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Morrison Consulting |
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Single Proprietorship |
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Consulting Services |
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Global |
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Visionary leader who has consistently leveraged technology to improve top and bottom line results and the customer experience in multi-channel consumer product companies. Adept at change management, process improvement and refining best practices. Transparent, collaborative and focused leadership style has created environments that have produced dramatic results and created an incubator for new talent development and creative solutions.
Highly Developed Business Skills and Leadership Experience
Entrepreneurial start-ups Turnarounds
Strategic Planning Brand Management
M&A Franchising
Retail Restaurant
Manufacturing Operations
Catalog/Direct Mail E-commerce
Product Development Merchandising/Sourcing
Marketing/CRM POS & Network Technology
Finance Web Site Development
Social Media SEO
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Chief Executive Network; International Franchise Association (IFA); Direct Mail Association (DMA); DMA Catalog & Multi-channel Marketing Council; LION; Pittsburgh Tech Council; Retail Execs; Outdoor Retailer (OR); National Retail Merchants Association (NRMA); Social Media Innovators Network |
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EXECUTIVE VP/ COO- VOCELLI PIZZA, Pittsburgh, PA: Recruited by Chairman to refocus and strengthen 120 store franchise system. Responsibilities included: Marketing, Finance, IT, HR, Purchasing, Product Development, Franchising, and Operations,. Identified and documented process improvements, best practices developed robust, dynamic web-based franchise support system. System-wide sales $60 million (Developed integrated On-Line Ordering system which reached 7% of total system sales in 12 months, Lowered costs by developing robust web-based support services for franchise system, Developed strategy to leverage business intelligence in customer data-base to create 1-to-1 CRM marketing, Shifted marketing focus from print to electronic media); SENIOR VP MARKETING/MERCHANDSING- BEAR CREEK CORPORATION, Medford, OR:Recruited by CEO to revitalize and reposition lifestyle catalog division of $600 million direct-mail catalog company. Developed seamless, multi-channel brand strategy (Doubled Internet sales as percent of mail order business, Increased catalog average order size 40%, Played key role in development of E-commerce platform, saving the company $35 million in operating expense); EXECUTIVE DIRECTOR- SUNDANCE CATALOG COMPANY, Salt Lake City, UT: Recruited by Redford family to improve operational efficiency and customer service for $65 million direct-mail lifestyle catalog company. Responsible for Fulfillment, Finance, Human Resources, Customer Service and Retail Stores (Improved customer service by reducing order fulfillment from 72 to 24 hours on all orders, Shifted outlet division from cost recovery to profit center via shift in product mix resulting in 75% increase in same-store-sales, Expanded and updated E-commerce strategies for Sundance Catalog and collaborated with Sundance Channel, Sundance Institute and Sundance Resort on creating singular Sundance brand portal); PRESIDENT/CEO- KITCHEN BAZAAR, Beltsville, MD: Recruited by Chairman to grow Kitchen Bazaar into national retail chain. Responsible for all day-to-day operations of a $15 million retail chain (Increased company size by 60% with no increase in G&A expense, Focused product marketing and promotions, Developed business plan for $10 million private equity placement; PRESIDENT/CEO- TRAVERSE BAY WOOLEN COMPANY, Traverse City, MI: Recruited to manage struggling 6-store family-owned $3.5 million retail chain and return it to profitability. Responsibilities included Finance, Merchandise Management, Operations and Marketing. Was responsible for assisting company’s “Landmark Turnaround” (Traverse Magazine) (Planned and executed company’s first direct-mail catalog, Created financial plans and corresponding merchandise budgets (open-to-buys), Established policies, procedures, position descriptions, and all HR management tools); PRESIDENT/CHIEF MERCHANDISING OFFICER- AMERICAN EAGLE OUTFITTERS, Warrendale, PA: Recruited by Chairman of Silverman’s Menswear (Jerry Silverman) to lead start-up of new retail concept division. As primary merchant to president, played a key role in success and highly profitable growth of American Eagle Outfitters from 1 to 155 stores (Increased annual sales from $350 thousand to $165 million utilizing predictive trend analysis, Responsible for buying, merchandising and sourcing of all product categories for the first 20 stores, Established American Eagle Outfitters as a highly recognizable national brand; Recruited by Chairman of Retail Ventures (Jerome Schottenstein) to return to AEO after company experienced 2 years of negative same-store-sales decreases and significant financial losses. Reassembled management team to turn company around and position it for successful IPO (Turned company from $10 million loss to $5 million profit in 18 months after two years of losses, Drove $40 million revenue gain and increased same-store-sales volume 25% in 1 year, Secured and maintained critical leases by negotiating with developers of leading shopping centers; PRESIDENT RETAIL, SENIOR VP SALES & MARKETING- WOOLRICH, INC., Woolrich, PA: Recruited by President to assist in the repositioning and brand revitalization of 160-year old $150 million manufacturing company. Responsibilities included Marketing, Sales and Retail Stores (Concept and Outlet). Assisted in Product Development and Merchandising (Played a key role in a successful brand revitalization and brand repositioning effort, Developed new retail concepts supporting brand’s new market position, Realigned international sales force to focus on new strategic partners and direction) |
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Married, 2 children |
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BA: History/Pre-Law- Northern Michigan University, University Nebraska-Omaha, University Missouri-St. Louis |
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Smart Briefs, Wall Street Journal, Men’s Health |
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Michigan’s UP |
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Sea Kayaking, Running, Skiing, Music |
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Dick Baizer, Jack Circle, Jerry Schottenstein |
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Took a concept from inception, growing it from 1 to 170 stores and annual revenue from $350 thousand to $165 million; Turned company from $10 million loss to $5 million profit in 18 months; Repositioned and revitalized $150 million manufacturer by updating product offer and redirected marketing focus; Streamlined operations to dramatically improve customer service for $65 million direct mail company; Turned outlet stores from cash-recovery model to dynamic profit centers via 75% increase in same store sales; Harnessed e-commerce to dramatically reduce operating expense and raise sales for $600 million company |
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Vocelli Pizza voted multi-year award winner by readers of Pittsburgh Magazine; Catalog Age Silver Award for Bear Creek’s Northwest Express Online site; Catalog Age Gold Award for Sundance Catalog Co; Featured in Gore-Tex’s Style Catalog for helping Woolrich develop new water-proof technology; American Catalog Awards (Silver) – American Eagle Outfitters; Retail Ventures named Retailer of the Year by the RMRA; Served on Board of Directors of Winona Knits |
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Surround yourself with the smartest people you can afford, give them clear direction and let them go |
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The survivability of companies in the future will be based on their ability to leverage technology to raise sales, lower operating expense and improve the customer experience |
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