Rolf Schultz - Consultant | Former CEO, Personal COO

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Work Background

FYZICAL Therapy & Balance CentersCo-Owner

Jan. 2022Austin, Texas Metropolitan AreaDeveloping a chain of FYZICAL Therapy and Balance Centers in the suburbs north of Austin, TX. As a leading provider of physical therapy, rehabilitation, balance and vestibular retraining, sports medicine, and other highly specialized services, FYZICAL Therapy & Balance Centers delivers the latest treatments, using the most advanced equipment and technology. Our vision is to be the most trusted, accessible entry point for wellness and health. We help patients to “Love Their Life”. Message me directly to learn more about open positions and the many benefits that FYZICAL has to offer. FYZICAL could be a game-changer for your career - come grow with us!

Self-employedConsultant / Advisor / Investor

Nov. 2021Austin, Texas Metropolitan AreaLeveraging deep experience in Retail, eCommerce, and senior executive leadership, combined with my functional experience (Finance, Merchandising, Operations, Marketing, Real Estate, Retail Environments, etc.) to unlock high growth. Working in both consulting and advisory capacities, with or without investment. Big believer in “modern tools, active leadership, and relentless execution.” Contact me directly to see if I can help your company.

SAROL Ventures LLCManaging Partner

Oct. 2021Austin, Texas Metropolitan AreaWe develop or acquire best in class, high growth businesses, creating value for all involved parties. FYZICAL Therapy & Balance Centers is one such venture.

The RoomPlaceChief Executive Officer

Jun. 2019 - May. 2021Greater Chicago AreaHeadquartered in Lombard, Illinois, The RoomPlace operates 28 showrooms across Illinois, Indiana and Wisconsin, along with national eCommerce businesses which include: theroomplace.com, a modern mobile-responsive flagship website featuring remote customer-assisted selling via online chat/video; Apt2B.com, a L.A.-based pure-play; and soon to be launched new brand concepts. At The RoomPlace, I led a successful multi-phase transformation which included an infusion of new talent, divesting unprofitable business lines, adjusting the marketing mix, modernizing and optimizing digital commerce, developing several completely new revenue streams, and successfully navigating through all of the unique challenges of the pandemic. Under my leadership, we achieved unprecedented growth as we carefully executed a detailed roadmap.

GallsVP, Chief Digital Officer

Nov. 2016 - Feb. 2019Lexington, Kentucky AreaGalls is the largest distributor of uniforms and equipment serving the law enforcement, private security and public safety end markets in the U.S. Galls has acquired more than a dozen businesses and brands in the Public Safety uniform and equipment space, growing to over $450M in annual sales, 80 branch locations and 1000 associates throughout the US, as well as developing leading edge e-commerce technology. In my role at Galls, I was responsible for B2C, B2B technology, and Marketing. We continuously developed our web businesses (doing business under 10 different web banners), improved our industry-leading B2B platform, and found new ways to connect with our key customer segments. With a unique business model, Galls achieved aggressive growth both organically and through acquisition. The company was successfully sold to a private equity firm in 2018, and I exited in early 2019.

OFFIR Consulting, LLCConsultant

Jan. 2016 - Oct. 2016Advising clients both small and large on the development and implementation of digital strategy. Specializing in digital commerce, omnichannel capabilities, marketing optimization, and organization change management. www.offirconsulting.com

Academy Sports + OutdoorsSenior Vice President - Omnichannel and Marketing

Oct. 2013 - Jan. 2016Katy, TXSuccessfully transformed a bricks and mortar-centric organization into a well-balanced omnichannel enterprise, implementing omnichannel capabilities and evolving marketing strategy from largely traditional to digital-focused, answering industry disruption and aligning with the changing customer journey. (SVP role includes responsibilities of VP role with added responsibility for all of Marketing.) • Developed and executed against a multi-year omnichannel strategic plan, including the design and implementation of key omnichannel capabilities including mobile web, ship from store, order in store, vendor drop ship, shared inventory, and multi-warehouse fulfillment optimization. • Established fact-based customer insights practice via both qualitative and quantitative research. Completed a segmentation, a private label brands study, and developed critical insights around the changing customer journey. • Shifted marketing mix to align with evolving customer journey. Challenged historical reliance on print media and drove enterprise traffic through measurable digital media. • Developed first CRM strategy for the company consisting of an internal database, email capture at POS, and various customer acquisition tactics. • Optimized order fulfillment to improve customer experience and reduce cost. Designed and implemented fulfillment logic based on a complex hierarchy of criteria, including size/weight of the item, in-stock availability, ability to ship the complete order, proximity to customer, store capacities, safety stock, etc. • Profitably grew sku count and improved customer experience with the implementation of third party drop ship. • Beat aggressive profitability targets and grew sales well above industry average in all years by leading and inspiring a 60-person Ecommerce team, 130 marketing professionals, and a 200-seat contact center to continually remove friction from the customer journey.

Academy Sports + OutdoorsVice President - Ecommerce

Oct. 2011 - Oct. 2013Katy, TexasLed the organization towards demonstrating the true power of omnichannel retailing. Reporting directly to the CEO, responsible for all aspects of enabling omnichannel commerce success by integrating online, offline, mobile and marketing capabilities to create a truly seamless shopping experience. As a member of the Executive Committee, worked closely with other senior members of the leadership team to evolve Academy’s vision and strategy. • Implemented ship from store as a means to grow in-stock position on academy.com and to address critical challenges of inadequate fulfillment center design and slow replenishment. • Connected web inventory, in-store inventory, and warehouse inventory to remove channel designations and expose as much inventory to the customer as possible, wherever and whenever the customer engages with the company. • Developed and implemented “order in store” capability whereby store associates place orders on behalf of customers to capture sales of out of stock merchandise and special orders. Not only drove incremental sales volume and filled a customer service gap, but also uncovered a critical flaw in associate interaction with customers. • Developed a culture of innovation, attracting new talent and growing existing talent. Empowered teams to work collaboratively (both business and IT teams) against the execution of the strategic plan in an agile environment.

