The DNA Story

In 2011 our CEO and Founder, Ranjit Mulgaonkar, a seasoned veteran of eCommerce and Ex-Amazonian, recognized that all companies regardless of size need help navigating the complex world of Online Retail Marketplaces and set out to build a company with a distinctive set of skills and technology dedicated to providing this turnkey service.
Amazon is the most dominant Online Retail Marketplaces and generates 90%+ of the sales. Today 39% of consumers are starting their Product Search by going directly to Amazon (Source-Forrester Research). Amazon’s influence over the consumer as a Product Search Engine cannot be ignored.
By end of 2016, 50% of the product searches could be taking place on Marketplaces with existing Marketplaces like Amazon, eBay, Sears, Newegg and Rakuten plus new Marketplaces like Wal-Mart, Staples, Best Buy and Alibaba. Consumers are migrating towards the Marketplaces because of large product selection, competitive price, free shipping, ease of purchase, mobile access and excellent client service.
DNA team of eCommerce experts provide Sales, Marketing, Fulfillment, Business Intelligence and Client Support on five largest Online Retail Marketplaces using our expertise and proprietary technology platform. We maximize your revenue, control the selling price and your brand, provide critical business intelligence information in a pay-for-performance Turkey solution.
You must have a Marketplace strategy in order to have a brand strategy. Making the most of it is where DNA comes in. Over 50 Brand Marketers have partnered with DNA, you should too.

Our Team

Ranjit Mulgaonkar

President & CEO

Ranjit brings twenty five years of executive management experience in the Internet, e-Commerce, payment processing, desktop publishing – digital imaging and off shore development. Prior to founding DNA Response, Ranjit was responsible for business development and partner strategy for Amazon’s e-Commerce services. In prior years Ranjit was the VP of Business Development and Managing Director at Avalara – sales tax automation technology company, CEO of FlatWorld Group –executive management consulting firm, Senior Vice President of Network Commerce –e-Commerce services company where he built the services business with a team of 125, General Manager of Products at iCat Corporation – one of the first e-Commerce platforms bought by Intel Corporation in 1998. Ranjit was the Vice President and General Manager for Moore Corporation (RR Donnelley) where he launched the Interactive Marketing Solutions Division and managed Moore’s corporate software development with a team of 135 software professionals. Prior to joining Moore, Ranjit was the Worldwide Product Marketing Manager at Xerox Corporation responsible for forming a global alliance between Fuji, Scitex, Rank-Xerox leading to the introduction of DocuColor40, which generated over $700 Million in revenues for Xerox. At Aldus (Now Adobe) Ranjit was responsible for starting the Aldus Prepress Division that introduced five revolutionary software products for the printing and publishing industry in early 1990.

Tres Heffron

VP Technology and Product

Tres brings 21 years of software experience in desktop, web, and SaaS applications. He manages the technology, product strategy, and client relations teams with a focus on developing an intensely customer focused value proposition. Tres is responsible for setting technology direction, driving industry-setting product strategy, and defining the relationship between the client and DNA Response. Prior to joining DNA, Tres held various management and technology roles at Avalara, Concur, and Blackbaud. Tres holds a B.A from Wesleyan University and an M.S. in Management & Leadership from Antioch University Seattle.

Dana Mulgaonkar

VP Operations

Dana manages customer relations and operations for DNA Response making sure our customers and employees have the best experience and easy access to the senior management team at all time. Dana is responsible for all aspects of customer relations, finance and HR functions. Prior to joining DNA Dana was the Vice President of Operations for Stag, LLC an on-line marketer of Electronic Cigarettes and mobile accessories and for FlatWorld Group a consulting firm. Dana has 12 years of administration, customer support, and IT management experience with companies like Aldus (Adobe), Intel, PCad and Fujitsu.

Shelly Meier

Director of Client Services

Shelly manages client services and serves as the primary liaison between DNA and our valued client partners. She handles account management and works with the technology and marketing teams to analyze results, optimize sales, and provide clients with up-to-date business intelligence and next-step recommendations. Prior to joining DNA Response, Shelly served as Manager of Client Services - Direct Response and Enterprise – at Teleperformance USA and was responsible for the end-to-end management of telemarketing campaigns for clients across multiple industries. Shelly holds a B.S. in Communication from Boston University.

Nathan Grimm

Director of Marketing and Product

Nathan leads the ecommerce and corporate marketing teams at DNA Response. He studies the technical aspects of marketplaces like Amazon and develops new strategies that increase product sales. Grimm works with the operations and technology teams to implement scalable services for DNA Response's clients and shares findings with the ecommerce community. His research has been published on leading marketing publications like the Moz Blog and he speaks at conferences about growing ecommerce sales on marketplaces.

Prior to joining DNA Response, Nathan led the marketing team at SR Education Group growing revenue by implementing new marketing programs.

Nathan holds a B.A. in Business Administration from the Foster School of Business at the University of Washington.

Dr. Anuradha Phatarphod, Ph.D

General Manager DNA Response Private Limited, India

Anuradha manages all operations for the DNA Response Indian subsidiary. Prior to joining DNA, Anuradha was the General Manager for Avalara’s for over five years where she initiated and managed Indian operations for Avalara, a sales tax automation company headquartered in Bainbridge Island, Washington. Since 1996 Anuradha has been involved in Suhrud Mandal, a non-profit organization in India that helps with the education & rehabilitation of the over 400 Hearing Impaired children.