Monica Buck

About

Senior operations leader (20+ years across DTC, B2B, and health tech) who builds and scales infrastructure, processes, and go-to-market/customer support systems that enable founder-led businesses to grow without losing brand and product promise. Most recently COO at Airtho, leading end-to-end financial systems, Zoho CRM Enterprise implementation, KPI frameworks, and vendor/SLA management, and previously SVP Customer Success at Bryte Labs where she built D2C components, customer support infrastructure, and partnership execution across hospitality and licensing.

Experience

• Chief Operating Officer · Airtho08-01-2025

  Airway-focused orthodontic aligner company; $1–2M revenue. Leading operations across finance, billing, CRM, vendor management, and customer success. Direct team of 5 plus collaborate with executive leadership & founders. • Transitioned the entire financial system end-to-end — migrated billing and accounting infrastructure (Zoho Billing, QuickBooks Online, Stripe) and rebuilt month-end and A/R processes for accuracy and speed. • Implemented Zoho CRM Enterprise: configured case management pipelines, custom workflows, automated stage tracking, and SOPs. • Designed the company's first structured KPI framework and weekly founders report — surfacing customer concentration risk, revenue changes, and vendor SLA performance in a green/yellow/red, giving the founders the visibility to manage capital allocation and growth bets. • Managed vendor relationships and SLA tracking across two manufacturing partners; escalated and resolved quality failures with international suppliers through structured written communications and cross-functional coordination.

• SVP, Customer Success · Bryte Labs02-01-2018 – 01-31-2026

  Premium sleep technology company; smart bed and sleep platform with B2B (hospitality), D2C, and licensing business lines. • Built the D2C components — e-commerce site, marketing engine (email, social, video, events), product roadmap, and customer support team and process. • Built and led the customer support team and infrastructure: stood up SLAs, systems, and best practices; sustained CSAT of 89% in a category with complex hardware-plus-app support needs. • Led execution of hotel and licensing partnerships supporting the three-pronged business model; hotel guest NPS averaged over 50 across deployments. • Supported product management team for both the consumer Bryte Bed app and the hospitality app — translating customer feedback and partnership requirements into shipped features. • Set and tracked sales targets across D2C and hotel guest conversion; instituted account health scores and KPIs that drove proactive outreach and expansion or product improvements. • Member of the company leadership team; built and ran the cross-functional process rhythm that kept marketing, product, engineering, and support aligned.

• Independent Consultant · Various Clients10-01-2016

  • Project management and operational consulting across marketing, websites, and consumer app development for clients including Viome. • Managed budgets, freelancer networks, and delivery across multiple industries.

• Project Director · Blast Radius05-01-2010 – 10-31-2016

  • Led project budgets, scope, and timelines for major consumer brand clients including Lululemon and Disney. • Owned client relationships from requirements gathering through delivery; participated in strategy and pitch development.

• Managing Director, Interactive · TBWA\Vancouver03-01-2008 – 04-30-2009

  • Member of the agency management team; led the interactive practice, business development, and pitch leadership for full-service offerings.

• Managing Director · Tribal DDB Canada02-01-2007 – 03-31-2008

  • Led company vision, financial forecasting, business development, and integration with sister DDB divisions.

• National Director of Production & Operations · Tribal DDB Canada01-01-2003 – 02-28-2007

  • Built and ran the national production and operations function for the agency's digital practice.

• Project Manager, Professional Services · ecmarket inc.01-01-2000 – 12-31-2001

  Earlier roles: Project Manager, Professional Services at ecmarket inc. (2000–2001).

• Systems Engineer & Software Developer · Epic Data Inc.01-01-1998 – 12-31-2000

  Earlier roles: Systems Engineer & Software Developer at Epic Data Inc. (1998–2000).

Education

• University of British ColumbiaCompleted with honours, Bachelor of Computer Science
• British Columbia Institute of TechnologyCompleted with honours, Diploma of Computer Systems

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