Meet The Team

Oscar Barbarin, CEO & Founder

Oscar Barbarin

Oscar D. Barbarin is the energetic and passionate leader of Cathay + Fenix, the parent company of ARMR. Oscar and his team strive every day to grow revenue, improve profitability, and break down barriers for brands and international ecommerce sellers.

Previously, Mr. Barbarin was a Senior Vendor Manager with 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, Director

Anders Palmquist

Leading Cathay + Fenix’s ARMR services from its inception in 2016, Anders provides businesses of all sizes access to simplified channel management solutions to the Amazon platform, and the resources of experienced Amazon account managers. Prior to joining Cathay + Fenix in 2015, Anders was an Associate Vendor Manager at Amazon. Anders earned a Bachelors of Arts in Mathematics from Saint John’s University (MN).

Min Yang, Manager Client Services & Business Development

Min Yang
Senior Manager, Client Services & Business Development

Min joined ARMR at the beginning of 2018, bringing her expertise in e-commerce, brand marketing, and the Chinese e-commerce market. Prior to joining the ARMR team, Min held multiple leadership roles working with brands and manufacturers to launch top-selling products and transforming their marketing strategy from traditional pay-and-pray into data-driven, highly targeted marketing programs. During her tenure on the Amazon Business team, Min managed vendor relationships with an emphasis on on-boarding and training. Min holds two Masters degrees from Penn State University: MBA, International Affairs & Business and MS, Chemical Engineering.

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.

Kelsey Ganes, Manager Client Experience

Kelsey Ganes
Manager, Client Experience

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.

Lilliana Smith

Lilliana Smith
Manager, Client Services

Lilly joined the ARMR team in Autumn 2018 as a former Amazonian with specialized experience in catalog and project management. She studied Science, Technology, and Society with a focus in Innovation, Technology, and Organizations at Stanford University–not too far from her home in Southern California. After graduation, she joined a new team at Amazon focused on enhancing the quality of the customer experience within the home furnishings space. She hopes to apply her expertise in tackling diverse catalog and product type challenges to her role on the ARMR team.


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