MICHAEL FAN

647-390-2869 │ Toronto, ON │ michaelxuefan@gmail.com │ linkedin.com/in/michaelxfan/

Demand-generation operator who thrives in ambiguous environments. Cofounded a seven-figure e-commerce brand in a commoditized standing desk market and later led the tripling of Greenhouse's e-commerce revenue from $3.3M to $10M in two years — after the business had grown just 10% over the previous two years. Agentic observability is the same setup: a category still forming, no entrenched brand loyalty, mindshare open to whoever moves first.

PROFESSIONAL EXPERIENCE

GREENHOUSE JUICE COMPANY — Toronto, ON

Director, E-Commerce & Performance Marketing — Mar 2025 - Present

• Own full multi-channel P&L across Amazon (US/CA), TikTok Shop, and DTC, plus a $3.5M+ annual performance budget across Meta, Amazon Ads, TikTok, and Google — holding efficient growth while scaling.
• On pace to double e-commerce revenue from $4.6M to $10M in 2026, accelerating growth by launching TikTok Shop as a new channel.
• Built and operate a 10-agent AI stack (P&L reporting, paid-media optimization, agency management, customer intelligence): production AI agents that run the marketing org day-to-day and give a lean team enterprise-scope output.
• Pioneered TikTok Shop as a new channel, scaling from zero to $300K GMV/month and lifting ROAS from 0.5x to 1.7x (3.0x target by Q4 2026) — the brand's fastest-growing channel.
• Drove US market expansion from a cold start — grew the US share of revenue from 12% to 60% YoY with no existing brand awareness to build on.

Manager, Performance Marketing & E-Commerce — Aug 2024 - Feb 2025

• Delivered a breakout 2025: grew net revenue 40% YoY to $4.6M, beat the EBITDA plan 12x ($484K vs. $39K), and improved EBITDA 600% YoY — a step change after just 10% growth over the prior two years.
• Grew Amazon revenue +150% YoY and scaled Meta ROAS 3x through systematic creative testing and audience restructure.
• Exceptional performance earned full P&L leadership after just 7 months, with the reporting line moved directly to the CEO.

RISEDESK — Toronto, ON

CEO & Cofounder — Mar 2021 - Jul 2024

• Built a seven-figure DTC furniture brand from zero in a commoditized standing-desk market — $0.9M (2021) → $1.7M (2022) → $2.6M (2023), fully bootstrapped.
• Created an organic content engine with 50M+ views across TikTok, Instagram, and Pinterest (best video 16.8M) — emerging-channel distribution well ahead of paid budgets.
• Scaled paid media from $0 to $300K across Meta, Google, and Pinterest while building the Shopify storefront in-house.
• Hired and led a 5-person team across content, product, merchandising, and operations.

BELL CANADA (BELL BUSINESS MARKETS) — Toronto, ON

Senior Manager, Strategy — Mar 2017 - Feb 2021

• Chief of Staff to the VP of Client Services (1,500-person org); earned the top individual rating of 104 senior managers (2018).
• Identified $4M in recurring annual savings and built the business case for a proprietary order-management web app ($5M / 3-yr savings, +10% NPS, $814K in-year).

Specialist, Strategy & Analytics — Aug 2014 - Mar 2017

• Lead analyst on the Chief of Staff team for the EVP of Customer Experience (25,000 employees); built the 2017 annual targets on a $1.0B budget, presented to and accepted by the CEO.

EDUCATION

UNIVERSITY OF TORONTO – ROTMAN SCHOOL OF MANAGEMENT — Toronto, ON

Bachelor of Commerce, Specialist in Accounting, Minor in Economics — Sep 2010 - Jun 2014

PERSONAL

• Hobbyist AI agent builder — I automate my own marketing busywork for fun; most are toys, some I genuinely can't work without now.
• G20 Young Entrepreneurs Alliance Delegate — represented Canada at the 2022 G20 conference in Germany.