Meet Blue Wheel
We help brands navigate modern commerce through connected strategy, execution, and performance across marketplaces, retail media, social commerce, and owned channels. With over $2B in client revenue managed, we unify advertising, operations, data, and commerce experiences so brands can amplify their growth, cohesion, and presence.
Company History
Blue Wheel was founded in 2011 in metro Detroit with a vision to help brands navigate the rapidly evolving world of eCommerce. What began as two specialized companies, one focused on marketplace management and the other on DTC advertising, evolved into a fully connected commerce agency after merging in 2023.
Today, we help brands solve the problem of fragmentation by uniting strategy, media, marketplaces, operations, data, and commerce experiences into one connected ecosystem. While our capabilities have expanded over the years, our focus has remained the same: delivering smarter strategy, measurable performance, and long-term growth for the brands we partner with.
Driving Measurable Growth at Scale
Brands We’re Proud to Support
Executive Leadership
Art Zambianchi
Trusted marketing executive with 30+ years of experience driving brand growth across corporate, agency, and media environments. Proven agency leader and business driver, known for transforming under-performing teams, client relationships, and business units. Expertise spans brand strategy, integrated marketing, creative development, media, and go-to-market execution. Recognized for making swift, meaningful business impact—particularly in high-stakes or turnaround scenarios. Respected for building high-performing, collaborative teams and mentoring talent to thrive in complex, evolving environments.
Tom Sesti
Transformational executive with 25+ years of experience scaling consumer brands and digital commerce platforms through strategic execution, operational excellence, and bold vision. Proven record in driving double- and triple-digit EBITDA growth, leading M&A transactions, and building organizations from early-stage to multi-entity scale. Expertise in Amazon and DTC strategy, omnichannel expansion, licensing, and supply chain optimization. Known for aligning cross-functional teams, professionalizing organizations, and delivering investor confidence in high-growth, fast-paced environments.
Nicole Reich
Nicole Reich is Chief Growth Officer at Blue Wheel, where she leads the agency’s growth channels across sales and marketing. A visionary operator and growth strategist, Nicole previously co-founded and scaled Retail Bloom before its merger with Blue Wheel in 2023. She brings a rare combination of leadership skills, seamlessly balancing marketing, business building, and operational execution to drive sustainable growth and innovation across the organization.
Our Benefits
Perks designed to support your growth, well-being, and life outside of work, because great work happens when people feel valued, supported, and inspired.
Healthcare Coverage For Employees
Comprehensive healthcare coverage designed to support the health, well-being, and peace of mind of our employees and their families.
401(k) with Company Match
401(k) plans with company match to help support long-term financial wellness and future retirement goals.
Paid Parental Leave
We support our employees as they welcome and bond with a new child. We believe in giving families the time and flexibility they need during life’s most important moments.
Paid Time Off, Holidays, & Summer Fridays
Generous PTO, paid holidays, and Summer Fridays that encourage balance, flexibility, and time to recharge during the summer months.
Quarterly Mental Health Days
Quarterly mental health days give employees dedicated time to rest, recharge, and prioritize their well-being outside of their day-to-day responsibilities.
Paid Sick Days
Paid sick days provide employees with the flexibility and support they need to focus on their health and recovery when it matters most.
Blue Wheel Careers
Big enough to matter, small enough to make an impact. Working at Blue Wheel allows you to grow professionally while working with other like-minded individuals who share a passion for driving businesses forward. Be you, with us!
What Our Partners Are Saying
We believe strong partnerships create stronger results. Hear directly from the brands we’ve helped move forward.
Lisa and her team were able to quickly accelerate all of our email and lifecycle marketing programs within a matter of weeks. After our initial engagement, our website conversion rate increased by 183%. We now rely on her team's expertise to fill in knowledge gaps and optimize our programs on an ongoing basis.
We have really enjoyed working with Blue Wheel to help us launch and sustain our key digital transformation initiatives. Launching a DTC and CRM platform concurrently was a heavy lift, but their team was in lock-step with us from the beginning helping to guide and implement strategies and work closely with our teams on ensuring proper set up. 1P is the cornerstone of our initiatives and Blue Wheel’s depth of experience across a variety of categories has provided much value to our day-today-teams and our executives. From acquiring to retaining customers, they know what works. They act as a true extension of Kao.
Blue Wheel has been a great partner as we continue to build out and refine our email marketing strategy. They have helped us to transform how we think about our marketing flows to ensure we are touching the customer at key times throughout their purchase journey. Additionally, they have helped us to increase our email list size through various A/B tests to ensure we are always increasing our funnel of contacts.