Michael Yanez · Nashville, TN
"Building the channels, opening the doors, and driving the sell-through that turns great products into great businesses."
About BeSpoke
BeSpoke Omni-Channel Sales Partners is a Nashville-based retail sales and business development consultancy founded and led by Michael Yanez — a senior CPG sales executive with 20+ years of experience taking products into retail and distribution at scale.
BeSpoke works with emerging and growth-stage brands that need an experienced commercial leader to build their US channel strategy, open the right retail doors, and create the wholesale infrastructure that makes sustainable growth possible.
Michael has sold into every major US retail class of trade — Walmart, Target, Costco, Whole Foods, CVS, Best Buy, Grocery & Wellness, Premium Gift, and Staples, and hundreds of independent specialty accounts. He has built and managed rep firm networks, distributor relationships, and national account programs across CPG food & beverage, health & wellness, beauty, pet, consumer electronics, and specialty categories.
BeSpoke engagements are selective and deeply committed — Michael works with a small number of clients at any given time to ensure the level of attention and execution that produces real results.
What BeSpoke Does
For brands that need an experienced commercial leader to build or expand their US retail presence — from wholesale infrastructure to distributor relationships to rep firm management.
For organizations that need to diagnose why their BD motion is underperforming — and a clear, executable plan to fix it.
Retail & Distribution
Station South Collective
CPG Wellness · Fractional National Sales Director
A supplement brand with strong DTC roots but no wholesale infrastructure or channel strategy. Michael repositioned the product from a niche collagen supplement to a Comprehensive Whole-Body Daily Wellness Supplement — a less crowded, more defensible category with broader retailer appeal.
Built the entire wholesale infrastructure from zero: pricing, trade terms, MOQs, rep firm selection, and distributor strategy. Identified and developed the Independent Grocery & Wellness channel as the primary target, and opened a dedicated go-to-market strategy for the Bariatric market segment as an incremental opportunity.
Invisibobble
Premium Hair Accessories · Fractional Channel Sales Manager
A European market leader in premium hair accessories entering the US — facing a market flooded with low-cost competitors and two entrenched high-end domestic brands. Standard retail channels would have been a slow, expensive road.
Michael identified the 3,500-store independent Premium Gift & Décor boutique channel as the strategic entry point: buyers in this channel actively seek premium, non-mass-distributed products with authentic brand stories — exactly what Invisibobble offered. Educated the client on channel requirements, developed the pitch, secured the right agency partners, and managed the launch.
Trace Organics
Organic Feminine Care · Fractional Channel Sales Manager
A unique organic feminine care product line with zero sales or marketing infrastructure entering an extremely competitive category. Michael built the entire commercial foundation: channel strategy, pricing architecture, sales deck, product positioning, and competitive analysis.
Identified organic and natural retailers and e-tailers as the primary channel, launched simultaneously on Amazon, and secured strategic broker partnerships. Provided brand development feedback on packaging, messaging, target audience, and competitive positioning.
Business Development
A 20+ year old DTC management and fulfillment company for large CPG brands — experiencing a client acquisition plateau. After an internal assessment including interviews with employees, current clients, and lost prospects, Michael identified the root cause: the core service offering and fee structure were no longer competitive against Amazon fulfillment alternatives.
Implemented four specific program changes: (1) built a one-stop-shop agency model adding Shopify management, Amazon/Walmart/TikTok omni-channel management, and expanded digital marketing; (2) broke out 3PL as a standalone service for brands that refused full-service management; (3) expanded the ICP beyond food brands into Pet, Arts & Crafts, and Medical — categories that viewed Amazon as incompatible with their retail channel strategy; (4) redesigned the proposal process, value proposition, and all sales materials for higher conversion speed and quality.
General Sales Consulting
For organizations that know their sales results are underperforming but aren't sure exactly why — BeSpoke conducts a comprehensive audit of the full commercial motion and delivers a clear, executable improvement plan.
The assessment covers every stage of the sales process: how leads are generated, how they are qualified, how the pipeline moves, where deals stall, and what organizational or messaging factors are preventing conversion.
The output is not a slide deck. It is a prioritized set of specific changes — to targeting, messaging, process, technology, and management — that can be implemented immediately.
Get in Touch
BeSpoke Omni-Channel Sales Partners · Nashville, TN
Available for fractional sales leadership, channel development, and BD consulting engagements.