Practical WMS consulting,
built from warehouse
execution experience.
Optichain Advisors was founded by Alex Gibbs to help warehouse and fulfillment teams close the gap between system design, operator workflows, and daily execution.
Based in Tampa, serving warehouse and fulfillment teams across the U.S.
Help warehouse teams turn WMS complexity into clearer workflows, better visibility, and more reliable execution.
Optichain focuses on practical improvements that operators can use, supervisors can manage, and leaders can measure.
Led by Alex Gibbs.
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 HighJump, Manhattan, Deposco, and custom WMS environments.
That background shapes Optichain's approach: diagnose the friction between systems and execution, then turn it into workflows, dashboards, SOPs, launch plans, and operating improvements teams can actually use.
Operations
Having led warehouse and fulfillment operations from the floor up means understanding how workers experience system friction, not just what the WMS reports show. That perspective shapes how Optichain diagnoses broken workflows, aging exceptions, and the gap between configured processes and actual execution.
Engineering & Systems
System-level experience with WMS, WCS, ASRS, and integrations means Optichain can identify friction at the right layer. Distinguishing configuration gaps from workflow design problems, and understanding how technical constraints translate into operator workarounds.
Product
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. Not recommendations that sit in a shared drive.
Built on operations, systems,
and continuous improvement.
- ✓55+ WMS migrations and selections led or supported, with especially deep experience in Logiwa-led migrations, plus exposure across HighJump, Manhattan, Deposco, and custom WMS environments
- ✓15+ years across WMS selection, implementation, WCS, ASRS, warehouse operations, fulfillment, and integrations
- ✓Leadership roles at Amazon, Shopify, and Flexport
- ✓Certified Lean Six Sigma Black Belt
- ✓B.S. in Industrial and Systems Engineering, University of Florida
- ✓M.S. in Management, Executive MBA, and postgraduate training in Development and Operations
- ✓Additional training in DevOps, Kubernetes, Docker, and Applied AI/Data Science
Built for the gap between
the WMS and the floor.
Many warehouse problems are not caused by a broken WMS. They come from the gap between how the system is configured, how operators actually work, and what leaders can see. Optichain helps teams diagnose that gap and turn it into practical improvements: clearer workflows, stronger SOPs, better launch plans, usable dashboards, and more reliable execution.
Floor-Level Understanding
We start by understanding how operators actually work, not just how the system was configured. The gap between those two things is almost always where the problems live.
Practical Deliverables
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.
Execution Support
We do not hand off recommendations and disappear. We stay engaged through rollout, training, and stabilization until the improvement is real, not just documented.
Need a practical view of your
WMS execution gaps?
If your warehouse has the system in place but still struggles with friction, exceptions, manual reporting, launch risk, or inefficient movement, Optichain can help identify where the process is breaking down and what to fix first.
Schedule a Consultation