Richard Honiball

Rich Honiball is a C-suite retail and marketing executive and educator with 30+ years driving transformation across retail, services, and hospitality. He is EVP & Chief Merchandising & Marketing Officer for the Navy Exchange Service Command (NEXCOM), a mission-driven enterprise serving the U.S. Navy community. At NEXCOM he leads teams advancing connected commerce and the patron experience, driving initiatives in loyalty, private brands, and enterprise marketing with a focus on value, service, and impact.

In parallel, Rich is an adjunct instructor at George Mason University, where he teaches a global commerce curriculum blending history, strategy, and practice. He co-created and co-hosts Retail Relates, a podcast elevating human connection in commerce and inspiring the next generation through stories and practical lessons. As an executive, educator, and thought leader, he speaks regularly on global commerce, leadership development, and brand innovation. 

Rich founded PDB Advisory Group, partnering with companies to build purpose-driven brand and growth platforms. He also founded Brand(Co)Lab, an agency focused on creative collaboration with startups and nonprofits. Previously he held executive roles at Brooks Brothers, JCPenney, and Haggar, driving product development, shaping brands, building customer strategies, and digital growth. Honors include RETHINK Retail Top Retail Expert, ONCON Top 100 CMO, CMO Club awards for Marketing Innovation, Content Engagement, and Social Responsibility, and the Dept. of the Navy Civilian Service Commendation Medal.

Known for pairing strategy with storytelling and performance with purpose, Rich is a connector, mentor, and team builder who believes there’s always a solution. He holds an MBA from William & Mary, graduating with honors. Most proudly, he is a husband and dad.