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Practitioners Only

Every advisor at B2B Werx has lead a team and owned the results in their areas of expertise for a multinational manufacturer or distributor. 
We have the experience and lessons learned to ensure that your strategy is practical, your project plan is intentional and your results are tangible.

B2B Werx Advisors & Experts

Andrew Carlson - Headshot Green

Andrew Carlson

Andrew has been building ecommerce and digital strategies for manufacturers and distributors for the past 20 years.  Starting his career in finance gives him a unique ability to translate actions into the income statement.  

Bruno Butruille

Bruno Butruille

Bruno builds global data lakes, predictive models and digital marketing campaigns in his sleep.  He also holds two black belts and excels at Texas Hold'em...With over 20 years of experience leading digital, data and analytics and go to market for global distributors, Bruno knows what works.
Alexandra Gualtieri (AG)

Alexandra Gualtieri

With 17+ years leading marketing and training for B2B industrial distributors, Alexandra blends strategic vision with hands-on execution. She’s scaled content teams, turned training programs into profit centers, and led $5M+ in annual budgets. She brings deep industry knowledge in cleaning, restoration, and concrete surface prep and polishing. A trusted advisor to execs, she’s known for sharp storytelling and operational savvy.

Rathnam Aravamudhan

Executive and advisor in PE Portfolio companies with a track record of value creation by scaling businesses, managing complete P&L, executing high-impact M&A, and leading post-merger integrations in Life Sciences, Healthcare, and Industrial sectors.  Rathnam brings full lifecycle experience launching new products and platforms.

Craig Madden

Craig has been leading ecommerce organizations and running $100M websites since Google was just another search engine.  Craig consistently delivers double-digit growth and can build and ecom platform, team and business from the first order or figure out how to go from 100 to 1,000 orders per day in a cost effective and sustainable way.

Tim Smith

A general manager, sales leader, team builder and rugby aficionado, Tim builds global sales organizations that leverage process and platforms to exceed their goals and data to evaluate their performance and find the next way to unlock growth

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