As an experienced ultra-runner and iron-distance triathlete, I know a little about the long-haul.
PROFESSIONAL EXPERIENCE & LEADERSHIP
SENIOR DIRECTOR OF SALES, OUTWARD INC, A WILLIAMS-SONOMA COMPANY 2022-Present
Outward Inc. is a wholly-owned subsidiary of Williams-Sonoma and the producer of the Aperture Platform, the industry’s first “photo studio in a box”. Aperture makes it possible to photograph, style, and publish home furnishing product visuals on demand, for a fraction of the cost and time of traditional product photo shoots and production.
FOUNDER & SR. CONSULTANT, OMNIMARKETING2020, A DIGITAL CONSULTANCY 2015-Present
OmniMarketing2020 is a boutique consultancy I formed to leverage my experience in the home furnishings industry, for the benefit of retailers, solution providers, and manufacturers.
CHIEF PRODUCT OFFICER, MICROD (HOME FURNISHINGS SAAS PLATFORM ACQUIRED BY REVALIZE) 2017-2019
Overall responsibility of developing a product road map and development schedule for all of MicroD’s products and services offerings, including determining customer needs, feature offerings, and defining enhancements in existing as well as new products. Also charged with recruiting, building, managing and mentoring a team to offer value added services for digital marketing to existing and new MicroD customers to help them succeed in their digital and omnichannel marketing efforts, co-leading acquisition of local SEO agency.
VICE PRESIDENT, MEMBER ENGAGEMENT, AAA CAROLINAS 2015-2017
Executive ownership for evolving value-added interactions between 2 m. members and AAA lines of business, including travel, insurance, car care, auto buying and membership benefits. Touch points include website, email, content platforms and personalized customer journeys. Manage direct mail membership outreach for renewals. Executive responsibility for membership, digital, and engagement across multiple business lines and functions, including all front-facing web and social properties, customer journeys, corporate creative, and publications.
FOUNDER AND PRESIDENT, CAROLINA RUSTICA (HIGH-END HOME FURNISHINGS RETAILER) 2001-2015
One of the earliest e-comm/brick-and-mortar hybrid retail operations in the home furnishings industry, Carolina Rustica was self-funded from its early days as a boutique retail store in downtown Charlotte. Online operations began in 2000 and the business grew (despite two two recessions) at an average rate of 25% per year until acquired in 2012 by Mattress USA Inc, in Brighton, Michigan.
EDUCATION
Masters of Management, Kellogg School of Management, Northwestern University. Majors in Marketing & Economics. Selected as an Austin Scholar for outstanding academic performance
Bachelor of Arts, Magna Cum Laude, Tufts University, including studies at American University in Brussels, Belgium
AWARDS & RECOGNITION
Special Recognition by the City of Surfside Beach
In 2021 I was presented a key to the City of Surfside Beach, South Carolina in recognition of my fund-raising efforts to raise autism awareness. The city council also declared May 26, 2021 to be “Richard Sexton Day”.
Carolina Rustica featured as one of Google’s first case studies of success
Google AdWords Success Story: Carolina Rustica
In 2008, we were highlighted by Google as an exemplary retailer leveraging the full suite of Google e-comm offerings.
The F.C. Austin Scholarship at the Kellogg School of Management
Austin scholars are selected because they have demonstrated exceptional leadership in academic and professional endeavors, and show promise of future leadership at Kellogg and in business or public service. The F.C. Austin Scholarship is a highly-selective full-tuition scholarship offered at Kellogg. It is awarded to top students who have demonstrated exemplary leadership potential and exceptional contributions to their communities and organizations.
VOLUNTEERISM & COMMUNITY
Substitute Teacher for middle school and EC classes, Cabarrus County (NC) School System 2015 - present
I substitute teach classes in middle school when my schedule allows, as well as assist in Exceptional Child (EC) classes.
Fundraiser Athlete, Champion Autism Network, Myrtle Beach, SC 2016 - present
The Carolinas Can Ruck for Autism (https://www.carolinascanruckforautism.com/)
In May 2021, I rucked 750 miles across the Carolinas, carrying a 25-lb “slamball” on my back, running a marathon a day for 30 days. The event raised over $50,000 for autism awareness and in support of families living with autism. This epic event was the culmination of other fundraising events done for Champion Autism Network such as the Myrtle Beach Marathon.
