I'm the operator, not the agency.
I started Mandrel because I couldn't hire what I needed.
Alex Dulmage
FounderMost manufacturers make a good product and have a website nobody would buy from. Customers who should be configuring an order at 10pm leave a voicemail instead, and the AI engines that should be recommending the company have never heard of it.
I led the acquisition of a commercial manufacturing company in 2023 and run it today as CEO. When I went looking for help with the digital side, I found two kinds of vendors: big agencies selling brand refreshes and retainers, and web shops selling templates. Nobody understood quote cycles, dealer pricing, spec-driven buying, or why an engineer at a design firm calls at 4:45 on a Friday. So I built it myself: product configurators, specification generators, AI-powered document analyzers, and the structured content that got my company cited in AI answers within days of deployment.
Before this I was in Army Special Forces, then at Accenture. Both jobs come down to the same thing: understand the ground, make a plan, and stay until it works.
Mandrel is small on purpose. When you hire me, you work with the person who runs the diagnostic, writes the roadmap, and builds the tools. I take a few clients at a time. If you want a big agency with a slide deck and a 90-day onboarding process, that's not this. If you want someone who has built what you need for his own plant and can do the same for yours, let's talk.
Manufacturing CEO
I own and operate a commercial manufacturer today. Quote friction, dealer programs, and spec-driven sales are my Tuesday, not a vertical I read about.
Army Special Forces
Plan, execute, adapt, finish. The standard for "done" in that world translates well to shipping working tools instead of decks.
Accenture Consulting
Years of enterprise-scale process and technology consulting. I bring the discipline without the bench rates or the army of analysts.
Why "Mandrel"?
In manufacturing, a mandrel is the form a material is shaped around, from the inside out. That's how this works. We start with your product data, your process, and your expertise, and shape the digital tools around them. The name seemed right.