Nearly 20 years of combined experience across supply chain, retail, DTC, and multi-channel operations. We have run the systems, built the fixes, and led the teams.
Normadz is not a software company staffed by consultants who have read about supply chain. We have operated at scale, watched the same problems repeat across companies, and built the infrastructure to fix them.
Nearly 20 years in operations and supply chain, including the last five years consulting across multiple companies and watching the same problems repeat. Built the full Ops Stack over 18 months in production at a specialty food company.
Has worked across DTC, wholesale, multi-channel, food and beverage, and retail. Knows what breaks when a business scales past the spreadsheet phase, and builds the systems that keep it from breaking again.
Joined the co-founding team at DAVIDsTEA before the first store opened, helped scale from zero to 268 locations and a NASDAQ IPO.
15 years in operations leadership. 50 store openings and expansions led. Four high-growth brands scaled. She has been the buyer, the builder, and the operator, which means she knows what the pain actually costs and what a real fix looks like versus a slide deck with a promise.
Designed and implemented scalable inventory infrastructure at Vessi that drove 40 to 70 percent improvement in fleet-wide inventory efficiency KPIs. Created full retail viability process libraries from scratch at Casper Canada across distribution, inventory, POS, HR, and campaign planning.
She and Adam have navigated growth and operational complexity together across multiple companies over fifteen years. That shared history is the foundation, not a pitch point.
Fifteen years of operational leadership across retail, DTC, and multi-channel brands. These are not highlight reel bullets. These are real projects with real outcomes.
Designed and implemented scalable inventory infrastructure at Vessi. Owned the full retail inventory lifecycle including allocation, planning, product launches, exits, and stock utilization across multiple store locations.
Created SOPs at Casper Canada covering distribution, inventory allocation, in-store experience, POS, inventory management, campaign planning, sales projections, labour projections, and HR. Built new store opening playbooks capable of launching 24 stores across seven months.
Led cross-functional implementation of HRIS and inventory optimization at Vessi. Executed Shopify POS go-to-market across six locations. Product-managed transitions of internal POS application through multiple feature releases working directly with software development and design teams.
Led change management at Casper Canada through the Sleep Country acquisition. Managed simultaneous new store openings, relocations, closures, and U.S. expansion initiatives. Built high-performance cultures with measurable KPI performance at the top of the fleet across six years at DAVIDsTEA.
"What set Soo apart was not just identifying the problems. It was the ability to translate operational pain points into clearly scoped technical asks, then drive collaboration with the team to build real solutions. Soo saw these opportunities independently, built the case, and did the legwork to make it happen. That combination of operational instinct, cross-functional initiative, and the ability to work effectively with technical teams is supremely rare."Matthew Bentley, NetSuite System Lead, Vessi
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