Media Kit

Nelly Perez is a systems architect and the founder of Nelly IS Marketing and EIDN™, helping contractors grow fast without chaos, burnout, or owner dependency.

Born in the Dominican Republic and raised in the U.S. without money, English, or a safety net, Nelly learned early that discipline, standards, and structure create freedom. Those lessons followed him everywhere, from being a subcontractor to being in corporate, and eventually to managing over $5M per year in purchase orders for a global manufacturing brand.

Across roles at McDonald’s, AT&T, and TOTO, he saw the same pattern repeat: high-performing organizations don’t rely on hard work alone or heroics. They win because systems, quality control, and accountability are built into daily execution. At the same time, years working in the field as a subcontractor taught him that structure isn’t theory, it’s survival. His first SOP wasn’t written to scale a company. It was written to work faster, cleaner, and better.

In 2019, Nelly founded Nelly IS Marketing, building a performance-driven growth agency focused on dominating local markets for contractors. The agency scaled rapidly to a 40-person team—but like many fast-growing businesses, growth exposed operational cracks. Instead of slowing down, Nelly rebuilt the company around scoreboards, SOPs, and execution rhythms that allowed it to grow with or without him.

In 2022, he applied the same approach directly to the trades by acquiring a struggling concrete coatings company. Within four months, it no longer required his daily involvement. Within two years, revenue more than doubled, his role dropped to a one-hour weekly meeting, and he successfully exited.

That experience became EIDN™, an operating system for $500K–$10M trades businesses that want growth without losing control. Today, NIM drives demand and market dominance, while EIDN structures fulfillment, accountability, and execution so growth doesn’t break the business.

The result: marketing that works, operations that hold, and companies that scale without being carried by the owner.

Nelly’s mission is simple:
Build businesses that carry their owners, not the ones they have to carry.