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Europe makes it. We make it work in America.

U.S. commercial operator, based in Spain. For European building and home-products manufacturers.

In America, they do not call you. They look for your spec and your price. If it is not there, they buy from someone whose is.

Operator
AJ Marcoz, twenty years inside U.S. big-box retail and commercial distribution
Based
Europe and the U.S.
For
European building and home products manufacturers
Founded
2025
These things break each other
  • Your price file fails because of your freight.
  • Your distributor goes quiet because nobody was trained to service the account.
  • Your U.S. leader misses the number because the model they were given could not produce it.

I ran commercial sales organizations inside U.S. big-box retail and commercial distribution, and led human resources across the same business. That is why I look at all of it. Examine one piece on its own and you will fix the wrong thing, expensively.

What actually goes wrong

They are not comparing your product. They are comparing the cost of doing business with you.

A U.S. buyer is not comparing your product against a competitor's product. They are comparing the total cost of doing business with you against the total cost of doing business with whoever is already on the shelf. Freight, payment terms, returns, fill rate, whether the pallet fits the shelving, whether someone answers the telephone at four in the afternoon in New York.

Read the market

Test the opportunity, the channel and the customer economics against how the U.S. actually buys, rather than how it is assumed to buy from Europe.

Read the people

Who is carrying the United States, what they were given to carry it with, and whether anyone is coming up behind them. This is where most entries are decided.

Make the call

State what should change, what should not change and what the business does next. A straight answer, including no.

Your U.S. leader may be doing everything asked of them inside a model that cannot produce the number.

Local, on both ends

I live in Europe, and I will come to you.

I am also American, and I spent twenty years inside the channel you are selling into. A consultancy in London has never sat in an American buyer's meeting. A firm in Chicago has never walked your factory.

Buyable, not just visible

Being in the U.S. market is not having a website Americans can find. It is having one they can buy from. Two people have to be able to move without emailing Europe and waiting three days.

The people who specify you

Architects, designers, contractors

They need imperial drawings, BIM and Revit files, cut sheets, and submittal packages. Without them, you never make the spec.

The people who buy you

Dealers, builders, homeowners

They need U.S. pricing, lead times, and a real way to get a quote or place an order.

If an architect cannot pull your spec, a dealer cannot see your price, and a customer cannot order, you are not in the U.S. market. You are just visible in it. That gap is what we close.

You do not need all of America

The U.S. is the largest consumer market on earth. You do not need much of it. A narrow slice, worked properly, is real money, and chasing the whole thing is how European manufacturers burn a year and a budget getting nowhere.

We find the one avenue where your product actually wins, and we make it work:

  • Project and specification pipeline
  • Distributor and dealer network
  • Designer and rep networks
  • Online and marketplace
  • Special orders

Small share of the market. Significant dollars. And we only take it on when the numbers clearly work. Sometimes the honest answer is not yet.

Three ways in

No published fee figures. Fixed fee, agreed before we start, is the whole price signal.

U.S. Market Reality Check

The honest entry point, in dollars, not slideware.

When
Before you commit
Duration
Four to six weeks
Fee basis
Fixed fee, agreed before we start

Whether the opportunity is real, which channel it runs through, what your numbers look like once freight, payment terms and channel program costs are taken out, and what serving the account properly requires. A document, and a session with your board if it is useful. The answer is sometimes no.

See the U.S. Market Reality Check

U.S. Commercial Reset

We build the spec, pricing and buying assets, and stand up the channel. We do not recommend them.

When
Already there, below plan
Duration
Eight to twelve weeks
Fee basis
Fixed fee

For manufacturers with customers, a U.S. leader or distribution already in place and results below expectation. I look at the channel, the pricing, the structure and the people, tell you which one is actually holding the business back, and in what order to fix it.

See the U.S. Commercial Reset

U.S. Growth Partner

We run the channel with you.

When
Demand is real, the model cannot carry it
Duration
Retained by quarter
Fee basis
Retained by quarter

Build the channels, the programs and the people to grow, while keeping the speed and the closeness to the customer that opened the door.

See the U.S. Growth Partner

NovusMarc builds and runs the commercial engine. When the U.S. team needs people, our search arm Loom Haven Advisors staffs it.

One that is not a logo

A European manufacturer entered the United States after the post-COVID demand boom, and several years in, demand and growth were still below what ownership expected.

The constraint was not sales effort. The level of the leadership seat, the resourcing behind it, and the way American customers expect to specify and buy had all been underestimated.

The U.S. operation was rebuilt around the level of leadership the market actually required, with self-service purchasing and an RFP path for the complex projects that still need a person, rather than more pressure applied to the sales team.

Client names stay confidential. The situations and the decisions do not. If it helps, I will put you in touch with an owner who has been through it.

Discretion

Nobody needs to know we are talking. This work usually starts because something in America is not going well, and that is not a thing a family business wants discussed.

Who

You work with me directly.

The record

Director of Commercial Sales at The Home Depot, leading a $750M+ sales, operations and P&L organization for commercial sales. Before that, Regional Commercial Sales Director for a nearly $3B region, and human resources leadership across Home Depot Pro, formerly Interline Brands, the roughly $3B commercial business formed when Interline merged with Home Depot's core commercial operations.

AJ Marcoz
Managing Director

NovusMarc was founded in 2025. You work with me directly. Behind that there is a small senior team, Loom Haven Advisors, the search practice inside NovusMarc, when the answer is people, and engineering partners when a system has to be built.

Europe and America. WhatsApp is usually fastest.

AJ Marcoz, Managing Director
AJ Marcoz · Managing Director
A NovusMarc Company

Loom Haven Advisors

Loom Haven Advisors is the search firm inside NovusMarc, the commercial advisory practice. You can hire us for a search without ever speaking to NovusMarc.

Write to me.

Tell me what is happening in the United States, or ask me one question about it. If NovusMarc is not right for it I will say so, and I will usually know someone who is.

Tell me what is happening in the U.S.
Direct: contact@novusmarc.com