The Jones Group Inc.Senior Vice President, E-Commerce

Jun. 2010 - Oct. 2011White Plains, N.Y. and New York, N.Y.General Manager for the footwear Ecommerce brands and head of Customer Service for all Ecommerce and store brands. Designated Finance and Operations liaison for Ecommerce division. • Identified opportunity and led effort to optimize Web distribution center. Assembled cross functional team to re-engineer facility. Revamped returned goods department, reorganized pick layout, improved staffing efficiency, introduced UPS Basic level of service saving well in excess of $1.0M annually. • Launched ninewest.com Mobile site in August 2010. Mobile roadmap established and plans established to roll mobile to additional Jones sites in 2012. • Restructured Customer Contact department to improve service and reduce costs. Built social media competency on the team and developed an enterprise social media role for Customer Service staff. • Led effort to make all web promotions valid in stores and online. Measured traffic driven from Web to Stores to inspire peer executives and field management to see “Direct” sale vs. Web or Store sale. Developed In-store Web sales initiative, growing store-placed web orders sales 45% in the 3 months since inception. • Co-chair of Digital Roadmap, a multi-year strategy project to assess current digital operations, benchmark against best-in-class industry leaders, and identify opportunities to enhance digital efforts across all Web and Store properties.

The Jones Group Inc.Vice President, E-Commerce

Mar. 2008 - May. 2010White Plains, N.Y. and New York, N.Y.General Manager for the footwear brands- ninewest.com, easyspirit.com, bandolino.com, and shoeWoo.com. Close partnership with Brand Management and Retail teams to develop programs that drive traffic to the stores while growing Ecom sales by over 50% in both 2008 and 2009. • Led redesign/replatform projects for easyspirit.com, ninewest.com, and bandolino.com. Project plan later used as a blueprint for launches on the apparel side of the business - jny.com, anneklein.com, and rachelroy.com. • Implemented store fulfillment, a process by which web orders are fulfilled from stores, taking advantage of excess store labor/capacity and excess store inventory. Following a successful pilot, the program was rolled out to all brands in 2009. • Launched new multi-branded footwear business, shoeWoo.com. Led project from initial concept to launch in 4 months. • Established role for VP Ecom in monthly merchandising OTB meetings. Developed strong relationships with Merchandising groups, influencing the investment in additional Ecom inventory / changing the mission of Ecommerce. • Internet Retailer Top 500 (#271); 25th Biggest Sales Increase (52%), 2009.

The Timberland CompanyDirector, International Ecommerce Expansion

May. 2006 - Feb. 2008Stratham, NH and Wexham Springs, U.K.Responsible for the development and implementation of Ecommerce sites and support structure throughout Europe. Full P&L responsibility for timberlandonline.co.uk and future international Ecommerce stores. Sites in France, Italy, Germany and Spain planned for Fall 2008. • Conceived, structured and led negotiation of a worldwide Ecommerce platform solution integrating industry technology leaders including Demandware, OrderMotion, Cybersource, Omniture, BazaarVoice, and others. • Facilitated redesign of online shopping experience to meet U.K. needs taking advantage of web 2.0 technology via Fluid Concept Retail. Key features include optimized landing pages, improved SEO, parametric search, usability-tested navigation and strong web analytics. • Hired and developed strong local U.K. Ecommerce team responsible for online visual merchandising, product data catalog management, translation/localization, and integration with local bricks and mortar. • Launched Timberland’s first international website, timberlandonline.co.uk, a full-line ecommerce store, on time and on budget. UK Ecommerce Project Team recognized with October 2007 Direct Impact Award for outstanding achievement. • Launched paid search marketing program for branded keywords via third party Double Click. Adwords calibrated based on CPC and revenue generation/return. • Drove CRM via multi-channel consumer database, email campaigns, and robust call center operations. Personally designed all call center policies and procedures, empowering call center management in the areas of escalation and appeasement to reduce call duration, drive customer satisfaction, and capitalize on selling opportunities.

The Timberland CompanyStore Controller

Jan. 2002 - Apr. 2006Stratham, NHOversaw Financial Analysis, Real Estate, Store Construction, and home office Operations departments. Responsible for long range planning, annual budget, reporting, trend analysis, sales forecasting, expense control, business development, store portfolio management, new store site selection, and real estate deal-making. Oversight for all legal contracts and directly negotiated all store leases.

The Timberland CompanyRetail Controller

Sep. 1999 - Dec. 2001Stratham, NHResponsible for Financial Reporting, Inventory Control, Sales Audit, Financial Analysis, and Loss Prevention departments. Assumed functions of Director of Real Estate, selecting sites, making deals and negotiating leases for new stores in major regional malls and outlet centers across the country

The Timberland CompanySr. Manager, Merchandise Planning and Allocation

Aug. 1997 - Aug. 1999Stratham, NHConceived, developed, and executed promotional strategy to meet budgeted revenue/unit/margin objectives for the $140M 38-store outlet chain. Managed the investment in inventory, optimizing store assortments and efficiently replenishing product, maximizing inventory turn and margin. Drove the open-to-buy process, the budgeting process, reporting efforts, and the ad hoc analytical requirements of the division. Managed markdowns and end of season transition

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