Tom Martell

San Francisco, California, US

Cofounder and COO at Sensus Labs - Retail In-store mobility company
Tom's Skills
Business Development
Product Management
Public Relations
User Experience

About Tom

Tom Martell is a Co-founder and COO at Sensus Labs.

Results-driven, client-focused solutions-based sales/analytics professional with a proven track record penetrating new markets, expanding market share, and driving sustainable revenue growth. Skilled in identifying emerging business opportunities, cultivating client relationships, strategically developing and leading teams through complex projects. Demonstrate strong consultative and solution-based selling techniques in autonomous and team-centric working environments. Areas of expertise include:

• Strategic Process and Framework Design
• Building Sales/Analyst Teams
• Partnering with Clients to Assess Business Gaps/Develop Bridges
• Business Development and Partnerships – Retail Sector
• Consultative and Solutions-Based Selling
• Executive-Level Relationship Building

Work Experience


Sensus Labs, Inc

December 2016 - Today

Responsible for commercializing the Sensus Labs “Maze” product within the US retail market. • Develop GTM strategy and target US customer base. • Define product feature set and user interface look/feel. • Develop deployment strategy and process. • Develop business partnerships with major US retailers. • Build US-based product/analyst team.

Head of Advanced Analytics/Sr. Sales Director


October 2013 - October 2016

Responsible for end-to-end management of all aspects associated with the analytics and customer insights practice – from the developing and delivering sales presentations through working with clients to scope, design and execute actionable testing strategies to better understand consumer behavior within the retail store environment. Liaise with all internal teams and customers to ensure we exceed the customer expectations with best of class analytics and insights. • As Head of Advanced Analytics, designed the sales/support process for advanced analytics/insights, increasing average recurring revenue by 32% within 12 months. • Built and lead a successful team of analysts to the support the complex data needs for retail lab customers. • Developed and expanded the off-shore team to support the analytics needs for the EMEA/APAC markets. • As a Sr. Sales Director, cultivated new business sales opportunities at strategic retailers, managing global MSA contract negotiations, executing the first global contract to support the analytics needs of one of the largest global sporting goods retailer.

Director of Corporate Sales

August 2012 - November 2013 is a San Francisco based online wine retailer that offers a selection of wines, gift baskets, gift certificates and monthly wine clubs. sells over 2 million bottles per year, with a stock of more than 13,000 different bottles of wine, shipping throughout the United States. • Defined, managed and exceeded revenue and margin goals while developing and implementing vertical market sector and individual account sales plans. • Generated new business, grew existing corporate accounts, and drove expansion into new markets. Responsible for hiring, training and managing sales staff. Provide weekly/monthly/quarterly reports on all sales activities utilizing Salesforce to our executive management. • Built and lead sales team from 1 to 12 to support seasonal sales volumes at multiple sites. • Assessed opportunities for additional vertical market penetration and developed sales plan to drive revenue expansion.



November 2010 - December 2012

FindVino contracts with local wineries to assist in further developing their direct-to-consumer base, while helping to sell more wine utilizing a deal platform. Offers are made to local consumers to purchase wine at a discount, with the coupon vouchers being redeemed at the local tasting room. This affords the wineries the opportunity to up-sell product and convert new wine club members. FindVino is a great opportunity for new and emerging wineries and winemakers to gain exposure to local wine buyers, while offering great deals for those buyers who engage with new winemakers. • Developed business plan to build this direct-to-consumer company. • Negotiated all contracts with wineries. • Taught basic wine education classes at local wineries (Level 2 certified through WSET).

Area Developer/Store Owner


March 2005 - October 2008

WineStyles concept, which was founded in 2002 after a backyard barbeque blind tasting of wines proved the most popular were not the most expensive, but simply the bottles that tasted the best. As a result, WineStyles created a completely new category in the wine retail industry by empowering customers to choose wines based on taste, instead of varietal or region. • As the owner of the territory rights for Northern California, I was responsible for assisting and managing individuals through the franchise evaluation process/daily management of their store(s), should they decide to open a WineStyles franchise. I • Managed and negotiated the wine selections and purchases for the US store network, as well as for the stores within my territory rights. • Cultivated and developed/maintained private label relationships with third party wine vendors. • Developing and maintaining relationships with wineries was a key aspect of my role as an Area Developer. • Served a Vice Chairman of the WineStyles Advisory Council, helping to establish the look and feel of the brand to match targeted demographics.


California State University, Chico

B.S. Business Administration, Accounting

1984 - 1986