SageSeller operates at the intersection of e-commerce execution and global supply chain management. Behind the brand is a leadership team with hands-on experience in Amazon operations, procurement, marketing analytics, and organizational scaling. This page introduces the professionals responsible for strategy, execution, and growth across the business. Each leader brings specialized expertise to their domain, working together to build a competitive, adaptable operation in a demanding marketplace.
Illia Cheherst — Founder and CEO
Illia Cheherst founded SageSeller in 2019 after identifying a gap in the market for disciplined, scalable Amazon FBA operations backed by robust supply chain infrastructure. As CEO, he sets strategic direction, oversees financial performance, and drives the company's expansion into new product categories and markets. His background spans operations management, vendor negotiations, and logistics optimization — skills he applies daily to manage cash flow cycles, inventory risk, and profitability metrics across a multi-SKU portfolio. Illia maintains direct oversight of major supplier relationships and cross-functional alignment between marketing, supply chain, and operations teams.
Anna Miller — Chief Marketing Officer
Anna Miller leads all customer-facing growth initiatives at SageSeller, managing acquisition strategy, brand positioning, and retention programs. She oversees Amazon PPC campaigns, conversion rate optimization, listing strategy, and off-Amazon marketing channels including email, content, and partnerships. Anna works directly with data analytics to track customer lifetime value, CAC ratios, and ROAS across campaigns, adjusting budgets and creative based on performance trends. Her team is responsible for maintaining ranking positions, optimizing product detail pages for search and conversion, and managing review acquisition programs. Prior to joining SageSeller, Anna held growth marketing roles at mid-market DTC brands where she scaled paid acquisition programs through disciplined testing and budget allocation.
Alex Pehota — Chief Supply Officer (APAC)
Alex Pehota manages SageSeller's entire APAC supply chain, with primary responsibility for China-based sourcing, production oversight, and logistics coordination. Since joining in 2021, he has built a network of vetted manufacturers across Guangdong, Zhejiang, and Fujian provinces, negotiating MOQs, payment terms, and quality standards for products ranging from home goods to consumer electronics. Alex conducts regular factory audits, manages production timelines to align with Amazon inventory windows, and oversees quality control inspections before shipments leave port. He coordinates with freight forwarders to optimize container costs and transit times, monitors tariff changes and trade compliance requirements, and maintains backup supplier relationships to mitigate production risk. His regional expertise and supplier relationships are central to maintaining healthy inventory levels and gross margins.
John Anthony — Chief Human Officer
John Anthony oversees talent strategy, organizational structure, and performance management at SageSeller. He manages the full employee lifecycle from recruiting and onboarding through development programs and retention initiatives. John works closely with department heads to define role requirements, build interview processes, and set compensation frameworks that attract mid-level professionals with Amazon and e-commerce backgrounds. He implements performance review systems, tracks productivity metrics across teams, and identifies skill gaps as the company scales into new operational areas. His focus includes building standard operating procedures for cross-functional workflows, maintaining accountability structures, and ensuring team alignment with quarterly business objectives. John previously led HR operations at fast-growth startups where he built teams from 15 to 100+ employees.
Beyond the executive team, SageSeller employs over 20 specialists across core operational functions. This includes product research analysts who evaluate opportunity using tools like Helium 10 and Jungle Scout, listing optimization specialists who manage A+ Content and backend search terms, PPC managers running campaigns across Sponsored Products, Brands, and Display, inventory planners tracking reorder points and lead times, and account health managers monitoring policy compliance and performance metrics. Customer service representatives handle buyer inquiries and return authorizations, while data analysts track KPIs including session rates, conversion percentages, advertising ACoS, and inventory turnover. This structured team ensures consistent execution across the full Amazon seller workflow, from product validation through post-sale support.
