The proof library.

Most of what follows is Sierra Manufacturing in central Mexico, 2012 to 2026. The eCommerce and channel work runs from 1999 to 2012, in the United States.

01

Operational turnaround

A 20-year paper-and-pencil operation, rebuilt into a real-time, data-driven one. Underneath the systems work was a business-model change: a commodity maquila renting machine time at $4.55 a piece became an OEM design partner pricing at $24.22. Same factory, fundamentally different business.

5.3×
ASP expansion
$4.55 → $24.22 per piece
2x
Revenue per employee, monthly
$6,157 → $12,687
80%
Effective tax rate reduction
24% → 4.6%
0
Absentee days per employee
every month since 2021
MetricStarting pointResult
Revenue per unit$4.55$24.22
Revenue per employee, monthly$6,157$12,687
On-time delivery12-week lead times90%+ in under 30 days
Inventory turns3–6 month holds4x, JIT
Effective tax rate24%4.6% · cut 80%
Absentee days per employee, monthly25 at peak, 2014Zero from 2021
Headcount307
Financial profile · at exit
26.1%
Adjusted EBITDA margin
owner-operator adjusted, PE underwriting basis
65.5%
Gross margin
COGS 34.5% of net revenue
29.6%
Seller's discretionary earnings
search-fund convention
0
Debt
machinery fully depreciated
Non-GAAP, owner-operator-adjusted basis; recast from Mexican NIF to a U.S. GAAP-equivalent format for comparability. Reported EBITDA runs lean by design in a closely-held company. The adjusted figure re-isolates economic profit. Full bridge and methodology available on request.
Value-creation playbook

The levers, in the order they mattered. This is the same playbook a sponsor runs post-close. I ran it as the owner-operator.

LeverOperator moveResult
Mix-shift repositioningMaquila and private label to OEM design partner. Inverted the mix from 80:20 remanufactured-to-specials into specials-led; moved end-markets from auto-only into aerospace, EV, and power generation.Customer mix de-risked; pricing power earned
Portfolio rationalizationPruned low-margin SKUs and refocused capacity on high-complexity specialty tooling.ASP 5.3×
Capability investmentBuilt an in-house engineering team, a Design Center, and high-end CAD; relaunched the brand and rebuilt go-to-market.$713K → $1.57M sales in 24 months
Labor efficiencyPay-for-performance bands tied to skill and quality rather than tenure; mentor pairings; attendance bonuses; managed out those who couldn't meet the standard.Revenue per FTE 2.06×; absenteeism to 0–1 days
Working-capital disciplineMin/max and serialized inventory, supplier long-term agreements, customer stocking agreements, expedite SLA premium.12-week lead times → 90%+ OTD under 30 days
Pricing & commercial opsSales playbooks, emergency-order premium, killed uncommitted "cowboy" quoting, trade-show GTM build.Pricing power institutionalized
Tax & cash optimizationMulti-year tax planning, FX exposure controls, debt-free balance sheet preserved.Effective tax 24% → 4.6%
Systems modernizationOdoo ERP, the fourth implementation and the one that stuck. CRM with shop-floor tablets, Notion playbooks, KPI dashboards.Real visibility into cash, inventory, quality
Total sales 2012–2022 with COVID-19 pandemic period highlighted
Total sales, 2012–2022 · pandemic carve-out shaded
Average revenue per employee per month, 2012–2022, $6,157 to $12,687
Revenue per employee per month · $6,157 → $12,687
Effective federal Mexican tax rate 2011–2023, from 24% to a 2–8% band
Effective federal Mexican tax rate · 24% → a 2–8% band
Average revenue per piece, 2012–2023, $4.55 to $24.22
Revenue per piece · $4.55 in 2012 → $24.22 in 2023
Average missed days per employee per month, 2012–2023, 25 down to zero
Missed days per employee per month · peaked at 25 in 2014, zero from 2021
What came off the floor
Cutting inserts across five grades and coatings
TiN-coated insert
Array of insert geometries
Insert mounted in tool holder
Milling tool body
Triangular turning insert
Profile insert
Clamped insert
Precision cutting tools in carbide, ceramic, cermet, PCD, and CBN, plus copper electrodes, for Tier 1 automotive, aerospace, power generation, and rail.
02

Fourteen years of strategy

Consecutive annual strategic planning, 2012 through 2025. Every year I set the plan, wrote it down, and measured against it.

'12
'13
'14
'15
'16
'17
'18
'19
'20
'21
'22
'23
'24
'25
Solid years link to the plan. 2018, 2019, and 2024 are not published.
03

Commercial

Sold supply chain reliability and cost-through-performance, not commodity price. 100% client retention through the COVID-19 supply chain crisis.

