Supply Chain Now Radio Episode 235

Episode Summary

“The absolute worst thing you can do is nothing.”

– Danny Gonzales, President of Optimum Productions and CEO of Industrial Sage


Nearly every business function is currently undergoing some kind of digital transformation today: procurement, supply chain – even sales and marketing. If you are a small company on your way up, digital provides the means for carving out a niche from which to build a brand and gain market share. If you are larger and have been around for a long time, it means you can’t afford to dismiss newcomers to your space – no matter how small they seem.

Danny Gonzales is the President of Optimum Productions and CEO of Industrial Sage. He uses his multi-media marketing expertise and love of analytics to help manufacturers grow. He regularly works with manufacturers and has done research to learn more about the trends and objectives guiding their approaches to marketing and sales.

In this interview, Danny talks about the trends taking place across the end to end supply chain, especially from a sales and marketing viewpoint:

  • The demographic shift taking place in the consumer population and how that is affecting marketing requirements for both B2B and B2C companies
  • How preferences for content are shifting and which channels covey the most credibility to the widest possible audience
  • The critical need for even B2B marketers to balance education and entertainment in their messaging and campaigns

Episode Transcript

[00:00:05] It’s time for Supply Chain Now Radio Broadcasting Life Supply chain capital of the country, Atlanta, Georgia. Supply Chain Now Radio spotlights the best in all things supply chain the people, the technology’s the best practices and the critical issues of the day. And now here are your hosts.


[00:00:29] Hey, good afternoon. Scott Luton here with you, Liveline Supply Chain Now Radio. Welcome back to the show. Also on today’s show, we’re going to take a unique approach here, more unique for us. So we’re gonna be talking about the trends taking place across the End to end Supply chain, especially from a sales and marketing viewpoint. You know as well as we all know more than ever before. Companies are working hard to make their organizations and their offerings more visible and findable. We’re gonna be chat with a subject matter expert. That’s going to shed light and expertise on some of these best practices and you’re going to enjoy hearing from it. So I will interest Danny in just a second. But to our audience, quick programing note, like all of our series on Supply Chain Now Radio, you can find our replays on a variety of channels, Apple, podcasts, SoundCloud, YouTube, wherever you get your podcast from. As always, we’d love to have you subscribe so you don’t miss anything. Quick note we thank our sponsors for allowing us to bring these best practices and innovative ideas to you. Our audience. The Effective syndicate. Vector Global Logistics. Spend Management Experts. And many more. You can check out our sponsors on the show notes of this episode. OK. Let’s welcome in our special guest today. And now you’re going to enjoy this as much as I have. We’ve enjoyed that. The pre-show conversation. Danny Gonzalez, founder of Optimum Productions and host of Industrial Sage. Danny, how you doing? I’m doing great.


[00:01:53] Thanks for having me here. We’re happy to have you on. We’ve talked about this for quite some time. We keep running into each other at outstanding events like the Georgia Manufacturing Summit. And if any of your listeners were at the summit, you saw an incredible video just like last year, this past October, we saw great video that kind of gets you jazzed up about the manufacturing industry. And that is one of your productions, right, Danny? Absolutely. Yeah. Well, and I’m sure you’ve heard a lot about this year at this year. I can’t pick which one I like better. The last couple of years have been it’s just one of those moments at 8:30 in the morning that gets, you know, gets you revved up about, you know, what you’re about to hear about, you know, thought leaders from across the manufacturing space. So let’s before we dove into your sales and marketing expert insights, you’ve been doing this quite some time and that as we were talking about in the pre-show, that is arguably more important than ever before. Right. Folks are kind of riding the digital media. The writing, the relationship. So there are all kinds of different ways to make sure their capabilities and their supply chain chops or manufacturing chops or what have you are readily available and readily seen. But before we get there, let’s learn more about Danny Gonzalez. So, Danny, tell us about yourself and for starters, where’d you grow up?


[00:03:15] Ok. So I’m basically born and raised here in Atlanta, Georgia. There’s about three of us. I’m one of them. You know, the joke is, you know, so many transplants here. So I was actually born at Crawford Long. How far back are we going here? So, you know, basically here in Atlanta, we moved around a little bit and and ended up making our way back to Atlanta. We lived in New Hampshire for a little barely. Yeah, hard to have. So just a little bit north, a place called Center Harbor. So right on like Lake Winnipesaukee in Guam is gorgeous up there. Called, too. And a little chilly. Yes. Hundred percent. So I came running back to the south. And and then it lived in Alabama for a little bit, came back to Atlanta, graduated from St. Pius. OK. And then and then it still was too warm for me.


[00:04:07] So I went and went and lived in Mexico for a year and then came back. So. Oh, what’s so funny? You know, we should start with this. We’re kind of flipping the script on Danny Gonzalez here today. Danny typically is the person interviewing the subjects. And I think it’s always challenging someone that does that as well. It’s always challenging when the tables turn. And we’re we’re posing the questions to you. So thanks for playing along with our game here. All right. So let’s talk about so clearly you moved around a lot, a lot of different venues. Been back in Atlanta for roughly how long? Jenny.


[00:04:40] Why can’t you math right now? So 2001, 2002, something like that. Yeah.


[00:04:45] All right. So what else did you do prior to forming and founding Optimum Productions and of course, the well-received Industrial Sage Line of work and content.


[00:04:56] Would you do prior? Yes. So. Well, basically, I started off. In college and, you know, a video production company, and I you know, where I really started that actually goes back before when I was in high school, I had some buddies who were into doing video stuff. And I thought, man, these guys are a bunch of nerds, you know? And and I found out later that I’m one of that Miura, one of, you know, I’m a nerd. So the big piece was when I after I graduated high school, I went did some missionary work and I lived in Mexico. I kind of alluded to that a little bit earlier. And I was down there for about a year. And we were doing a lot of like youth work and youth development work. I was in a town called I was Columbus, which was about five hours north west of Mexico City. And I think right now is about a population, about a million there. And they actually had, believe it or not, this video editing suite, you know, with a computer and everything. And so I met one of the other guys there who had made like these funny little videos. And so I thought, well, that’s kind of cool. He said, well, I’ll show you how to do it. And just I ended up falling in love with it. Wow. This is super cool. So I came back to Atlanta and started college and started getting my degree in accounting because I don’t know why. Lu just painful. Know it’s painful. You know, that they say is there’s no such thing as a creative accounting. But I discovered very early on that that is a misnomer. There are very creative accounts. But they tend to find themselves in jail. So I wanted to make sure that I channeled that creativity in a positive manner.


[00:06:33] And so anyways, so this goes back. This is gosh, when I hear you describe that it’s not necessarily a stay, just has been your blood. And it just took maybe that that conversation, that introduction to a specific technology or approach that just made it come to the forefront. Maybe that’s it. Yeah. Yeah. All right. So I don’t want to die more into what the company does before that. You know, clearly, you’ve been an entrepreneur for quite some time. And I’m sure if you embrace the Starbucks, you’ve been doing it for a while. But what do folks there’s that there’s there’s probably a wide variety of assumptions out there when it comes to what an entrepreneurial lifestyle is. You know, day in and day out, you know, the journey for some, the struggle in the trenches and you name it, the highs and lows. What what are some of the things, some of the aspects related to that journey that you think are under appreciated?


[00:07:28] Well, to get a real honest answer, you should ask my wife. She’ll still tell you that. She’ll tell you the real deal. I think some of those areas that are definitely underappreciated are, you know, there’s a certain sense of if you make a transition from I’m an employee over to, you know, I’m going to be my own boss one day and I’m going to do this. And it’s it’s going to be amazing. I don’t have all this freedom and I can barely go on vacations whenever I want. And that’s just a farce. It’s not true. I mean, yes, you can obviously get there, but it takes a lot of hard work. And I think especially in today’s, you know, on demand world in which Supply chain might know a little bit about that, is that we you know, you tend to want it now. You want it quickly. And that, you know, without putting in hard work and pain, it’s wet in tears. And and it takes all that. And I think another misnomer is that you think I’m going to have no bosses. And, you know, actually, you actually you increase your amount of bosses exponentially. They’re called customers. Right. Right.


[00:08:24] So we you know, we at this summit this year, we both heard from the Panji executive, the gentleman just retired and the name will come to me. But he talked about the inverted pyramid. And then to our audience, this went when this gentleman became plant manager of a large Panji plant down in south Georgia.


[00:08:45] A lot of folks said, well, you’re you’re going to be the king. Congratulations, high fives. But this gentleman really turned that on its head. And instead of it being a stand, a standard pyramid in terms of how your view and leadership. It was an inverted pyramid. Right. Yeah. And he was at the bottom. The employees and workforces at the top.


[00:09:03] And, you know, Danny, earlier this week, we had a technology entrepreneur that founded his own firm, and now they’re 50 something or so employees strong. And he use that same inverted pyramid approach because he much like you were sharing, you know. Yeah. Not have a boss. I’ll be my own boss. And like you said, freedom. But, boy, from that inverted pyramid approach, customers, the team members, you are the folks wife, significant other, you name it. The folks that you have to honor these commit commitments to. I’m not sure if it’s easier if that’s easier than having a boss. I don’t know, even though even the world’s worst boss may be. But speak. What I heard you say that the pressures that come even when you know that notion is you can have all this freedom, that that isn’t always the case.


