree).

Brian's most recent consulting and advisory work has included Ecommerce strategy and technology selection work for leading brands such as Teleflora, Giant Tiger Stores, Magellan's, and West Music.

Brian holds an MBA and BA from Rutgers University. He is also a 2006 'NJBiz Forty Under 40' winner.

Walt Blum  Sr. Consultant

Walt Blum is a senior consultant at FitForCommerce, with over 20 years of omnichannel commerce experience, from merchandising to launching ecommerce businesses to all aspects of fulfillment and logistics.

Prior to joining FitForCommerce, Walt was the Director of ecommerce at Orchard Supply Hardware, the largest hardware store chain in California with sales in excess of $650M carrying over 45,000 skus. Brought in to develop and launch their ecommerce business, Walt was responsible for all aspects: website development, vendor selection, contract negotiations, developing the organization, P&L, merchandise assortment, analytics, marketing, inventory management, fulfillment and call center support. In addition, Walt was the VP of Fulfillment Operations at New Vine, the leading service provider in the direct-to-consumer and retail–to–consumer wine industry, providing fulfillment and full service federal and state compliance for over 225 wineries. Prior to that, Walt was Director of ecommerce at Cost Plus World Market, a 295-store, $1B importer and home decor retailer, responsible for developing and launching an e-commerce business from the ground up. Cost Plus realized over 50% YOY increases in the first 5 years of business. Walt was also VP of Operations for RedEnvelope.com, where his responsibilities included logistics, 3PL fulfillment and merchandise planning.

Walt's most recent work has included: Coyuchi, Michaels, OHL, and Tea Collection.

Walt holds a B.A. in Marketing from San Francisco State University.

Rod Forsythe  Sr. Consultant

Rod Forsythe is a senior consultant at FitForCommerce with over 18 years of experience. Specializing in ecommerce (technology, implementations, selection and evaluation), web development and project and program management, with a focus on management, leadership and design of advanced software applications and large-scale client ecommerce implementations.

Most recently, Rod was CTO of NewsComm, where he defined the entire technical strategy to aggregate over 2000 hyper local newspapers, providing webservice interfaces to smart TV, cable and mobile platforms. Having had senior management roles at Crossview, Acquity Group, and Vcommerce, Rod is well-versed in all aspects of ecommerce platforms and point solutions. Rod was also Director of Program Management and Technology at Specialty Retail Shops, a company that acquires and grows niche online retailers, where he developed and managed their online properties, from requirements to design to development to launch.

Rod's most recent work has included: Target, Overstock, Sears, Infinity Resources, Trans World Entertainment, Baker and Taylor, West Marine, Le Creuset, Toys"R"Us, Illumina, Video Professor and Forever Living.

Rod graduated from the University of Missouri with a B.S. in Computer Science with Emphasis in Computer Engineering.

Sonny Jones  Sr. Consultant

Sonny Jones is a senior consultant at FitForCommerce, leveraging his 16+ years of hands-on experience and in-depth understanding of each aspect of retailing from brick-and-mortar to ecommerce. He has directed marketing and merchandising for more than 30+ different categories of product with sales valued up to $200M annually.

Most recently, Sonny lead overall product P&L, multigenerational product plans, merchandising, channel pricing and new product and brand introduction strategy for the Outdoor Accessories categories for Remington Arms, working with designers and domestic and overseas factories to develop and produce products. He also founded and let the startup, Whiskey Cotton, whiskeycotton.com, a small boutique preppy clothing brand that sells direct to consumer and wholesale. Prior to that, Sonny was Director / Direct Fulfillment Merchant for Home Depot, where he led annual merchandising and marketing strategies and objectives for the Electrical and Seasonal Outdoor products for homedepot.com, managing all departmental vendor and partner relationships. Sonny also had senior merchandising roles at Benchmark Brands, footsmart.com and at W.C. Bradley / Char-Broil, grilllovers.com.

Sonny's most recent work has included: Belk.

Sonny received a B.A. in History from Columbus State University (University of Georgia).

