Red Meridian Strategy. Organizational Solutions for SMBs.

Straightforward advisory from an operator who’s been there.

Red Meridian Strategy. Organizational Solutions for SMBs.

Straightforward advisory from an operator who’s been there.

About Red Meridian Strategy

What's with the Name?

I built the foundation of my career in China, where I learned to navigate complex operations and deliver results in a fast-moving environment. The "Red" reflects the optimism and good fortune central to Chinese culture - a constant reminder that strong execution creates opportunity and success. "Meridian" draws from the traditional Chinese understanding of energy pathways in the body: clear, balanced routes that allow vitality to flow.

In consulting, I apply that same principle. I help small and mid-sized businesses identify blockages, strengthen core systems, and create practical pathways for sustained performance and growth. No fluff. Just proven operational strategy grounded in real-world experience.

What do you do?

You’re a founder or executive leader at a small or mid-sized business (SMB) — someone who’s in the trenches building, scaling, or stabilizing the company. You’re navigating growth pains, consolidation, team realignment, or trying to establish the right business rhythms and talent systems that actually work. You’ve likely realized that standard HR playbooks fall short, and you need someone who’s lived the operator reality, not just studied it.

You value straight talk over corporate fluff. You want candid insights, practical strategies, and real leverage points from someone who’s been in your seat — an ex-founder and executive who isn’t afraid to point out what’s not working and help fix it.

How do I work?

I take on focused organizational strategy projects for small and mid-sized businesses. You come to me with your challenges and we work out a problem statement. My project work then includes a mix of on-site and virtual assessment, clear diagnosis, and practical solution development tailored to your actual operations.

I don’t stop at recommendations. I provide hands-on post-delivery support, including installation coaching, on-site change management support, and targeted training sessions.

About Me

Hi, I’m Bethany Reynolds Hertzler. I am a results-driven operator specializing in organizational design, workforce strategy, and talent management for small and mid-sized businesses (SMBs).

My career began as a Fulbright Research Scholar in China, where I founded and ran a consumer health goods company. That hands-on experience in building and leading operations from the ground up shaped everything that followed. Since returning to the US, I’ve held executive roles in manufacturing, logistics, and large-scale program management.

For the past six years at Amazon, I’ve driven workforce strategy, organizational restructuring, market consolidations, general management, and talent optimization — directly impacting 2,500+ SMBs, countless leaders, and hundreds of thousands of associates.

I bring a no-nonsense, operator-first approach to every engagement. I’m not afraid to speak hard truths or dig into the real issues that standard consultants or EOS implementers or HR professionals miss. Whether you’re scaling, consolidating, refining business rhythms, or strengthening your talent systems, I help founders and executive leaders build intentional, effective organizations through better structure, accountability, and practical change management.

If you’re looking for straightforward guidance grounded in real-world execution, schedule a chat with me below. I look forward to meeting you.

Frequently Asked Questions

What is your approach to organizational strategy?

Organizational strategy is how you intentionally align your people, structure, processes, and rhythms so the business can execute effectively and achieve its goals.

It goes beyond org charts. It includes clarifying roles and decision rights, establishing the right business rhythms, strengthening talent systems, and making sure everything supports where the company is headed. As your business scales, consolidates, or shifts direction, your organizational strategy must evolve with it. Most leaders don’t move fast enough, and the mismatch creates drag, confusion, and lost momentum.

When done well, a strong organizational strategy enables your team to deliver consistent results without you being in every detail. It creates clarity and accountability so you can step back from tactical day-to-day work and focus on vision, growth, and value creation.

I help SMB founders and executives build practical, results-focused organizational strategies that fit reality — not theory — and drive real performance.

What does your track record look like?

I’ve led practical organizational strategy and change in both founder-led SMBs and large-scale operations. Along the way, I’ve personally hired, mentored, and fired hundreds of salaried professionals — experience that shapes how I evaluate roles, team structures, and talent systems.

Founder-led Manufacturer – Strategic Restructuring: Helped a manufacturing business realign its organization after its business model shifted. We strengthened sales and product development while managing a difficult restructuring and outsourcing of non-revenue-generating roles. Result: Achieved P&L targets with 14% YoY improvement in profitability and new sales growth.
Amazon Last Mile – Market Consolidation: Led the consolidation of a regional logistics network from 6 delivery stations down to 2. Developed a scalable people strategy and change management playbook that handled relocation, staffing, and tough conversations with consistency. Result: My playbook was later adopted across Amazon’s North American network.
Amazon Last Mile – AI-Driven Organizational Redesign: Worked with a 60-person salaried organization that was becoming obsolete due to automation. Created transition plan, automated ~30% of manual tasks, and redefined roles, setting the organization up to successfully move talent into higher-value areas. Result: Headcount was reallocated where it was actually needed.

These experiences taught me how to design organizations that work in reality — not just on paper — and how to make the hard calls that actually improve performance.

What makes Red Meridian Strategy different than an EOS Implementer?

EOS Implementers are certified to roll out a specific operating system (the Entrepreneurial Operating System) using standardized tools, templates, and processes. It can be a fit for many businesses that want a structured playbook.

I take a different approach. As an ex-founder and seasoned operator with deep executive experience across China, SMB manufacturing, as well as logistics, program and product management at Amazon, I don’t bring a single predefined system. Instead, I design and implement practical organizational strategies tailored to your specific situation, stage of growth or consolidation, and real operational challenges.

My work is more hands-on and flexible. I combine proven systems with on-site and virtual execution support, as well as post-delivery installation coaching so changes actually stick. I’m not afraid to speak hard truths or challenge parts of your business that aren’t working - especially if they don’t fit neatly into a standard framework.

If you want a customized, operator-first solution built for your unique context rather than a boxed methodology, let’s talk and see what fits.

Red Meridian Strategy. Organizational Solutions for SMBs.

Red Meridian Strategy. Organizational Solutions for SMBs.

About Red Meridian Strategy

What's with the Name?

What do you do?

How do I work?

About Me

Frequently Asked Questions

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