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Growth leadership & core execution team
Five functions, each with a named lead: strategy, market research, brand positioning, go-to-market and project management. Clear ownership keeps decisions and execution connected, so at every stage you know who is responsible and what they deliver.
- Strategy
- Eli Kabiri
- Market research
- Brian Zeng
- Brand positioning
- Bo Jin
- Go-to-market
- Frank Benedix & Guan Sheng
- Project management
- Ian Richardson
Leadership profiles & strategic mandates
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01 · Strategy
Eli Kabiri
CBO & Head of Strategy
Primary mandate
Architecting 12-month commercial P&L models, unit economics, pricing bands, and cross-channel margin defense across North America, Europe, and Asia.
Key deliverables
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02 · Market research
Brian Zeng
Marketing Director & U.S. Market Specialist
Primary mandate
Leading deep-dive US market intelligence, category volume analysis, competitor reverse-engineering, and consumer voice extraction to uncover unexploited market white space.
Key deliverables
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03 · Brand positioning
Bo Jin
Head of Client Management & Asia Regional Manager
Primary mandate
Translating factory manufacturing advantages into high-converting brand positioning, overseeing client communication, packaging assets, and visual storytelling alignment.
Key deliverables
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04 · Go-to-market
Frank Benedix
CEO & U.S. Market Expert
Primary mandate
Directing executive Go-to-Market channel strategy, US distribution readiness, compliance governance, and commercial launch sequencing.
Key deliverables
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04 · Go-to-market
Guan Sheng
Head of Amazon Traffic & Advertising
Primary mandate
Hands-on execution of full-funnel Amazon Ads campaigns, algorithmic keyword velocity, organic ranking defense, and TACoS optimization.
Key deliverables
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05 · Project management
Ian Richardson
COO & Australia Market Expert
Primary mandate
Governing master project execution, cross-workstream milestone velocity, international fulfillment/3PL handoffs, and Australian expansion pathways.
Key deliverables
Accountability & deliverable matrix
Each function has a lead and a supporting owner, and the measures we track. Specific targets are agreed with you at the start, based on your category and market.
| Functional pillar | Lead owner | Supporting member | Primary deliverable | What we track |
|---|---|---|---|---|
| 1. Strategy | Eli KabiriCBO & Head of Strategy | Frank Benedix | 12-Month Financial Model & Pricing Architecture | Breakeven ACoS and net margin |
| 2. Market Research | Brian ZengMarketing Director & US Specialist | Guan Sheng | Category Volume, Competitor Teardown & Keyword Map | Coverage of the core keywords |
| 3. Brand Positioning | Bo JinHead of Client Management & Asia | Brian Zeng | Brand Identity Brief, A+ Content & Packaging Direction | Listing conversion rate (CVR) |
| 4. Go-to-Market (GTM) | Frank BenedixCEO & US Market Expert | Guan Sheng | 90-Day GTM Launch Playbook & PPC Silo Setup | Organic ranking for priority keywords |
| 5. Project Management | Ian RichardsonCOO & Australia Expert | Bo Jin | Master Execution Gantt & FBA Logistics Governance | Milestones delivered on time |
The backbone of our execution: our ground teams in the Philippines, U.S. & China
High-level commercial strategy only succeeds when powered by relentless, disciplined leg work on the ground. We extend our deepest gratitude to our dedicated operational teams across the Philippines, the United States, and China. Day in and day out, they shoulder the complex groundwork—from 24/7 catalog maintenance, buyer care, and competitor data scraping, to local 3PL staging, retail compliance, and factory-floor prototyping—turning strategic roadmaps into tangible market wins.
Want this team to look at your project?
A free diagnosis: we review your product and target market by hand and usually reply within 2 working days.