Steve Jones  Sr. Consultant

Steve Jones is a senior consultant at FitForCommerce, with more than two decades of B2C, B2B and ecommerce experience as a hands-on CEO, COO, and General Manager leading companies small and large, private, P/E and publicly held. He has a history of turning around businesses by revitalizing marketing strategy, building teams, revamping operations, acquiring customers and growing revenue. His areas of expertise include strategic planning, branding, ecommerce, catalog, direct marketing and merchandising.

Steve has served in a number of capacities including General Manager, Sport Haley Golf Apparel; President & CEO, Home Bistro Foods; Consulting COO, ISIS for Women. Steve led a variety of functions at Norm Thompson Outfitters including Marketing Analyst, Call Center Director, Director of Planning, VP Marketing, SVP Marketing, SVP Marketing and Merchandising and Acting CFO.

Recent strategy and technology projects Steve has worked on or led include J.Crew, Ralph Lauren, Thomson Reuters, Harry & David, Michaels, Iconix, Hue/NoNonsense, Giant Tiger, Nutrex, Club Monaco, Yellow Springs Instruments and HomeWetBar.

Steve holds an MBA and BA from Oregon State University.

Tessa Lembke  Sr. Consultant

Tessa is a consultant at FitForCommerce with more than 10 years in the software industry and a focus in ecommerce and web-based technologies. Tessa has a diversified background in product management, web design and development, website operations, U/X design, strategic planning, online marketing, and web analytics working for companies such as Teleflora, Magento, VMware, the Active Network, and Publicis.

Prior to joining FitForCommerce, Tessa was the Director of Product Management at Teleflora, where she was responsible for driving the product and technology vision for Teleflora.com, the world's largest online floral wire service. She oversaw all ecommerce product initiatives including development and implementation of the website functionality and design, backend integrations with PIM and ERP systems, integrations to numerous 3rd party solutions, mobile ecommerce, content, responsive design, and multivariate testing. Prior to Teleflora, Tessa was a Director in the Expert Consulting Group at Magento, responsible for planning, designing and developing custom web solutions for clients on the Magento e-commerce platform.

Tessa's past work has included: Harbor Freight Tools, Hermes, Easton-Bell Sports, Giro, Pentel, Lenovo and Fiji Water.

Tessa has a BS in Computer Information Systems from Florida State University.

Kerry Martin  Sr. Consultant

Kerry Martin is a senior consultant at FitForCommerce and has over 10 years experience in the software industry in the direct-to-consumer retail environment. She has implemented many ecommerce platforms and solutions on both the 'front-end' and 'back-end' side. Her specialties include the integration of ecommerce sites with back-end systems - the "behind the buy button" applications include order management, customer service, inventory and warehouse management, shipping, merchandising, marketing, and financials.

During her years at Micros, (formerly CommercialWare) Kerry was an early pioneer of the ecommerce implementation, working with catalog and brick-and-mortar companies to develop an online presence. She also was at the forefront of the multichannel and cross channel initiatives, helping clients create a seamless shopping experience for their customers. Kerry also served as Product Manager at OrderMotion, a SaaS order management provider, working to enhance the product to meet the demands of the industry and the current customer base She recently directed Strategic Development at a leading costume online retailer, working to optimize operations by focusing on process re-engineering and system implementation.

Throughout her career, Kerry has worked with various clients in many different capacities, from business analysis to requirements gathering, in order to help them improve their businesses using software as a solution. In building a comprehensive and integrated solution for her clients, she has been exposed to and has experience with many leading software providers in the ecommerce industry.

Kerry's most recent work has included: OHL, West Music, Cache, Giggle, Glen Raven, Group Publishing, LD Products, Tory Burch, Totsy, and Warner Brothers.

Kerry has a BA from Villanova in French, with double minors in Economics and Education.

Jose Muñoz Jr. Sr. Consultant

Jose Muñoz is a senior consultant at FitForCommerce with 20 years' experience in strategic expertise and hands-on management for multichannel retail businesses. He has developed integrated marketing strategies across interactive media, ecommerce and mcommerce, and traditional direct marketing and catalog. His P&L responsibilities included ecommerce, emarketing (email, search, mobile and social), fulfillment and customer service.

