About

The full record.

Experience, results and how I work.

About David

Operator first. Seller always.

I've built an 18+ year career in sales and retail leadership, and I treat discipline and clear execution as non-negotiable. At Abercrombie & Fitch I ran up to 10 stores, opened 15 and promoted 35 people into leadership. I went on to serve as Regional Director, Southwest, for Louis Vuitton. In Los Angeles from 2013 to 2020, I worked as an independent retail consultant for Fortune 500 retail brands, served as Men's Director at Izma, a model agency, and worked as a commercial and TV actor. Today I sell enterprise SaaS. As an Account Executive on the Asana account through MarketStar I've sold $2M+ in annual recurring revenue and earned Top Producer recognition.

What sets me apart is where those worlds meet. As EVP at Catalyst Brands from 2024 to 2026, I helped lead a direct-to-consumer business to $400K+ in annual DTC sales. I hold a PMP, and I'm Asana Certified and teach teams how to run work in it. I'm also a Licensed Real Estate Salesperson in Nevada. I'm now pursuing an MBA (in progress), University of East London, started 09/2026. Founders and boards get a leader who can build the go-to-market motion, write the operating playbook, hire and develop the team, and hold the line on execution while the company scales.

Results and Credentials

The record speaks. Here it is.

$2M+
Annual recurring revenue sold in enterprise SaaS (Asana, via MarketStar)
Top Producer
Recognition at MarketStar, consistently above quarterly quota
10
Abercrombie & Fitch stores managed
15
Store openings on the opening team
35
Team members promoted into leadership
$400K+
Annual DTC sales, Catalyst Brands
200+
Employees trained on OSHA safety and compliance
30+
Commercials, including GMC Super Bowl spots
  • PMP
  • Asana Certified
  • Licensed Real Estate Salesperson, Nevada
  • MBA (in progress), University of East London

Portfolio of Impact

Results, grouped by capability.

01

Go-To-Market & Sales Leadership

  • $2M+ ARR sold as Account Executive on the Asana account through MarketStar. Recognized as a Top Producer and consistently above quarterly quota.
  • Asana Certified. I work with C-suite and VP stakeholders to scope workflow modernization and back it with custom builds and ROI analysis.
  • Scholly (a Shark Tank company), Corporate Recruiter (2018 to 2020): recruited talent for a fast-growing ed-tech startup.
  • I build and coach sales teams: I hire to a standard, train in the field, and run a cadence that makes quota predictable.
02

Operational Excellence

  • Abercrombie & Fitch, General Manager: managed 10 store locations across divisions, part of 15 store openings, and 35 team members promoted internally.
  • Louis Vuitton, Regional Director, Southwest: led luxury client experience and store standards across the region.
  • Independent Retail Consultant, Los Angeles (2013 to 2020): built and ran store openings and advised on retail operations for Fortune 500 retail brands.
  • Izma (model agency), Men's Director, Los Angeles (2013 to 2020): led the men's division, developing talent and managing bookings with clients.
  • Culinary Union 226 / MGM Resorts: trained 200+ employees on OSHA safety and compliance and built emergency response plans.
  • PMP and Asana Certified. I set up project frameworks that turn plans into owned, dated, measurable work.
03

Venture & Market Development

  • Catalyst Brands, EVP (2024 to 2026): helped lead a direct-to-consumer e-commerce business generating $400K+ in annual DTC sales.
  • Owned the brand, the customer experience and the growth plan for a direct-to-consumer revenue channel.
  • Market-entry experience across luxury and specialty apparel, where speed, standards and brand all have to land at once.
  • Licensed Real Estate Salesperson, Nevada: residential and investment property work in the Las Vegas market.
  • On-camera presence: 30+ commercials, including multiple GMC Super Bowl spots, plus work with Marvel and 495 Productions and two TV shows. That experience carries into boardrooms and customer meetings.
  • MBA (in progress), University of East London, started 09/2026: business consultancy track focused on scalable operating design.
TodayAccount Executive, Asana account · MarketStar
2024 to 2026EVP · Catalyst Brands
2018 to 2020Corporate Recruiter · Scholly (a Shark Tank company)
LuxuryRegional Director, Southwest · Louis Vuitton
Los AngelesIndependent Retail Consultant · Fortune 500 retail brands
Los AngelesMen's Director · Izma
RetailGeneral Manager · Abercrombie & Fitch

How I Lead

Ownership, verification and a process people can follow.

I've worked since I was 13. The store floor, multi-unit retail, store openings for Fortune 500 retail brands and enterprise software sales all taught me the same thing: results come from ownership, verification and a process people can follow. Here's how I lead teams, run deals and projects, and get them across the finish line.

01

The buck stops with me

Every deal and project I run has one accountable owner, and it's me. When something slips, I say so first, take responsibility and bring the fix.

02

I trust, but I verify

I hire strong people and give them real authority. Then I inspect: the pipeline against the stage criteria, the plan against the calendar, the numbers against the source.

03

Owners and dates on everything

If it isn't written down with an owner and a date, it won't happen. I build the plan backward from the finish line and make every dependency visible.