Tufts Admissions Network Interviewer, Tufts University, Medford, MA 2021 - present
Interview applicants for admission to Tufts University. My recommendations are part of the admissions process.
Science Engagement Volunteer, Discovery Place, Charlotte, NC 2019-2020
I engaged with visiting students, explaining the exhibits and demonstrating practical scientific topics and applications with a roving science lab.
PUBLIC SPEAKING
2019 Home Furnishings Assoc, High Point Market: "4 Keys to Shifting Your Marketing to Maximize Your Investment"
2019 Univ. of Montana School of Business Admin: "Digital Natives: Influencers, Media, and Local Content That Builds Brands"
2018 Home Furnishings Assoc. Las Vegas Summer Market: "Local SEO: How Retailers Are Growing Organically"
Furniture Today Article, April 2017: "Where did this internet thing come from and where is it going?"
2016 Internet Retailer IRCE Chicago, Presentation: “Social Selling When Your Budget is ZERO”
2015 Internet Retailer IRCE Chicago, Presentation: “The Art of Social Selling”
2015 eTail East, Boston, Presentation: “Voice Your Opinion- Hands-On Social Selling Working Groups: Finding The Best Onsite Applications For Your Business”
2015 eTail West, Palm Springs. Presentation: “Evolving Your Site Merchandising Strategy To Engage And Convert Customers”
2015 Women's Collective Giving Grantmakers Network, Charlotte. : “How to Optimize Your Social Media When You Are Doing It All Yourself"
SELECT PUBLICATIONS
Home Furnishings Business
I write regularly on technology topics important to the home furnishings industry for this highly-regarded trade publication. I recently concluded a 2 ½ year “Tech Talk” series in which I explain different functionalities, applications, and suppliers of technology:
HFB Nov/Dec 2022 Tech Talk 17 - Altogether Now Pt. II
HFB Sept/Oct 2022 Tech Talk 16 - Altogether Now Pt. I
HFB July/August 2022 Tech Talk 15 - Who's Up?
HFB May/June 2022 Tech Talk 14 - Pay However You Want
HFB March/April 2022 Tech Talk 13 - Do Influencers Matter?
HFB Jan/Feb 2022 Tech Talk 12 - Sales Rep Systems
HFB Nov/Dec 2021 Tech Talk 11 - Artificial Intelligence
HFB Sept/Oct 2021 Tech Talk 10 - The Endless Challenge of Product Data
HFB May/June 2021 Tech Talk 7 - Analyze This!
HFB March/April 2021 Tech Talk 6 - Getting It Home
HFB Jan/Feb 2021 Tech Talk 5 - Talk To Me
HFB Nov/Dec 2020 Tech Talk 4 - 3D Tech
HFB Sept/Oct 2020 Tech Talk 3 - Floorplanners
HFB July/Aug 2020 Tech Talk 2 - RMS
HFB Sept 2016 So You Want to Start an E-Commerce Business?
SENIOR DIRECTOR OF SALES, OUTWARD INC, A WILLIAMS-SONOMA COMPANY 2022-Present
Outward Inc. is a wholly-owned subsidiary of Williams-Sonoma and the producer of the Aperture Platform, the industry’s first “photo studio in a box”. Aperture makes it possible to photograph, style, and publish home furnishing product visuals on demand, for a fraction of the cost and time of traditional product photo shoots and production.
- Revitalized the sales process from initial outreach to product demonstration and negotiating deals with new tactics, procedures, analytical tools and mindset.
- Grew company sales to 80 accounts total in six months, doubling the Monthly Recurring Revenue. Prior to my taking the position, previous monthly sales were zero.
- Transformed the sales team with new hires and dismissals, creating a new environment of accountability and trust.
- Initiated a data-driven culture with measurable goals, benchmarks, and performance metrics using information pulled from sales reports, existing CRM, and marketing data.
- Provide executive leadership at furniture markets, conferences and other industry events as leader and representative of the Aperture Platform.
- Collaborate with co-founders on product roadmap, retail customer needs, market opportunities, and pricing.
FOUNDER & SR. CONSULTANT, OMNIMARKETING2020, A DIGITAL CONSULTANCY 2015-Present
OmniMarketing2020 is a boutique consultancy I formed to leverage my experience in the home furnishings industry, for the benefit of retailers, solution providers, and manufacturers.