65–73%
Client cost-per-use reduction
aggregate across 13 years
52%
Average tool-life improvement
at roughly 50% average price reduction
100%
Client retention
through the COVID-19 supply chain crisis
Named-account outcomes
AccountWhat we sold themResult
General MotorsMoved from Tier-1 contract work to a direct OEM design partnership.$120K+ annual savings · 25% longer tool life
RivianRemanufactured tooling qualified against new-tool performance.100% of tool life at 50% of price
ZF · TRW · American AxleMulti-year supply of specials and regrind programs.Multi-million cumulative client savings
Progress Rail220-tooth HSS saw regrind and re-coat program.Reground to new-tool spec
Tier 1 accounts served while running Sierra Manufacturing
General Motors
Volkswagen
ZF
Bosch
Eaton
Continental
BorgWarner
Cummins
Honeywell
Rivian
GKN
American Axle
Brembo
Valeo
Musashi
Maxion Wheels
Edscha
GE Aviation
Tremec
Tungaloy
Walter
Dayco
Remy
TB Wood's
VCST
Grundfos
Toshiba
BRP
CIE Matic
REGAL
PSMi
EWIE
Caterpillar
Progress Rail
Case studies
General Motors caso de éxito
General Motors · caso de éxito
Rivian caso de éxito
Rivian · caso de éxito
Progress Rail, 220-tooth HSS saw reground and re-coated
Progress Rail · HSS saw regrind
ZF / TRW site test results and customer satisfaction, 2017
ZF / TRW · site test results & C-sat, 2017
Work product
Bosch copper electrode results deck
Bosch · copper electrode results
Bosch electrode regrind proposal with critical dimensions and tolerance table
Bosch · regrind tolerances across six cycles
GM tool performance report: LXHX insert life 200 to 550 with cost per use falling
GM · tool performance, tool life 200 → 550
Continental Automotive business case deck
Continental · business case
04

Brand & demand generation

We started as private-label maquila, machining to someone else's print, boxed under someone else's brand, at someone else's margin. No identity, no pipeline, no pricing power. I built five brand systems, rebuilt the corporate identity, and stood up the demand-gen engine that fed the commercial results above, in-house and in two languages. Owning the brand is what made it possible to sell our own product, to our own accounts, at our own price.

The rebrand launch film. Written, art-directed, and produced in-house, in Spanish, for a cross-border audience.
Identity evolution
Sierra Manufacturing logo before 2012
Inherited · pre-2012
Sierra Manufacturing logo 2012–2021
First rebrand · 2012–2021
Sierra Manufacturing logo 2022 onward
Current identity · 2022+
Sierra branded cutting tool packaging
Applied to packaging across both product lines
Sierra brand and corporate modernization across web, print, signage, and social
The identity rolled out across web, print, signage, vehicles, collateral, and social.
Brand systems built
Sierra Manufacturing brand guidelines
Sierra Manufacturing
Sierra ToolTech brand guidelines
Sierra ToolTech
Sierra Production Services brand guidelines
Sierra Production Services
Cielibre brand guidelines
Cielibre
Each is a full guideline document covering logo system, color, type, and application rules. A fifth, for a food-truck venture, rounds out the set.
Demand generation

A paid-media test, end to end: a banner in the trade publication our buyers actually read, pointed at a purpose-built Spanish landing page with its own offer, proof, and quoting flow.

Sierra banner advertisement running on Mexico Industry
01 · The adPaid banner on Mexico Industry. 30% tool life, 50% cost, 60% lead time. Click through for the placement in situ.
Sierra reafilado landing page
02 · The landing pageOffer, client logos, material-by-material savings tables, FAQ, and a quote CTA. Click through for the full page.
LinkedIn nearshoring campaign
Nearshoring campaign · LinkedIn
Sierra corporate overview presentation
Corporate overview deck
Sierra ToolTech carbide rod catalog
ToolTech product catalog
05

eCommerce & channel

Before Mexico: thirteen years in online commerce, building and running the indirect eCommerce channel at Fortune 500 scale. Every one of these was a digital play: online resellers, marketplace partners, and the funnel, margin, and retention mechanics underneath them.

3x
Sales volume, CLEAR indirect channel
in 12 months, at the lowest cost per gross add
$7M
Co-marketing budget managed
Sprint's national online resellers
27%
Channel churn cut, year over year
against a 14% company average
MetricStarting pointResult
National partnerships built from zero at ClearwireAmazon, Dell, Lenovo, NewEgg9 closed
Sales volume, CLEAR indirect channelIn 12 months3x, at lowest cost per add
Sprint co-marketing budget managedInPhonic, LetsTalk.com, Buy.com, NewEgg, Best Buy$7M
Annual partner sales targetsUp to 18,000 monthly gross addsBeat by 20%+
Channel churn, year over year14% company averageCut 27%
Chargebacks recovered at LetsTalk.comCarrier deactivation audit$500K+
Where the online channel work happened

VarsityBooks.com

1999–2001 · online bookseller, campus channel

Sprint Nextel

2002–2009 · #1 and #2 online resellers, $7M co-marketing

Clearwire

2009–2010 · online indirect channel, built from zero

LetsTalk.com

2010–2012 · wireless eCommerce, funnel & margin
Partner enablementTechnical and commercial onboarding: API integration, merchandising, catalog positioning.
Program launchesSix online retail partner programs delivered full-cycle, contract through systems integration.
Retention mechanicsRealigned partner incentives toward long-term customer value rather than gross adds.
06

Ten years of systems

Every system I put into a Mexican machine shop was cloud-native. No server closet, no on-prem licences, no IT department. A plant floor running entirely on browsers, from 2012 onward. Two builds ran in parallel for a decade: the transactional system of record, and the knowledge system that told people how to use it. AI went on top at the end.

