Retail & category strategy
Circuit City
Rebuilt category strategy and developed product lines from inside a retail business. That experience shaped Victor’s approach to assortment, merchandising and the offer customers see.
Meet Victor Elmann
Victor Elmann.
A merchant’s perspective on commerce.
Founder and CEO of Twin Two. Victor brings two decades of experience across retail, eCommerce, merchandising and marketing, with a career spanning the retailer, agency and brand sides of the business.
Talk through your eCommerce planReal people.
Your Twin Two team.
From the store floor to online commerce
A career built around
how products sell.
Victor grew up working in his family’s consumer electronics stores in New York City. Retail was part of his life from childhood, giving him an early understanding of products, pricing, merchandising and customer relationships.
His career expanded from physical retail into DTC and marketplaces. Working across categories and businesses gave him experience launching products, developing assortments and improving the way brands reach customers.
Retail, agency and brand roles also showed him how decisions in one department affect another. The product offer, creative, distribution and daily operating work all shape the customer experience.
Today, that perspective informs his work at Twin Two: connect the channels and the departments around the business behind the sale.
Read the Twin Two storyExperience across the business.
Retail, DTC, agency and brand roles shaped the way Victor runs Twin Two today.
DTC & eCommerce operations
Gogotech
Built direct-to-consumer operations and gained experience selling at scale. It brought the daily work behind online sales into focus: products, pricing, systems and the customer experience.
Agency, creative & commerce
Omnicom
Worked across creative, commerce and retail, helping connect strategy with storytelling. It showed him how brand ideas need to connect with the way customers discover and buy products.
U.S. brand strategy & product launches
Sansui
Led U.S. brand strategy, including the first Sansui OLED priced below $1,000 and a CES award-winning monitor launch. The work connected product positioning, launch plans and routes to market.
Why he built Twin Two.
Victor saw sellers carrying too much of the burden of building an online operation.
Agency fees could continue regardless of the brand’s performance. Managing several channels could mean coordinating several agencies, with additional partners for advertising or customer service. Reseller arrangements could reduce margins and distance the seller from customer data.
Building DTC internally brought a different burden: recruiting the team, buying software and connecting channels before the operation was established.
Victor founded Twin Two to reduce that upfront burden and share in the risk. Real people manage the full eCommerce operation across the store and marketplaces, using software built by Twin Two and included with the service. The management fee is performance-based: we only get paid when you sell.
The name Twin Two traces back to Twenty Second Street, where Victor grew up.
How Victor thinks about commerce.
Products, customers and operating decisions need to work together.
Understand the product.
Assortment, positioning and merchandising help customers understand what they are buying.
Connect the route to the customer.
Your store, marketplaces, content and campaigns each play a role in how people discover and buy.
Pay attention to the work behind the sale.
Pricing, selling costs, customer questions and order follow-through belong in the same business conversation.
One team. Your next stage.
Talk through your eCommerce plan.
Tell us where you sell and what needs attention. We’ll work through the channels and operating support that fit your business.