[00:09:51] Right. Yeah, totally. I think what you’re talking with was that thing was where Warner or Washington? Yes. Yeah. There’s an amazing presentation. And I think. That notion of that servant leader aspect is that, you know, instead of I’m here to for people to serve me, I am as a leader. You know, I need to look at my team and be able to say, hey, how can I help you achieve your goals, you know? So I’m still learning that one. Yes.


[00:10:15] But as we all are. But you weren’t awash in that great, great pool. Great speaker. I want to say he’s getting now that he’s retired from PDG, I think he is getting into the consulting space. I think he moved to Florida so he could play more golf.


[00:10:28] Yeah, golf was a big thing. I think he said like three to six months. He was going to focus on that. Yes.


[00:10:32] Get his handicapped down. But well-deserved after 30 some odd years with PSG. OK, so now let’s shift gears. And so thanks for giving us your take on that answer there. So many different aspects to the entrepreneurial journey that unless you’re in it and in the trenches, it’s tough to kind of, you know, have a full appreciation for so hours Optimum Productions Been in your blood. And as part of that, Industrial Sage has been in your blood for a long time. And we we we heard about that switch that was flipped where it came front and center not too long ago. Tell us more about what the company does.


[00:11:09] Yeah. So optimum. Well, answer sort of two pieces. Altero I’m really basically helps companies to better grow by using video. Video is definitely a very hot and it’s very important. It’s an amazing tool for for sales, for lead nurturing. And so we help primarily B2B companies with that. Industrial Sage was an initiative that we started about two years ago with essentially as a media company focused on sharing best practices around sales and marketing for the manufacturing Industrial space. So we’ve been doing it for around two and a half years in one hundred and some odd episodes where we’ll interview where do an interview just like Sheer. We are here talking to, you know, a subject matter expert talking to manufacturers, the CMO or or talking to other service partners to just really share, you know, what they’re doing in the industry to to really address some of the challenges that a lot of companies are facing today relative to sales. Marketing. That’s right.


[00:12:06] And that’s how you look. A study that sells a marketing growing revenue and growing that brand presence that brand, but market position that is that that’s keeping some of the leaders of leaders up at night. Right. And from what I’ve noticed, following you and your organizational own social media, I think you are working with the big Fortune 500 firms down through the the mom and pops and all points in between.


[00:12:33] Is that right? Yeah. I mean, we. Yes, 100 percent. I mean, we try to focus on middle market, but yeah. Definitely there are outliers for sure. Mm hmm.


[00:12:42] Ok, so as CEO, founder, CEO of the organization, where do you where do you spend your time? Number one. And number two, what you love.


[00:12:51] Where do you love to spend your time the most in the business or outside the business? Well, let’s take the business first. OK. So inside the business where I spend most of my time is a very good question. Tell me more pride, more in sales and strategy standpoint is just, you know, developing relationships, helping to to bring in more strategic sales and then just helping to map out sort of long term strategy for for for some of our clients and for us. And then as far as where I enjoy spending time, I’m kind of split a little bit. This is where that that accounting and the creative side. I very much enjoy analytics and looking at numbers and figuring out things and plans and strategy and all that good stuff. But then I can totally get lost in the creative side and coming up with a messaging and a story that really helps to drive results for customers, some love that.


[00:13:42] Speaking of analytics, I think you had compiled some manufacturing industry survey related related to the summit, right? Yeah, kind of get a sense of what’s top of mind for leaders. And I think we were both there at the summit where we were asking about first time attendees. And it was it was blown away by how many folks had stumbled across the summit in its biggest year. All right. Anyway, so, so so analytics and and data is a second love, maybe, huh?


[00:14:14] Yeah, absolutely. I mean, I think that’s where the you know, the funny thing is the whole accounting thing. Why wanted to do that originally as I want to go in the FBI. Really? Yeah. And you know, there’s four areas of special agent in accounting is one of them. And it’s like forensic investigation, kind of. I mean, that’s one area for sure. You know, a lot of crimes, there’s a paper trail. But it’s also a frame of thinking that it makes you kind of. And so that I guess they kind of look towards that. So I I think I’ve discovered now with the data and analytics that we have now with these amazing tools online, with the digitization and, you know, marketing technology, Sheer of everything, right? Everything. Yeah, 100 percent of everything that. Yeah. There’s stories in those numbers. And it’s it’s finding those numbers and then most.


[00:14:59] Certainly finding out what that story is in the numbers stories is what folks, regardless what sector, what industry. That’s what folks consume. Right. 100 percent want to hear Januaries. OK. Let’s. So since you asked the question outside of the business and in the one hour of free time a week now you’ve got a family. Generous. OK. So where do you spend your time when you have a moment outside the business?


[00:15:28] Where do you love to spend that time? It’s a great question where I would like to spend it. That doesn’t necessarily mean I am spending it there, but I actually got my pilot’s license about close to two years ago. So that was been sort of one of those bucket list things that I wanted to do. And so, you know, I try to get up in the air when I can.


[00:15:47] So do you fly out of it? So you’re up in north Atlanta and you come north Georgia, you fly out of. What? What airport is your favorite one to fly?


[00:15:56] Well, again, it’s sort of a theme with me. You know, the whole county and creative. So one would think north. Actually, I’m flying out of the south and flying on a. And in Peachtree City. OK. Part of that entrepreneurial thing is I actually did some trade out with one of the schools there. They need some help from some sales marketing. And I said, hey, we might be out to help you guys out. Why don’t you guys let’s do a little little barter. Outstanding. So that’s that’s kind of outstanding.


[00:16:18] That is that creative accounting. I love that. OK. So let’s move from talking about your organization and the business and what it does to kind of go abroad or in terms of your observations. Owen, you know, there’s not a great war coin for the sake of complaining of this interview industry in Supply chain marketing. But whether it’s manufacturing or Logistics or Lu freight tech, which is a hot space, supply chain, whatever you want, call it. I’d love to learn from your perspective. What are companies doing right that you’re seeing day to day out and then what? Where do you see some of the wrong approach is being taken?


[00:16:57] Great question. So in this case, like like you mentioned, there can apply sort of across the board to where we’re seeing companies doing things right relative to wrong. Is most companies realize that just like within the supply chain industry or manufacturing or what have you, then there’s a digital transformation taking place. I think everyone can agree that that’s happening. The same thing is happening to your sales and marketing as well. There was a great presentation. I went to Kintner who gave us they’re talking about four pillars of innovation. And you’re always going to focus on, you know, let’s look at lean manufacturing. Let’s look at what’s happening in the plants and the operations. But there’s this fourth pillar of that sales and marketing piece that kind of gets like, you know. And I think that what they’re doing right is saying, OK, we need to fit. We need to do something different. And because we’re seeing challenges like maybe we’re losing market share, maybe we’re the 800 pound gorilla. Several years ago and now we’re being eaten up. All these competitors are coming, you know, and putting messages out in the market that are true or not true. But they’re getting there faster and they’re starting to eat up market share. And they want, you know, the absolute worst thing you can do is nothing because it’s there’s a little company we can name a lot of them right now. But there’s a company called Blockbuster. And what happened with that story between Blockbuster and Netflix? And it’s a very interesting story. And it wasn’t something that was overnight. It was something that happened. It was a it was a it was a sort of a slow progression that happened over years and years and years. And Blockbuster, 800 pound gorilla didn’t didn’t pivot jerai. And they made an adjustment and it was too late. And I think that is that is incumbent upon all companies at this stage in the game, particularly supply chain and manufacturing companies that can kind of have legacy marketing.


[00:18:48] That’s a good point. Going back to the blockbuster example, if I’m not mistaken, didn’t think Blockbuster had the opportunity early own and a low valuation of purchasing Netflix. I think so. They couldn’t quite wrap their head around the value or or or the sustainability of the model. Right. But holy cow. And you know, if that had happened. I’m curious, given the bleeding edge of on demand content that Netflix is really driving, I wonder how much slower that that evolution because all of that you we we left cable years ago. Yeah. To get on demand from Hulu and Netflix and Amazon and all that stuff. Right. And without Netflix as early and on the UPS, was it the early adopters and the trail blazers? I wonder how much slower that would have progressed had blockbuster balled it and kept that initial model where they were going try to kill it. Yeah. Yeah. That or they kept mailing out. Yeah. You know the disks.


[00:19:48] Yeah. It was it. I mean all of that you know because they did make that pivot and they did. They they had their model and actually subscribe to it. And it was it was a I thought it was a great model.


[00:19:57] But it when you were still getting the disc a couple of times or. Whatever. I guess you’d order a couple get it and then send it back so you could.


[00:20:03] You could. Yeah. And it’s early days, right? Yeah. And one of their competitive advantages was that instead of you actually having to ship it and wait for, you know, to wait for that other one to come in the mail, that you could actually go and return it at at a location so you could speak. You could turn that around a lot faster. But again, too late. And then they started moving into the hole, you know, leveraging that nexus of technology and where we were at the time relative to, you know, four to three years before you. You couldn’t do that. But they took a hundred percent advantage of it.


