# Matt Krueger Digital Commerce · Global Marketplaces · AI Strategy & Transformation Vice President / SVP / EVP / Head of Marketplace — building toward General Manager, COO, Chief Commercial Officer, Chief AI Officer Pittsburgh, PA | 715-432-4832 | matt@bkblueprint.com | linkedin.com/in/kruegermatthew | mattjkrueger.com | github.com/mattjkrueger --- ## Executive Summary Digital commerce and AI systems executive with 15+ years building and scaling ecommerce, marketplace, and P&L operations for global consumer brands. Owned a $100M digital commerce P&L, led teams of 20+ across ten countries, and rebuilt the digital organization at three separate companies. Chaired an enterprise AI Steering Committee and delivered the governance, policy, and infrastructure behind a company-wide AI program. Founder of two operating businesses. Operates on a single thesis: clean, centralized data is the prerequisite for AI that produces value rather than cost. ## Core Competencies **Leadership:** P&L Ownership, General Management, Global Team Leadership, Organizational Design, Change Management, Board Reporting, Succession Planning, Talent Development **AI & Data:** AI Governance & Policy, AI Strategy & Adoption, Center of Excellence Design, Enterprise Master Data, PIM / PXM Architecture, Business Intelligence, Systems Architecture, Process Automation **Commercial:** Digital Commerce, Multi-Marketplace Distribution, Route to Market, Amazon & Walmart Strategy, DTC, Retail Media, Merchandising Strategy, Pricing & Margin Optimization, M&A Integration & Due Diligence, International Expansion **AI & Cloud:** Anthropic Claude & Claude Design, OpenAI, Google Gemini, AI Studio, Workspace & Cloud, BigQuery, Model Context Protocol, Make.com, GitHub **Commerce & Ops Platforms:** Amazon Vendor & Seller Central, Walmart Vendor & Seller Suite, Salsify, Syndigo, Centric PLM, Widen DAM, SPS Commerce, Stackline, PowerBI, HubSpot, Zoho, Webflow, Vercel, JIRA, Airtable ## Professional Experience ### Co-Founder & Chief Executive Officer **BK Blueprint LLC** · Pittsburgh, PA September 2024 – Present AI systems and digital commerce advisory practice. Built part-time alongside a full-time executive role through June 2026; full-time since. - Built ChiefOS, the practice's framework for AI governance, digital transformation, and Center-of-Excellence architecture, now its flagship product line - Advise ecommerce, marketplace, and Amazon-selling brands on the operational and data foundation AI initiatives require to drive revenue rather than add cost - Direct the practice's public technical presence, including architecture and oversight of AI governance and systems-design frameworks published at github.com/mattjkrueger - Serve on expert-network advisory panels (Guidepoint and peer platforms) for consumer product and marketplace strategy engagements ### Founder & Chief Executive Officer **BK Built LLC** · Pittsburgh, PA 2026 – Present Pennsylvania residential and light-commercial field-services company, formed 2026 to carry a service line originally built and proven inside BK Blueprint. - Founded and incorporated the entity end to end: LLC formation, EIN, operating agreement, banking, insurance, and a contractor-specific chart of accounts in a standalone accounting system - Built the full operating stack from zero, including quoting and estimating tooling, job lifecycle SOPs, safety policy, pricing model, and subcontractor process - Own commercial strategy, pricing, margin, and delivery for every engagement ### SVP of Digital Commerce | Analytics | Technology **Buffalo Games Holding Corp.** · Private Equity · <250 employees December 2024 – June 2026 Led end-to-end digital commerce, analytics, and technology for a $100M GMV multi-brand portfolio spanning puzzles, games, sporting goods, and educational toys. Role eliminated June 2026 in a portfolio-wide restructuring. - Held full P&L accountability for a $100M digital commerce division, delivering sustained growth in a lean-resource, PE-backed environment - Chaired the enterprise AI Steering Committee of 10+ cross-functional leaders; authored company AI policy and the tooling and process protocol governing adoption - Led enterprise deployment of OpenAI and Anthropic Claude, and built a centralized company context and memory layer so AI tools worked from a single shared source of truth - Delivered a company-wide chatbot spanning three separate ERP systems, plus a company dictionary and glossary that standardized language for downstream AI use cases - Began automating recurring project work for a centralized Digital Center of Excellence serving every business unit - Built and led a team of 10 direct