Alex Reed Joins Vsimple as Chief Commercial Officer

October 21, 2021

Alex Reed Joins Vsimple as Chief Commercial Officer

We’re excited to announce today that Alex Reed, a former Big Ass Fans executive, startup founder and Vsimple strategic advisor, has joined us as chief commercial officer and will oversee the company’s go-to-market efforts. Alex brings a wealth of experience in innovative commercialization strategies having led multiple organizations wherein customer experience was paramount to success. 

His career began at manufacturer Big Ass Fans, where he led an expansive marketing division that helped the company grow from $30 million in annual sales to more than $250 million. With his guidance, the company’s number of new customers increased nearly 40 percent annually. At the same time, customer loyalty became so strong that repeat business accounted for half of all orders. Beyond marketing, Alex always pushed the company’s evolution and oversaw its expansion beyond a business-to-business strategy to business-to-consumer with the 2012 debut of Haiku, the first Big Ass Fan for homes. Within a few years, the product represented nearly a third of total company revenue.

After helping guide the company’s sale in 2017 for $500 million, Alex sought a new challenge and co-founded Truman’s with a mission of moving the cleaning industry in a more sustainable direction. And in March 2021, Truman's technology—which Fast Company recognized as a World Changing Idea—was acquired by a global company which can advance this mission. Alex is a sought-after speaker on emerging marketing trends, having offered keynote addresses at events, including Reuters Events Brand Marketing Summit. He remains active in the startup community, advising and investing in a number of high-growth brands. He’s also an Endeavor mentor, volunteering his time to share experience and insights with founders within or applying to the Endeavor community. 

Given our relentless focus on customer success, we’re excited for Alex to bring his past experience and new ideas to the Vsimple family. Welcome aboard and buckle up!