Contact me at:

rich@honiball.me

or follow me at:

  • LinkedIn - Black Circle
  • Twitter - Black Circle
  • Instagram - Black Circle

About Me

My Story

 

Ok, let's start with this. . .I don't like writing about myself and I have never been good at the "30 second elevator speech".  But if you'd to know more about my background, read on:

I have an extensive history of developing and executing long term strategic growth plans, creating impactful marketing campaigns, developing new products & brands, leading cultural change, and building world class teams. I currently serve as the EVP, Global Chief Merchandising & Marketing Officer for the Navy Exchange Service Command.  This includes the Navy Exchange, a $2B global retailer with stores ranging from a 180 square foot micro-market to a 180,000 square foot flagship store. The Navy Lodge, serving families with high value accommodations across the globe in 39 locations.  Supporting our Uniform Program, our NEX Connect Telecommunications program, and our Ships Stores. Known as NEXCOM, we serve our active duty military, retirees, and their families worldwide, offering everything from apparel to accessories, consumer electronics to home goods, personal care to toys, from a place to eat to a place to sleep, and everything in between. In this role, I have the privilege of leading the very talented buying, planning, marketing and e-commerce/omni-channel team and I serve on the NEXCOM Executive Committee.  Yes, I love this job!

Prior to joining NEXCOM, I was the founder of PDB Advisory Group and the Brand(Co)Lab where I served in an advisory capacity with brands seeking to develop their strategic marketing efforts, “purpose driven” branding, consumer insights & engagement, and organizational excellence. Yes, I read The Purpose Driven Economy by Aaron Hurst. Yes, I was hooked.   Yes, I still am.

 

Before venturing out on my own, I served as the SVP of Marketing, Licensing & E-Commerce for Haggar Clothing Co, holding responsibility for branding, advertising, consumer insights, & licensing partnerships. I spearheaded the growth of Haggar's online business. My team led a major corporate brand “re-fresh” with the goal of strengthening the brand's relationship with current customers while acquiring new ones to the brand.  We launched 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 me a nomination in 2013 for “CMO of the Year” in DFW.  Yeah, I'll admit it was a cool moment, and I'm ok that I lost to Sheryl Adkins-Green of Mary Kay!

I originally moved to Texas from New York to work for JC Penney, which I did for seven years, starting as a Brand Director and ultimately serving as the VP, Men’s & Kid’s Private Brands, 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. During my tenure, our team drove private brand penetration in our business areas from 37% to 52% while enhancing brand projection, improving product quality and increasing overall margins. And I did this during the transitional eras between Mike Ullman and Ron Johnson, both of whom I learned quite a bit from.
  Imagine that.

 

I have held positions of increasing responsibility at Brooks Brothers and Jos. A. Bank in merchandising, brand development & marketing, product development & sourcing, and new business development.  Which really means, I had some really good mentors who kept asking me to take on cool projects and I had a hard time saying no. I even had a nickname at one point. . .

I've earned my MBA from William & Mary's Mason School of Business and my Bachelor of Science degree in Marketing with a Minor in Communications from Southern New Hampshire University, graduating with honors from both programs. I have a passion for youth leadership, diversity, and mentoring and have honored those by serving on the boards of the Digital Retailing School at the University of North Texas and the Fashion Merchandising School at TCU, and I served as a national board of trustee for HOBY, a youth leadership organization.

 

I am a proud member of The CMO Club, and was honored with a 2016 CMO Innovation Award and a nomination again in 2018. Even prouder, I brought my 12 year old daughter with me to NYC as my "plus one", and I think she was really proud of her dad.  Well, until she met the CMO of Global Chocolate at Mars!  I've  contributed a chapter titled “DRIVING INNOVATION WHILE GROWING YOUR BRAND” for the Inside The Minds: Leading Marketing Executives series, as well as contributed to several blogs, podcasts, and articles.  And while I am on iTunes, I am reminded by my wife that "it is free". . .so I guess I will brag when one can charge a fee for something witty that I've said.

How did I do?  Still here?

One of my favorite nights - the CMO Club Awards with my daughter | Future Marketer!

Back in 2002, the Brooks Brothers launch of the new Premier US Navy Dress Blues

Another Brand(Co)Lab project,

Ace Motor Co, a project that lives on today...
Simply #badass!

A great design project with one of my favorite teams. . .the new H26 by Haggar Co exclusively for Target!

Aloe Blacc and Vintage Trouble at the Slacks Lounge

I have had the opportunity to work with some of the best teams in the world! This is at JC Penney, during our holiday volunteer project at the Salvation Army.

Enjoyed this opportunity to speak at the Private Brand VELOCITY conference in Charlotte, NC

This quote pretty much sums up what I believe...

While it is an honor being invited to speak at conferences, it really is the interaction with passionate individuals that I enjoy the most