About

Over 20 years, Avenue7Media has grown a top-200 seller on Amazon, substantially improved sales performance for seven, eight and nine-figure brands, and contributed to greater than 2X growth for most of our clients.

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About Avenue7Media

Our Founder & CEO’s Story

My entrepreneurial journey started when my brothers and I, all avid Laker fans, started selling basketball hoops online at SuperDuperHoops. We pledged to create a brand of fun products that reflected our family values. Our mission statement was simple: Instructions: Play. We quickly grew from $100 thousand in sales in 2002 to $1 million in 2003—10X growth in one year! That is when Amazon called.  Amazon’s stock price grew by 179% in 2003 alone. It was already clear that Amazon was on track to dominate the e-commerce world.

But they weren’t going to make it easy for their sellers (like us) to grow with them. Policy changes, platform “upgrades,” and a constantly adapting algorithm required a ton of trial and error to navigate. Loss-leading competitors with bigger and bigger advertising budgets threatened our existence. Our story has a happy ending. We grew to be a top-200 Amazon seller. We figured it out through grueling hard work—but we so wished we had an experienced guide to show us the way.

Most sellers don’t just fail to grow on Amazon; they leave demoralized and hurting. I founded Avenue7Media to help deserving brands navigate the booby-traps and thrive in the world’s largest and deadliest marketplace.

The Avenue7Media Leadership Team

Jason Boyce

Jason Boyce

CEO & Founder

Jason began selling direct to consumer as an e-commerce retailer in 2002, and a third party Amazon merchant in 2003.  Together with his A+ teams, he has bootstrapped several of his own brands to success with the Avenue7Media, 7-Step Method developed over nearly twenty years of real world trial and error.  These methods helped Jason’s company become a Top 200 Amazon Seller and a top 1,000 E-commerce seller according to DigitalCommerce360.

Dale Dabbs

Dale Dabbs

President

Dale joined the Avenue7Media team in 2021, bringing with him, a strong record of leading private equity-backed companies to deliver operating and financial results.  Dale combines strategic thinking and decisiveness, with optimism and the ability to harness people, processes and technology to deliver rapid, profitable growth and consistent operational excellence.  More than 25 years of C-level experience, with most recent focus on customer-centric B2B and B2C SaaS-based organizations.

Angela Murphy

Angela Murphy

COO

Angela joined the Avenue7Media team in 2021 as Chief Operating Officer focused on operationalizing strategy. She is tasked with implementing daily operations to align with the company’s strategies, and providing direction and oversight to multiple functions including Business Operations and Service Delivery, Client Management and Growth Strategy, Human Resources, Customer Support, Quality, Legal and Contract Management.

Darrell Laffoon

Darrell Laffoon

CTO

Darrell joined the Avenue7Media team in 2021 as Chief Technical Officer responsible for the strategic direction and implementation of all Information Technology initiatives. With more than 35 years of experience in key leadership roles, he leads the design, development, and operation of the organization’s core technology platform and infrastructure, public-facing applications and services, back-office solutions, and enterprise-wide information security.

Shannon Roddy

Shannon Roddy

Amazon Expert

Shannon is an Amazon Expert, Speaker and the founder of Marketplace Seller Courses. He has consulted with over 180 clients to help them successfully launch, grow and protect their brands on the Amazon platform. In addition to creating Online Courses for brand owners, Shannon provides 1-on-1 Coaching for inventors, brands and agencies to leverage new opportunities on the Amazon platform.

Teresa Coats

Teresa Coats

Director of Client Relations

Teresa is a wizard at guiding brands to success on Amazon. She has successfully demonstrated the ability to integrate herself and her team with brands that are starting from zero, to those that have been managing the Amazon game for years by creating an immersive experience. Prior to Avenue7Media, Teresa’s business career involved consulting brands of all sizes as COO and Brand Success Manager of Volitant Consulting (Acquired), successfully creating and exiting several companies, founding a 501(c)3 Non-Profit, and 15 years in the fitness industry.

Justin Coats

Justin Coats

VP of Client Engagement

Justin has an innate drive to help business owners succeed. He has had the unique opportunity of experiencing multiple aspects of selling on Amazon that have provided a valuable perspective for advising businesses of all sizes to become successful, both on and off Amazon. Justin’s business career prior to Avenue7Media, he founded Volitant Consulting (acquired), a parent-centric Esports organization, contracted as a professional drone pilot, flew as a commercially rated helicopter pilot, served 5 years in the Marine Corps, and had years of experience in the retail industry. 

Cortney Laffoon

Cortney Laffoon

Director of Operations

Cortney joined the Avenue7Media team in 2020 as Director of Operations focused on operational efficiency and growth. She is tasked with delivering world class client experiences through the alignment of implementation and client services teams whose purpose is to deliver on key tasks to support clients and grow the brands.

Rachel Johnson Greer

Rachel Johnson Greer

EVP of Client Performance

Rachel specializes in helping entrepreneurs increase their internet product sales, curate their brand image online and avoid catastrophic legal threats. After getting her MBA in international business at Seattle University, she spent nearly a decade at Amazon working in product development. Since then, Rachel has founded companies that reached both multi-six figure and multi-seven figure growth in under three years.

Rachel supports clients in everything from international product expansion to 4x-ing their sales through online retailers. Rachel has appeared on the Today Show, CNBC, Business Insider, The Wall Street Journal and Bloomberg. 

If you’re a product seller realize this, Amazon is not your friend.

Jason Boyce and Rick Cesari reveal their strategic playbook, The Amazon Jungle, for Amazon product marketing success, developed over nearly twenty years of Amazon selling experience.

Jason has nearly 20 years of experience as an Amazon Top Seller. Rick’s innovative Direct-to-Consumer strategies create more sales while building brand awareness for products like GoPro, SoniCare, OxiClean, and the George Foreman Grill. Together, they share their secrets to building a brand both on and off Amazon.

Satisfied Customers Tell Our Story

“Amazon is such a contorted organization to work with that we realized we needed a team of specialists if we had hope of truly breaking into that market. We felt continually frustrated. Avenue7Media helped us make numerous course corrections. Now we can see the light at the end of the tunnel, with genuine hope of seeing success in this arena.”

Dr. Shawn Seitz

Alpha Tech Pet, Inc.

“After over a year of trying, only one of our eight products was selling on Amazon. We couldn’t manage the demands Amazon tasked us with and couldn’t figure out their secret sauce. Avenue7Media changed our world. Within months our account was cleaned up and sales escalated on all of our products.

It was a complete turnaround. Now we have a thriving Amazon account and are in the process of adding new products.

I highly recommend Avenue7Media. They are worth every penny and are the perfect Amazon insurance policy.”

Randy Barth

Honce Oui Media

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