Channel Bakers founder and Chief Govt Josh Kreitzer has constructed a 20-year profession in retail advertising and marketing and media that began in Orange County.
He started in 1998 with Irvine-based distribution big Ingram Micro, lengthy one of many OC’s largest tech firms. Kreitzer moved up from the decision heart to working as a product supervisor and helped shut the acquisition order for Apple’s first iPod launch in 2001.
Kreitzer then moved into promoting and have become an account govt for Purchase.com in Aliso Viejo, creating and promoting promoting autos. He spent the subsequent 12 years gaining experience in retail and e-commerce at numerous California firms together with Rakuten.com, Corsair Reminiscence and GoPro.
In 2015, he determined to give up his day job and based his personal multichannel e-commerce company to assist manufacturers develop their presence and gross sales in numerous business channels.
The ace up his sleeve was his earlier participation within the newly launched digital promoting platform from Amazon (Nasdaq: AMZN) as a beta tester.
The title Channel Bakers was pulled from an earlier model marketing campaign dubbed “develop the dough” that Kreitzer created for Intel to assist educate new consumers.
Primarily based in Anaheim, the agency made $50,000 in its first yr. Gross sales reached $12 million in 2019—just for the pandemic to briefly stall enterprise in 2020.
As of June 2022, Channel Bakers reported income of $19 million, up 121% from two years in the past. The company debuted on the Enterprise Journal’s listing of Quickest-Rising Non-public Firms this yr, rating No. 8 within the Midsize class (see listing, web page 42).
“Everyone panicked for a second, then realized e-commerce was the way in which out [of the pandemic],” Kreitzer advised the Enterprise Journal.
‘Constructing the Airplane’
Kreitzer selected to headquarter in OC realizing the highest clientele was based mostly domestically. He was searching for “channel entrepreneurs” within the client expertise business.
Shops like Goal and Walmart are thought-about inside the “brick-and-mortar” channels whereas Lowe’s and House Depot are categorized beneath “residence enchancment,” Kreitzer mentioned.
Amazon is the “retail web” channel.
His crew’s job is to extend a consumer’s worth and drive gross sales by way of every channel and retailer.
The corporate at the moment helps over 500 manufacturers with retail media and commerce with 250,000 campaigns on its résumé.
Through the pandemic, the agency was busy serving to manufacturers skyrocket e-commerce initiatives and launch enterprise web sites or debut on advert websites.
Within the firm’s first few years, Kreitzer had made positive to maintain up with developments and reinvested into his company at each flip. With each new promoting platform that got here out, Channel Bakers made positive to specialise in every one to then supply its shoppers.
“We had been constructing the airplane whereas we had been within the air,” Kreitzer mentioned.
The agency has change into one in every of Amazon’s largest impartial, privately held advert companies. His crew manages about $250 million a yr in Amazon promoting alone.
Kreitzer has opened 4 places of work overseas with three in Asia and one in Scotland.
He additionally created an in-house program to assist his crew stand up to hurry on the consistently evolving platforms and developments. The agency nicknamed it the “absurd college” referring to how absurdly quick the business modifications.
“When retailers determined they needed to be digital, we had been there to assist the entrepreneurs develop with them and undergo the digital transformation,” Kreitzer mentioned.
The growing development now’s methods to leverage social and retail, which the founder mentioned it’s the place issues are going subsequent—serving to entrepreneurs go from bodily cabinets to cell apps and extra.
Based on Kreitzer, the fastest-growing promoting sector has been streaming TV. This makes the agency’s viewers even bigger.
“Even in the event you don’t promote a product that belongs on a retail shelf, you can also nonetheless use retail media to drive site visitors to your individual web site,” he mentioned.
The founder is now searching for shoppers exterior retail, together with bookings websites, automotive dealerships and lodge chains.
“I would like pioneers who’re on the forefront of the place media goes to be subsequent.”