Hani Yassin

Global Digital Commerce Executive / General Manager

San Diego, CA


Office Hours

How does this work?

20+ years in digital transformation and commerce focused leadership in B2B, B2C and B2B2C. Extensive experience with full P&L accountability from <$1M startup through $80M B2B platform Start-up founder raising $2M in seed funding. Exited in 24 months Successful leader and product owner for Oracle Commerce Cloud (B2B), SalesForce Commerce Cloud (B2C), Big Commerce, Nop Commerce and custom B2B and B2C platforms Contagious leadership style / motivator focused on results. Direct leader of 50+ member teams both domestic and International accountability (Japan/Korea/United Kingdom) Success attributed because I’m willing to go deep on details and scale on strategy Obsessed with understanding the consumer/customer need through segmentation, persona analysis, cluster analysis Guided by the data - decisions by data and intuition Leader of Digital marketing professionals in acquisition, retention and loyalty Find utility from creative design Draw on my experience but constantly looking to learn

Ask me about
Ecommerce Marketing
Digital Commerce
3D visualization tools
Work experience

2016 - Present

Yassin and Union

Principal Consultant

Yassin and Union is a boutique digital commerce consulting practice. Our practice areas for select clients include: New Business Creation - Work with intrapreneurs and entrepreneurs to build defendable business cases for investment. - Industry analysis, product / market fit and white space identification - Target audience identification, consumer segmentation analysis, persona development - Brand framework design - True consumer or customer problem identification - Unit economic analysis - Go to Market Strategy and Marketing Channel Mix Modeling - Pro Forma P&L with distinct lever analysis - Competitive Analysis - Pricing and business model analysis - Financial statement creation and analysis Digital Commerce Direct to Consumer ​- Expertise in building and operating global direct to consumer businesses. Keen focus on funnel analysis and optimizing key metrics throughout the lifecycle of the consumer journey from digital marketing channels to customer service. Business to Business - Drive a better experience for business to business through digital medium. Create and operate highly optimized paths to get customers what they want as efficiently as possible. Reduce call center and human touch points throughout the purchase cycle to drive higher sales and associated margin. ​Strategic Project Execution - Global program management of strategic projects including: - Mergers, divestitures and acquisitions - Value / Margin creation capabilities such as personalization, customization, financing - Use of technology to change "what's possible"

2016 - Present

TaylorMade Golf Company

Global Digital Commerce

Leader in Global Digital Commerce at TaylorMade Golf doubling B2C growth and tripling B2B growth over the past two years. Cross functional leader of technical, marketing and optimization teams across five countries. Led TaylorMade's journey to modernize digital properties to achieve seamless connected consumer experiences and drive incremental orders and brand loyalty

2015 - 2017

Olyve Inc

Co-Founder and CEO

Olyve is reinventing floral gifting with beauty, brains and the box. We are a floral experience company delivering with hand-crafted designer bouquets, connecting people with video gift messaging services and fostering excitement with our stunning gift box. Our mission is to create the best possible floral experience for our customers and drive transparency in online flowers. We are excited to be serving Miami, New York and Los Angeles. olyve.com.

2013 - 2015

Provide Commerce, Kalla

Vice President / General Manager

Hand-selected to develop and launch Kalla, a subsidiary of Provide Commerce and internal consumer market brand concept. As VP/GM, I oversaw consumer segmentation and market analysis, pitched venture capitalists, and was fully accountable for Kalla’s P&L and operational / financial performance. Created Kalla’s brand concept, launched the company, and capturing an elusive, high-margin market segment. Built consumer-driven brand and delivered on all EBITDA targets.


2010 - 2013

Provide Commerce

VP IT Business Services

Promoted to bring the IT organization into a full state of maturity. Directed Support Engineering, 24/7 Network Operations Center, BI function, and Product Data Management. Led 50+ cross-functional employees. Initiated automation projects, streamlined operations, introduced M&A competencies, and designed a blueprint for how the company valued potential acquisitions. Built data warehouse and enterprise data mart, created integration playbook, and improved manufacturing speed.

2008 - 2010


Director, IT

Spearheaded Program Management Office and managed IT Steering Committee. Developed scalable processes and IT governance, led acquisition integrations, and positioned IT as a trusted business partner. Consistently delivered high project ROI and enabled the enterprise to operate even more efficiently than before.

2002 - 2008

GateWay Computers LLC

IT Director

Managed all supply chain systems (logistics, warehouse, inventory, manufacturing, sourcing, and procurement applications) and directed efforts to automate and upgrade supply chain processes. Defined and executed IT governance processes, implemented IT supply chain and fulfillment solutions, and delivered a new global procurement strategy that enabled Gateway to meet market demands for speed and accuracy. Managed the design and execution of Gateway’s new manufacturing facility in Nashville, TN. Launched Gateway’s outsourced distribution and fulfillment systems model in Mexico and China and helped transition the company from B2C to B2B markets.


2000 - 2002


Pre-Sales Manager

Seventh employee of Internet vertical market sourcing aggregator startup. Managed technical pre-sales team and developed sales funnel analysis and reporting.


1997 - 2000



Led Transamerica business transformation process and engineering for PeopleSoft 8.0 implementation. Earned fastest promotion to Consultant in company history at the time.

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