Greg Morello

Chief Executive Officer AMS Fulfillment

Last Reviewed: September 27, 2026

Executive Summary

Greg Morello is Chief Executive Officer of AMS Fulfillment, a full-service outsourced logistics provider that handles order management, warehousing, inventory management and reverse logistics for fast-growing consumer brands, chiefly in beauty and cosmetics, apparel and premium accessories. He was hired in June 2025 by the company’s owner, the Boston private equity firm Fort Point Capital. He came to the role from the fulfillment industry itself: he had been President and Chief Commercial Officer of Whiplash, a private equity-backed e-commerce fulfillment company that Ryder System agreed to buy for about $480 million in December 2021, and before that co-founded the transportation management start-up Concentrek.

Career Highlights

• Appointed Chief Executive Officer of AMS Fulfillment in June 2025; the company is a Fort Point Capital portfolio company and a Certified B Corporation.
• Served as President and Chief Commercial Officer of Whiplash, leading its growth ahead of its sale to Ryder System, announced in December 2021 at roughly $480 million in cash and completed on 1 January 2022.
• Co-founded Concentrek, Inc., a non-asset based transportation management company, where he raised $6.5 million in venture and Series A capital; Concentrek ranked No. 112 on the 2004 Inc. 500 and was later sold to UTi Worldwide.
• Founded Lone Tree Advisors, a boutique advisory firm working with lower middle-market and start-up business services and technology companies on strategy, scalability and profitability.

Professional Journey

Morello’s career has run through the non-asset side of logistics: companies that sell software, coordination and warehouse operations rather than owning trucks. His first venture was Concentrek, Inc., a non-asset based transportation management company he co-founded and where he was responsible for growth strategy and sales. Concentrek raised $6.5 million in venture and Series A funding, appeared at No. 112 on the 2004 Inc. 500 list of America’s fastest-growing private companies, and was sold by its founders to the freight forwarder UTi Worldwide, since absorbed into DSV.

He later joined Whiplash, a private equity-backed e-commerce and omnichannel fulfillment provider based in City of Industry, California, as President and Chief Commercial Officer. The business was sold to Ryder System: Ryder announced a definitive agreement on 13 December 2021 to acquire Whiplash for approximately $480 million in cash, and completed the transaction on 1 January 2022.

After the sale he founded Lone Tree Advisors, an advisory firm based in Ada, Michigan, which takes long-term engagements with lower middle-market and start-up business services and technology companies.

In June 2025 Fort Point Capital hired him as Chief Executive Officer of AMS Fulfillment, following a retained search by Boston Search Group. AMS, headquartered in Valencia, California, runs fulfillment facilities in California, Delaware, Pennsylvania and Utah, and serves digitally native consumer brands. Announcing the appointment, Fort Point’s Christina Pai cited his record of scaling logistics businesses that support consumer brands and the firm’s plans for both organic and acquisition-led growth; Morello pointed to the company’s integrated omnichannel capabilities and its status as a Certified B Corporation. He leads a team that includes AMS founder Jay Catlin, now Chief Revenue Officer.

Education

Bucknell University

BS

St. Martin’s College

MBA