[00:20:32] I was late to the game with the Netflix and then the other own demand. But gosh, where we are now. And just to convenience and the choices. Yeah. You know, the choices part. What stands out. Yeah. One of these stands out the most for me now. Yeah. Okay. So let’s keep talking. You know, you mentioned a couple of things. Well, legacy marketing, I think, before we took the Netflix departure. Explain more in your mind where you’re seeing organize and your experiences, where you’re seeing organizations kind of cling to that.


[00:21:06] Yeah. So it’s a little bit of a complicated answer. But let’s look at the shifting. Number. What I think the shifting dynamics are demographics. You know, right now we have these big bad millennials that are coming in. And you know that there was a study done by Google back in 2015. They talked about how the B2B buyer was nearly 50 percent millennial and or influencer. We can you know, you can do math and you can that number is going to increase. Okay. That’s right. All right. Well, that’s interesting. Let’s look at the boomers, the baby boomer generation. Well, they’re technically half the size of millennials that are coming in. So you had a lot of jobs as they’re now retiring, a lot of your jobs that are need to be filled and they’re being fast tracked. Yeah, because whichit which Gen X, which is kind of in between, there is half the size of the boomers. All right. So so you’ve got, you know, big you know, a lot of boomers who are retiring and then you have a smaller demographic that is taking those jobs, but there’s not enough to fill those. So then you have always millennials that are coming in. That’s one thing, right. Number two is how do millennials and even just us in general, how do we consume content? How do we buy? You know, the whole reason why the supply chain industry right now is just growing by leaps and bounds.


[00:22:28] You could pin it on one company. You could pin it on it. You know, you could you could talk about the Amazon effect. Right. Talk about the fact, the fact that this upcoming holiday season, how many of your viewers or listeners are going to step foot in a retail location to buy a present? Mm hmm. How many of them are going to buy through Amazon or some other way? And percentage wise, how much even if they do step into a retail location, how much, you know, you know, percentage wise? I can tell you right now it’s going to be largely online. And so it’s interesting. And we look at Amazon and you go whatever you want, essentially right at your fingertips, 2 days or less. Unbelievable. You can have at your doorstep. So what is that doing even on a consumer mind? Let’s look at B2B. The expectation as me, as a buyer, as a consumer. I have a reasonable expectation to have that same exact experience, even if it’s been beaten. And that is the challenge and that’s the opportunity right now. You hear a lot of, you know, talking about customer experience, being very picky. Now you’re starting hearing about it being customer obsessed and you know, and it’s really unpacking. How do my buyers buy? And I think that is the biggest challenge, that from a sales and marketing standpoint that a lot of manufacturers, supply chain companies are facing.


[00:23:51] Some are leaning in to that that inarguable reality that that’s evolving and some are choosing the kind of kick the can from. What we’re seeing. But I’ll go back to. So make sure I get this right. So as we’re seeing the demographics change, which is inarguable, right. The generational transfer and as we’re seeing the Amazon effect, certainly change buying patterns and that’s across generations. Right. Yeah. We were both by our family members that are that are buying definitely older and younger than they did, you know, five, two years ago maybe. Are you seeing despite all that change, is is without a doubt moving forward, we’re not seeing as much change as many companies lean in to new ways of engaging the consumers with content. Are you. Are you seeing as much or little bit? Where do you where do you see that?


[00:24:50] Sure. So I think maybe it might be a little bit subjective, but we might have some of these answers in our survey that you mentioned. Yes. Before as we’re kind of looking into, you know. So last year we did a survey with with about a hundred fifty manufacturers talking and it was a 52 page report. You can go get it on our site. And we basically looked at how many people were actually spending more in digital marketing. And it was the vast majority of it was 60 percent. I can’t remember spending more or spending more saying we need to do this now, whether they’re spending right or wrong on it. You know, if you’re spending from $0 to $1, obviously that’s a big increase. So obviously, it’s a little subjective there. I am seeing, at least anecdotally, a lot of people are talking about they’re talking about it and they’re starting to make those those moves. I think that, you know, they’re kind of struggling a little bit. Right. But by and large, most are making that move. Now, there’s a big question of how much. I think there’s a there’s a huge opportunity right now for companies that really understand it, and they get it to double down and give you some great examples. I mean, even just like what you guys are doing here and creating lots and lots of content, there’s, you know, getting your message and helping people, other companies to be able to get their message out there is important. I’m you know, I’m I’ve been following, you know, freight waves. And what, you know, Craig Fuller is with what those guys are doing over there. I’m a big fan. I mean, they are creating content like there’s no tomorrow. And that’s really that is the opportunity in that that we’re going to that is there right now. Right.


[00:26:30] And there is a wide less being consumed, right? Yeah. Except there’s a demand for it. There’s a you know, someone told me not too long ago in the podcasting landscape, there’s such a demand for the spoken word and there’s more credibility in some ways being offered or being being hung on the spoken word. But. So I’m hearing it so more companies have kind of realized the direction they may be taking. And now is the greater question and you know, is the greater ambiguity in, OK, what path do we take? Yeah. Is that kind of what you’re saying?


[00:27:11] Yeah, hundred percent. I mean, you when you look at, OK, you know, we need to go digital. What does that mean? Well, that can mean a million different things and can be sold. We need paper click ads or we need to be on you know, we need to be on Twitter now or we need it, you know? What does that mean? There are over, I believe now the status over seven thousand marketing technology platforms or software is out there and it’s growing exponentially. So you start kind of dipping your toe into this a little bit. Well, you know, you can be blown away really quick, very quickly.


[00:27:42] All right. So we’ve talked about some of the trends, some of the things companies are getting right. Some things are they’re not. Not so much getting right. So in the realizations that I’m hearing, you speak around these leadership teams that are kind of OK, finally drinking the Kool-Aid, because that’s where we’re we are. Let’s keep. I want to pick your brain, Daniel, on where do you see the industry continuing to move, where we’re going to big wreck out your crystal ball and give us you know, let’s look around the corner a bit. Where is the industry headed?


[00:28:11] So this is where we’re going. You’re going to want to when I mentioned, you know, legacy marketing before, it was typically, you know, you would say, you know, we’re the IBMs of the world. We’re that, you know, we’re the legacy brand. And people are going to buy because of our our brand mean sustainability. And, you know, we’re strong and we’re the best. Right. Well, people aren’t buying that way anymore. And, you know, typically you might have a, you know, back in the day, you’d have your sale. You have your your directories or, you know, your yellow pages. Right. People now the way that they buy is, you know, they’re 80 percent down the road by the time they pick up the phone and they actually want to talk to a salesperson. So what are they doing in that interim time period? They’re self educating themselves. And where are they doing that? They’re doing that online. That’s right. So the opportunity and the trend is to be able to create that experience that you normally would have, as I don’t know you from Adam. And we’re going to sit down and have a discussion and we’re going to build a relationship, which, by the way.


[00:29:08] Yes. Relationships are still very important. That’s a big thing. People say, oh, no, no. But it’s how do we create that? How do we disseminate that information to somebody? And the ability to educate them. You have to do it in the way that they want to be educated. Right. So, you know, like podcasts, for example, is great. And we were talking about this forum, the show is that, you know, the s this is while this is being streamed live and probably not that many people are listening. Right. But, you know, we live in Atlanta and we’re known for our amazing traffic that we have here. And and people have the average the average commute is. Forty five minutes. Are they doing they’re consuming content. Right. On demand. Or maybe they’re at the airport or so it’s getting your message, taking your message, the same message that you had there before. But maybe chunking it up and getting it into different mediums that that dance, the opportunity, that’s where, you know, companies need to position themselves to really win. Right.


[00:30:09] So let’s talk. It’s something you’ve been working on a slew of campaigns. Every time we re reconnect, get a different story of a campaign you’re wrapping up. And it is it’s fascinating because there is a story for each one of those. So based on what you can share, what are some of the campaigns you’ve really enjoyed working on this year?


[00:30:31] What can you share this? Well, we’ve got we’ve got a lot. I don’t know how much I can share this. Whether they get one in particular or recent years, whatever, whatever you can share that with. There’s one. Yeah, there’s one in particular. There’s actually it was a Logistics company and they they had basically a new business model. There were three Patel and brokerage and they had a new business model. They wanted to convey and they were having a really hard time getting that across. They were doing these whiteboard animated explainer videos and I think they did three or four of them. And like this is just not working. And so we kind of help them to listen. Figure out what they were doing and get a good understanding of who the audience was and how they were going to present that material. We said, OK, you need to do let’s do something completely. Let’s do something like, well, I feel you guys game to do something like way out there. And they said, yeah, we are. OK, cool. Let’s do something out there. Because our goal is to a even though this is a B2B purchase, we need we want to have somebody to have an emotional response to, you know, so and let’s entertain somebody. So even though that it’s B-to-B, you know, there’s a misnomer that people think, oh, it has to be dry.


[00:31:44] It can’t be boiled down today to corporate that. Exactly. That’s like dead wrong. People want to be entertained. And we’re talking about Netflix. And so, you know, like. That’s, you know, like people want to be in it. So it’s incumbent upon us to be able to provide that like that entertainment. Right. But also bring in that educate. We call it bacon wrapping. You know, how do you get how do you give a dog a pill? You wrap bacon around it. So and so we did that and made this outlandish story of of these guys. Their model was around transparency. And so we literally had our guy in a transparent suit wearing nothing but the underwear. All right. Of the client. I’ve had, you know, the name of the client on the butt. And we understood who our audience was. And it literally created this out there video of this guy explaining the transparency model. And it was funny and humorous and, you know, wasn’t for everybody, but the results were phenomenal. We’re able to take this thing, walk in and give presentations in. People in two minutes said, I get it, I get it. Wow. That was funny. And then the biggest thing is whether they loved it or hated.


