About

Simply put, it started with a different perspective.

While in Israel, following completing university in Oxfordshire, U.K., the founder, Gil Erlich, cut his teeth at a licensing agency where he was brought in to replace a prior transliterator to complete this services for the company’s international investment proposals. The first lesson learned was that in coming in to repair work done by others, it is sometimes for more effective and efficient to start anew rather than spend countless hours trying to fix something so entangled with errors.

A few countries later, he was back in the U.S. working at leading New York City advertising agencies, such as McCaffrey McCall, Bates USA, and Rapp Collins Worldwide on numerous new product and service launches across Consumer Packaged Goods (Consumables and Durables), Automotive and Financial Services for leading brands, such as Mercedes Benz, Procter & Gamble, and T-Rowe Price.

Later he moved to the client-side, working for Nabisco, having oversight of the Manhattan Territory, where he received national recognition for his sales successes (top performer and amidst a company restructure) and new business development vision (e.g. independently sourced and secured the first eCommerce account).

Full perspective, key talent, and comprehensive service offerings.

Following his successful exit, he founded Erlich Enterprises to guide other American manufacturers and service providers to navigate the challenges of their industries and competition, helping businesses be better.

As Mr. Erlich states, “Understanding a business takes a two-pronged approach. An outside-in unfiltered view of how the world sees and perceives a business and its brand/s, allowing for identifying opportunities for brand cohesiveness and new revenue stream development, and an inside-out all-access value-stream mapping of operational processes to discover and mitigate inefficiencies to produce comprehensive systems of efficacy.”

He would later bring in key talent on an as-needed project basis to ensure the success of the business’ clientele, and further expand to include business interests of American ally countries, and expand service offerings to include business coaching and fractional management placement.

Nearly a decade later the firm continues to achieve these objectives, competently providing companies across the U.S., Europe, and the Middle East a full suite of services for periodic and ongoing projects as diverse as its clients, from startups to longstanding businesses alike spanning Technology, Manufacturing, eCommerce, Health, Wellness and Fitness, Construction, Consumer Products, Consumer Services, Biotechnology, Franchises, Luxury Goods, and more.

Successes gained by solving challenges differently.

He later moved to a consumer robotics manufacturer where he rose in the ranks to lead as VP of Sales and Marketing, growing the small business to global success.

Through a litany of strategic initiatives and tactical executions, including completing a restructure of operational processes, team structures, and customer support systems across all divisions (industrial, commercial and residential), the development and deployment of industry firsts (a Minimum Authorized Dealer program, white-label sales to industry “Big 3”, direct category competition and external industry mainstream brand partnerships (e.g. iRobot, Dirt Devil, Ecolab), and the architecting and deployment of a global Authorized Dealer and Service Center network program, the company grew to become the reigning industry category leader with its brand serving as the nomenclature of the technology.

As the “Great Recession” ravaged global economies he relied on his experience in advertising and strategized the opportunity to further the advancement of the company and category. Rather than recede from marketing spend – as most companies during the economic downturn – he negotiated aggressive multi-page contracts with both trade and consumer publications.

The payoff was significant, leading to exponential growth (+50% sales in 2008 during the company’s 25th year), furthering their category lead position, and an eventual high yield sale of the company (9 Figures) at the height of the recession.