Rich Honiball
Virginia Beach,VA
Summary
Dynamic and innovative C-Suite executive with over 30 years of experience in global commerce, including retail, wholesale, services, and hospitality. Proven expertise in merchandising, marketing, and business and brand development, with a strong track record of driving P&L growth, developing data-driven strategies, and transforming organizations to thrive in complex, competitive environments. Adept at creating customer-centric solutions, mentoring high-performing teams, and executing innovative business strategies. Passionate about leveraging technology, global insights, and cultural understanding to deliver measurable results while fostering meaningful connections.
Overview
18
18
years of professional experience
1
1
Certification
Work History
EVP | Global Chief Merchandising and Marketing Officer
Navy Exchange Service Command (NEXCOM)
01.2017 - Current
- Company Overview: Leads enterprise-wide merchandising and marketing strategy for a $2.7 billion global organization serving military patrons worldwide, encompassing retail, hospitality, food, and telecommunications
- Leads enterprise-wide merchandising and marketing strategy for a $2.7 billion global organization serving military patrons worldwide, encompassing retail, hospitality, food, and telecommunications
- Oversees a 400-person team managing buying, planning, web, analytics, and systems support, guiding the $1.7 billion retail division across hardlines, softlines, consumables, and convenience categories
- This includes 350 locations ranging from a 200,000-square-foot flagship mall to 200-square-foot micro-market concepts and an e-commerce platform that together drive customer engagement, revenue growth, and operational efficiency
- Additionally, supports marketing and branding initiatives for the broader $2.7 billion enterprise, which includes food services, fuel, hospitality, uniforms, ships stores, and telecommunications
- Oversaw teams in launching award-winning military-exclusive private brands in jewelry, apparel, consumables, and personal care, receiving industry awards and accolades for creativity and innovation
- Enabled the design and rollout of the NEXt Level Rewards program, now accounting for over 50% of retail transactions and 72% of sales
- Led teams in piloting and planning a digital media network rollout, integrating promotional, brand, and community-driven messaging across in-store, radio, and digital platforms
- Championed the 'Store of the Future' initiative, driving patron-focused improvements and store-level efficiencies, reducing renovation costs by 40% while creating agile, modular retail spaces
- Directed the restructuring of merchandising and marketing teams to operate with industry best practices, improving operational efficiencies and talent development
- Enhanced customer satisfaction scores through unified branding, elevated customer journeys, and innovative CRM capabilities
- Leads enterprise-wide merchandising and marketing strategy for a $2.7 billion global organization serving military patrons worldwide, encompassing retail, hospitality, food, and telecommunications
Founder and Principal Advisor
PDB Advisory Group
01.2015 - 01.2017
- Company Overview: Led a consulting firm specializing in strategic marketing, purpose-driven branding, and organizational transformation
- Partnered with retail, wholesale, hospitality, healthcare, and private equity clients globally to deliver innovative and results-driven solutions
- Advised CEOs, senior executives, and start-up entrepreneurs on developing purpose driven marketing strategies, consumer engagement, and brand positioning
- Developed a direct-to-consumer (D2C) brand and go-to-market strategy for a large overseas manufacturer, addressing a decline in U.S
- Wholesale business
- Conducted due diligence for private equity firms on potential acquisitions, evaluating brand positioning and asset values
- Built the Brand (Co)Lab initiative, connecting emerging brands and start-ups with creative talent to foster innovation and market impact
- Led a consulting firm specializing in strategic marketing, purpose-driven branding, and organizational transformation
SVP | Marketing, Licensing & E-Commerce
Haggar Clothing Co.
01.2011 - 01.2013
- Company Overview: Directed all marketing, licensing, and e-commerce operations for a leading apparel brand
- Directed all marketing, licensing, and e-commerce operations for a leading apparel brand, driving both direct-to-consumer and retailer-based strategies
- Partnered with key retailers such as Macy's, Belk, Kohl's, and Amazon to develop innovative marketing and in-store strategies
- Oversaw marketing creative, web operations, and a field-based store support organization, while collaborating with licensing partners to extend product categories
- Launched the innovative 'Slacks Are Back' campaign, earning national recognition, renewing interest in the Haggar brand, and attracting a younger generation through a mix of print, digital, and experiential marketing
- Spearheaded a corporate rebranding effort, integrating sports, music, and heritage storytelling to engage new audiences while leveraging relationships with Hall of Fame organizations in football, basketball, and hockey
- Successfully expanded licensing opportunities and grew Haggar’s e-commerce presence by 30% over two years
- Directed all marketing, licensing, and e-commerce operations for a leading apparel brand
Vice President, Men’s & Kids Private Brands
JCPenney & JCP Purchasing Corp
01.2007 - 01.2011
- Company Overview: Oversaw the design, product development, trend, and brand management for JCPenney’s $2.7 billion private brand portfolio across men’s and kids
- Progressed through increasing levels of responsibility from Brand Director to Vice President, ultimately overseeing the design, product development, trend, and brand management for JCPenney’s $2.7 billion private brand portfolio across men’s and kids
- Led a team of over 100, including garment and textile designers, trend analysts, product development teams, and an overseas design office
- Led the revitalization of billion-dollar brands Arizona Jeans and Stafford, focusing on strengthening brand messaging, product quality improvements, and enhanced customer engagement
- Partnered with key mills and manufacturers to elevate product quality, innovation, and value, enhancing sustainability efforts while increasing private brand percent penetration from 39% to 52%, driving significant sales growth and profitability improvement
- Co-chaired the JCPenney Innovation Committee, including organizing the annual Innovation Expo to showcase leading technology companies, internal innovations, and design excellence
- Oversaw the design, product development, trend, and brand management for JCPenney’s $2.7 billion private brand portfolio across men’s and kids
Education
MBA - (Magna Cum Laude)
College of William And Mary
Williamsburg, VABachelor of Science - Marketing (Magna Cum Laude)
Southern New Hampshire University
Manchester, NHSkills
- P&L Management & Growth
- Leadership & Team Development
- Strategic Marketing & Branding
- Customer Experience & CRM Innovation
- Retail, Services & Hospitality Expertise
- National & Private Brand Development
- Digital Transformation & Connected Commerce
- Talent Growth and Development
Accomplishments
- Adjunct Instructor | George Mason University
Teaching a self-developed curriculum on global retail and digital commerce. - Podcaster | Co-creator and Co-host of "Retail Relates"
Focusing on connecting industry experts with emerging talent in commerce and consumerism
Certification
Innovative Product Development & Process
University of Chicago Graduate School of Business - Executive Education
Innovative Teaching with GPTs, Creating Custom GPTs, Agentic AI and AI Agents
Villanova University
Timeline
EVP | Global Chief Merchandising and Marketing Officer
Navy Exchange Service Command (NEXCOM)
01.2017 - Current
Founder and Principal Advisor
PDB Advisory Group
01.2015 - 01.2017
SVP | Marketing, Licensing & E-Commerce
Haggar Clothing Co.
01.2011 - 01.2013
Vice President, Men’s & Kids Private Brands
JCPenney & JCP Purchasing Corp
01.2007 - 01.2011
MBA - (Magna Cum Laude)
College of William And Mary
Bachelor of Science - Marketing (Magna Cum Laude)
Southern New Hampshire University
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