About Us
Fixers by nature.
Ruby Cape is an operations consulting firm for growing companies. We help businesses turn informal or chaotic ways of working into clear, repeatable processes that let the business scale without relying on hustle alone.
Our story
Every company has them: the people who get sent in when a project goes off the rails, an implementation stalls or a customer relationship needs rescuing. Someone hands them the red cape and says, “Go fix it.”
Ruby Cape was built by one of those people. Tammy Icelles founded the company in 2021 on a simple observation: most growing companies don’t have an effort problem. They have good people working hard inside processes that were never designed, only inherited. What got the business this far stops working, and nobody has time to step back and fix it.
That’s the job we take on. And the irony isn’t lost on us: the point of our work is a business that runs so well it doesn’t need a hero.
What we stand for
Honest about what will help
If something won’t improve your operation, we’ll say so, even when it means turning down the work.
Practical over theoretical
We don’t leave you with a binder of advice. We stay through the change and check that it’s working.
Your team owns it
The goal is a business that runs smoothly and scales without us.
Meet the founder
Tammy Icelles
Founder & Principal Consultant
Tammy began her career at Spartan Stores in inventory control before moving into operations management. She later joined Provia Software, where she trained teams on warehouse management systems (WMS) before moving into designing and implementing systems for distribution centers. These experiences gave her a firsthand understanding of how operations work, from the people on the floor to the technology and processes supporting them. More than 30 years into her career, she has seen operations from the floor, the project team, and the executive table.
She spent 12 years with Vocollect and Honeywell, beginning in implementation and business consulting before moving into sales, channel operations, and global program leadership. She developed the implementation methodology Vocollect adopted company-wide, which was subsequently adopted by two acquiring companies. She also led Honeywell’s Partner Empowerment Program, supporting 338 partner companies worldwide. Her work earned several company awards, including President’s Club for Top Sales Globally in two consecutive years.
At 6 River Systems, later acquired by Shopify, she worked with operations leaders on robotic picking and warehouse automation. In every role, she saw the same thing: well-designed processes, often built on surprisingly simple changes, shape how a business performs and its ability to scale.
After building a successful corporate career, she founded Ruby Cape in 2021 to put that experience to work helping growing companies achieve their goals. Her consulting work has included developing sales methodologies and training programs, creating a go-to-market strategy for a new product, designing and leading CRM implementations, improving estimating and job-costing processes, supporting complex warehouse automation accounts, and preparing a company for acquisition.
Friends know she can’t switch it off. Wherever work is happening, in a restaurant, a store, a warehouse, she notices how the place runs: what makes it smooth, and what would make it better. She’s as quick to admire an operation that works as she is to spot one that doesn’t. And she has turned down projects when what she was asked to implement wouldn’t have improved the client’s operation.
Credentials and Experience: Lean Six Sigma · Global Logistics Certification · AI Prompt Engineering · Conference Speaker (MODEX, ProMat, NRF, and others)
Want to know if we’re the right fit?
Tell us what feels stuck. We’ll tell you plainly whether we can help, and how.