Alliance Marketing

What Alliance Marketing does

Alliance Marketing is a privately held sales and marketing representation firm headquartered in Los Angeles, California, founded in 1993 by Mark Blau. The company acts as an intermediary between consumer product manufacturers (its "principals") and warehouse club retailers, with Costco, BJ's Wholesale Club, and PriceSmart as primary channels and CVS as a secondary retail pharmacy outlet. Alliance Marketing represents approximately twelve food, beverage, and lifestyle brands including The Cheesecake Factory bakery, Damascus Bakery, Food for Life, Maui and Sons, Joseph Farms, Naturipe, Dry Soda, Chef Hak's, Maglio, Pulp Story, Sucro Sourcing, and In2Food. Its stated focus is the Frozen, Fresh, and Grocery sections of the Warehouse Club Industry, and the firm reports managing $48B in market opportunities with reach to a 95M+ customer/member base across its channel partners.

The company operates with a small team of 11-50 employees, led by President and co-founder Mark Blau alongside Ginger Woolard (Office Management/Sales Support, since 2001) and Lynne Shipley (Customer Service Specialist, since 1997). Service offerings span marketing and merchandising programs, sales forecasting and projection, supply chain and inventory management, movement analysis, demo management, cost and category analysis, club-targeted packaging design, and dedicated customer service acting as liaison between principals and buyers. There is no proprietary technology platform; operational capabilities rest on category expertise, established buyer relationships, and human-driven business management rather than software or automation.

Alliance Marketing's revenue model is commission- and fee-based on sales it facilitates through warehouse club and retail channels. Pricing is quote-based and not publicly disclosed. The firm runs an enterprise field sales motion, deploying a national team of business managers with direct access to key purchase decision makers, and operates exclusively through direct sales engagement with no indirect or channel distribution. The company maintains a "no conflict policy" under which it serves as the dedicated sales and marketing resource exclusively for its principals. There is no external investment, no parent company, and no disclosed funding activity; ownership and leadership have remained with the founder.

Name

Alliance Marketing

Legal name

Alliance Marketing

Website

https://alliancemktg.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance Marketing is a Los Angeles-based sales and marketing representation firm, founded in 1993, that represents approximately twelve food, beverage, and lifestyle brands to warehouse club retailers (Costco, BJ's, PriceSmart) and CVS, providing forecasting, supply chain management, and category analysis services.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Media Representatives (541840), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE)

akta.pro secondary industry

Affiliate Marketing & Partner Networks (BPAMALAI)

Keywords

• Digital marketing services
• Influencer marketing
• Performance marketing
• Social media marketing
• Affiliate marketing

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Marketing and Sales Representation Services: Revenue generated through marketing and sales representation services for their principal brands, earning commissions or fees on sales facilitated through warehouse club and retail channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Alliance Marketing is a digital marketing agency that designs and executes influencer, social media, performance, and affiliate marketing campaigns for brands. The firm connects clients with relevant influencers and creators, manages paid and organic campaigns, and optimizes campaigns for conversions, ROI, and brand visibility across industries including healthcare, technology, e-commerce, finance, and education.

Product overview

Alliance Marketing is a full-service marketing partner company operating in the Warehouse Club Industry, acting as an intermediary between product manufacturers (principals) and retailers. The company does not offer a unified software product but rather provides marketing and sales services including business development, sales management, customer service support, forecasting, supply chain management, and demo management. Alliance Marketing represents a portfolio of 12 principal brands across the food and beverage sector, including The Cheesecake Factory, Damascus Bakery, Joseph Farms, Food for Life, Maui and Sons, In2Food, Naturipe, Dry Soda, Chef Hak's, Maglio, Pulp Story, and Sucro Sourcing. These brands serve warehouse club retailers such as Costco, BJ's, CVS, and PriceSmart.

