Meet The Team

Oscar Barbarin

Oscar Barbarin
CEO

Oscar D. Barbarin is the energetic and passionate leader of Aspen Roots Limited, an Inc. 5000 company, and the parent of ARMR and Cathay + Fenix. Oscar and his team strive every day to grow revenue, improve profitability, and break down barriers for brands and international e-commerce sellers.

Previously, Mr. Barbarin was a Senior Vendor Manager with Amazon.com. He successfully launched and ran two businesses for Amazon Canada.

Mr. Barbarin earned a Master of Business Administration from the University of Chicago Booth School of Business and a Bachelor of Science in Industrial and Operations Engineering from the University of Michigan. Born in Michigan, Mr. Barbarin currently resides in Seattle.

Anders Palmquist
Vice President & General Manager

Anders Palmquist is the VP & General Manager of ARMR and has lead the organization since its formation in 2016. Charged with providing a best-in-class experience for all clients, Anders works ceaselessly to expand the scope and repertoire of ARMR services.

Prior to ARMR & Cathay + Fenix, Anders held roles at Amazon Canada and Best Buy. At Amazon, Anders was charged with delivering triple-digit growth for key brands, running email marketing and merchandising campaigns for 11 categories, and on-boarding & contract negotiation for all small and mid-size vendors.

Anders is an alumnus of Saint John’s University (MN) with a BA in Mathematics. He currently resides in Minneapolis with his wife and two dogs.

Jeff Harrold
Senior Advisor

Jeff Harrold serves as a Senior Advisor to ARMR and Cathay + Fenix, working directly with senior leadership on core finance and accounting practices and other strategic initiatives including marketing and business development. With over 12 years experience in finance and strategy including mergers and acquisitions, business planning, capital raising and strategic consulting, Jeff is well-versed in corporate finance and an incredible asset to the ARMR team. Jeff holds a BA in Economics from Morehouse College and a Master of Business Administration from the University of Chicago Booth School of Business.

Kory Porter
Senior Director, Cathay + Fenix

Kory spent over 3 years at Amazon in various roles ranging from project management, beta testing, merchandising, account management, vendor management, inventory management, and business development. Primarily, Kory was responsible for all new vendor and selection addition to Amazon Canada across all categories for a year. Since 2016, Kory has led Cathay + Fenix in their goal of supplying tail and mid tier brands to Amazon in markets all over the world at no cost to the brand owner. He has launched new sales channels for Cathay + Fenix in Canada, United States, Mexico, United Kingdom, Germany, and Australia. Additionally, Kory and the team he manages supports ARMR in their ever expanding scope.

John Keane
Vendor Manager, Cathay + Fenix

John joined Cathay + Fenix in Spring 2019, bringing with him experience in operational finance and economics. A New York City native, John earned his Bachelors degree in Economics from Northeastern University. John worked at a small investment firm and Goldman Sachs, in operations and trading, initially on a sovereign debt trading desk in London focusing on global markets before moving into derivative operations and equity sales in New York.

Brandon Hughes

Brandon Hughes
Director of Sales & Business Development, ARMR

Brandon joined ARMR in early 2020, bringing his expertise in e-commerce, brand traffic retargeting, and Amazon business development. Prior to joining the ARMR team, Brandon held multiple leadership roles having created and sold five of his own companies while helping grow nine other startups in the last 16 years. Over the last seven years Brandon has worked directly with some of the most well-known brands on Amazon. Brandon and his wife currently reside in Central Wisconsin.

Kelsey Ganes

Kelsey Ganes
Chief of Staff

Kelsey joined ARMR in the summer of 2017 with a strong background in content management, digital merchandising and marketing, analytics and web development. A Seattle native, Kelsey earned her degree from the University of Washington Honors College. Prior to joining ARMR, Kelsey spent 5 years at Amazon in brand management, site merchandising, marketing strategy, and international expansion. During her tenure, she developed a robust skillset in merchandising, content and search optimization, and multichannel traffic analysis.

Lennart Vermeulen

Lennart Vermeulen
Senior Manager | Client Services

Lennart joined ARMR in Autumn 2018, bringing with him experience in international account management and e-commerce operations. A Belgian native, Lennart moved to the US at young age, earning a Bachelors degree in Economics and International Affairs from Northeastern University. After graduating, Lennart joined Amazon’s UK business team, initially in transportation within the Amazon Supply Chain focusing on carrier management before moving to a retail-focused role as a brand specialist and vendor manager within the electronics and beauty retail team.

Sara Blackburn

Sara Blackburn
Senior Manager | Client Services

Sara joined the ARMR team in Summer of 2019 bringing with her over ten years of experience in the e-commerce industry. Sara spent four years at Amazon in vendor management, launching and managing high profile brands for the Amazon Fashion team. At Walmart, Sara led business strategy on the Outdoor Patio team as category manager. Most recently, Sara managed the backyard team at Spreetail, Amazon’s top seller-fulfilled prime merchant. A Midwesterner, Sara earned her degree from Iowa State University.

Elizabeth Geiwitz

Elizabeth Geiwitz
Account Manager | Client Services

Lizzy joined the ARMR team in Summer of 2019 bringing with her three years of experience at Amazon. Lizzy started her Amazon career on the Consumer Electronics team in vendor management before moving over to become a marketing manager, focusing on category traffic strategy, event management, and search engine optimization. A native of Eden Prairie, Minnesota, Lizzy earned her degree in Marketing (BS) from Miami University’s Farmer School of Business in Ohio. She currently lives in Chicago.

Roman Hanson
Account Manager | Client Services

Roman joined the ARMR team in Spring 2020, bringing a background in e-commerce and supply chain. In his three and half years at Amazon he worked in consumer packaged goods, high-end footwear, and helped launch what is now the Amazon Business program. Most recently, he worked in luxury skin care as a Supply Chain Manager. A graduate from the University of Washington, Roman has lived in the Seattle area since 2001.

Patrick Holloway

Patrick Holloway
Associate Manager | Client Services

Patrick joined the ARMR team in Spring 2019 bringing with him over three years of experience in Amazon customer service operations, account management, and brand management. A native of Boise, Idaho Patrick moved to Seattle after graduating from the University of Idaho in 2007. Patrick eventually began at Amazon helping launch features for Kindle hardware and working fraud investigations before moving into more retail-focused roles as a technical account manager and account manager within Digital Video Games and Amazon Launchpad, respectively.

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