I was hired by Alltrade Tools as their Director of eCommerce to help them build and grow their DTC business. For years, Alltrade Tools build a business selling tools in big box retail stores like Home Depot, Lowes, AutoZone, etc. Alltrade wanted to build a DTC business to help reduce dependency on their retail partners. To do this we built a multi-channel eCommerce business selling under flanker brand names as well as selling DTC using some of the brand names found in the big box retail stores, Powerbuilt.com being one of those websites. We also sold on marketplaces like Amazon, Walmart.com, eBay, etc. One of the major complexities of this project was maintaining proper pricing across all channels and determining the right promotional mix to ensure we could grow our DTC business but not compromising our existing relationships with the big box retail partners.