SVP, Chief Merchandising & Marketing Officer
Rich has a long history of engaging with today’s consumer, developing and executing long-term strategic growth plans, creating impactful marketing, developing new products & brands, leading cultural change, and building world-class teams. He currently serves as the SVP, Chief Merchandising & Marketing Officer for the Navy Exchange. With stores ranging from a 180 square foot micro-market to a 180,000 square foot flagship store, the retailer serves our active duty military, retirees, and their families worldwide, offering everything from apparel to accessories, consumer electronics to home goods, personal care to toys, and everything in between. In his role, Rich leads the buying, planning, marketing and e-commerce teams.
Rich was the founder of PDB Advisory Group & the Brand Co-Lab, where he served in an advisory role with brands to develop their strategic marketing efforts, “purpose-driven” branding, consumer insights & engagement, and organizational excellence. Prior to PDB, he served as the SVP of Marketing, Licensing & E-Commerce for Haggar Clothing Co, responsible for branding, & advertising both B2B & direct to consumers, consumer insights & awareness, licensing partnerships, and spearheading the growth of its online business. Rich led a major corporate brand “re-fresh” with the goal of strengthening its relationship with current customers while attracting new ones to the brand, launching the innovative “Slacks are Back” campaign utilizing traditional, digital, social and experiential media. The result was a significant and measured improvement in Brand Awareness and Favorability among all generations, an effort that earned him a nomination in 2013 for “CMO of the Year” by the DFW AMA.
Before Haggar, Rich was the VP, Men’s & Kid’s Private Brands at JC Penney, responsible for leading the design, product development & trend teams that drove JCP’s private label brands with an annual sales volume of over $2.7 billion. Under his tenure, he and his team drove private brand penetration in his areas from 37% to 52% while enhancing brand projection, improving product quality and increasing overall margins. Rich has also held positions of increasing responsibility at Brooks Brothers and Jos. A. Bank in merchandising, brand development & marketing, product development & sourcing, and new business development.
Rich earned his Bachelor of Science degree in Marketing with a Minor in Communications from Southern New Hampshire University, graduating with honors and is a current candidate for an MBA through the Mason School of Business at William & Mary. He has served on the boards of the Digital Retailing School at the University of North Texas and the Fashion Merchandising School at TCU. He was a national board of trustee member for HOBY, a youth leadership organization, honoring his passions for youth leadership and mentoring. Richard was honored with a 2016 CMO Innovation Award and is a frequent content contributor for the organization. Richard also contributed a chapter titled “DRIVING INNOVATION WHILE GROWING YOUR BRAND” for the Inside The Minds: Leading Marketing Executives series by Aspatore/Thomson Reuters.