[00:32:52] And they remembered, you know, and that’s best got to be for an expert that is used to determining, you know, and understanding the message and figuring out what how to craft to get it out in an effective way to the marketplace to get that kind of response. I bet that was incredibly rewarding for you and your team.


[00:33:12] Oh, super rewarding. Plus, you know, again, being the analytical and the accounting side as well. I mean, we put an art there an hour away assigned to it. And they were able to close five million in business in two weeks. Wow. So it works. And we’ve got the analytics and the data to show it. And that’s the opportunity to educate and be entertaining.


[00:33:33] Yes. Educate and entertain. You know, the Jenny. All right. Let’s let’s kind of move further. More broadly out. And, you know, we were talking before we went live here, Danny, that even though, you know, we’re in the divisibility space, the visual media space, the the message amplification or whatever you call it. Right. You know, we rub elbows with a lot of other things are taking place out there across and in Supply chain. Right. Manufacturing, procurement, Logistics, reverse Logistics, you name it. What is you look at the industry more broadly, what are a couple of trends or developments or general directions that stand out more to you, like outside of sales and marketing?


[00:34:18] Yeah. Yeah. More broadly. Gosh, well, there’s a lot I mean, I think the whole. I actually just came back from a conference last week and it was largely around, you know, your growth revenue and and really this this alignment of sales and marketing and services. And particularly this nexus that we have of technology. I mean, obviously, that that’s a huge thing. I mean, you go to a pro mat or a Mode X, which I know you guys will be atmo next. We were both of these. And just to see the innovation that’s happening in the industry, particularly as we again, we have that technology nexus is amazing. Yes. And it it is it is awesome. I think the goal is that customers at the end of the day want their things better, faster, cheaper. They want him shipped or fulfilled or manufactured or, you know, put whatever verb you want in. And if you can’t do it, why not lozer mine. Exactly.


[00:35:11] So I want to get your take on something else, because as you were describing the evolution of digital marketing in general. Right. A lot of what I heard you could swap out marketing and put in talent. Totally right. Because as we have sat down with leaders across this space, a lot of more are looking for talent and. Right. Talent and top talent. You know, you don’t get any of those things the same old tired ways for a lot of the same reasons you’re describing, right? Yeah. But yet there’s still companies that cling to that traditional 1982 approach of finding and hiring and onboarding talent. What are you seeing? The same things. What? What? Any observations on the talent market?


[00:35:53] Yeah, a hundred percent. I mean, that obviously is no surprise, everybody. That is definitely you know, it’s a huge challenge for a lot of people is really attracting a younger workforce because typically the there is an idea that, oh, well, this is it’s dirty, it’s old, stodgy, it’s what’s whatever. Companies maybe I should tell you with a story, we have a little bit of a different space, but a structural engineering company come in and their Web site looked I mean, it was like from 2000 or before and it did not represent. You have mail. Yeah. Yeah, exactly. Even that would have been a little advanced. But, you know, these guys have done some amazing work. It’s incredibly had their hands on everything. And they just you know, it’s like it’s kind of like driving around to a when you’re in college, right. You’re driving around. You want to go to a party where it’s happening. And then you look out the window and and you see like two people. You I don’t know about that part. And then you keep going at. Then there is the house and they’ve got all kinds of things going on. I’ll leave it to your imagination with what those things dollhouse, but you got things going on.


[00:37:00] You’re like, I want to go there. That is cool. That’s you know, that that is. That’s the opportunity. You have to make sure you have to show that. Now, I’m saying lie. Right. But, you know, there’s that buzz. Create that buzz. There’s amazing things that are going on. Kimberly Clark actually had a really great story presentation that their V.P. of H.R. talked about, that this exact challenge they had trying to recruit people to their their headquarters, which was somewhere up in the Midwest. I think in Wisconsin. And, you know, it wasn’t a up and coming place, wasn’t a big market, a big city with all kinds of things. And I you know, if I remember correctly, they did it by doing a lot of video content and making it exciting and showing, you know, how come work with us and you’ll be part of something bigger. Yes. You’re gonna help to solve challenges and really just, I think, put purpose show that people can have a, you know, a stake to really make make change. And that there is real innovation going on.


[00:38:01] Yeah. Doing it differently than what? What. You know, some of these companies have been doing it and and not that they haven’t had success doing it the same way for years. But it seems like we’re moving into an era where, you know, maybe not all the ground rules are changing and not all of them or death are necessarily being tested and reinvented. But, boy, a lot of more. Right.


[00:38:23] Yeah, especially to the point you’re making around marketing and certainly this latter aspect, the conversation around talent. Okay. So I know you’ve got you’ve got a big 20/20 planned. You’ve had a big twenty nineteen. Wow. I’ve had a good fortune. Sit down and compare notes and of course seen a lot of your work. Again I’m not sure where I think that manufacturing video can still be found. Both of them for the last couple summits can be found on the Georgia manufacturing alliance YouTube page at a minimum. Yes. If not on their web site probably as well. That would invite our listeners to check it out, because if you love the manufacturing community like we both do, you know, you just mentioned a second ago about how so many people have it at old preconcieved and now inaccurate notions around what takes place across. And then supply chain or in the manufacturing sector or in the transportation specht sector. All that’s not necessarily the case anymore. And I think the work, the obscene yal produce captures that in a way that more people need to see. So check that out at the Georgia manufacturing alliance YouTube page. We’ll try to link it in the show notes. I’ll see if we can do that. Awesome. All right. So how can folks Danny, you just mentioned events and the artist Lu events. How can folks learn more about Optimum Productions and Industrial Sage so well.


[00:39:46] We have a Web site, so that’s good. I’d start there so often. Productions dot com and and I know Industrial sage dot com is another one. And Industrial says we’ve have just a tremendous amount of resources. Like I mentioned, we have you 100. We talked to a hundred fifty manufacturers with with the last year’s insight’s report. We have this year’s coming up, all kinds of content, digital marketing planners, educational content on what to look for in 2020, interviews with thought leaders and different manufacturing companies. So I would point you there. And obviously, social media we’re on, you know, LinkedIn is probably the most active.


[00:40:22] All right. So I’m going to add a curveball question, and we don’t practice that. But I think this would be a very easy win for you. So think of, you know, we have a variety of very diverse listening base. Right, from from business leaders to, you know, folks still going through undergrad, whether and regardless of majors, they’re trying to get a sense of the end to end supply chain learn more and all points in between. Right. If you were speaking to folks that are owned, you own the management or leadership teams of organizations in the industry, and you had to give them one thing for 2020 from a sales, marketing visibility standpoint that they to think about doing different. One thing, what would that be?


[00:41:10] Great question. The one thing that I would do is I would say take the amount of content that you’re producing it and quadruple it. Mm hmm. Mm hmm.


[00:41:20] That’s easy enough. Because content and the stories within it are engaging people unlike ever before. Right. Good stuff. Well, Danny, it’s a pleasure to have you in. We’ve been talking about this forever. I love what you’re doing. I love kind of the how approachable and how you’re making some complex, for lack of a better phrase, message building and all the things that go into that. You make it sound so much easier, and that’s when you know, folks are good at it. So it’s super easy to the heat, right. Well, well, does lot from that. So thanks for carving out Tom as big yard. Come here. The Supply Chain Now Radio. We’ll have you back as we you know. Gosh. Hard to believe, but we jump into 20/20 and and kind of see how the chips fall. Look forward to having you back on the ship. Thanks for having me. Denny Gonzalez, founder of Optimum Productions and hosts of Industrial Sage. And you can check out more data surveys, the content, all the wealth of services and his expertise at their Web site, which is for Optimum Productions. Optimum Productions. Dot dot com. Perfect. It’s easy. I love that. A, we try to keep it easy. All right. So to our listeners, hope you’ve enjoyed this this conversation as much as I have. We want to invite you, if you heard anything here on our own, any of our other podcasts that you can’t quite find via Google or all the usual suspects hit up our CMO at Amanda at Supply Chain Now Radio ICOM.


[00:42:49] And we’ll try to serve as a resource for you to make that connection. But as Danny mentioned, we there are a slew of events coming up that we’re going to be at from the CSC SCMP Atlanta roundtable on January 15th in Atlanta. Open to the public. We’ve gotten fast track, which is an organization I’m sure you’ve you’ve been around, rubbed elbows with Danny. They’re gonna come and talk about some of the regulations that are taking place that have taken place in the transportation industry and what it means for your business. You can sign up at Atlanta, CSC, M-P, dot org. We’re gonna be out in Vegas February 4th through the 6th as part of the reverse Logistics Association Conference and Expo. Great organization. We talk a lot with with touch will reverse Logistics today, but not much Danny. But you know, the e-commerce and then that whole evolution that you were speaking to earlier. Companies are looking for best practices when it comes to returns and reverse Logistics and sustainability. This is a great resource base here in Atlanta, but a global organization R L A dot org. Course Moto X goche. Moto X is going to be back here in Atlanta the week of March 9th, about 35000 of our friends and neighbors. And it’s free to attend Moto X show. Dot com great networking market intel gathering, you name it. And they are hosting Danning the 2020 Atlanta Supply chain Awards on March 10th at Madox.


