Health & Fitness

Proven eCommerce leader with 12 years of experience in revenue management, inventory management, logistics, and cash flow management for BuyItByTheCase.com & CoastBrothers.com.  Both sites were rebuilt in 2021.  Key growth occurred through managing key partnerships to optimize reseller product mix (mostly CPGs - and namely, food and beverages in the Wellness space), but most importantly fulfillment rates and lead times for the eCommerce proprietary sites, but also marketplaces.  In 2020 (height of Pandemic), organization won an awards trip from a Fortune 500 vendor partner to Maui.  I was chosen to go.

Proven eCommerce leader with 12 years of experience in revenue management, inventory management, logistics, and cash flow management for BuyItByTheCase.com & CoastBrothers.com.  Both sites were rebuilt in 2021.  Key growth occurred through managing key partnerships to optimize reseller product mix, but most importantly fulfillment rates and lead times for the eCommerce proprietary sites, but also marketplaces.  In 2020 (height of Pandemic), organization won an awards trip from a Fortune 500 vendor partner to Maui.  I was chosen to go.  

SKILLS - REVENUE MANAGEMENT

Post-2020, the emphasis was on growing product mix.  I leaned on key vendor relationships and through API connections and EDI mapping, we added roughly 15,000 SKUs to our product mix and by the end of this quarter, the organization will be adding another 25,000 SKUs.  Through a mix of SEO and SEM, the organization was on track for 4X revenue growth this year at the time of my exit.
While the industry post-2022 has suffered with poor fulfillment, through automation of processes that I led we were hovering around 92% fulfillment – historically not great, but much better than the industry average of 85% of late.

SKILLS - INVENTORY MANAGEMENT

The organization post-2022 primarily stocked and shipped goods with a minimum velocity of a pallet per week – our top sellers.  Otherwise, we drop-shipped from key vendors and through product feeds, as well as EDI mapping, we developed systems to only show products available to be shipped.  With one key vendor, we developed what we called the ‘Red Light, Green Light’ program.  The vendor does not provide exact inventories, but we were able to work out a system that if a product with a product quantity of X was not available to us, the product would be red lit and automatically removed from our product feeds until the minimum quantity available to us returned.

SKILLS - MARKETPLACES

The organization sells on Amazon, Walmart, and eBay.  We had managers for Amazon and eBay.  For Walmart, we had substantial growth simply accurately feeding correct product information – UOM, pricing, and availability.  As a reseller, we were focused on being in the Buy Box while maintaining a minimum margin.

SKILLS - SEO

Managed a team of 5 that worked on SEO for our growing product mix.  Within 90 days, we were seeing 10% monthly revenue increases and most importantly, the revenue was from 95% first-time buyers.  Customer acquisition costs from the SEO efforts was very, very low.  We were almost at a break-even for the salaries of the SEO team against the profits monthly from Search Engine Revenue.

SKILLS - SEM

My organization worked with a consulting firm for our Google & Bing Ad Campaigns.  We utilized the Google Smart Search campaigns and generally stipulated tROAS of 500%.
We were heavily involved with growing our Search Engine revenue in relation to SEM efforts as the customer acquisition costs were so much better via SEO.


SKILLS - CASH FLOW

Focused attention on margins and inventory turns to ensure cash flow was high.  In the last twelve month cycle, margins were tighter than we would have liked.  This was due to vendor partners pushing through price increases with greater frequency than ever previously.  We automated the processes to bring in the cost increases, as well as to adjust the overall sales price.  

SKILLS - AUTOMATION

Led efforts to automate various aspects of the order lifecycle.  In 2021, efforts led to a 40% reduction in the order lifecycle.  


VP of eCommerce

Find out detailed information about Patrick Collins,  in Ocala, FL

Patrick Collins: in Ocala, FL

Patrick Collins

Colby College