Lancer Group Fills Senior E-Commerce Position for Liquidity Services
March 24, 2026 – La Jolla, CA-headquartered search firm Lancer Group has placed Cullen Rowley as the new vice president of e-commerce at NASDAQ-traded Liquidity Services. In this role, he will help to advance the company’s retail strategy and accelerate value creation within its marketplace ecosystem. Lancer Group partnered with Liquidity Services on this executive search, identifying a leader with the right blend of operator discipline, marketplace experience, and e-commerce capability to advance the company’s next chapter.
“The company continues to demonstrate strong marketplace momentum and digital transaction growth, as highlighted in its recent financial results,” Lancer Group said in a release. “Cullen’s appointment reflects Liquidity Services’ commitment to strengthening its digital engine and expanding its marketplace footprint at an important moment for both the company and the broader recommerce sector.”
“Lancer Group is proud to support this leadership milestone,” the firm continued. “We look forward to seeing the impact Cullen will make as Liquidity Services continues to evolve its digital marketplace and expand its role within the surplus inventory and auction ecosystem.”
Mr. Cullen will play a central role in shaping Liquidity Services’ digital future. His mandate includes improving the commercial performance of the company’s online marketplaces, deepening engagement among buyers and sellers, and enhancing digital merchandising, pricing, and customer experience across the platform.
Mr. Cullen brings more than a decade of experience leading and scaling e-commerce and omnichannel businesses. He has repeatedly transformed digital revenue engines, delivering meaningful improvements in conversion, customer lifetime value, and unit economics. Mr. Cullen previously served as VP of e-commerce at Sezzle, where he scaled the company’s U.S. direct-to-consumer business as a general manager with full P&L accountability. He also served in the same position with Proozy, where he scaled it’s e-commerce and DTC business as it grew into a national channel alongside expanding marketplace business.
Liquidity Services is a technology-driven global marketplace operator that specializes in the resale and management of surplus, returned, and end-of-life assets for corporations and government agencies. Through a portfolio of online platforms—including Liquidation.com, GovDeals, and Machinio—the company connects a broad base of buyers with sellers seeking to recover value from excess inventory and equipment.
With relationships at over 50 of the top 100 private equity firms, The Lancer Group provides a range of pre-deal private equity advisory services beyond traditional executive search. These include deal origination, diligence support and introductions to “backable” executives. The firm, which is privately held, operates from offices in Boston, New York, San Diego, San Francisco, and Sydney, Australia.
Related: The Lancer Group Fills Sales Position for Join Digital
Scott Dunklee is a founder and managing partner of The Lancer Group. He has been instrumental in the firm’s development since 1998, overseeing over 350 C-suite searches predominantly for private equity-backed software companies. Mr. Dunklee has led The Lancer Group’s focus on software, and personally recruited out of more than 100 industry verticals as well as led the firm’s value creation services effort – linking C-suite executives with actionable deal ideas for the firm’s PE clients. Notably, one of those introductions led to a $200 million equity check “in” and over $800 million back to the PE fund.
LifeSpeak Search
Lancer Group also recently recruited Matt Smolko as the new CFO of digital wellbeing platform LifeSpeak. “LifeSpeak is entering an exciting new chapter as organizations demand wellbeing solutions that are reliable, flexible, hyper-personalized, and proven to make a difference,” said Jason Campana, CEO of LifeSpeak. “Our newly expanded leadership team strengthens our ability to accelerate commercial growth, enhance operational efficiency, and deepen client partnerships.”
With more than 20 years of corporate finance experience, including over a decade overseeing finance teams at SaaS companies, Mr. Smolko most recently served as CFO of PE-backed SafeSend, where he supported the company’s sale to Thomson Reuters.
LifeSpeak is a provider of digital wellbeing solutions, supporting more than 14 million people across 1,000+ organizations worldwide. The company’s expert-led, AI-powered platform helps individuals navigate their health at every stage—from managing existing challenges to building healthier habits that last.
Related: The Lancer Group Fills Board Position for Liquidity Services
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
