AJ Nichols

Co Founder / CEO

2021 – 2021

1. As the CEO and managing partner of ASHE, I was also the head roaster, artist / graphic designer, marketing director, media / public relations as well leading our wholesale and online sales operations and overall scalability. 2. Successfully scaled a home roasting operation into a mobile coffee cart for hire and finally into 2 brick and mortar cafes, local and national wholesale accounts as well as an online subscription service. 3. Awarded back to back "Best Of" coffee shops by HOUR Detroit first two years in cafe operations starting in 2016 and won multiple top 3 roasting awards 4. Utilized my years of acquired skillsets from the ski and snowboard sales industry to think outside the box, seek new lines and ways camping, hiking, climbing, to approach branding, community building and overall sales and painting, graphic design, coffee, awareness. With a small team on average of 6-8 employees fashion, guitar, art, vans/cars, between 2 small shops, we cleared $1M in revenue within 3 road trips, travel, woodworking, years, became a household name and synonymous with coffee in Detroit. While the pandemic nearly killed our business, we fought on and found support from the community we built and in that support we were approached by a local brewery for which we have recently sold the business to entirely as of 12/31/2021.

Founder / CEO

2013 – 2014

• GNAR Sales Independent Sales Agency: Represented (K2 Snowboards / Dragon Alliance / TREW Outerwear / KUU Wax) 1. Primary rep for brands covering the Great Lakes/Midwest territory 2. Implemented dynamic custom POP displays and indiviudal sales contests/platforms for retail partners 3. Worked closely with each Corporate brand on product marketing to develop and forecast future prodcut cycles 4. Worked closely with Corporate branding/marketing on reviewing focus group feedback and strategic planning to align with market trends 5. Increased brands recognition and sales for all brands by building a cohesive story between each brands initiatives and ethos 6. Lead shop product clinics in store and at trade shows 7. Hosted on hill product demos for shop employees and consumer demos 8. Sponsored local winter initiatives of schools, clubs and ski resorts to better the winter sports experience

Independent Associate Sales Rep, Great

2011 – 2013

Independent Sales rep: Representing (K2 Skis / K2 Snowboards / K2 rollerbaldes) 1. Assisted Primary rep with brand growth in all territory sales accounts and events 2. Managed and grew revenue of southern territory under the guidance of primary rep 3. Lead retail staff product clinics at shops and trade shows 4. Hosted on hill product demos for retail shops and consumer demos 5. Lead consumer focus groups and product demos at national conventions

Customer Experience Marketing Manager, Columbus

2010 – 2011

Develop and design storyboard to capture and deliver customer experiences to internal and external affiliates including State Attorney Generals • Direct camera crews on site at Customer Outreach Events while borrowers apply for home modifications • Initiate and conduct customer and employee interviews to passionately capture the customer experience • Work with video editing staff for ChaseTV to bring storyboard to life in scope to further progress our customer gratification and experience at future events • Responsible for internal and external communications regarding event material as well scripting clear and direct informational flyers • Manage non-profit events in accordance with Community Outreach Vice President and project managers • Work with Nonprofit Advisory Panel to generate idea flow to better present and develop events • Main focus is to work with our closest nonprofit relationships to effectively work our existing borrower pipelines. • Manage on site at events as one of the Lead Event Coordinators

Tech Rep

2007 – 2011

1. Assisted Primary rep with territory sales accounts and events 2. Lead retail staff product clinics 3. Hosted on hill product demos for retail shops and consumer demos

Assistant Manager

2007 – 2010

1. Employee of the Year 2008/2009 2. Manage daily operations in accordance with Store Manager 3. Provide solutions to aid team flow and operations 4. Lead sales Associate with main focus in Skis/Snowboards

2004 – 2009