For FitForCommerce he has worked on a variety of digital commerce projects across several industries. The projects have included emarketing campaign strategy, site design recommendations, organizational structure strategy, site usability assessment, ecommerce / mcommerce platform requirements and vendor selection.

Prior to joining FitForCommerce, Jose was interim VP of ecommerce for UrbanDaddy where he launched the channel, including business development, product acquisition and merchandising, building a permanent ecommerce team and managing international expansion. As a consultant, Jose also re-launched Donna Karan International's ecommerce websites (dkny.com and donnakaran.com) including setting up marketing programs, creative design, mobile and international.

Previously, Jose was the Director of ecommerce for CalvinKlein.com, where he managed the design and launch of the company's first direct-to-consumer ecommerce website - which was featured in Internet Retailer's Hot 100 Best Websites when it launched in 2008. Prior to Calvin Klein, he was the Senior Director of Catalog and Internet at Kenneth Cole Productions, managing direct-to-consumer and call center, and growing the business an average of 25% each year through multichannel marketing and merchandising initiatives.

Client projects have included work for Century Martial Arts, Cole Haan, Cornerstone Brands, Frontgate, Imprvovements, Harper's Bazaar, LeSportsac, Maggy London, Mindware, Steve Madden, and Toys"R"Us.

Jose holds a BS degree from Syracuse University.

Alex Pilson Sr. Consultant

Alex is a FitForCommerce senior consultant with over eighteen years of experience aligning information technology, multimedia and company strategy to support executive objectives and applying technology to solve complex business problems. He has leveraged his technology skills and ecommerce expertise to build and manage several ecommerce online businesses.

Most recently, Alex was a sales engineer for Demandware. Prior to that, he owned and operated an interactive and design agency, where he conceptually developed, built, and deployed end-to-end ecommerce solutions: front-end, back-end, programming, inventory systems, database management, PCI security, SEO/SEM, analytics, email, vendor relationships, CRM, layout, design, concept and online marketing strategies for several b2c retail sites. He also started, grew and subsequently sold a full-service hosting company.

Alex's work has included: A.B. Lambdin, Ordermotion, ScorePad Sports, Turner Sports, and YSI.

Alex has a degree in Photography from the Art Institute of Atlanta.

Amie Rogers  Sr. Consultant

Amie Rogers is a senior consultant at FitForCommerce, with over 20 years experience in operations, retail systems implementation and consulting. She has extensive experience in data conversion, managing software development and implementation of order management, warehousing systems, eCommerce integrations and third party vendors. Amie is an Associate Partner at Red Banks Consulting leading systems selection and implementations for eCommerce fulfillment and call center solutions. Before Red Banks, Amie was an independent consultant leading the integrations for a multi-branded configurable eCommerce middleware solution. Amie worked for Pinnacle Rock Associates as a program manager leading client projects including data conversions, software implementations, warehouse relocation, to full custom developed order management merchandising applications. Some of Amie's clients as a consultant include Orchard Brands, Design Within Reach, Discovery Channel Retail and Smith and Hawken. At Restoration Hardware, Amie served as Director of Business Intelligence implementing a centralized reporting data repository and defining and implementing a customize in-house developed PIM solution.

Prior to joining Pinnacle Rock, Amie served as the Director of Distribution Systems at The Discovery Channel managing all enhancements and development projects related to the call center OMS and the WMS systems. Amie was also Director of Retail Distribution for the CML Group who provided order management, warehousing and distribution services for a variety of retail chains. In this position, Amie lead teams in the implementation of a custom designed warehouse management system with automated equipment while also being the client liaison for shared services clients. Amie's experience as a Quality Control Engineer at Dana Corporation helped develop that foundation of her hands on operational analytical skills she brings to the team.

Amie's work has included: Giant Tiger, Orchard Brands, SCA.

Amie received her MBA in Strategic Leadership from Dominican University of California and her BS from Indiana University Purdue University of Indianapolis in Mechanical Engineering Technology.

Marty Schmid  Sr. Consultant

Marty Schmid is a senior consultant at FitForCommerce and an ecommerce professional with over 15 years of hands-on experience in the creation and management of web-based businesses. As an entrepreneur, owner and practitioner of web and ecommerce ventures, Marty brings "real life" experience and knowledge to the clients he serves.

