New Standard Co.

Launched and scaled a world class retention agency to 7-figures in 6 months, focusing solely on 8, 9 & 10 figured DTC brands.

A few current and past clients include:
- True Classic
- AG1
- Caraway
- BYLT Basics
- Cozy Earth
- dbrand
- Sand Cloud
- & more.

Co-Founder

Manssion

Launched and scaled a DTC men's jewelry brand to 8-figures in 3 years.

LLovesick

Partner & Consultant

BLNK LÉBL

Gogo Business Aviation

Senior Software Product Manager responsible for the Gogo Inflight Entertainment Suite (Gogo Vision, Gogo Text and Talk, Mobile Applications, Content Management, Connected Aircraft Services) and also the Gogo Cloud network.

Manage a large cross functional team to define and execute on multiple complex NPIs, including Gogo Cloud network strategy and IFE customer experience (on-ground and in-air) while maintaining top-tier performance and exceptional service availability.

Identified and addressed weaknesses in product strategy, design, and sales channel integrations yielding triple digit growth over 3 years, on pace for high triple digit growth over 5 years.

Sr. Software Product Manager (Services & Apps, Cloud)

Greenlee

Global Product Line Manager responsible for enterprise and residential Wi-Fi test and measurement tools for Windows, MacOS, iOS, and Android. This product line is primarily software and cloud based with an added hardware component spanning multiple mobile platforms and is developed and maintained primarily using agile methodologies and A/B testing. It is our most visible and capital-intensive investment to date with the largest growth expectations.

Improved and sustained product roadmap and portfolio. Released multiple iterations, new product introductions, and global market launches based on business cases comprised of VOC, primary research, product and market data resulting in significant growth.

Pioneered the penetration into new market segments and was critical in partnering and growing relationships with network equipment manufacturers, value added re-sellers, and other key associates to create value for our customers, build credibility, and grow the bottom line. Instrumental in co-developing and closing deals with 2 of our largest strategic customers ever.

Global Product Line Manager, Wireless

Global Product Line Manager of a $33M portfolio with a wide range of products servicing diverse markets via multiple B2B, B2C, and retail sales channels. Primary focus on the 80/20 rule to facilitate growth while continuously updating products from our core business and relaunching them with value-added updates and refreshes. Developed strong personal relationships with customers starting from POC (MRD) and VOC initiatives to beta testing, initial orders, and after sales support. Achieved double-digit growth in strategic categories by performing in-depth analyses and using this data to maximize company resources and create additional value for our consumers.

Introduced a new, strategic product within 6 months of employment that has created $1.1M in incremental revenue since. Facilitated a full product line re-brand coupled with a marketing campaign resulting in 5% growth of market share.

Global Product Line Manager - Voice, Data, Video

Associate Product Manager of a portfolio of 700+ products, tasked with strategy development, growth targets, channel optimization, brand recognition, and customer relations initiatives. Managed multiple projects including revamped distributor programs to incentivize growth and stronger brand representation. Renegotiated supplier contracts resulting in over $100k in savings per year. Streamlined intercompany processes for the product management team to reduce admin duties by 50%. Defined strategic, high-level road maps to improve and grow product lines based on qualitative and quantitative analytics. Development and implementation of multi-faceted strategic plan by participating and leading domestic and international cross functional teams.

Associate Product Manager

Marmera Creative

Quickly promoted to lead engineer after demonstrated ability to excel in high-pressure, fast-paced environments. Utilized industry leading software and hardware audio interfaces and sound boards to capture, manipulate, and reproduce sound waves. The expectation was an integrated workflow directly with the end customer, taking vague input from them and using my technical abilities to turn their requests into a viable service. This position required strong interpersonal skills, a profound understanding of customer needs, and the ability to perform deep technical analyses. I increased customer satisfaction and retention by double-digits compared to the previous engineering lead.

Audio Engineer (Acoustical Engineer)

Arizona State University

Designed and tested various wing design configurations in a joint effort with electrical and computer science engineers to produce micro air vehicle “flapping” drones. Utilized industry standard tools such as SolidWorks, fluid dynamics, and 3D printing for the designing, testing, and analyses. Co-led a group of 8 by coordinating tasks and having regular status meetings based on time-sensitive deadlines. Improved testing efficiency by 25% based on analysis of measured data and current processes.

Research and Development Engineer (Modeling, Analysis, Control, and Design of Micro Air Vehicles)

Analyzed properties of polymers and composites using MATLAB and ANSYS to identify and define trends. Utilized results to collaborate with a team of engineers and psychologists and create new ways to educate students. Implemented and measured the effect of defined strategies, increasing test scores by an average of 10%.

