AI, Call Centre, CDP, CRM and Cloud Migration
Interim leadership that engineered a scalable, omnichannel platform and $2M in savings ahead of AMS's sale.
The Client
- Company
- Asset Marketing Services LLC (dba GovMint)
- Website
- govmint.com
- Headquarters
- US
- Employees
- 11-50
About Asset Marketing Services LLC (dba GovMint)
GovMint (Asset Marketing Services LLC) is an established collectible coin and precious metals dealer with over 40 years in business. S.
The Challenge
Asset Marketing Service (AMS), founded in 1984, is a premier direct-to-consumer platform specializing in high-end collectibles and bullion. Its curated offerings span ancient artefacts, vintage coins, and modern limited-edition pieces, often delivered through a white-glove concierge service. Despite its strong market presence, 83% of AMS revenue came from telesales, with only a small share generated through ecommerce. The company was burdened with aging data centres and end-of-life legacy systems, leaving it ill-prepared to scale, innovate, or compete in an increasingly digital marketplace.
Our Approach
To address these challenges, AMS engaged Jon Michel Greenwood as Interim CPO/CTO to lead its digital transformation. Jon began with a comprehensive technology and business assessment, identifying bottlenecks and opportunities. Key initiatives launched under Jonʼs leadership include:
Established a product management function to formalize strategy, road mapping, and execution.
Developed a digital transformation roadmap aligned to growth and modernisation goals.
Rebuilt and rebranded GovMint.com, AMSʼs ecommerce platform.
Recruited and organised cross-functional teams of internal talent and external partners; IT, Product & Technology.
Implemented a Customer Data Platform (CDP) to unify customer intelligence.
Deploying Salesforce Marketing, Sales & Service Cloud to streamline customer engagement.
Secured investment in critical technologies, creating a sustainable growth model and budget.
Migrated telesales & support to a cloud-based CCaaS solution, from an EOL, on-prem solution.
Ensured PCI compliance for secure transactions.
Working with the OGC to create AI & Data Governance.
Integrated ChatGPT into MS tools and created AI & Data Governance processes and procedures.
Underwent a cost-savings exercise saving the company $2M+.
Helped guide the company through their sale to a public entity (Amark)
The Impact
Through Jonʼs leadership, he laid the foundation for a scalable, data-driven, and customer-centric digital business for AMS. The transformation modernised core systems, reduced reliance on legacy technology, and positioned AMS to expand beyond telesales into a true omnichannel commerce model.
To ensure long-term continuity, Jon recruited a permanent CPO and transitioned into a fractional CTO role, continuing to guide the company's innovation strategy.
Featured Expert
The Chameleon who led this engagement.
“Over the past 12 months, Jon served as AMSʼ Interim Chief Technology Officer with clarity, precision, and deep expertise. He stepped into a pivotal moment in our technology transformation, helping sharpen our execution and laying a strong foundation for the next phase of our platform evolution.”