Previously, Marty owned and managed a boutique interactive agency which assisted a wide variety of businesses in the creation and development of their online brand identities. Marty also founded and ran a major online travel agency which he lead from startup to $42+ million in annual sales. Marty has managed all aspects of an online business including product strategy, development, brand positioning, marketing, technology and operations.

Marty also has extensive technical expertise in ecommerce software and has personally development large-scale transactional systems with multiple consumer and B2B touch points.

As a seasoned entrepreneur, Marty has experienced first-hand the challenges of growing businesses in hypercompetitive markets and he is able to effectively leverage that experience to benefit clients facing similar challenges.

Marty's most recent work has included: Performance Bike, Nashbar, Admit One, Nutricia, Regional Management Corp, West Music, Sodexo, Big Dot of Happiness, Orr Safety.

Tim Toews  Sr. Consultant

Tim Toews is a senior consultant at FitForCommerce, guiding retailers by leveraging his more than 20 years of multichannel experience.

Tim was Global CIO of Office Depot from 2005-2010, responsible for over 700 employees and a $200M Information Technology budget to support Office Depot's $13.4B in revenue. Most recently, he has been a consultant to them, developing a pure-play strategy. Among other roles at Office Depot, he was SVP/ecommerce, SVP/CIO of Office Depot Europe and SVP of International Development.

Tim has senior level, across-the-board experience in B2B, B2C, multichannel and international management while maintaining a hands-on approach to business, operations and technology problem-solving.

Tim's most recent work includes: FootSmart, Orr Safety Corporation, Harry and David, Teleflora, and Alpha Industries.

Tim has a BA in Political Science from the University of Southern California and studied for his MBA at UCLA.

Sevag Parsehian  Program Manager, Consulting

Sevag Parsehian is the manager of the Consulting Program and a Consultant at FitForCommerce. As the Consulting Program manager he is in charge of implementing new internal processes, Client billing, creating and updating the company's standard operating procedures. Additionally, Sevag manages Search Marketing, Site Analytics and Vendor Support for ecommerceKnowHow.com. He is also responsible for key content, including ecommerce provider content, relevant articles, best practices and front-end feature evaluations. Sevag also takes part in evaluating provider solutions as part of the "FitForCommerce Verified" program (an in-depth review of solutions which is a differentiator for providers and a new "seal of approval" for retailers to use when making ecommerce technology decisions).

As a Consultant, he has been involved in Site Assessment projects that include analytics analysis, user experience, front-end feature and functionality best practices and Competitor benchmarking. He has also played the role of project manager on multiple re-design projects.

Previously, Sevag was a project manager and business analyst for an ecommerce consulting company, managing re-design and strategy projects for enterprise companies. He was the lead business analyst for the development of a CMS product and the account manager for clients of email marketing products and ecommerce platforms.

Sevag's most recent work has included: Toys"R"Us, Harry & David, and Mindware.

Sevag has a BA in Business Administration from Middle Tennessee State University and has studied SEO and Site Catalyst Analytics classes within the NYU Digital Marketing Program.

Josh Shanas  Director of IT & Consultant

Josh Shanas acts as both a FitForCommerce consultant and as the director of technology. He manages several marketing programs and technology initiatives, including internal systems, web design, content management, email marketing, and social media marketing for FitForCommerce.com and ecommerceKnowHow.com. Josh provides consulting for many specialty apparel retailer clients, leveraging his expertise in analytics, SEO, site design and usability assessment, social media, and platform selection.

Prior to joining FitForCommerce, Josh was the Director of Ecommerce & Marketing at BowlingShirt.com, an online retailer of custom order bowling shirts and '50s memorabilia where he helped implement a new ecommerce platform. During his time there, he oversaw all aspects of ecommerce operations, including web design, site content and copy, email marketing, affiliate programs, and SEO.

Josh's most recent work has included: Toys"R"Us, Harry and David, J.Crew, Maggy London, Steve Madden, and Aerosoles.

Josh studied philosophy at Northwestern University.



[top of page]

© 2010 FitForCommerce     Terms of Use     Privacy Statement     Contact Us    SiteMap