Production & ERP · the system of record

Job Tracker

2013 · first digital record

Podio

2014 · homebrew ERP

ManuDyn Cloud 9

2015 · production planner

Odoo

2020 · cloud ERP, full migration
Knowledge & work management · how the company remembers

Paper

inherited · 20 years of it

Evernote

2012–2014 · first capture system

Podio

2014–2020 · workspaces on the ERP

ClickUp

2022 · projects and tasks

Notion

2022 · intranet and playbooks
Google Workspace · 2012–2026The collaboration layer under all of it, across three rebrands: Google Apps, then G Suite in 2016, then Workspace in 2020. Mail, docs, drive, and meetings never lived on a machine in the building.
AI overlay · 2022 to wind-down

ChatGPT

Nov 2022 · GA at launch

Notion AI

Feb 2023 · GA after waitlist

Gemini for Workspace

2024 · GA in Workspace
What the systems produced
Odoo
Odoo ERP requirements document · 2020
Sales Playbook
2025
The commercial process, written down
Notion
Sierra intranet · 2022
ClickUp
2023 Blueprint for Growth · built in ClickUp
ClickUp and Notion ran in parallel by design. Execution in one, institutional knowledge in the other. Podio appears on both tracks because the 2014 homebrew build served as ERP and workspace at once. AI tools are shown at general availability; operations ceased in 2025.
07

Leadership

Built a culture of performance and respect by working alongside the team on the shop floor. Retained 95% of key legacy staff through a full modernization, and took absenteeism from 25 days per employee per month to under one.

Transparent pay bandsTied to productivity, quality, and job complexity. Rewarded high performers and managed out those who couldn't meet the new standard.
Cross-cultural leadershipA U.S. operator running a Mexican plant, in both languages, for thirteen years.
Succession and autonomyCodified operational knowledge into playbooks, a knowledge management system, and decision committees, eliminating key person risk.
The organization I built
Sierra Manufacturing organizational chart: board, CEO, three directors, and the operating team
Sierra Manufacturing · headcount 30 → 15 → 7. Three directors reporting to the CEO, with production, sales, and administration each running independently.
The team
The Sierra team using the courtyard at the plant after hours
The courtyard, in use. The space in section 08 exists so this happens. End of shift, everyone still there.
Sierra team at the FITMA manufacturing trade show
FITMA · the team working the floor at Latin America's manufacturing show
Leadership meeting in the design center
Weekly leadership meeting in the design center we built
Sierra team dinner
Team dinner · thirteen years of these
Sierra Manufacturing team photo, 2013
2013 · the team I inherited
Sierra recruiting event booth
Recruiting event
Supplier plant visit in Argentina
Supplier plant visit, Argentina
08

The plant

A dirt lot with a metal shed became a place people want to work. I ran it as a design project, not a maintenance budget: brief, moodboard, architects, blueprints, renders, build. The plant it produced is both better looking and more productive.

Sierra Manufacturing facade, reflecting pool, and shaded courtyard in use, 2023
2023 · perforated steel facade, board-formed concrete, reflecting pool, and a shaded courtyard the team actually uses.
What I inherited · 2012
Plant entrance, dirt approach, 2012
Entrance · dirt approach, chain link, hand-painted sign
Plant exterior, bare concrete shell, 2012
Exterior · bare shell, no landscaping
Original reception wall, 2012
Reception · original signage and finishes
Production floor, 2012
Production floor · open drums, mixed lighting
How it got designed

I wrote the brief, set the visual direction, hired and directed the architects, and reviewed every drawing. The build was staged around production so the plant never stopped shipping.

Sierra 4.0 remodel moodboard
01 · Moodboard: material and finish direction
Exterior architectural blueprints
02 · Blueprints: exterior elevations and sections
Exterior render of the remodeled facade
03 · Renders: facade and courtyard
Executive design center and employee lounge concept
04 · Interiors: design center and employee lounge
What got built · 2023
Reception wall after remodel
Reception · slatted wood and dimensional signage
Design center after remodel
Design center · client-facing collaboration space
Administrative office after remodel
Administrative office
Production floor, 2023
Production floor · same building, rebuilt around flow
Teri's circle
Circular concrete gathering area with benches, fire pit, and memorial plinth
Memorial plaque to Teri Sue Fagin
In memory of our friend, mentor and leader.
Through teamwork all things are possible.
I love this place.
¡Échale ganas!

A gathering circle built into the grounds during the remodel, with a plaque to Teri Sue Fagin at its center. She led this place before I did and died two years before I arrived. The circle gets used for shift huddles, birthdays, and end of year.

Want the detail?

Happy to walk through any of this on a call.