Matt Nichols
Oxford,USA
Summary
Sales and Operations executive with over 20 years of progressive leadership experience in multi-location retail and distribution within the building materials industry. Proven ability to scale operations, develop high-performing leadership teams, and align sales, merchandising, logistics, and workforce execution with enterprise strategy. Trusted executive partner known for disciplined execution, operational clarity, and people-first leadership.
Overview
17
17
years of professional experience
Work History
Vice President, Branch Operations & Retail Sales
Koopman Lumber
12.2021 - Current
- Senior executive responsible for enterprise-wide retail branch operations and retail sales strategy, reporting directly to the CEO. Oversees all branch locations, field leadership, and execution of company-wide operational initiatives.
- Lead and mentor regional and senior branch leadership teams, ensuring consistent execution, accountability, and performance across all locations
- Own retail operational performance across sales execution, merchandising, inventory management, yard operations, delivery, and customer experience
- Translate executive strategy into actionable branch-level initiatives, ensuring alignment with financial and operational goals
- Drive standardization of operating procedures, safety practices, and performance expectations across the organization
- Partner closely with Finance on budgeting, forecasting, and performance reviews; collaborate with HR on leadership development and workforce planning
- Oversee cross-functional initiatives including inventory optimization, fleet safety programs, CRM integration, and retail systems adoption
- Serve as senior escalation point for complex operational, personnel, and customer matters
- Over 200 employees managed with close collaboration with Store Managers and Regional Managers
- Oversee direct reports with budget of over $1.3 million in payroll
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Implemented and developed operational standards, policies and procedures.
- Monitored key business risks and established risk management procedures.
Director of Marketing
Koopman Lumber
12.2021 - 02.2024
- Held concurrent executive responsibility for marketing leadership during a transitional period, with a specific mandate to mentor and develop fourth-generation ownership into a fully independent leadership role.
- Provided direct supervision and executive mentorship to Sarah Thomas (fourth-generation owner), accelerating her development in strategic marketing leadership, planning, and execution
- Oversaw marketing strategy alignment with retail operations, merchandising, promotions, and customer experience initiatives
- Ensured continuity and execution of marketing programs during leadership transition while maintaining brand consistency across locations
- Partnered closely with ownership and executive leadership to define the long-term structure and expectations of the Director of Marketing role
- Successfully transitioned full ownership of the marketing function to Sarah Thomas, who was promoted to Director of Marketing in February 2024, creating a sustainable leadership model
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Developed and presented marketing plans and reports to CEO and shareholders.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Wrote and distributed press releases to increase brand visibility.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Optimized email campaigns to increase open and click-through rates.
- Improved website visibility through development and implementation of SEO strategies.
- Created and managed social media campaigns to increase brand engagement.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
Regional Manager (4 Locations)
Koopman Lumber
01.2018 - Current
- Provided multi-site leadership for four retail locations, accountable for operational performance, leadership development, and execution consistency.
- Led store managers and senior staff across multiple locations, driving operational discipline and leadership accountability
- Managed sales performance, labor planning, inventory accuracy, and customer experience across region
- Acted as key link between branch leadership and executive management, elevating operational insights and execution challenges
- Established and maintained operational standards for four core retail locations.
- Provide monthly inspections of all locations and report results up to ownership
- Boosted brand growth by devising strategic network and marketing tactics.
- Developed detailed plans based on broad guidance and direction.
- Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
- Cultivated positive rapport with fellow employees to boost company morale and promote employee retention.
- Assisted in organizing and overseeing assignments to drive operational excellence.
- Controlled resources and assets for department activities to comply with industry standards and government regulations.
Merchandise Manager
Koopman Lumber
02.2015 - 12.2021
- Owned merchandising strategy and execution across retail locations, with responsibility for product assortment, pricing, and inventory standards.
- Directed retail merchandising programs to align with customer demand, seasonal trends, and margin objectives
- Partnered with purchasing and operations to improve inventory accuracy, turnover, and in-store presentation
- Established merchandising standards that improved consistency and scalability across branches
- Designed displays to deliver interactive, engaging, and memorable store experiences for shoppers.
- Monitored and evaluated supplier performance to verify quality of products and delivery times met company standards.
- Negotiated pricing with vendors to achieve maximum profitability.
- Maintained updated product knowledge to successfully educate and advise customers.
- Completed efficient store resets to prepare store for special promotions and seasonal updates.
- Collaborated with marketing team for prompt promotion of products.
- Monitored inventory levels and made necessary adjustments to maximize sales and profits.
- Completed monthly profit and loss performance reports.
Assistant Store Manager
Koopman Lumber – Sharon Location
02.2013 - 02.2015
- Supported full store operations, people leadership, and customer service execution.
- Assisted with daily operations, staffing, scheduling, and customer issue resolution
- Developed early leadership experience managing frontline teams and store performance
- Provided weekly work schedules to employees to accommodate business demands and vacation requests.
- Rotated merchandise and displays to feature new products and promotions.
- Responded to customer concerns, working with manager to significantly raise customer satisfaction ratings.
- Interviewed, hired, and trained staff associates and equipped to comply with company policies and procedures.
Inside Salesperson
Koopman Lumber
06.2009 - 02.2013
- Built foundational experience in contractor sales, product knowledge, and customer service.
- Supported contractor and retail customers with product solutions, order management, and relationship building
- Developed deep understanding of building materials, operations, and customer needs
- Worked to build relationships with customers and built potential for additional sales.
- Worked with sales team to collaboratively reach targets, consistently meeting or exceeding personal quotas.
- Negotiated prices, terms of sales and service agreements.
- Performed effectively in self-directed work environment, managing day-to-day operations and decisions.
- Recorded accurate and efficient records in customer database.
- Set and achieved company defined sales goals.
Skills
- Multi-Location & Field Operations Leadership
- P&L Oversight, Budgeting & Cost Control
- Retail Sales & Merchandising Strategy
- Inventory, Yard, Fleet & Distribution Operations
- Executive-Level Talent Development & Succession
- Process Standardization & Change Management
- Cross-Functional Leadership (Finance, HR, IT, Marketing, Purchasing)
- Customer Experience & Service Excellence
- Forecasting
- Financial management
- Mergers and acquisitions
- Budget oversight
- Portfolio optimization
- Targeted marketing
- Customer service
LEADERSHIP PHILOSOPHY
Execution-focused, people-first leader who believes strong operations are built through clarity, accountability, and trust. Known for developing leaders, simplifying complexity, and delivering consistent results across distributed teams.
Timeline
Vice President, Branch Operations & Retail Sales
Koopman Lumber
12.2021 - Current
Director of Marketing
Koopman Lumber
12.2021 - 02.2024
Regional Manager (4 Locations)
Koopman Lumber
01.2018 - Current
Merchandise Manager
Koopman Lumber
02.2015 - 12.2021
Assistant Store Manager
Koopman Lumber – Sharon Location
02.2013 - 02.2015
Inside Salesperson
Koopman Lumber
06.2009 - 02.2013