- Impact Consulting: Facilitated four performance groups twice annually, each group consisting of founders, CEO’s, and C-level executives at retail locations across the country (still facilitate one group).
- Home Furnishings Business: Author of the “Tech Talk” series, 22 articles total, focusing on technology offerings and innovations in the home furnishings retail segment.
- Samson Marketing/Universal Furniture: Conducted market-entry study for new brand introduction into Asian market, complete with manufacturing, distribution and retail strategies.
- ARBrowser: Ukrainian SaaS company building web-based 3D visualization and AI generated merchandising.
- Intiaro: Polish 3D visualization SaaS platform. Acting General Manager for the U.S., with responsibility for market development, digital outreach, new product development, staff hiring, and media outreach.
- Floorplanner: Dutch 3D room planner application. Consultant for website UI/UX and content development.
CHIEF PRODUCT OFFICER, MICROD (HOME FURNISHINGS SAAS PLATFORM ACQUIRED BY REVALIZE) 2017-2019
Overall responsibility of developing a product road map and development schedule for all of MicroD’s products and services offerings, including determining customer needs, feature offerings, and defining enhancements in existing as well as new products. Also charged with recruiting, building, managing and mentoring a team to offer value added services for digital marketing to existing and new MicroD customers to help them succeed in their digital and omnichannel marketing efforts, co-leading acquisition of local SEO agency.
- New Product Development: Owned the MicroD product roadmap, assuring it aligned with target markets, technology developments, competitive positioning, end-user expectations and experiential trends.
- Marketing Leadership: Conceptualized marketing campaigns for lead generation, opportunity creation and ROI. Developed inbound/outbound lead generation strategy for digital and offline channels including SEM/ PPC, social, re-targeting, event-based, webinars, white papers, SEO and industry markets.
VICE PRESIDENT, MEMBER ENGAGEMENT, AAA CAROLINAS 2015-2017
Executive ownership for evolving value-added interactions between 2 m. members and AAA lines of business, including travel, insurance, car care, auto buying and membership benefits. Touch points include website, email, content platforms and personalized customer journeys. Manage direct mail membership outreach for renewals. Executive responsibility for membership, digital, and engagement across multiple business lines and functions, including all front-facing web and social properties, customer journeys, corporate creative, and publications.
- Successfully took the lead and re-invigorated responsive design site launch for aaa.carolinas.com, revising site layout, content, navigation and other U/X elements.
- Introduced ideation platform for driving employee innovation, scoping and developing with a third-party partner at significant cost savings to other alternatives in the market.
- Oversight over $2m. marketing budget, including direct mail, content management, paid search, publications, social outreach, radio, paid placement and outdoor advertising.
- Key team leader on adoption, integration, and evolution of SalesForce Marketing, Community, and Commerce Clouds for front-facing functionalities.
FOUNDER AND PRESIDENT, CAROLINA RUSTICA (HIGH-END HOME FURNISHINGS RETAILER) 2001-2015
One of the earliest e-comm/brick-and-mortar hybrid retail operations in the home furnishings industry, Carolina Rustica was self-funded from its early days as a boutique retail store in downtown Charlotte. Online operations began in 2000 and the business grew (despite two two recessions) at an average rate of 25% per year until acquired in 2012 by Mattress USA Inc, in Brighton, Michigan.
- Responsible for envisioning and execution of technology and E-commerce decisions, such as platform, onsite search, category taxonomy, linking strategy
- Third party applications and marketplace integrations
- SEO, paid search, social media campaigns and integrations
- On-site creative, navigation, and UX
- Supplier selection and channel conflict management
- Analytics, revenue attribution, optimization
EDUCATION
Masters of Management, Kellogg School of Management, Northwestern University. Majors in Marketing & Economics. Selected as an Austin Scholar for outstanding academic performance
Bachelor of Arts, Magna Cum Laude, Tufts University, including studies at American University in Brussels, Belgium
AWARDS & RECOGNITION
Special Recognition by the City of Surfside Beach
In 2021 I was presented a key to the City of Surfside Beach, South Carolina in recognition of my fund-raising efforts to raise autism awareness. The city council also declared May 26, 2021 to be “Richard Sexton Day”.
Carolina Rustica featured as one of Google’s first case studies of success
Google AdWords Success Story: Carolina Rustica
In 2008, we were highlighted by Google as an exemplary retailer leveraging the full suite of Google e-comm offerings.
