Woodcraft Executive and Leadership Team

Tres Ross, the President & Chief Executive Officer at Woodcraft, directs the overarching strategic vision for the nation's premier supplier of woodworking tools. Overseeing the integration of retail operations with a massive digital catalog, the President & Chief Executive Officer ensures that the company maintains its status as a trusted resource for woodworkers across 50 states and international markets. This leadership role involves managing vendor partnerships to expand product offerings while optimizing the supply chain for over 10,000 items. By aligning corporate goals with the evolving needs of the woodworking community, Tres Ross drives sustainable growth and operational efficiency. Ultimately, Ross secures the long-term market position of the organization by fostering innovation in both physical store experiences and the Woodcraft.com platform, ensuring that every woodworker receives top-tier service and high-quality equipment.

Amanda Silvus, the Chief Financial Officer at Woodcraft, manages the fiscal health and capital allocation strategies for this extensive retail enterprise. Overseeing financial reporting and budgetary planning, the Chief Financial Officer ensures that the company maintains the liquidity required to support 70 major metropolitan retail locations and a complex global distribution network. This leadership role involves analyzing revenue streams from both the annual distribution of 1.5 million catalogs and the high-traffic e-commerce site. By implementing rigorous financial controls, Amanda Silvus directly impacts the profitability of the organization. Silvus also collaborates with executive leadership to evaluate investment opportunities in new product lines and digital infrastructure. Through precise financial modeling and risk management, the Chief Financial Officer supports the company's mission to provide woodworkers with the most complete offering of first-rate products available anywhere in the industry.

Sara Heise, the Franchise Owner and Chief Financial Officer at Woodcraft, directs the financial performance and operational success of specific retail franchises within the broader corporate framework. Overseeing local market penetration and store-level profitability, the Franchise Owner and Chief Financial Officer ensures that individual locations adhere to the high standards of the Woodcraft brand. This leadership role involves managing local inventory, regional marketing initiatives, and customer engagement strategies that drive foot traffic to physical stores. By balancing the unique demands of local markets with corporate financial objectives, Sara Heise optimizes the performance of the franchise model. Heise also works to integrate local store events and educational workshops into the national brand strategy. Through diligent oversight of regional assets and capital, the Franchise Owner and Chief Financial Officer contributes to the overall growth and stability of the company's extensive retail footprint.

Jody Garrett, the President at Woodcraft, directs the operational execution of the company's retail store network across the United States. Overseeing the management of physical storefronts, the President ensures that each location provides a consistent, high-quality experience for woodworkers seeking tools and supplies. This leadership role involves coordinating with regional managers to optimize store layouts, event scheduling, and local customer service standards. By focusing on the efficiency of the retail supply chain, Jody Garrett drives the company's ability to meet the needs of woodworkers in more than 70 major metropolitan areas. Garrett also collaborates with the executive team to refine the in-store experience, ensuring that physical locations complement the digital offerings found on Woodcraft.com. Through strategic oversight of retail operations, the President maintains the company's reputation as a premier destination for woodworking expertise and high-quality equipment.

Jack Bigger, the President at Woodcraft, directs the strategic expansion and management of the company's extensive catalog distribution and direct-to-consumer sales channels. Overseeing the production and annual circulation of 1.5 million catalogs, the President ensures that the company reaches woodworkers in all 50 states and 117 foreign countries. This leadership role involves managing the logistics of product fulfillment and the integration of new vendors into the catalog and online offerings. By optimizing the reach of the company's print and digital media, Jack Bigger drives revenue growth and brand awareness. Bigger also works to enhance the customer experience by ensuring that the catalog remains a standard for quality and variety in the woodworking industry. Through the strategic management of distribution networks, the President supports the company's mission to provide a one-stop shopping experience for woodworkers globally.

Jeffrey Forbes, the President at Woodcraft, directs the development and publication of Woodcraft Magazine, ensuring that the content serves as a vital resource for the woodworking community. Overseeing the editorial direction and production of six annual issues, the President ensures that the publication aligns with the company's broader mission of education and inspiration. This leadership role involves coordinating with industry experts and contributors to provide high-quality instructional content, product reviews, and project guides. By leveraging the magazine as a key marketing and engagement tool, Jeffrey Forbes drives customer loyalty and reinforces the company's authority in the woodworking space. Forbes also collaborates with the digital team to ensure that magazine content is effectively integrated into the Woodcraft.com resource hub. Through the strategic management of this media asset, the President strengthens the company's connection with its audience and promotes the use of premium woodworking tools.

Monte Eldfrick, the President at Woodcraft, directs the strategic implementation of the company's e-commerce infrastructure and digital service offerings. Overseeing the evolution of Woodcraft.com, the President ensures that the website functions as a comprehensive resource for woodworkers, offering product demo videos, wish lists, and event information. This leadership role involves managing the digital customer journey to ensure a seamless one-stop shopping experience for users across the globe. By optimizing the website's interface and functionality, Monte Eldfrick drives online sales and increases user engagement with the brand. Eldfrick also works to integrate third-party vendor products into the site, extending the company's product offerings beyond traditional inventory. Through the strategic oversight of digital operations, the President ensures that the company remains at the forefront of the woodworking retail industry by providing accessible, high-quality digital services to a diverse customer base.

Bobby Songco, the President at Woodcraft, directs the strategic partnerships and vendor relations that expand the company's product catalog. Overseeing the procurement of specialized tools and supplies, the President ensures that the company offers a diverse and high-quality selection of items that meet the needs of professional and hobbyist woodworkers. This leadership role involves negotiating agreements with manufacturers to facilitate direct shipping, thereby enhancing the efficiency of the supply chain and the breadth of the product offering. By cultivating strong relationships with key vendors, Bobby Songco drives the company's ability to provide a one-stop shopping experience for its customers. Songco also collaborates with the marketing and sales teams to promote new product arrivals and seasonal sales flyers. Through the strategic management of vendor partnerships, the President supports the company's commitment to providing the most complete offering of woodworking products available anywhere.

Bruce Lamb, the Woodturning Instructor, President-Baltimore Area Turners at Woodcraft, directs the educational outreach and community engagement initiatives that define the company's commitment to woodworking skill development. Overseeing the delivery of specialized woodturning instruction, the Woodturning Instructor, President-Baltimore Area Turners ensures that customers receive expert guidance on the use of premium tools. This leadership role involves fostering connections with local woodworking guilds and clubs to promote the company's products and services. By sharing technical expertise and promoting best practices, Bruce Lamb drives customer confidence and loyalty. Lamb also works to integrate educational content into the company's retail events and online resources, providing value beyond simple product sales. Through the strategic management of community-focused programs, the Woodturning Instructor, President-Baltimore Area Turners supports the company's mission to empower woodworkers with the knowledge and equipment necessary to achieve their creative goals.

Jim Baumgardner, the President at Woodcraft, directs the strategic planning for regional market growth and operational excellence across the company's diverse retail territories. Overseeing the implementation of corporate policies at the regional level, the President ensures that each store maintains the high standards of service and product quality expected by the woodworking community. This leadership role involves analyzing regional sales data to identify opportunities for store optimization and inventory management. By coordinating with store managers and regional teams, Jim Baumgardner drives operational efficiency and customer satisfaction. Baumgardner also works to ensure that regional initiatives align with the company's national marketing and sales strategies. Through the strategic oversight of regional operations, the President contributes to the company's long-term success by ensuring that the brand remains a trusted and accessible resource for woodworkers in every market served by the organization.