04

A cadence people can count on

Weekly one-on-ones, daily huddles when it matters, and status updates instead of status meetings. Nobody should have to ask where things stand.

05

Coach in the field, let the scorecard decide

I develop people where the work happens, on the floor and on the call, and a short scorecard keeps decisions on facts, not opinions.

From kickoff to the finish line

  1. Define the win. The outcome, the owner, the deadline and how we'll measure it.
  2. Map the work backward. Milestones, dependencies, risks and one owner for each.
  3. Staff and align. The right people in the right seats, clear decision rights and one source of truth.
  4. Run the cadence. Weekly reviews, field coaching and updates that surface problems early.
  5. Verify. Check the work against the plan and the data, not against how it feels.
  6. Negotiate and close. Know the facts and the other side's constraints, and keep every open item moving until it's signed.
  7. Review and hand off. A short after-action review, a written playbook, and a team that can run it again without me.

Building something that needs both the number and the system behind it?

Book a discovery call

Fractional Leadership

Fractional Leadership and Operations

Senior operating leadership without a full-time executive hire. I work with founders and small to mid-size companies as a fractional COO, VP of Operations or VP of Sales, and I own the plan, the cadence and the follow-through until your team can run it.

The track record behind it: $2M+ in annual recurring revenue sold in enterprise SaaS, up to 10 stores managed and 35 people promoted into leadership at Abercrombie & Fitch, a place on the opening team for 15 stores, Regional Director, Southwest, for Louis Vuitton, and PMP and Asana certifications.

01

Operations audit and 90-day plan

A close look at how work enters, moves and gets reported across your business, then a written 90-day plan with owners, dates and a short scorecard.

02

Fractional executive retainer

An ongoing seat on your leadership team as fractional COO, VP of Operations or VP of Sales: a weekly operating cadence, team coaching and accountability for the plan.

03

Sales engine buildout

Ideal customer, stage definitions, pipeline reviews and field coaching, so revenue stops depending on one great closer and the forecast means something.

04

Retail and store opening launches

Openings planned backward from opening day: timeline, permits and fixtures, hiring and training, a written run-of-show and a 30-day scorecard.

How an engagement works

  1. Discovery call. A 30-minute conversation about where you are, what's stuck and what a win looks like.
  2. Diagnose. I review the work, the numbers and the team, and write down what I find.
  3. Plan. A 90-day plan with owners, dates and the scorecard we'll use to judge it.
  4. Run, verify and hand off. I run the cadence alongside your team, check the results against the plan, and leave a written playbook so it keeps running without me.

Who it's for

  • Founders who have outgrown running operations themselves but aren't ready for a full-time COO.
  • Small to mid-size companies that need a sales process that scales past one closer.
  • Retail and consumer brands opening new stores or locations.
  • Leadership teams that want one accountable owner for the plan and the cadence.

Want to see whether a fractional engagement fits?

Book a discovery call

Training and Consulting

Training and consulting, $100 to $150 an hour.

Clear scope, a written quote before any work starts, and sessions built around your team's real work.

Asana implementation and training

Workspace design, templates, rules and live training so your team runs its work in Asana, not around it.

Team training and enablement

Practical sessions on planning, ownership and cadence, built around the work your team does every week.

Sales training

Stage definitions, discovery, pipeline reviews and field coaching for teams that need a repeatable sales process.

Retail and multi-unit operations

Store openings, standards, labor planning and leadership development across locations.

Startup and executive advisory

A senior operator to pressure-test the plan, the go-to-market motion and the operating cadence.

Who I help

Founders, operations and sales leaders, retail and consumer brands, and teams adopting Asana. From five people to a whole department.

Build a training package Book a free discovery call

FAQ

Common questions.

Is the discovery call really free?

Yes. It is a 30-minute conversation about where you are, what is stuck and what a win looks like. If I am not the right fit, I will say so.

What does it cost to work with you?

Consulting and training run $100 to $150 per hour, depending on scope, customization and delivery. You get a written quote before any work starts. The package builder gives you an estimate in under a minute.

Do you train remotely or onsite?

Both. Remote sessions run live online. Onsite sessions are available in Las Vegas and Los Angeles, and elsewhere with travel quoted separately and agreed in advance.

What do I get with the free playbook?

After our discovery call I send you one Opus Press playbook of your choice from the library, at no cost.

Are you affiliated with Asana?

No. I am an independent consultant and trainer. My services and playbooks are not affiliated with or endorsed by Asana.

Are you open to full-time executive roles?

Yes. I am open to CEO, President and operating-executive conversations with founders, boards and investors. Use the same form and choose "Executive role or board conversation".

Contact

Let's talk about what's next for your company.

Open to CEO, President and operating-executive conversations with Seed to Series B founders, boards and investors in B2B SaaS, PropTech and premium consumer retail.

EmailDavid@theopus.press Phone714-548-0833 LinkedInlinkedin.com/in/davidlassitercrane CalendarFree discovery call

PMP · Asana Certified · Licensed Real Estate Salesperson, Nevada
Based in Las Vegas, NV · Open to remote, travel and relocation