Differentiator

Problem solved

Functional benefit

Products and services

• Influencer Marketing

Quantifiable outcome

• $48 billion in market opportunities managed
• +1 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• The Cheesecake FactorycoreChannel Partner/ Reseller/ DistributorThe Cheesecake Factory bakery products distributed through warehouse club channels. Alliance Marketing represents their sales and marketing interests in the warehouse club industry.
• Damascus BakerycoreChannel Partner/ Reseller/ DistributorSpecialty bakery products distributed through warehouse clubs. Alliance Marketing handles their sales representation and marketing in the club channel.
• Food for LifecoreChannel Partner/ Reseller/ DistributorOrganic food products including Ezekiel bread distributed through warehouse clubs. Long-standing principal partner with Alliance Marketing.
• Maui and SonscoreChannel Partner/ Reseller/ DistributorSurf and lifestyle apparel brand distributed through warehouse clubs. Alliance Marketing represents their sales and marketing efforts.
• Joseph FarmscoreChannel Partner/ Reseller/ DistributorAgricultural products distributed through warehouse clubs. Long-term principal partner of Alliance Marketing.
• Chef Hak'sminorChannel Partner/ Reseller/ DistributorAsian cuisine specialty products for warehouse club distribution.
• MagliominorChannel Partner/ Reseller/ DistributorDeli specialty foods distributed through warehouse clubs.
• NaturipecoreChannel Partner/ Reseller/ DistributorPremium berry and fruit products including fruit cups distributed through warehouse clubs.
• Dry SodaminorChannel Partner/ Reseller/ DistributorCraft soda beverages with lifestyle positioning distributed through warehouse clubs.
• Sucro SourcingminorChannel Partner/ Reseller/ DistributorSugar and ingredient sourcing including organic sugar for warehouse club distribution.
• In2FoodminorChannel Partner/ Reseller/ DistributorFresh food products distributed through warehouse clubs.
• Pulp StoryminorChannel Partner/ Reseller/ DistributorJuice and pulp products distributed through warehouse clubs.
• CostcocoreChannel Partner/ Reseller/ DistributorPrimary warehouse club customer. Alliance Marketing provides sales and marketing representation services for their principals' products in Costco locations.
• BJ's Wholesale ClubcoreChannel Partner/ Reseller/ DistributorWarehouse club customer for product distribution. Alliance Marketing supports their category management needs.
• PriceSmartcoreChannel Partner/ Reseller/ DistributorInternational warehouse club chain customer. Alliance Marketing facilitates international distribution for their principals.
• CVSminorChannel Partner/ Reseller/ DistributorRetail pharmacy chain for extended product distribution beyond warehouse clubs.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Repsly: Retail execution and field-team management software platform used by CPG brands and brokers. Adjacent to Alliance Marketing's manual merchandising/demo management workflows; a potential technology disruptor or partner.
• PartnerStack: Partner ecosystem management platform for B2B SaaS and commerce. While not a CPG broker, it represents the technology-enabled evolution of partner/affiliate management that could eventually serve Alliance Marketing's category.

Broad incumbents

• Impact: Partner and affiliate marketing platform that automates performance-based partnerships. Comparable in operating on commission/transaction-based economics, though at much greater scale and on the digital/affiliate side.
• The Integer Group: Shopper and retail marketing agency within Omnicom Group that serves CPG brands at retail. Comparable in delivering retail-channel marketing execution, though with a creative-agency orientation.
• Daymon (now part of Advantage Solutions): Private-label and brand management specialist that historically focused on club-channel new product development — overlaps with Alliance Marketing's 'pioneering innovative products for club format' capability.

Direct peers

• Crossmark: Retail sales and marketing services firm representing brands to grocery, mass, and club retailers. Directly comparable in providing sales representation, merchandising, and category management services to principals.
• Acosta: Large CPG sales and marketing agency representing brands across retail channels. Closest direct comparable — competes for the same principal-to-retailer representation work, especially in grocery and club channels.
• Advantage Solutions: Public sales and marketing agency serving CPG brands across retail, including warehouse clubs. Operates the same headquarter-sales-rep business model as Alliance Marketing but at substantially greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance Marketing