Will Tjernlund

CMO & Co-Founder

Headshot of Will Tjernlund, CMO of Goat Consulting, Amazon Consulting Company helping brands sell on Amazon

About Will Tjernlund

Will's Amazon career started at Tjernlund Products, a family-owned manufacturing business in White Bear Lake, Minnesota, founded in 1938. The company had spent decades selling through traditional wholesale distribution. Will saw what Amazon could do for a brand like theirs and built the channel from scratch. The results were hard to argue with. Amazon became Tjernlund Products' number one sales channel. The company went from a traditional B2B distribution model to roughly 80% Amazon revenue.

That experience, taking a legacy manufacturer and making Amazon their largest and most profitable channel, became the foundation for everything Will does at Goat Consulting. He co-founded Goat Consulting in 2016 with Reed Thompson. Where he helps brands and manufacturers achieve their goals and solve the problems they face when selling on Amazon

Will hosts the Nano Cap Podcast, where he has interviewed over 50 CEOs of publicly traded companies. That breadth of conversation with executives across industries adds depth to the strategic and business-building perspective he brings to every Goat Consulting client engagement.

Areas of Expertise

A conversation with Will can help guide your strategy for success on Amazon. These are areas he has a deep understanding of:


Will Tjernlund Press & Media Features

Will is regularly quoted by national and business publications as an Amazon industry expert.

CNBC

Bloomberg

Vox / Recode

Wired

Business Insider

AdAge

Adweek

MarketWatch

The Information

WebRetailer

Marketplace.org

KARE 11 / NBC Minneapolis

Arkansas Democrat-Gazette

Yahoo Finance

Forbes

  • Featured as an Amazon industry expert


Will Tjernlund Conference Speaking

Will has spoken at e-commerce and Amazon conferences across four continents. He was voted Best Speaker at the Cross Border Summit in Chiang Mai, Thailand in 2024.

  • Import Summit - Orlando, USA - 2015

  • Global Sources Summit - Hong Kong - April 2016

  • Private Label Days - Hamburg, Germany - June 2016

  • Global Sources Summit - Hong Kong - October 2016

  • Berlin Amazon Conference - Berlin, Germany - January 2017

  • Private Label Days - Bonn, Germany - June 2017

  • Amazoneii - Bucharest, Romania - June 2017

  • SalesHub Amazon Conference - Kiev, Ukraine - June 2017

  • Seller Optimization Summit, USA (online) - 2017

  • Amazoneii - Bucharest, Romania - June 2018

  • SalesHub Amazon Conference - Kiev, Ukraine - June 2018

  • Cross Border Summit - Shenzhen, China - October 2019

  • Cross Border Summit Chiang Mai, Thailand 2024


Will Tjernlund Podcast Appearances

Background & Credentials

  • Education: University of Minnesota Duluth, B.A. in Economics

  • Awards:

    • Minnesota AdFed 32 Under 32 - 2020

    • Best Speaker -Cross Border Summit 2024

  • Certifications: Amazon Sponsored Ads Certification, Amazon Sponsored Ads Advanced Certification, Amazon Ads Foundations Certification, Amazon Ads Campaign Planning Certification, Amazon Ads Retail Certification, Amazon Ads Advanced Retail Certification, Amazon Video Ads Certification, Amazon Marketing Cloud Certification, Amazon Ads Campaign Optimization Certification, Amazon DSP Certification, Amazon DSP Advanced Certification, Twitch Advertising Certification

  • Connect with Will Tjernlund


If you are interested in a call with Will Tjernlund, please reach out through our contact us form.

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Reed Thompson