Richard Honiball

EVP, Global Chief Merchandising & Marketing Officer

Navy Exchange Service Command

Rich is a seasoned executive with a proven track record of developing and executing long-term growth plans, creating impactful marketing strategies, and building world-class teams. Currently serving as the EVP, Global Chief Merchandising & Marketing Officer for NEXCOM, Rich is responsible for marketing, merchandising, planning, and execution for the $2B worldwide retail division, the Navy Exchange. He also holds the additional responsibility for global marketing and brand leadership for the entire NEXCOM business portfolio, including the Navy Exchange, the NEXCOM Hospitality Group, the Ship Store Program, Uniform Program Management Office, Telecommunications Program Office, and the Navy Clothing and Textile Research Facility.

Rich founded PDB Advisory Group & the Brand(Co)Lab, working with established and start-up brands to develop strategic marketing efforts and purpose-driven branding. Rich held executive positions at Haggar as the SVP of Marketing, Licensing & E-Commerce and at JC Penney as the VP of Men’s & Kid’s Private Brands, where he led the design, product development & trend teams that drove JCP’s private label brands with an annual sales volume of over $2.7 billion.

Rich holds an MBA from William & Mary's Mason School of Business and a Bachelor of Science degree in Marketing with a Minor in Communications from Southern New Hampshire University, graduating with honors from both programs. Rich has earned multiple honors throughout his career, including being named a ONCON ICON Top 100 Marketer of the Year for both 2021 and 2022 and being named by RETHINK RETAIL as one of the Top 100 Influencers in the retail industry for both 2022 and 2023.