Peter Rees

Peter Rees is a veteran product leader at Black Rifle Coffee Company.

He builds systems that survive contact with reality. From the sandbox to storefronts, he works by two truths: plans lie, data doesn’t. If it breaks at 0200, he fixes it at 0201 and asks harder questions at 0900.

He cut his teeth as an AMMO troop, signing for things that go boom and learning to defuse problems before they do. Now he hunts bad workflows instead of bombs. He ships clean, simple paths from roast to doorstep, with fewer clicks and zero drama.

At BRCC, he leads digital products that make buying coffee fast, reliable, and boring in the best way. He has launched platforms, migrated systems, and raised payment acceptance by wringing the truth out of the data. He cares about uptime, honest metrics, and giving customers a checkout that never needs an apology.

Before BRCC, he helped the Air Force stand up systems that turned chaos into accountability. Different uniform, same mindset: build what works, teach the team, leave it better than he found it.

He’s here for customers, veterans, and the mission. Results over theater, clarity over noise, coffee over excuses.

• United States Air Force, enlisted July (2008). AFSC 2W0(X)1, Munitions Systems.
• Overseas assignment in Germany. Stateside assignment at (Mountain Home) AFB.
• Global Ammunition Control Point mission, (2019). Tasked with replacing Combat Ammunition System.
• Partnered with ONE Network Enterprises to deliver (TICMS) as a viable (MVP) for global munitions accountability.
• Led and supported (100 plus spark cells) across the Air Force.
• Built automation that (reduced a 45 minute reporting process to a 20 second repeatable) task used on every shift.
• Created an (Excel based cycle count tool to meet congressionally mandated inventory requirements when TICMS) lacked functionality.
• Peer trainer on (TICMS role) based operations and accountability.
• (Palace chased into the reserve unit at Hill AFB.)
  
  

• (Operation TICMS salvage. Took a failed replacement effort and delivered a workable MVP for global accountability.)
• (Operation 20 Seconds. Automated reporting from a daily grind into a push button standard used worldwide.)
• (Operation Cycle Count. Built tooling that closed a compliance gap when the enterprise system could not.)
• (Operation SFCC Launch. Took ownership midstream and shipped the new ecommerce platform.)
• (Operation Stripe Recovery. Flipped the right switches, took the heat, and brought real money back to the business.)
• (Operation Loyalty Integrity. Challenged practices to improve redemption recognition.)

• UiPath automation instruction for AMMO troops, Security Forces, and contractors.
• Role based systems training for TICMS users and support teams.
• Product management practice in platform migrations, payments, loyalty, and ecommerce operations.
• Change management through peer enablement, documentation, and blunt truth delivered with care.

• (2008): Enlisted in the United States Air Force as munitions.
• (2008 to 2012: Germany assignment. Operational readiness and accountability.)
• (2012 to 2019: Stateside munitions operations and leadership growth.)
• (2019: Joined Global Ammunition Control Point mission to replace Combat Ammunition System.)
• (2019 to 2021: Helped deliver TICMS MVP and supported spark cells across the force.)
• (2021 to 2022: Returned to storage operations and continued peer training and tooling.)
• 2023: Joined Black Rifle Coffee Company as first digital product hire.
• 2024: Launched Salesforce Commerce Cloud ecommerce platform in January.
• 2024 to 2025: Increased Stripe acceptance and recovered eight figure revenue impact.
• 2025 to present: Leads digital product function and drives platform strategy, loyalty, and CX.