Rich Honiball
Navy Exchange

Rich Honiball<br>Navy Exchange
  • EVP, Global Chief Merchandising & Marketing Officer
  • Company: Navy Exchange Service Command (NEXCOM)

Rich has a long history of engaging with today’s consumer, developing and executing long term strategic growth plans, creating impactful marketing, developing new brands and products, leading cultural change, and building world-class teams. He currently serves at the EVP, Global Chief Merchandising & Marketing Officer for NEXCOM (Navy Exchange Service Command). In this position, he is responsible for the marketing, merchandising, planning, and execution of the $2B worldwide retail division of NEXCOM, the Navy Exchange, a world-class retailer offering a range of products and services and serving active duty military, retirees, reservists, and their families. With over 300 stores across 94 locations around the globe, ranging from 200 square foot “Micro Markets” to 200,000 square foot flagship locations, carrying everything from Levi jeans to Apple computers, Weber grills to American Greeting cards, Tide to the Navy Exchange’s own collection of private brands. He is also responsible for the global marketing and brand leadership for all NEXCOM business lines including the Navy Exchange, Navy Lodge, Ship Store Program, Uniform Program Management Office (UPMO), Telecommunications Program Office (TPO) and the Navy Clothing and Textile Research Facility (NCTRF).

Rich was the founder of PDB Advisory Group & the Brand Co-Lab, where he served in an advisory role to CEO’s and senior leadership, working 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 “refresh” 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.

Prior to 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. Rich has 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 earned his 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 was a finalist for the 2018 CMO Social Responsibility Award. Richard contributed a chapter titled “DRIVING INNOVATION WHILE GROWING YOUR BRAND” for the Inside The Minds: Leading Marketing Executives series by Thomson Reuters and currently writes and speaks on several topics including Consumer Behavior, Branding, Culture, and Personal Development.

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