[00:44:10] We have got Christian Fisher Presense CEO of Georgia-Pacific, and QAM Cooper, the executive director of the Atlanta Committee for Progress, serving as our m.c great one two punch. Check out the Atlanta Supply chain Awards, which took a page from your book, Keeping It Simple, right? The nominations, registration’s sponsorships, all open nominations. We’ve got 14 or 15 different categories or something for you from startup Supply chain Startup of the Year to innovation excellence to manufacturing procurement, you name it. Atlanta Supply chain Awards OK. Want to thank Danny Gonzalez again. Really good stuff. We’re going to have you back on it. We can’t talk enough about these topics and it keeps so many business leaders up at night. Now, how to expand again. We’re talking about how to expand that brand, grow your market position, strengthen the message you’re sharing to the market. Right. And engage the folks that that could be your customers. Right. Exactly. So learn more about Danny at Optimum Productions. Com. Be sure to check out other all of our upcoming events, replays, our interviews, other resources at Supply Chain Now Radio dot com. Find us will podcast soundcloud. All the leading sites where podcast can be found. Be sure to subscribe. You don’t miss anything on behalf of the entire team here at Supply Chain Now Radio. This is Scott Luton wishing you a wonderful week ahead and we will see you next time on Supply Chain Now Radio. Thanks everybody.

Would you rather watch the show in action?

Watch Scott as he interviews Danny Gonzales for SCNR Episode 235.

Featured Guests

An Atlanta native, Danny Gonzales discovered his passion for video production while volunteering as a missionary in Mexico after high school. Later, his extensive career experience in the world of digital video creation and marketing with companies throughout Georgia led him to found Optimum Productions, a full-service video marketing company in March of 2007. Danny’s personal mission in life is to not only spur creativity and drive results, but also to be actively involved and to consistently present positive and meaningful messages for the betterment of our local community, and the world at large. Danny has over fifteen years of experience in marketing strategy and video production working nationally and internationally. Maintaining a detailed marketing strategy, meaningful business insights, and creative vision gives Danny the unique ability to routinely exercise his left and right brain equally on a daily basis for his clients. His unique talents, approach, and accomplishments are unmatched as he continually garners award-winning results including nine Telly Awards for client productions. He is driven by results, ROI, and ultimately solving clients’ challenges with innovative video solutions. Danny resides in Cumming, GA with his wife Julie, and they have been blessed with four beautiful children! Danny also enjoys spending time with his family, playing golf, cooking on the Big Green Egg, flying his drone, watching movies, and racking up hours in the air with his private pilot’s license. Learn more about about IndustrialSage, where Danny serves as CEO & Host:


Scott W. Luton

Founder, CEO, & Host

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Billy Taylor


Billy Taylor is a Proven Business Excellence Practitioner and Leadership Guru with over 25 years leading operations for a Fortune 500 company, Goodyear. He is also the CEO of LinkedXL (Excellence), a Business Operating Systems Architecting Firm dedicated to implementing sustainable operating systems that drive sustainable results. Taylor’s achievements in the industry have made him a Next Generational Lean pacesetter with significant contributions.

An American business executive, Taylor has made a name for himself as an innovative and energetic industry professional with an indispensable passion for his craft of operational excellence. His journey started many years ago and has worked with renowned corporations such as The Goodyear Tire & Rubber Co. (GT) leading multi-site operations. With over 3 decades of service leading North America operations, he is experienced in a deeply rooted process driven approach in customer service, process integrity for sustainability.

A disciple of continuous improvement, Taylor’s love for people inspires commitment to helping others achieve their full potential. He is a dynamic speaker and hosts "The Winning Link," a popular podcast centered on business and leadership excellence with the #1 rated Supply Chain Now Network. As a leadership guru, Taylor has earned several invitations to universities, international conferences, global publications, and the U.S. Army to demonstrate how to achieve and sustain effective results through cultural acceptance and employee ownership. Leveraging the wisdom of his business acumen, strong influence as a speaker and podcaster Taylor is set to release "The Winning Link" book under McGraw Hill publishing in 2022. The book is a how-to manual to help readers understand the management of business interactions while teaching them how to Deine, Align, and Execute Winning in Business.

A servant leader, Taylor, was named by The National Diversity Council as one of the Top 100 Diversity Officers in the country in 2021. He features among Oklahoma's Most Admired CEOs and maintains key leadership roles with the Executive Advisory Board for The Shingo Institute "The Nobel Prize of Operations" and The Association of Manufacturing Excellence (AME); two world-leading organizations for operational excellence, business development, and cultural learning.  He is also an Independent Director for the M-D Building Products Board, a proud American manufacturer of quality products since 1920.

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Kim Reuter


From humble beginnings working the import docks, representing Fortune 500 giants, Ford, Michelin Tire, and Black & Decker; to Amazon technology patent holder and Nordstrom Change Leader, Kimberly Reuter has designed, implemented, and optimized best-in-class, highly scalable global logistics and retail operations all over the world. Kimberly’s ability to set strategic vision supported by bomb-proof processes, built on decades of hands-on experience, has elevated her to legendary status. Sought after by her peers and executives for her intellectual capital and keen insights, Kimberly is a thought leader in the retail logistics industry.

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Kristi Porter

Host, Logistics with Purpose

Kristi Porter is VP of Sales and Marketing at Vector Global Logistics, a company that is changing the world through supply chain. In her role, she oversees all marketing efforts and supports the sales team in doing what they do best. In addition to this role, she is the Chief Do-Gooder at Signify, which assists nonprofits and social impact companies through copywriting and marketing strategy consulting. She has almost 20 years of professional experience, and loves every opportunity to help people do more good.

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Sofia Rivas Herrera

Host, Supply Chain Now en Espanol

Sofia Rivas Herrera is a Mexican Industrial Engineer from Tecnologico de Monterrey class 2019. Upon graduation, she earned a scholarship to study MIT’s Graduate Certificate in Logistics and Supply Chain Management and graduated as one of the Top 3 performers of her class in 2020. She also has a multicultural background due to her international academic experiences at Singapore Management University and Kühne Logistics University in Hamburg. Sofia self-identifies as a Supply Chain enthusiast & ambassador sharing her passion for the field in her daily life.

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Demo Perez

Host, Supply Chain Now en Espanol

Demo Perez started his career in 1997 in the industry by chance when a relative asked him for help for two just weeks putting together an operation for FedEx Express at the Colon Free Zone, an area where he was never been but accepted the challenge. Worked in all roles possible from a truck driver to currier to a sales representative, helped the brand introduction, market share growth and recognition in the Colon Free Zone, at the end of 1999 had the chance to meet and have a chat with Fred Smith ( FedEx CEO), joined another company in 2018 who took over the FedEx operations as Operations and sales manager, in 2004 accepted the challenge from his company to leave the FedEx operations and business to take over the operation and business of DHL Express, his major competitor and rival so couldn’t say no, by changing completely its operation model in the Free Zone. In 2005 started his first entrepreneurial journey by quitting his job and joining two friends to start a Freight Forwarding company. After 8 months was recruited back by his company LSP with the General Manager role with the challenge of growing the company and make it fully capable warehousing 3PL. By 2009 joined CSCMP and WERC and started his journey of learning and growing his international network and high-level learning. In 2012 for the first time joined a local association ( the Panama Maritime Chamber) and worked in the country’s first Logistics Strategy plan, joined and lead other associations ending as president of the Panama Logistics Council in 2017. By finishing his professional mission at LSP with a company that was 8 times the size it was when accepted the role as GM with so many jobs generated and several young professionals coached, having great financial results, took the decision to move forward and start his own business from scratch by the end of 2019. with a friend and colleague co-founded IPL Group a company that started as a boutique 3PL and now is gearing up for the post-Covid era by moving to the big leagues.

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Kim Winter

Host, Supply Chain Now

The founder of Logistics Executive Group, Kim Winter delivers 40 years of executive leadership experience spanning Executive Search & Recruitment, Leadership Development, Executive Coaching, Corporate Advisory, Motivational Speaking, Trade Facilitation and across the Supply Chain, Logistics, 3PL, E-commerce, Life Science, Cold Chain, FMCG, Retail, Maritime, Defence, Aviation, Resources, and Industrial sectors. Operating from the company’s global offices, he is a regular contributor of thought leadership to industry and media, is a professional Master of Ceremonies, and is frequently invited to chair international events.

He is a Board member of over a dozen companies throughout APAC, India, and the Middle East, a New Zealand citizen, he holds formal resident status in Australia and the UAE, and is the Australia & New Zealand representative for the UAE Government-owned Jebel Ali Free Zone (JAFZA), the Middle East’s largest Economic Free Zone.

A triathlete and ex-professional rugby player, Kim is a qualified (IECL Sydney) executive coach and the Founder / Chairman of the successful not for profit humanitarian organization, Oasis Africa (www., which has provided freedom from poverty through education to over 8000 mainly orphaned children in East Africa’s slums. Kim holds an MBA and BA from Massey & Victoria Universities (NZ).

