Woodcraft Executive and Leadership Team

Jack Bigger, the Chief Executive Officer at Woodcraft, directs the overarching strategic vision for the organization. Overseeing the expansion of the retail footprint across major metropolitan areas, the Chief Executive Officer ensures that the supply chain remains robust enough to support the distribution of over 10,000 unique woodworking items. This leadership role involves constant evaluation of market trends to maintain the company's status as a premier resource for craftspeople. By optimizing the digital presence on the website, Jack Bigger drives significant growth in online engagement and e-commerce revenue. The Chief Executive Officer also manages relationships with external vendors to broaden the product catalog, ensuring that the inventory meets the evolving needs of a global customer base. Through rigorous operational oversight, Bigger secures the long-term viability of the brand while fostering a culture of precision and quality across all 50 states.

Tres Ross, the President & Chief Executive Officer at Woodcraft, architects the high-level business model that sustains the company's position as a leader in the woodworking industry. Managing the integration of the print catalog with the digital storefront, the President & Chief Executive Officer ensures seamless access to tools for hobbyists and professionals alike. This role requires balancing the demands of physical retail locations with the complexities of international shipping to 117 countries. By prioritizing customer education through the publication of Woodcraft Magazine, Tres Ross strengthens the community of woodworkers and builds brand loyalty. The President & Chief Executive Officer also coordinates with the board to allocate resources toward new product development and technological upgrades. Ultimately, Ross drives the company's mission to provide a one-stop shopping experience, ensuring that every operational decision aligns with the core values of craftsmanship and reliability.

Amanda Silvus, the Chief Financial Officer at Woodcraft, manages the fiscal health and capital allocation strategies for the entire enterprise. Overseeing the financial reporting for both retail operations and the extensive catalog distribution network, the Chief Financial Officer ensures that the company maintains profitability while investing in inventory growth. This leadership role involves analyzing revenue streams from the 70+ retail locations to optimize regional performance. By implementing rigorous cost-control measures, Amanda Silvus supports the company's ability to offer competitive pricing on high-end woodworking tools. The Chief Financial Officer also collaborates with other executives to assess the financial viability of new vendor partnerships and digital platform enhancements. Through precise budget management and financial forecasting, Silvus secures the resources necessary for the company to continue its long-standing tradition of serving woodworkers across the nation and beyond.

Sara Heise, the Franchise Owner and Chief Financial Officer at Woodcraft, directs the financial performance of specific retail franchises while contributing to the broader corporate fiscal strategy. Overseeing the localized accounting and inventory management for franchise operations, the Franchise Owner and Chief Financial Officer ensures that each store adheres to the high standards of the Woodcraft brand. This role involves balancing the unique needs of regional markets with the overarching corporate requirements for consistency and quality. By monitoring sales data and operational expenses, Sara Heise optimizes the profitability of the franchise model. The Franchise Owner and Chief Financial Officer also works to streamline the supply chain for local stores, ensuring that the most popular tools remain in stock for local artisans. Through diligent financial oversight, Heise drives the success of the franchise network, contributing to the company's overall market impact.

Monte Eldfrick, the President at Woodcraft, leads the operational execution of the company's retail strategy. Overseeing the day-to-day management of store operations, the President ensures that every location provides a consistent and high-quality experience for customers. This role involves coordinating with regional managers to maintain inventory levels and staff training standards across the U.S. By focusing on the efficiency of the retail environment, Monte Eldfrick drives customer satisfaction and repeat business. The President also plays a vital role in implementing corporate initiatives at the store level, such as new product launches and seasonal sales events. Through active engagement with store teams, Eldfrick ensures that the company's mission to support woodworkers is reflected in every interaction. This leadership role requires a deep understanding of the retail landscape and a commitment to operational excellence in every metropolitan area served.

Bruce Lamb, the Woodturning Instructor, President-Baltimore Area Turners at Woodcraft, directs the educational outreach and community engagement programs. Overseeing the development of specialized woodturning curriculum, the Woodturning Instructor, President-Baltimore Area Turners ensures that customers receive expert guidance on using the company's tools. This role involves fostering relationships with local woodworking guilds and organizing events that showcase the company's product line. By providing hands-on training and technical demonstrations, Bruce Lamb drives interest in advanced woodworking techniques. The Woodturning Instructor, President-Baltimore Area Turners also contributes to the content strategy for the website, helping to create instructional videos that support the company's digital resource library. Through this focus on education, Lamb strengthens the connection between the brand and the woodworking community, ensuring that customers have the knowledge to succeed in their projects while utilizing the company's premium offerings.

Tom Huntington, the President at Woodcraft, manages the strategic growth of the company's catalog distribution and direct-to-consumer channels. Overseeing the logistics of the 1.5 million annual catalog mailings, the President ensures that the company reaches woodworkers in all 50 states and 117 foreign countries. This role involves analyzing customer data to refine the product selection featured in each issue. By optimizing the catalog's reach, Tom Huntington drives brand awareness and increases the volume of orders processed through the website. The President also coordinates with the marketing team to ensure that the catalog remains a standard resource for the industry. Through careful planning and execution, Huntington maintains the company's reputation for providing the most complete offering of woodworking products available. This leadership role focuses on expanding the company's reach and ensuring that the brand remains the primary choice for woodworkers globally.

Bobby Songco, the President at Woodcraft, directs the integration of new technology and digital services into the company's existing business model. Overseeing the development of the website's features, such as the wish list and product demo videos, the President ensures that the online experience remains a trusted resource for woodworkers. This role involves collaborating with the IT and marketing departments to enhance the user interface and improve the efficiency of the online ordering process. By focusing on digital innovation, Bobby Songco drives the growth of the company's e-commerce platform. The President also manages the implementation of new vendor partnerships that allow for direct-to-consumer shipping, thereby extending the product offerings available on the site. Through these efforts, Songco ensures that the company remains at the forefront of the digital woodworking market, providing a seamless and comprehensive shopping experience for all customers.

Jim Baumgardner, the President at Woodcraft, leads the strategic initiatives related to product quality and vendor relations. Overseeing the procurement process for the 10,000+ items in the inventory, the President ensures that every product meets the high standards expected by the company's customers. This role involves negotiating with manufacturers to secure exclusive items and maintain a competitive edge in the market. By focusing on product excellence, Jim Baumgardner drives the company's reputation for quality and reliability. The President also works closely with the marketing team to highlight new and innovative tools in the catalog and on the website. Through rigorous quality control and vendor management, Baumgardner ensures that the company continues to offer the best tools for woodworking. This leadership role is essential for maintaining the trust of the woodworking community and supporting the company's long-term growth objectives.

Jeffrey Forbes, the President at Woodcraft, manages the company's regional market expansion and store development strategy. Overseeing the identification of new locations for retail stores, the President ensures that the company maintains a strong presence in major metropolitan areas across the U.S. This role involves analyzing demographic data and market demand to optimize the placement of new stores. By focusing on regional growth, Jeffrey Forbes drives the company's ability to serve a wider customer base. The President also coordinates with local store managers to ensure that each location reflects the company's commitment to quality and service. Through strategic planning and execution, Forbes expands the company's footprint and strengthens its position as a leading supplier of woodworking tools. This leadership role requires a deep understanding of the retail market and a commitment to building a sustainable and profitable store network.