reports while directing an additional 10 cross-functional resources across technology, data management, and business intelligence - Personally led post-acquisition integration across four entities, aligning teams, processes, and go-to-market execution - Presented strategic initiatives, performance, and growth roadmaps to the Board of Directors as an active board-level contributor ### Vice President of Digital **EastPoint Sports, Ltd. LLC** · Subsidiary of Buffalo Games · Private Equity April 2022 – December 2024 Led eCommerce operations and mid-8-figure GMV revenue strategy across Amazon, Walmart, Wayfair, and DTC. Rebuilt the digital organization from the ground up after a full personnel departure, through three CEO transitions and an acquisition. - Added 500+ bps in EBITDA within the first 12 months; optimized a $2M+ retail media budget and closed two underperforming DTC websites - Grew Amazon revenue 25% and restructured route to market from Direct Import to Domestic while cutting retail media spend 30% - Rebuilt a lean team across every marketplace pillar with 100% retention from day one - Evaluated a 1,000+ SKU catalog, cutting 20% of negative-margin items and introducing 25–30% new margin-accretive SKUs over 24 months - Launched Walmart's 3P marketplace from zero to 5-figure GMV in three months with 2–3x inventory turn on select items - Led Enterprise Master Data, BI, and SaaS initiatives (PIM, PM, PLM) across a 40,000-item catalog spanning three companies - Led eCommerce due diligence during M&A activity, including data room evaluation and acquiree management meetings ### Vice President, Global Marketplaces & Pure Play **KEEN, Inc.** · Portland, OR January 2020 – April 2022 Led global marketplace strategy across North America, EMEA, and APAC, including Amazon, Zappos, Walmart, eBay, Zalando, Tmall, JD.com, ZOZOtown, Rakuten, and Mercado Libre. Progressed from Senior Manager to Vice President in under two years. - Managed a global $100M Amazon P&L and a $125M global marketplace budget - Led 25+ team members across the United States, Canada, United Kingdom, Netherlands, Germany, Japan, Australia, Mexico, China, and India, overseeing 125,000 ASINs globally - Supported corporate long-range planning with three-year financial plans targeting +20% CAGR - Drove continuous improvement across cross-border expansion, supply chain efficiency, and data centralization ### Global Wholesale Marketing Manager & Channel Marketing Manager, Utility **KEEN, Inc.** · Portland, OR May 2017 – January 2020 - Generated 75% of the Utility category's global revenue through strategic agency partnerships - Directed marketing activation for 750+ wholesale partners and a 25-member global sales team across a $100M business ### Early Career **Eastbay, Inc. (Foot Locker, Inc.) · Frontier Communications** · Wausau, WI 2012 – 2016 - **Category Marketing Manager, Basketball & Jordan Brand, Eastbay (2014–2016):** directed digital marketing across seven product categories and a team of six, driving a $125M business to 20M+ consumers and turning the basketball category from -20% to +5% in under 18 months - **Merchandiser, Eastbay (2013–2014):** owned merchandising operations against a $51M basketball sales goal and launched the company's first influencer marketing program, working directly with professional athlete talent including Stephen Curry, Andrew Wiggins, Kelley O'Hara, and Gyasi Zardes - **Regional Marketing Specialist, Frontier Communications (2012–2013):** led marketing strategy and event management across 13 states ## Advisory & Board Roles **Syndigo** — Customer Advisory Board Member, October 2025 – Present. Shapes product strategy for Syndigo's PIM platform alongside company leadership. **BWG Connect** — Advisory Board, January 2023 – Present. Advises the CEO on emerging eCommerce trends, vendor platforms, and technology. ## Education Master of Business Administration (MBA), Leadership & Management — Concordia University-Portland Bachelor of Science, Sport Management & Business Administration — University of Wisconsin-La Crosse ## Honors & Interests **Honors:** Industry Trailblazer, Syndigo Connect 2026; Game Changer Award; Chamber of Commerce New Business of the Year; Academic Dean's List; International Scholar Laureate Program; Gold Key International Honor Society **Interests:** Dad to two; Duke basketball and Green Bay Packers; Hunting and water sports; DIY and home building; Pro-bono consulting for marketplace and omni-retail founders; Former collegiate soccer athlete and captain, and youth soccer head coach --- Matt Krueger · matt@bkblueprint.com · 715-432-4832 · linkedin.com/in/kruegermatthew · mattjkrueger.com