Asa Laws

About Asa Laws

With over four years of experience in data analysis, pipeline development, and project management, I am a systems manager at Mercato Partners, a growth equity firm that invests in high-potential companies. I leverage data and artificial intelligence to drive transformative cultural shifts in businesses, enabling them to scale faster, optimize performance, and enhance customer satisfaction.Previously, I was a director and a manager of special projects and data analytics at NOW CFO, a financial consulting firm that provides outsourced CFO services. There, I managed and developed data pipelines for various functions, executed executive level project and process rollouts, and integrated CRM with various workflows to unify data across the business. I also designed and implemented a new inside sales strategy and team management system, resulting in increased revenue and efficiency.

Experience

1. Head of Product and Engineering

   Distro

   Feb 2025 — Present · Lehi, UT, US

   AI Product Development: Lead cross-functional engineering and product teams to develop in-house, AI-first systems that process candidate PII in a globally compliant manner. Designed and deployed machine learning pipelines and LLM integrations to power dynamic screening, scoring, and vetting workflows that enhance both candidate and client experiences. Oversaw compliance, audit processes, and documentation to meet global data privacy standards.CRM and Sales Development: Designed and implemented a custom AI-powered CRM and sales pipeline system that streamlined customer acquisition, onboarding, and lifecycle management. This system directly contributed to a 100% increase in sales volume within three months. Integrated tooling for lead tracking, automated outreach, and opportunity forecasting to support a lean, high-performing sales org.Customer Experience: Built and maintained robust AI-driven data pipelines connecting recruiting, vetting, and customer-facing systems to ensure seamless data flow and real-time visibility across teams. Managed recruitment, account management, and fulfillment operations to consistently meet hiring targets, optimize margins, and drive customer success outcomes.Business Intelligence: Developed company-wide dashboards and reporting frameworks to track customer engagement, fulfillment performance, churn risk, and operational KPIs. Leveraged AI models for predictive analytics and strategic insights that guided decisions across product, sales, and delivery. Enabled leadership with real-time visibility into the customer lifecycle and business health

Education

• Brigham Young University

  Master’s Degree, Luso-Brazilian Literature

  2016 — 2018

• Brigham Young University

  Bachelor's Degree, Portuguese and Global Business

  2011 — 2016

Skills

• Language Teaching
• Tutoring
• Teaching
• Higher Education
• Portuguese
• Microsoft Office
• Language Fluency Evaluation
• Team Leadership
• Language Research
• Mac Os
• Social Media
• English
• Microsoft Word
• Teamwork
• Microsoft Excel
• Leadership
• Customer Service
• Powerpoint
• Public Speaking
• Research