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Adrian Purtill

Host, Logistics with Purpose

Adrian Purtill serves as Business Development Manager at Vector Global Logistics, where he consults with importers and exporters in various industries to match their specific shipping requirements with the most effective supply chain solutions. Vector Global Logistics is an asset-free, multi-modal logistics company that provides exceptional sea freight, air freight, truck, rail, general logistic services and consulting for our clients. Our highly trained and professional team is committed to providing creative and effective solutions, always exceeding our customer’s expectations and fostering long-term relationships. With more than 20+ years of experience in both strategy consulting and logistics, Vector Global Logistics is your best choice to proactively minimize costs while having an exceptional service level.

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Kevin Brown

Host, Logistics with Purpose

Kevin Brown is the Director of Business Development for Vector Global Logistics.  He has a dedicated interest in Major Account Management, Enterprise Sales, and Corporate Leadership. He offers 25 years of exceptional experience and superior performance in the sales of Logistics, Supply Chain, and Transportation Management. Kevin is a dynamic, high-impact, sales executive and corporate leader who has consistently exceeded corporate goals. He effectively coordinates multiple resources to solution sell large complex opportunities while focusing on corporate level contacts across the enterprise. His specialties include targeting and securing key accounts by analyzing customer’s current business processes and developing solutions to meet their corporate goals. Connect with Kevin on LinkedIn.

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Jose Miguel Irarrazaval

Host, Logistics with Purpose

Jose Manuel Irarrazaval es parte del equipo de Vector Global Logistics Chile. José Manuel es un gerente experimentado con experiencia en finanzas corporativas, fusiones y adquisiciones, financiamiento y reestructuración, inversión directa y financiera, tanto en Chile como en el exterior. José Manuel tiene su MBA de la Universidad de Pennsylvania- The Wharton School. Conéctese con Jose Manuel en LinkedIn.

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Nick Roemer

Host, Logistics with Purpose

Nick Roemer has had a very diverse and extensive career within design and sales over the last 15 years stretching from China, Dubai, Germany, Holland, UK, and the USA. In the last 5 years, Nick has developed a hawk's eye for sustainable tech and the human-centric marketing and sales procedures that come with it. With his far-reaching and strong network within the logistics industry, Nick has been able to open new avenues and routes to market within major industries in the USA and the UAE. Nick lives by the ethos, “Give more than you take." His professional mission is to make the logistics industry leaner, cleaner and greener.

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Allison Giddens


Allison Krache Giddens has been with Win-Tech, a veteran-owned small business and aerospace precision machine shop, for 15 years, recently buying the company from her mentor and Win-Tech’s Founder, Dennis Winslow. She and her business partner, John Hudson now serve as Co-Presidents, leading the 33-year old company through the pandemic.

She holds undergraduate degrees in psychology and criminal justice from the University of Georgia, a Masters in Conflict Management from Kennesaw State University, a Masters in Manufacturing from Georgia Institute of Technology, and a Certificate of Finance from the University of Georgia. She also holds certificates in Google Analytics, event planning, and Cybersecurity Risk Management from Harvard online. Allison founded the Georgia Chapter of Women in Manufacturing and currently serves as Treasurer. She serves on the Chattahoochee Technical College Foundation Board as its Secretary, the liveSAFE Resources Board of Directors as Resource Development Co-Chair, and on the Leadership Cobb Alumni Association Board as Membership Chair and is also a member of Cobb Executive Women. She is on the Board for the Cobb Chamber of Commerce’s Northwest Area Councils. Allison runs The Dave Krache Foundation, a non-profit that helps pay sports fees for local kids in need.

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Katherine Hintz

Creative Director, Producer, Host

Katherine Hintz, MBA is a marketing professional who strives to unite her love of people with a passion for positive experiences. Having a diverse background, which includes nonprofit work with digital marketing and start-ups, she serves as a leader who helps people live their most creative lives by cultivating community, order, collaboration, and respect. With equal parts creativity and analytics, she brings a unique skill set which fosters refining, problem solving, and connecting organizations with their true vision. In her free time, you can usually find her looking for her cup of coffee, playing with her puppy Charlie, and dreaming of her next road trip.

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Tandreia Bellamy


Tandreia Bellamy retired as the Vice President of Industrial Engineering for UPS Supply Chain Solutions which included the Global Logistics, Global Freight Forwarding and UPS Freight business units. She was responsible for operations strategy and planning, asset management, forecasting, and technology tool development to optimize sustainable efficiency while driving world class service.

Tandreia held similar positions at the business unit level for Global Logistics and Global Freight forwarding. As the leader of the Global Logistics engineering function, she directed all industrial engineering activies related to distribution, service parts logistics (post-sales support), and mail innovations (low cost, light weight shipping partnership with the USPS). Between these roles Tandreia helped to establish the Advanced Technology Group which was formed to research and develop cutting edge solutions focused on reducing reliance on manual labor.

Tandreia began her career in 1986 as a part-time hourly manual package handling employee. She spent the great majority of her career in the small package business unit which is responsible for the pick-up, sort, transport and delivery of packages domestically. She held various positions in Industrial Engineering, Marketing, Inside and On-road operations in Central Florida before transferring to Atlanta for a position in Corporate Product Development and Corporate Industrial Engineering. Tandreia later held IE leadership roles in Nebraska, Minnesota and Chicago. In her final role in small package she was an IE VP responsible for all aspects of IE, technology support and quality for the 25 states on the western half of the country.
Tandreia is currently a Director for the University of Central Florida (UCF) Foundation Board and also serves on their Dean’s Advisory Board for the College of Engineering and Computer Science. Previously Tandreia served on the Executive Advisory Board for Virginia Tech’s IE Department and the Association for Supply Chain Management. She served on the Board of Trustees for ChildServ (a Chicago child and family services non-profit) and also served on the Texas A&M and Tuskegee Engineering Advisory Boards. In 2006 she was named Business Advisor of the Year by INROADS, in 2009 she was recognized as a Technology All-Star at the Women of Color in STEM conference and in 2019 she honored as a UCF Distinguished Aluma by the Department of Industrial Engineering and Management Systems.

Tandreia holds a bachelor’s degree in Industrial Engineering from Stanford University and a master’s degree in Industrial Engineering and Management Systems from UCF. Her greatest accomplishment, however, is being the proud mother of two college students, Ruby (24) and Anthony (22).

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Marty Parker


Marty Parker serves as both the CEO & Founder of Adæpt Advising and an award-winning Senior Lecturer (Teaching Professor) in Supply Chain and Operations Management at the University of Georgia. He has 30 years of experience as a COO, CMO, CSO (Chief Strategy Officer), VP of Operations, VP of Marketing and Process Engineer. He founded and leads UGA’s Supply Chain Advisory Board, serves as the Academic Director of UGA’s Leaders Academy, and serves on multiple company advisory boards including the Trucking Profitability Strategies Conference, Zion Solutions Group and Carlton Creative Company.

Marty enjoys helping people and companies be successful. Through UGA, Marty is passionate about his students, helping them network and find internships and jobs. He does this through several hundred one-on-one zoom meetings each year with his students and former students. Through Adæpt Advising, Marty has organized an excellent team of affiliates that he works with to help companies grow and succeed. He does this by helping c-suite executives improve their skills, develop better leaders, engage their workforce, improve processes, and develop strategic plans with detailed action steps and financial targets. Marty believes that excellence in supply chain management comes from the understanding the intersection of leadership, culture, and technology, working across all parts of the organization to meet customer needs, maximize profit and minimize costs.

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Laura Lopez

Marketing Coordinator

Laura Lopez serves as our Supply Chain Now Marketing Coordinator. She graduated from Instituto Tecnológico y de Estudios Superiores de Occidente in Mexico with a degree in marketing. Laura loves everything digital because she sees the potential it holds for companies in the marketing industry. Her passion for creativity and thinking outside the box led her to pursue a career in marketing. With experience in fields like accounting, digital marketing, and restaurants, she clearly enjoys taking on challenges. Laura lives the best of both worlds - you'll either catch her hanging out with her friends soaking up the sun in Mexico or flying out to visit her family in California!

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Jake Barr


An acknowledged industry leader, Jake Barr now serves as CEO for BlueWorld Supply Chain Consulting, providing support to a cross section of Fortune 500 companies such as Cargill, Caterpillar, Colgate, Dow/Dupont, Firmenich, 3M, Merck, Bayer/Monsanto, Newell Brands, Kimberly Clark, Nestle, PepsiCo, Pfizer, Sanofi, Estee Lauder and Coty among others. He's also devoted time to engagements in public health sector work with the Bill & Melinda Gates Foundation. At P&G, he managed the breakthrough delivery of an E2E (End to End) Planning Transformation effort, creating control towers which now manage the daily business globally. He is recognized as the architect for P&G’s demand driven supply chain strategy – referenced as a “Consumer Driven Supply Chain” transformation. Jake began his career with P&G in Finance in Risk Analysis and then moved into Operations. He has experience in building supply network capability globally through leadership assignments in Asia, Latin America, North America and the Middle East. He currently serves as a Research Associate for MIT; a member of Supply Chain Industry Advisory Council; Member of Gartner’s Supply Chain Think Tank; Consumer Goods “League of Leaders“; and a recipient of the 2015 - 2021 Supply Chain “Pro’s to Know” Award. He has been recognized as a University of Kentucky Fellow.

