Darkhorse Legacy Art Gala
- Gallery Event
- 5:00 PM. Jan 11
e l l i o t g o o d w i n
3699 McKinney Ave., Suite # 584 Dallas, Texas 75204 (817) 239-3225 goodwinelliot@aol.com
SUMMARY
Entrepreneurial leader with progressive experience and accomplishments in sales, marketing, new business development, branding, merchandising, real estate, human resources, and financial management. A visionary strategist with a track record of leading a multi-million dollar level company to achieve vision, revenue, and profit goals. Hard driving, creative, and passionate blended with proven leadership, business, and team building skills.
· Vision, Strategy & Execution · Staff Leadership & Team Development
· Sales, Marketing & Branding Strategies · Private Label Development & Launch
· Merchandising & Buying Expertise · Real Estate & Construction Liaison
· New Store Opening & Market Entrance · Corporate Culture & Brand Awareness
• Brand Marketing and Company DNA Identity • Multi Level Turnaround Management
KEY ACCOMPLISHMENTS
? Successfully built a 15-store retail chain from $5 million to $56 million in annual
revenue
? Key leader and strategist in driving business to become the largest independent retail chain in
the country
? Created a unique retail culture, for a mid size business, that led to opening seven new cities
Including, Dallas, Houston, San Antonio, and Denver, resulting in $18 million in new revenue first year
? Led Company to receive multiple awards such as the “National Retailer of the Year”, “Top 10 Best Stores in the World”; and personally received “Retailer of the Year” awards.
PROFESSIONAL EXPERIENCE
RETAIL AND BRAND MARKETING CONSULTING 2009 – present
Developed key strategies in retail brand positioning and strategy at retail and wholesale level, includes marketing, distribution channel strategies, assortment planning and product design, sourcing, brand relations, real estate, people resources and retail/wholesale operations.
LARRY’S SHOES, Texas/Colorado 1984 – 2009
CEO/President, 1988 – 2009
Executive Vice President, 1986 – 1988
Vice President of Sales and Marketing, 1984 – 1986
Led and directed a 15-store retail chain in five markets in Texas and Colorado with sales volume of over $56 million. Planned and executed strategies to impact company sales and profit goals. Provided leadership direction for key executive direct reports including CFO, Vice Presidents of Sales, Merchandising, Marketing, Human Resources, and MIS departments. P & L responsibility.
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MARKETIING / SALES
Developed and implemented company’s marketing strategy, and maintained vision for brand
marketing, re-branding, and co-branding initiatives capturing business in 16 to 45-age category
Developed and implemented an in-house marketing department with 15% to 18% cost savings
Developed/marketed a tiered private-label brand that created unique customer loyalty to the company brand
Headed customer focus groups, identified marketing demographics, marketing trends, and executed new marketing strategies that led to developing a customer database of over 500,000
Achieved brand challenge by introducing new products and accessory lines
Created sports affiliate marketing with NBA teams, NBA Players Association, and NFL teams
Managed a $3.5 million advertising budget and generated a $1 million advertising co-op budget
Experienced in public relations, radio, print, television, direct mail marketing, internet
Established multi level sales plan and goals for corporate, vendor and retail stores
Created sales planning system and reporting for clientelling of sales associates
Analyzed sales performance by vendor, product line, store and sales associates
Designed and integrated Clientelling System through sales staff, systems, and compensation.
MERCHANDISING
Maintained $32 million inventory, established open-to-buy, and reviewed product assortments
Led global outsourcing program that increased sales by $1.5 million and profit by 10% to 15%.
Implemented merchandising strategy, brand marketing and sourcing for 6 private-label brands
Recognizing market and fashion trends that built brand awareness and product design in stores
Led company in the execution of the distribution center and warehouse along with automated replenishment stocking system of merchandise
Established personal relationship with many brands such as Ferragamo, Cole Haan, Kenneth Cole, Nike, Timberland, Coach, Allen Edmonds, Bally, and Bruno Magli, and Lucchese, just to name a few, many high end luxury brands
Facilitated vendor/employee conclave meetings to review merchandise plans and new products.
HUMAN RESOURCES / STAFF LEADERSHIP / DEVELOPMENT
Led staff of direct reports and 300+ corporate office, store, and warehouse personnel.
Very experienced in recruiting, team building, and people skills.
Instrumental in leading staff and vendor meetings to ensure company vision and goals were achieved
Created Larry’s University “MAP” Management Advancement Program for area managers, assistant managers, and leading sales producer’s with management potential
Implemented “STARS” recurrent training program focusing on management, sales, product knowledge, and customer service that maintained a 10% pipeline of promotable employees
Introduced a “12 Steps to Selling” seminar to facilitate improved selling skills at the retail level
Reviewed, implemented, and adhered all policies and procedures for all employees
Reviewed documentation in support of actions regarding Associate behavioral and performance issues. (i.e., performance improvement plans and corrective action documentation)
Ensures compliance with both federal and state employment law guidelines and that the company's policies are reflective of those guidelines
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STRATEGIC PLANNING / FINANCIAL LEADERHIP / MIS
Managed all company financial operations including financial relations, bank negotiations, legal documentation, and investment relations with strong focus on ROI performance
Led strategic planning including business plans and budgets for monthly and annual reports
Complete profit and loss responsibility for corporate, distribution center and retail stores
Negotiated vendor terms and store leases in conjunction with the legal process
Restructured the company’s commission plan resulting in a 20% increase in business
Created an in-house MIS department and collaborated on developing customized software
Experienced in Profit Sharing and 401k plans
REAL ESTATE / STORE OPENINGS
Designed and built 16 new stores – 15 under budget and within deadline
Negotiated all leases, terms and conditions along with legal for retail and corporate locations
Obtained and work closely with real estate companies and brokers throughout central and southwest U.S. for market analysis and site selection purposes
Acted as General Contractor for five stores, from ground up, with a budget of $1.5 million each
Researched new markets, identified potential new store locations, and established financing
Worked closely with design firms on new store openings and remodels
Led effort to re-image existing and the new store opening concept with 19 store grand openings
Won two retail design awards for Denver and Houston locations by National Retail Federation
Worked with design groups in Ohio, Dallas, and Los Angeles
AWARDS
National Retailer of the Year, Footwear News
Retailer of the Year, Two Ten Organization
Best Store Design over 10,000 Ft., Stores Magazine
Best Store, Denver 5280 Magazine
Best Store, Dallas Observer and the Fort Worth Weekly
Top Retail Store Design Award, Denver, National Retail Foundation
Top Retail Store Design Award, Houston, National Retail Federation
Top 10 Best Stores in the World, Footwear News
Top 40 under 40 Business Leaders, Ft. Worth Business Press
Interviewed and worked with staff introducing a section of the marketing curriculum for The University of Maryland
ASSOCIATIONS
National Retail Federation, Washington D.C., past board member
Independent National Retail Board, NRF.com, past board member
Two Ten Organization, National and local Dallas chapter, member
Podiatrist Associations
Sole Hope Foundation, Founder
Ft, Worth, Dallas, Houston, Denver Chamber of Commerce, past member
MISCELLANEIOUS
Written in numerous articles including;
Entrepreneur Magazine, Inc. Magazine, Wall Street Journal, national issue; Footwear News, Footwear Plus, Stores Magazine, Western World Magazine, Direct Marketing Magazine, Houston Chronicle and Business Journal, San Antonio Business Journal, Dallas Morning News and Business Journal, Fort Worth Star Telegram and Business Journal, and Denver Post