About Tampa, FL
Optichain Advisors was founded to help warehouse and fulfillment teams close the gap between system design, operator workflows, and daily execution.
Track record
WMS platforms
Our mission
Optichain Advisors focuses on practical improvements that operators can use, supervisors can manage, and leaders can measure.
The founder
Alex Gibbs brings more than 15 years of experience across warehouse operations, WMS, fulfillment, integrations, and operational transformation. His career has spanned Operations, Engineering, and Product roles at Amazon, Shopify, and Flexport, giving him a practical view of how warehouse systems succeed or fail in real operating environments.
At Flexport, Alex has held leadership roles across warehouse management systems, integrations, technical programs, and product. Earlier in his career, he led fulfillment and operations teams at Amazon and supported integrations and operational programs at Shopify. He has led or supported 55+ WMS migrations and selections, with especially deep experience in Logiwa-led migrations, plus exposure across Blue Yonder, Deposco, HighJump, Infor, Manhattan, ShipHero, and custom WMS environments.
That background shapes the approach at Optichain Advisors: diagnose the friction between systems and execution, then turn it into workflows, dashboards, SOPs, launch plans, and operating improvements teams can actually use.
Three lenses
Each lens comes from a different part of the work, and each one changes where a diagnosis starts.
Having led warehouse and fulfillment operations from the floor up means knowing how system friction feels to the people doing the work, including the parts the WMS reports never capture. That perspective shapes how Optichain Advisors diagnoses broken workflows, aging exceptions, and the gap between configured processes and actual execution.
System-level experience with WMS, WCS, ASRS, and integrations means Optichain Advisors can identify friction at the right layer. That includes telling configuration gaps apart from workflow design problems, and seeing how technical constraints turn into operator workarounds.
Product thinking applied to warehouse operations means every diagnosis leads to something usable: workflows operators can follow, dashboards leaders can act on, and launch plans with enough detail to execute.
Background
Our approach
Most warehouse problems start in the gap between how the WMS is configured, how operators work, and what leaders can see. Optichain Advisors diagnoses that gap and turns it into practical improvements.
We start with how operators actually work, then compare it with how the system was configured. Most problems trace back to the difference between the two.
Everything we produce is designed to be used: SOPs operators can follow, dashboards supervisors can act on, and launch plans with enough detail to execute.
We do not hand off recommendations and disappear. We stay engaged through rollout, training, and stabilization until the improvement shows up in daily execution.