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Marcia Williams


Marcia Williams, Managing Partner of USM Supply Chain, has 18 years of experience in Supply Chain, with expertise in optimizing Supply Chain-Finance Planning (S&OP/ IBP) at Large Fast-Growing CPGs for greater profitability and improved cash flows. Marcia has helped mid-sized and large companies including Lindt Chocolates, Hershey, and Coty. She holds an MBA from Michigan State University and a degree in Accounting from Universidad de la Republica, Uruguay (South America). Marcia is also a Forbes Council Contributor based out of New York, and author of the book series Supply Chains with Maria in storytelling style. A recent speaker’s engagement is Marcia TEDx Talk: TEDxMSU - How Supply Chain Impacts You: A Transformational Journey.

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Luisa Garcia

Host, Logistics with Purpose

Luisa Garcia is a passionate Marketer from Lagos de Moreno based in Aguascalientes. She holds a Bachelor’s Degree in Marketing from Universidad Autonoma de Aguascalientes, Mexico. She specializes in brand development at any stage, believing that a brand is more than just a name or image—it’s an unforgettable experience. Her expertise helps brands achieve their dreams and aspirations, making a lasting impact. Currently working at Vector Global Logistics in the Marketing team and as podcast coordinator of Logistics With Purpose®. Luisa believes that purpose-driven decisions will impact results that make a difference in the world.

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Astrid Aubert

Host, Logistics with Purpose

Astrid Aubert was born in Guadalajara, she is 39 years old and has had the opportunity to live in many places. She studied communication and her professional career has been in Trade Marketing for global companies such as Pepsico and Mars. She currently works as Marketing Director Mexico for Vector Global Logistics. She is responsible for internal communications and marketing strategy development for the logistics industry. She is a mother of two girls, married and lives in Monterrey. She defines herself as a creative and innovative person, and enjoys traveling and cooking a lot.

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Sofia Rivas Herrera


Sofia Rivas Herrera is a Mexican Industrial Engineer from Tecnologico de Monterrey University, class 2019. Upon graduation she earned a scholarship to study MIT’s Graduate Certificate in Logistics and Supply Chain Management (GCLOG) and graduated as one of the Top 3 performers of her class in 2020. She also has a multicultural background due to her international academic experiences at Singapore Management University and Kühne Logistics University in Hamburg. Former Data Analyst within the airport industry in Latin America at Pacific Airport Group, performing benchmarking reports and predictive analysis of future market behavior.

Currently working as Sr. Staffing Analyst within the S&OP team in Mexico at the biggest ecommerce company in Latin America: Mercado Libre. Responsible for workforce forecasting and planning through the analysis of demand, productivity, capacity, cost & time constraints. Sofia self identifies as Supply Chain Ambassador, sharing her passion for the field in her daily life. She has been recognized as upcoming thought leader in the field and invited to participate in several podcasts (Freight Path Podcast, Supply Chain Revolution Podcast, Let’s Talk Supply Chain, Industrificados) to discuss topics such as digital transformation, automation and future skillsets for supply chain professionals.

She is a frequent featured guest at Supply Chain Now and appointed co-host for their new series Supply Chain Now en Español. Global Ambassador for ISCEAs Sustainable Supply Chain Professional Certification (CSSCP) and keynote speaker at World Supply Chain Forum 2021 by ISCEA Indonesia.

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Karin Bursa


Karin Bursa is the 2020 Supply Chain Pro to Know of the Year and the Host of the TEKTOK Digital Supply Chain Podcast powered by Supply Chain Now. With more than 25 years of supply chain and technology expertise (and the scars to prove it), Karin has the heart of a teacher and has helped nearly 1,000 customers transform their businesses and share their success stories. Today, she helps B2B technology companies introduce new products, capture customer success and grow global revenue, market share and profitability. In addition to her recognition as the 2020 Supply Chain Pro to Know of the Year, Karin has also been recognized as a 2019 and 2018 Supply Chain Pro to Know, 2009 Technology Marketing Executive of the Year and a 2008 Women in Technology Finalist. 

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Vin Vashishta


Vin Vashishta is the author of ‘From Data To Profit’ (Wiley 2023). It’s the playbook for monetizing data and AI. Vin is the Founder of V-Squared and built the business from client 1 to one of the world’s oldest data and AI consulting firms. His background combines nearly 30 years in strategy, leadership, software engineering, and applied machine learning.

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Amanda Luton

Vice President, Production

Amanda is a production and marketing veteran and entrepreneur with over 20 years of experience across a variety of industries and organizations including Von Maur, Anthropologie, AmericasMart Atlanta, and Children’s Healthcare of Atlanta. Amanda currently manages, produces, and develops modern digital content for Supply Chain Now and their clients. Amanda has previously served as the VP of Information Systems and Webmaster on the Board of Directors for APICS Savannah, and founded and managed her own successful digital marketing firm, Magnolia Marketing Group. When she’s not leading the Supply Chain Now production team, you can find Amanda in the kitchen, reading, listening to podcasts, or enjoying time with family.

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Scott W. Luton

Founder, CEO, & Host

As the founder and CEO of Supply Chain Now, you might say Scott is the voice of supply chain – but he’s too much of a team player to ever claim such a title. One thing’s for sure: he’s a tried and true supply chain expert. With over 15 years of experience in the end-to-end supply chain, Scott’s insights have appeared in major publications including The Wall Street Journal, USA Today, and CNN. He has also been named a top industry influencer by Thinkers360, ISCEA and more.

From 2009-2011, Scott was president of APICS Atlanta, and he continues to lead initiatives that support both the local business community and global industry. A United States Air Force Veteran, Scott has also regularly led efforts to give back to his fellow veteran community since his departure from active duty in 2002.

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Greg White

Principal & Host

When rapid-growth technology companies, venture capital and private equity firms are looking for advisory, they call Greg – a founder, board director, advisor and catalyst of disruptive B2B technology and supply chain. An insightful visionary, Greg guides founders, investors and leadership teams in creating breakthroughs to gain market exposure and momentum – increasing overall company esteem and valuation.

Greg is a founder himself, creating Blue Ridge Solutions, a Gartner Magic Quadrant Leader in cloud-native supply chain applications, and bringing to market Curo, a field service management solution. He has also held leadership roles with Servigistics (PTC) and E3 Corporation (JDA/Blue Yonder). As a principal and host at Supply Chain Now, Greg helps guide the company’s strategic direction, hosts industry leader discussions, community livestreams, and all in addition to executive producing and hosting his original YouTube channel and podcast, TEChquila Sunrise.

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Chris Barnes

Principal, Supply Chain Now
Host of Supply Chain is Boring

Talk about world-class: Chris is one of the few professionals in the world to hold CPIM-F, CLTD-F and CSCP-F designations from ASCM/APICS. He’s also the APICS coach – and our resident Supply Chain Doctor. When he’s not hosting programs with Supply Chain Now, he’s sharing supply chain knowledge on the APICS Coach Youtube channel or serving as a professional education instructor for the Georgia Tech Supply Chain & Logistic Institute’s Supply Chain Management (SCM) program and University of Tennessee-Chattanooga Center for Professional Education courses.

Chris earned a BS in Industrial Engineering from Bradley University, an MBA with emphasis in Industrial Psychology from the University of West Florida, and is a Doctoral in Supply Chain Management candidate.

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Tyler Ward

Director of Sales

Tyler Ward serves as Supply Chain Now's Director of Sales. Born and raised in Mid-Atlantic, Tyler is a proud graduate of Shippensburg University where he earned his degree in Communications. After college, he made his way to the beautiful state of Oregon, where he now lives with his wife and daughter.

With over a decade of experience in sales, Tyler has a proven track record of exceeding targets and leading high-performing teams. He credits his success to his ability to communicate effectively with customers and team members alike, as well as his strategic thinking and problem-solving skills.

When he's not closing deals, you can find Tyler on the links or cheering on his favorite football and basketball teams. He also enjoys spending time with his family, playing pick-up basketball, and traveling back to Ocean City, Maryland, his favorite place!

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Kevin L. Jackson

Host of Digital Transformers

Kevin L. Jackson is a globally recognized Thought Leader, Industry Influencer and Founder/Author of the award winning “Cloud Musings” blog.  He has also been recognized as a “Top 5G Influencer” (Onalytica 2019, Radar 2020), a “Top 50 Global Digital Transformation Thought Leader” (Thinkers 360 2019) and provides strategic consulting and integrated social media services to AT&T, Intel, Broadcom, Ericsson and other leading companies. Mr. Jackson’s commercial experience includes Vice President J.P. Morgan Chase, Worldwide Sales Executive for IBM and SAIC (Engility) Director Cloud Solutions. He has served on teams that have supported digital transformation projects for the North Atlantic Treaty Organization (NATO) and the US Intelligence Community.  Kevin’s formal education includes a MS Computer Engineering from Naval Postgraduate School; MA National Security & Strategic Studies from Naval War College; and a BS Aerospace Engineering from the United States Naval Academy. Internationally recognizable firms that have sponsored articles authored by him include CiscoMicrosoft, Citrix and IBM.  Books include “Click to Transform” (Leaders Press, 2020), “Architecting Cloud Computing Solutions” (Packt, 2018), and “Practical Cloud Security: A Cross Industry View” (Taylor & Francis, 2016). He also delivers online training through Tulane UniversityO’Reilly MediaLinkedIn Learning, and Pluralsight.  Mr. Jackson retired from the U.S. Navy in 1994, earning specialties in Space Systems EngineeringCarrier Onboard Delivery Logistics and carrier-based Airborne Early Warning and Control. While active, he also served with the National Reconnaissance Office, Operational Support Office, providing tactical support to Navy and Marine Corps forces worldwide.

