Matthew Hawks
Winston-Salem,NC
Summary
Retail operations leader with 18+ years of progressive experience in high-volume sporting goods and outdoor retail, including Store Director and Assistant Store Manager roles. Proven track record of driving significant sales growth, leading teams of up to 80 employees, developing high-performing talent, and executing complex store operations. Experienced in new-store openings, merchandising, inventory management, community engagement, and sales strategy, with a demonstrated ability to build strong customer-focused cultures and deliver results.
Overview
1
1
Certification
18
18
years of professional experience
Work History
Assistant Store Manager
Academy Sports + Outdoors
Winston-Salem, NC
09.2017 - 09.2026
- Support and lead daily operations of a high-volume retail store, providing leadership and direction to a team of 50–80 employees while driving sales, customer service, and operational excellence.
- Drove 6% overall store sales growth in 2026 through effective execution of sales strategies, promotional initiatives, and team engagement.
- Contributed to sales growth, increasing annual store revenue from $12M in 2018 to $23.5M in 2026.
- Led the execution of corporate promotional events and develop store-specific community outreach, fundraising, and donation initiatives to strengthen customer relationships and community engagement.
- Provided operational support for the opening of 15 new stores across the Southeast region, assisting with pre-opening preparation, merchandising, staffing, training, and operational readiness.
- Oversee key operational functions including inventory management, merchandising, shipping and receiving, and adherence to company standards and procedures.
- Recruit, train, coach, mentor, and develop department associates, fostering a high-performing team and supporting internal career growth and succession planning.
Store Director/Manager
Gander RV & Outdoors
Raleigh, NC
01.2017 - 08.2017
- Delivered significant revenue growth, increasing annual store sales from $8M in 2014 to $14M in 2017, representing a 75% increase in sales.
- Directed daily operations and led a team of 25–40 employees, driving sales performance, profitability, customer engagement, and operational excellence.
- Drove sales and profitability goals through the training, coaching, mentorship, and development of department associates, building knowledgeable and high-performing teams.
- Cultivated sales-driven culture emphasizing product expertise and customer engagement, enhancing overall shopping experience.
- Led the execution of merchandising standards, promotional initiatives, and sales programs, ensuring consistent alignment with company objectives and brand standards.
- Fostered a culture of accountability and performance by aligning team development with sales objectives, customer service standards, and overall store profitability.
- Maintained ATF certification and authorization to sell firearms, ensuring compliance with applicable federal regulations and company policies.
Assistant Store Manager
Gander Mountain
Morrisville, NC
07.2014 - 12.2016
- Partnered with the Store Manager to oversee daily operations and assumed full store leadership in their absence, ensuring continuity of sales, customer service, and operational performance.
- Provided daily leadership and operational oversight, including store opening and closing procedures, cash management, and adherence to company policies and standards.
- Supported sales and profitability objectives by training, coaching, and developing department associates to enhance their skills.
- Cultivated sales-driven culture by enhancing product knowledge, engaging customers, and prioritizing exceptional shopping experiences.
- Ensured accurate and consistent execution of Gander Mountain merchandising standards, promotional initiatives, and visual presentation.
- Fostered accountability, teamwork, and continuous development, enabling associates to build product expertise and provide strong customer service.
Footwear / Apparel Supervisor
Gander Mountain
Winston-Salem, NC
12.2013 - 07.2014
- Supported store leadership and assumed responsibility for store operations in the absence of the Store Manager, ensuring consistent execution of sales, service, and operational priorities.
- Helped foster a sales-driven culture through product knowledge, customer engagement, and a focus on delivering an exceptional shopping experience.
- Ensured accurate execution of Gander Mountain merchandising standards, promotional initiatives, and visual presentation.
- Supported sales and profitability objectives through the training, coaching, and development of department associates.
- Managed store opening and closing procedures, ensuring operational readiness and compliance with company policies and standards.
Soft Lines Manager
Sports Authority
Winston-Salem, NC
08.2011 - 12.2013
- Managed the Footwear and Apparel departments, overseeing daily operations, sales performance, merchandising, and customer service.
- Recruited, trained, and developed associates to deliver strong product knowledge, customer engagement, and sales performance.
- Executed floor sets, merchandising directives, promotional programs, and ad sets to ensure compliance with company standards and maximize visual impact.
- Developed and maintained associate schedules to align staffing with business demands and peak customer traffic.
- Managed store-to-store merchandise transfers and supported inventory flow to maintain appropriate product availability.
- Assisted with store opening and closing operations, ensuring adherence to company procedures and operational standards.
Hard Lines Manager
Sports Authority
Winston-Salem, NC
06.2009 - 08.2011
- Managed the Fitness, Team Sports, and Hunting, Fishing & Camping departments, supporting sales performance, merchandising, customer service, and daily operations.
- Recruited, trained, and developed associates, building product knowledge and customer-service expertise across multiple specialty departments.
- Executed floor sets, merchandising directives, and new product presentations to enhance visual appeal and drive sales.
- Restructured department walls and displays to highlight new products and seasonal assortments, improving customer engagement.
- Supported daily operations and collaborated with leadership to meet sales and service goals, contributing to overall merchandising success.
Sales Lead
Sports Authority
Winston - Salem, NC
07.2008 - 06.2009
- Consistently worked toward weekly sales goals through customer engagement, product knowledge, and effective selling techniques.
- Explained product features, functionality, and benefits to help customers make informed purchasing decisions.
- Supported daily sales floor operations while working directly with customers to understand needs and recommend appropriate products.
- Implemented monthly pricing changes and maintained merchandising standards to enhance sales-floor presentation.
Education
Bachelor of Science - Construction Engineering
University of North Carolina Greensboro
Greensboro, NC05-2012
Associate Degree - Culinary Arts and Hotel Management
Guilford Technical Community College
Greensboro, NC05-2012
Associate Degree - Construction Management
Forsyth Technical Community College
Winston-Salem, NC06-2008
Skills
- Sales Growth
- Sales and Performance Analysis
- Customer Experience
- Retail Operations Management
- Store Leadership
- Team Leadership
- Training & People Development
- Recruiting & Talent Development
- New Store Openings
- Merchandising
- Inventory Management
- Operational Excellence
- Profitability Management
- Community Engagement
- Performance Management
Certification
Forklift & Reach Truck | CPR
Technology
- Microsoft Office
- Oracle
- UKG
- JDA
- Workday
- Excel
Timeline
Assistant Store Manager
Academy Sports + Outdoors
09.2017 - 09.2026
Store Director/Manager
Gander RV & Outdoors
01.2017 - 08.2017
Assistant Store Manager
Gander Mountain
07.2014 - 12.2016
Footwear / Apparel Supervisor
Gander Mountain
12.2013 - 07.2014
Soft Lines Manager
Sports Authority
08.2011 - 12.2013
Hard Lines Manager
Sports Authority
06.2009 - 08.2011
Sales Lead
Sports Authority
07.2008 - 06.2009
Bachelor of Science - Construction Engineering
University of North Carolina Greensboro
Associate Degree - Culinary Arts and Hotel Management
Guilford Technical Community College
Associate Degree - Construction Management
Forsyth Technical Community College