Research, Design, and Implementation Engineer

Elected head engineer and project manager. Researched, designed, and developed a small-scale Savonious Wind Turbine that exceeded the required statement-of-work efficiency and power output by 15%. Coordinated a 5-person design team as head engineer and project manager by implementing the Integrated Product Development System and other design tools such as work breakdown structures, trade studies, DFMEA, and piece cost breakdown.

Lead Design Engineer

Efficient Support Solutions, LLC

Elected project coordinator. Analyzed Domain Name Server (DNS) behavior under heavy inter-network loads based on the TCP/IP model. Organized and implemented diagnostic procedures and protocol for DNS overload scenarios. Compiled results and presented a PowerPoint presentation to the supervisor as head of a 3-person group

Research & Development Intern

Kobay Financial

Set process standards for marketing and strategic customer approaches. Organized mortgage big-data and analyzed various statistical trends in order to identify target markets. Contacted consumers based on research results and developed leads for marketing and sales teams to pursue. Increased customer base by 17% over a 6-month tenure.

Statistics Analyst Intern

Sr. Software Product Manager, Gogo Business Aviation

Building New Standard Co. — World Class Email, SMS, & Retention Marketing for 8, 9, & 10-Figure DTC Brands.

A few of our current and past clients include:
- True Classic
- AG1
- Caraway
- BYLT Basics
- Cozy Earth
- dbrand
- Sand Cloud
- & more.

We're a high-powered boutique agency of eCommerce and retention specialists focused on elevating retention channels for the top DTC brands in the world.

I founded and scaled a brand from 0 to 8 figures in sales. During that journey, I hired and fired multiple Email & SMS agencies—so I decided to build something better.

Since launching our agency, we've partnered with some of the biggest and fastest-growing eCommerce brands in the world.

If you’re looking to elevate your Email, SMS, and Retention channels with the same tenacity as your paid media channels, send me an email here: feras@newstandardco.com

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Outside of my agency, I'm involved in several other fast-growing businesses. I’m fortunate to have thousands of incredible DTC founders and operators following and subscribing across my social channels and newsletter.

If you’re looking to reach my audience, contact me here: feras@newstandardco.com

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Additional Accomplishments:

- Launched and scaled a world-class retention agency to 7-figures in 6 months, working solely with 8, 9, and 10-figure DTC brands.
- Launched and scaled a DTC men's jewelry brand to 8-figures in 3 years.
- Built a personal newsletter with thousands of subscribers (and growing quickly) in just 90 days.
- Earned a Master's Degree in Mechanical Engineering from ASU and an MBA from USD.

You can reach me via email here: feras@newstandardco.com

Unless you’ve built a truly unique product or GTM strategy, then starting an agency in 2025 is probably a better business model than starting a brand.

No inventory, fulfillment, or ad spend.

But the catch is, you have to be good enough that people will pay you for what you know.

New Standard looked like it came out of nowhere, but before that I spent 5 years struggling on the brand side.

Agency model > brand model for most, but it isn’t easy.

Feras Khouri

Seasoned Business Leader & Senior Product Manager | Expert in Developing & Launching Successful Products

With a wealth of experience in the dynamic realm of product management, I've spearheaded numerous product developments from conception to market launch. A strategic thinker and adept problem-solver, I specialize in driving innovation, overseeing the entire product lifecycle, and orchestrating cross-functional teams to deliver cutting-edge solutions.

Throughout my career, I've honed a proven track record of transforming ideas into profitable businesses, leveraging market insights, and harnessing the latest technologies. My passion lies in identifying customer needs and translating them into compelling, market-leading offerings.

My background encompasses a deep understanding of market trends, a keen eye for disruptive opportunities, and a knack for executing robust product strategies. I thrive in fast-paced environments and have a demonstrated ability to navigate complexities, driving growth and creating impactful solutions.

Founder of an 8-Figure Brand + 7-Figure Agency | Driving World Class Email, SMS & Retention Marketing for 8, 9 & 10 figure DTC brands

We’ve worked with some of the top 8 and 9 figure brands in the world.

Their accounts get audited all the time by other agencies, consultants, freelancers… you name it.

The brands always share those audits with us.

I can look into any account, even the ones we manage, and find something wrong.

There’s no account on earth that’s “perfect.”

If you audit one of our accounts and find something valuable then thank you.

The best teams aren’t scared of critique, they act on it.

So keep it coming, that’s how we get better.

One of the biggest benefits of working with an agency like ours isn’t execution, it’s perspective.

We’re plugged into what the best brands, SaaS, and agencies are doing.

We get asked constantly…

– “What tools are the best brands using?”
– “What trends are actually real?”
– “Do you know someone good for this?”

That cross-pollination is part of the value.

It’s not just what we do, it’s what we see.

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