Executive Leader · Las Vegas, NV
An 18+ year career in sales and retail leadership across enterprise SaaS, luxury and multi-unit retail, and founder-led e-commerce. I build the revenue engine and the operating system that lets it scale.
Executive Summary
I've built an 18+ year career in sales and retail leadership, and I treat discipline and clear execution as non-negotiable. At Abercrombie & Fitch I ran up to 10 stores, opened 15 and promoted 35 people into leadership. I went on to serve as Regional Director, Southwest, for Louis Vuitton. Today I sell enterprise SaaS. As an Account Executive on the Asana account through MarketStar I've sold $2M+ in annual recurring revenue and earned Top Producer recognition.
What sets me apart is where those worlds meet. I've built a direct-to-consumer brand as founder of Catalyst Brands ($400K+ in annual DTC sales). I hold a PMP, and I'm Asana Certified and teach teams how to run work in it. I'm also a Licensed Real Estate Salesperson in Nevada. I'm now pursuing an MBA at the University of East London (in progress, started 09/2026). Founders and boards get a leader who can build the go-to-market motion, write the operating playbook, hire and develop the team, and hold the line on execution while the company scales.
Portfolio of Impact
The Playbook
Operations · 3 min read
I've been on the opening team for 15 stores. The ones that went well were won long before the doors opened. My playbook runs in three phases.
The rule: if it isn't written down with an owner and a date, it won't be ready on opening day.
Revenue · 3 min read
Most early-stage revenue depends on one great closer. That works until you try to scale it. I build engines that work without heroes.
The rule: hire to a standard, train in the field, and let the scorecard settle the argument.
Execution · 3 min read
As an Asana Certified seller and trainer, I've watched great software die in teams that never changed how they work. Adoption is a leadership project.
The rule: leaders work in the tool first. Teams follow what leaders actually do.
Executive Playbooks
The operating systems I build, published as Opus Press playbooks. Each one is a practical, step-by-step manual you can put to work this week, grouped by practice area.
Not sure where to start? Take the scorecard and get matched to the right playbooks.
Duplicatable workspace architecture, standard rule packages and AI agents for teams that want the system, not a consultant.
Build an autonomous web audit and a 30-minute executive diagnostic that end in a reviewed blueprint.
Build, version and install duplicatable Asana templates and standard rule packages.
Design AI triage and status agents over Asana, with prompts, guardrails and human review points.
An operator's guide to Asana's architecture, with rule recipes, dashboard specs and use-case setups.
Run campaigns, content calendars, creative intake and approvals for a marketing team in Asana.
Governance, goals, intake scoring, portfolios and capacity for operations leaders and PMOs.
A task system, client projects, a light pipeline and recurring ops for solopreneurs and small teams.
A copy-paste Asana blueprint with templates, 15 core rules and a delegation framework for agency owners.
Repeatable systems for hitting the number and turning around a losing location.
A four-step sales system with honest pipeline hygiene and forecasting math for SMB teams.
A 90-day store turnaround plan: shrink control, labor-to-sales scheduling and floor leadership.
Deal flow, deal structure and project control for investors and hosts who run the business remotely.
Find motivated sellers with stacked data, start compliant text conversations and assign contracts remotely.
Run a remote wholesaling operation with list software and a consent-first text funnel, no cold calls.
A deal-desk playbook for subject-to, seller financing, wraps, novations and lease options.
A 30-day plan for self-managed short-term rental hosts: repricing, a listing rebuild and a rate engine.
Project control for fix-and-flip and BRRRR rehabs: scopes, bid leveling, draws and change orders.
Build an office that travels and stays connected for real work.
A technical blueprint for a solar-powered van office: power math, connectivity, ergonomics and build order.
A short field guide to choosing a plan, budgeting power, placing the dish and adding failover.
For operations leaders taking their skills to clients on retainer.
A launch kit for going fractional: positioning, a diagnostic-to-retainer offer, pricing and a 90-day cadence.
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Browse the full store on GumroadOperational Maturity Scorecard
Twelve quick questions on how work enters, moves and gets reported in your company. You get a score out of 100, a tier and the playbooks that fit. No login.
This is a self-assessment built on my own operating framework. It reflects your answers only and is not a benchmark against other companies.
12 questions · one per screen · a few minutes
Your result
See your score on all seven dimensions, your three biggest opportunities and the playbooks matched to each. Your details go to me only and are used to follow up on your results.
Book a call
For executive and board conversations, a 30-minute operational diagnostic, or questions about the playbooks.
Prefer email? davidcranelv@gmail.com
Pick a time that works for you on my calendar. Meetings run on Microsoft Teams.
Open my calendarContact
Open to CEO, President and operating-executive conversations with Seed to Series B founders, boards and investors in B2B SaaS, PropTech and premium consumer retail.
PMP · Asana Certified · Licensed Real Estate Salesperson, Nevada
Based in Las Vegas, NV · Open to remote, travel and relocation