Our Story
Alexander Jimenez
Founder & CEO
Director of E-Commerce / Amazon FBA /
Brand Development / Digital Marketing
Education
MBA in Marketing (Nova Southeastern University)
BA in Economics (University of Connecticut
Certifications
Born and raised in New Haven, Connecticut, I began my career journey with an Economics degree from the University of Connecticut — a foundation that evolved into a career defined by creative problem-solving, strategic thinking, and a passion for E-Commerce. One day, I stumbled across a YouTube course that introduced the vague basics of selling on Amazon — and everything changed. What started as a simple video quickly sparked a genuine passion for E-Commerce and digital entrepreneurship!
Determined to break into the field, I landed my first job in E-Commerce — but it didn’t go as planned. I was told, quite bluntly, that I would never succeed in this industry and should consider other paths. That moment, while tough to hear, became a turning point. I took six months off from working to focus entirely on mastering my craft. I studied, experimented, tested strategies, and committed myself to understanding every layer of the E-Commerce world.
That time of focused growth paid off. A few years later, I founded Elm City Direct, an agency dedicated to helping brands scale on Amazon and beyond. I also currently serve as the Director of E-Commerce for Nutmeg State Nutrition, where I manage and grow a multi-million dollar portfolio of health and wellness products.
I’ve guided multiple brands from initial launch to generating tens of thousands in revenue on Amazon, while also building and managing a wide range of high-performing Shopify stores across various industries.
From product development to brand positioning, I’ve dedicated my career to building businesses that stand out in the digital marketplace. E-Commerce isn’t just my job — it’s my passion, my craft, and what I wake up excited to do every day!