The F.C. Austin Scholarship at the Kellogg School of Management
Austin scholars are selected because they have demonstrated exceptional leadership in academic and professional endeavors, and show promise of future leadership at Kellogg and in business or public service. The F.C. Austin Scholarship is a highly-selective full-tuition scholarship offered at Kellogg. It is awarded to top students who have demonstrated exemplary leadership potential and exceptional contributions to their communities and organizations.
VOLUNTEERISM & COMMUNITY
Substitute Teacher for middle school and EC classes, Cabarrus County (NC) School System 2015 - present
I substitute teach classes in middle school when my schedule allows, as well as assist in Exceptional Child (EC) classes.
Fundraiser Athlete, Champion Autism Network, Myrtle Beach, SC 2016 - present
The Carolinas Can Ruck for Autism (https://www.carolinascanruckforautism.com/)
In May 2021, I rucked 750 miles across the Carolinas, carrying a 25-lb “slamball” on my back, running a marathon a day for 30 days. The event raised over $50,000 for autism awareness and in support of families living with autism. This epic event was the culmination of other fundraising events done for Champion Autism Network such as the Myrtle Beach Marathon.
Tufts Admissions Network Interviewer, Tufts University, Medford, MA 2021 - present
Interview applicants for admission to Tufts University. My recommendations are part of the admissions process.
Science Engagement Volunteer, Discovery Place, Charlotte, NC 2019-2020
I engaged with visiting students, explaining the exhibits and demonstrating practical scientific topics and applications with a roving science lab.
PUBLIC SPEAKING
2019 Home Furnishings Assoc, High Point Market: "4 Keys to Shifting Your Marketing to Maximize Your Investment"
2019 Univ. of Montana School of Business Admin: "Digital Natives: Influencers, Media, and Local Content That Builds Brands"
2018 Home Furnishings Assoc. Las Vegas Summer Market: "Local SEO: How Retailers Are Growing Organically"
Furniture Today Article, April 2017: "Where did this internet thing come from and where is it going?"
2016 Internet Retailer IRCE Chicago, Presentation: “Social Selling When Your Budget is ZERO”
2015 Internet Retailer IRCE Chicago, Presentation: “The Art of Social Selling”
2015 eTail East, Boston, Presentation: “Voice Your Opinion- Hands-On Social Selling Working Groups: Finding The Best Onsite Applications For Your Business”
2015 eTail West, Palm Springs. Presentation: “Evolving Your Site Merchandising Strategy To Engage And Convert Customers”
2015 Women's Collective Giving Grantmakers Network, Charlotte. : “How to Optimize Your Social Media When You Are Doing It All Yourself"
SELECT PUBLICATIONS
Home Furnishings Business
I write regularly on technology topics important to the home furnishings industry for this highly-regarded trade publication. I recently concluded a 2 ½ year “Tech Talk” series in which I explain different functionalities, applications, and suppliers of technology:
HFB Nov/Dec 2022 Tech Talk 17 - Altogether Now Pt. II
HFB Sept/Oct 2022 Tech Talk 16 - Altogether Now Pt. I
HFB July/August 2022 Tech Talk 15 - Who's Up?
HFB May/June 2022 Tech Talk 14 - Pay However You Want
HFB March/April 2022 Tech Talk 13 - Do Influencers Matter?
HFB Jan/Feb 2022 Tech Talk 12 - Sales Rep Systems
HFB Nov/Dec 2021 Tech Talk 11 - Artificial Intelligence
HFB Sept/Oct 2021 Tech Talk 10 - The Endless Challenge of Product Data
HFB May/June 2021 Tech Talk 7 - Analyze This!
HFB March/April 2021 Tech Talk 6 - Getting It Home
HFB Jan/Feb 2021 Tech Talk 5 - Talk To Me
HFB Nov/Dec 2020 Tech Talk 4 - 3D Tech
HFB Sept/Oct 2020 Tech Talk 3 - Floorplanners
HFB July/Aug 2020 Tech Talk 2 - RMS
HFB Sept 2016 So You Want to Start an E-Commerce Business?
| Richard Sexton Feb 2023 Resume |
Presenting at Internet Retailer (IRCE) 2014 at the SLI ECommerce Accelerator Theatre