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Enrique Alvarez

Host of Logistics with Purpose and Supply Chain Now en Español

Enrique serves as Managing Director at Vector Global Logistics and believes we all have a personal responsibility to change the world. He is hard working, relationship minded and pro-active. Enrique trusts that the key to logistics is having a good and responsible team that truly partners with the clients and does whatever is necessary to see them succeed. He is a proud sponsor of Vector’s unique results-based work environment and before venturing into logistics he worked for the Boston Consulting Group (BCG). During his time at BCG, he worked in different industries such as Telecommunications, Energy, Industrial Goods, Building Materials, and Private Banking. His main focus was always on the operations, sales, and supply chain processes, with case focus on, logistics, growth strategy, and cost reduction. Prior to joining BCG, Enrique worked for Grupo Vitro, a Mexican glass manufacturer, for five years holding different positions from sales and logistics manager to supply chain project leader in charge of five warehouses in Colombia.

He has an MBA from The Wharton School of Business and a BS, in Mechanical Engineer from the Technologico de Monterrey in Mexico. Enrique’s passions are soccer and the ocean, and he also enjoys traveling, getting to know new people, and spending time with his wife and two kids, Emma and Enrique.

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Kelly Barner

Host of Dial P for Procurement

Kelly is the Owner and Managing Director of Buyers Meeting Point and MyPurchasingCenter. She has been in procurement since 2003, starting as a practitioner and then as the Associate Director of Consulting at Emptoris. She has covered procurement news, events, publications, solutions, trends, and relevant economics at Buyers Meeting Point since 2009. Kelly is also the General Manager at Art of Procurement and Business Survey Chair for the ISM-New York Report on Business. Kelly has her MBA from Babson College as well as an MS in Library and Information Science from Simmons College and she has co-authored three books: ‘Supply Market Intelligence for Procurement Professionals’, ‘Procurement at a Crossroads’, and ‘Finance Unleashed’.

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Mary Kate Soliva

Host, Veteran Voices

Mary Kate Soliva is a veteran of the US Army and cofounder of the Guam Human Rights Initiative. She is currently in the Doctor of Criminal Justice program at Saint Leo University. She is passionate about combating human trafficking and has spent the last decade conducting training for military personnel and the local community.

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Constantine Limberakis


Constantine Limberakis is a thought leader in the area of procurement and supply management. He has over 20 years of international experience, playing strategic roles in a wide spectrum of organizations related to analyst advisory, consulting, product marketing, product development, and market research.Throughout his career, he's been passionate about engaging global business leaders and the broader analyst and technology community with strategic content, speaking engagements, podcasts, research, webinars, and industry articles.Constantine holds a BA in History from the University of Illinois at Urbana-Champaign, and an MBA in Finance & Marketing / Masters in Public & International Affairs from the University of Pittsburgh.

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Clay Phillips

Business Development Manager

Clay is passionate about two things: supply chain and the marketing that goes into it. Recently graduated with a degree in marketing at the University of Georgia, Clay got his start as a journalism major and inaugural member of the Owl’s football team at Kennesaw State University – but quickly saw tremendous opportunity in the Terry College of Business. He’s already putting his education to great use at Supply Chain Now, assisting with everything from sales and brand strategy to media production. Clay has contributed to initiatives such as our leap into video production, the guest blog series, and boosting social media presence, and after nearly two years in Supply Chain Now’s Marketing Department, Clay now heads up partnership and sales initiatives with the help of the rest of the Supply Chain Now sales team.

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Trisha Cordes

Administrative Assistant

Trisha is new to the supply chain industry – but not to podcasting. She’s an experienced podcast manager and virtual assistant who also happens to have 20 years of experience as an elementary school teacher. It’s safe to say, she’s passionate about helping people, and she lives out that passion every day with the Supply Chain Now team, contributing to scheduling and podcast production.

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Chantel King

Social Media Manager

My name is Chantel King and I am the Social Media Specialist at Supply Chain Now. My job is to make sure our audience is engaged and educated on the abundant amount of information the supply chain industry has to offer.

Social Media and Communications has been my niche ever since I graduated from college at The Academy of Art University in San Francisco. No, I am not a West Coast girl. I was born and raised in New Jersey, but my travel experience goes way beyond the garden state. My true passion is in creating editorial and graphic content that influences others to be great in whatever industry they are in. I’ve done this by working with lifestyle, financial, and editorial companies by providing resources to enhance their businesses.

Another passion of mine is trying new things. Whether it’s food, an activity, or a sport. I would like to say that I am an adventurous Taurus that never shies away from a new quest or challenge.

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Lori Sofian

Marketing Coordinator

Lori is currently completing a degree in marketing with an emphasis in digital marketing at the University of Georgia. When she’s not supporting the marketing efforts at Supply Chain Now, you can find her at music festivals – or working toward her dream goal of a fashion career. Lori is involved in many extracurricular activities and appreciates all the learning experiences UGA has brought her.

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Katherine Hintz

Director, Customer Experience

Katherine is a marketing professional and MBA candidate who strives to unite her love of people with a passion for positive experiences. Having a diverse background, which includes nonprofit work with digital marketing and start-ups, she serves as a leader who helps people live their most creative lives by cultivating community, order, collaboration, and respect. With equal parts creativity and analytics, she brings a unique skill set which fosters refining, problem solving, and connecting organizations with their true vision. In her free time, you can usually find her looking for her cup of coffee, playing with her puppy Charlie, and dreaming of her next road trip.

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Mary Kate Love

Chief of Staff & Host

Mary Kate Love is currently the VP of marketing at Supply Chain Now focused on brand strategy and audience + revenue growth. Mary Kate’s career is a testament to her versatility and innovative spirit: she has experience in start-ups, venture capital, and building innovation initiatives from the ground up: she previously helped lead the build-out of the Supply Chain Innovation Center at Georgia-Pacific and before that, MxD (Manufacturing times Digital): the Department of Defense’s digital manufacturing innovation center. Mary Kate has a passion for taking complicated ideas and turning them into reality: she was one of the first team members at MxD and the first team member at the Supply Chain Innovation Center at Georgia-Pacific.

Mary Kate dedicates her extra time to education and mentorship: she was one of the founding Board Members for Women Influence Chicago and led an initiative for a city-wide job shadow day for young women across Chicago tech companies and was previously on the Board of Directors at St. Laurence High School in Chicago, Young Irish Fellowship Board and the UN Committee for Women. Mary Kate is the founder of National Supply Chain Day and enjoys co-hosting podcasts at Supply Chain Now. Mary Kate is from the south side of Chicago, a mom of two baby boys, and an avid 16-inch softball player. She holds a BS in Political Science from the University of Illinois at Urbana-Champaign.

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Joshua Miranda

Marketing Specialist

Joshua is a student from Institute of Technology and Higher Education of Monterrey Campus Guadalajara in Communication and Digital Media. His experience ranges from Plug and Play México, DearDoc, and Nissan México creating unique social media marketing campaigns and graphics design. Joshua helps to amplify the voice of supply chain here at Supply Chain Now by assisting in graphic design, content creation, asset logistics, and more.  In his free time he likes to read and write short stories as well as watch movies and television series.

Donna Krache

Director of Communications and Executive Producer

Donna Krache is a former CNN executive producer who has won several awards in journalism and communication, including three Peabodys.  She has 30 years’ experience in broadcast and digital journalism. She led the first production team at CNN to convert its show to a digital platform. She has authored many articles for CNN and other media outlets. She taught digital journalism at Georgia State University and Arizona State University. Krache holds a bachelor’s degree in government from the College of William and Mary and a master’s degree in curriculum and instruction from the University of New Orleans. She is a serious sports fan who loves the Braves. She is president of the Dave Krache Foundation. Named in honor of her late husband, this non-profit pays fees for kids who want to play sports but whose parents are facing economic challenges.

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Vicki White


Vicki has a long history of rising to challenges and keeping things up and running. First, she supported her family’s multi-million dollar business as controller for 12 years, beginning at the age of 17. Then, she worked as an office manager and controller for a wholesale food broker. But her biggest feat? Serving as the chief executive officer of her household, while her entrepreneur husband travelled the world extensively. She fed, nurtured, chaperoned, and chauffeured three daughters all while running a newsletter publishing business and remaining active in her community as a Stephen’s Minister, Sunday school teacher, school volunteer, licensed realtor and POA Board president (a title she holds to this day). A force to be reckoned with in the office, you might think twice before you meet Vicki on the tennis court! When she’s not keeping the books balanced at Supply Chain Now or playing tennis matches, you can find Vicki spending time with her husband Greg, her 4 fur babies, gardening, cleaning (yes, she loves to clean!) and learning new things.

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