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 bringing specialized expertise to their domain while working together to build a competitive, adaptable operation. In a demanding marketplace where inventory precision, supplier relationships, and data-driven decision-making determine profitability, our team delivers results through disciplined execution.
Illia Cheherst — Founder and CEO
Illia Cheherst founded SageSeller in 2019 after identifying a structural opportunity in the Amazon FBA ecosystem: disciplined operators with robust supply chain infrastructure could capture market share from undercapitalized sellers lacking procurement expertise or financial reserves to weather inventory cycles.
As CEO, he sets strategic direction across product selection, capital allocation, and market expansion while maintaining direct oversight of financial performance metrics including gross margin by SKU, inventory turnover rates, and working capital efficiency.
His background in operations management and vendor negotiations informs daily decisions around MOQ commitments, payment terms with Chinese manufacturers, and inventory risk management across a portfolio exceeding 150 active SKUs.
Illia maintains direct relationships with tier-one suppliers responsible for 60% of SageSeller's revenue, conducting quarterly business reviews to negotiate volume discounts, secure exclusive arrangements, and align production schedules with seasonal demand forecasts.
He oversees cross-functional alignment between marketing, supply chain, and finance teams, ensuring advertising spend correlates with inventory availability and that reorder triggers account for 45-60 day lead times from Chinese ports to Amazon fulfillment centers.
Anna Miller — Chief Marketing Officer
Anna Miller leads customer acquisition, retention, and brand positioning across SageSeller's Amazon presence and emerging off-platform channels. She manages a $75K+ monthly advertising budget across Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.
Her approach optimizes bids based on ACOS targets that vary by product lifecycle stage—aggressive during launches to build ranking velocity, then shifting to profitability thresholds of 18-25% ACOS for mature listings. Her team tracks session percentage, unit session percentage, and conversion rates daily, adjusting creative, targeting, and budget allocation to maintain top-10 organic positions for high-volume keywords.
Anna oversees listing optimization strategy including A+ Content development, backend search term management, and image testing programs that have lifted conversion rates 12-18% on redesigned detail pages.
She works directly with the data analytics team to model customer lifetime value by category, identifying which products drive repeat purchases and warrant higher acquisition costs.
Her responsibilities extend to review acquisition programs coordinated through Vine, post-purchase email sequences, and product insert strategies that comply with Amazon's Terms of Service while generating verified feedback.
Prior to SageSeller, Anna scaled paid acquisition programs at two mid-market DTC brands, managing budgets exceeding $150K monthly and building attribution models to track cross-channel performance.
Alex Pehota — Chief Supply Officer (APAC)
Alex Pehota manages SageSeller's entire Asia-Pacific supply chain, with operational responsibility for China-based sourcing, production oversight, quality assurance, and freight coordination.
Since joining in 2021, he has built a vetted network of 30+ manufacturers across Guangdong, Zhejiang, and Fujian provinces, establishing relationships that provide pricing leverage, flexible MOQs, and priority production slots during peak seasons when factory capacity tightens.
Alex conducts bi-annual factory audits covering production capabilities, quality control processes, compliance certifications, and financial stability indicators that signal supply continuity risk. He negotiates payment terms averaging 30% deposit with 70% due before shipment, balancing cash flow management against supplier credit risk.
His team manages production timelines to align finished goods arrival with Amazon inventory windows, coordinating pre-shipment inspections that catch defects before containers leave port and working with freight forwarders to optimize FCL vs. LCL decisions based on order volume and urgency.
Alex monitors tariff classifications, trade compliance requirements, and certificate of origin documentation to minimize landed costs and avoid customs delays. He maintains backup supplier relationships for core product categories, ensuring production continuity if primary vendors face capacity constraints or quality issues.
His regional expertise and supplier relationships directly impact gross margins—each percentage point improvement in FOB costs flows through to bottom-line profitability on a portfolio generating seven-figure annual revenue.
John Anthony — Chief Human Officer
John Anthony oversees talent acquisition, organizational design, performance management, and operational systems that enable SageSeller to scale efficiently. He manages the full employee lifecycle from recruiting and skills assessment through onboarding, development programs, and retention initiatives designed to maintain institutional knowledge as the company grows.
John works with department heads to define role requirements, build structured interview processes, and establish compensation frameworks that attract mid-level professionals with Amazon-specific expertise—skills in PPC management, listing optimization, inventory planning, and account health compliance that command premium salaries in competitive talent markets.
He implements quarterly performance review systems tied to measurable KPIs: PPC managers evaluated on ACOS and ROAS trends, inventory planners assessed on stockout frequency and overstock costs, listing specialists measured on conversion rate improvements and organic ranking gains.
John identifies skill gaps as SageSeller expands into new categories requiring specialized knowledge—electronics compliance, hazmat classifications, or international marketplace operations—and builds training programs or recruits external expertise accordingly.
His focus includes documenting standard operating procedures for cross-functional workflows, from new product launches requiring coordinated efforts across sourcing, marketing, and inventory teams to account suspension responses that demand rapid coordination between customer service, legal review, and executive decision-making.
John previously led HR operations at two fast-growth startups, scaling teams from 15 to 100+ employees while maintaining culture and operational discipline through periods of rapid hiring.
The Broader SageSeller Team
Beyond executive leadership, SageSeller employs 25+ specialists across core operational functions, each responsible for specific elements of the Amazon FBA workflow.
Product research analysts evaluate market opportunities using Helium 10, Jungle Scout, and proprietary demand forecasting models, assessing monthly search volumes, competitor pricing, review quality, and estimated sales velocity to identify products meeting minimum profitability thresholds of 30% ROI after all costs.
Listing optimization specialists manage A+ Content creation, backend search term updates, image split-testing, and title reformatting to improve organic visibility and conversion performance.
PPC managers run campaigns across Sponsored Products, Sponsored Brands, and Sponsored Display, adjusting bids hourly during competitive periods and reallocating budget to top-performing ASINs.
Inventory planners track reorder points based on 7-day rolling averages, factoring in lead times, seasonal demand patterns, and storage limits to prevent stockouts while minimizing long-term storage fees. Customer service representatives handle buyer inquiries, process refunds, and manage negative feedback escalations to protect account health metrics.
This distributed model allows specialized focus while maintaining accountability through shared performance dashboards that track metrics from advertising efficiency to inventory accuracy across the organization.
