Adjunct Instructor, GMU
EVP/CMMO, NEXCOM
Rich Honiball is a retail and marketing executive and strategist, educator, essayist, and explorer - and a husband and dad. His approach is tech-savvy and human-driven, connecting commercial strategy, technology, and human judgment to deliver results and build capability.
As the EVP | CMMO at the Navy Exchange Service Command (NEXCOM), he leads the merchandising and e-commerce teams for its retail division and the marketing and branding teams across the command’s retail, food, fuel, services, and hospitality operations. He connects strategy with execution to serve patrons in the military community.
As an adjunct instructor at George Mason University, he teaches retail and e-commerce, connecting commercial practice with the strategic thinking emerging professionals need. He is also co-creator and co-host of the award-winning Retail Relates podcast, bringing industry veterans, experts, and influential voices into conversations with emerging talent and the broader industry.
A regular contributor to The Robin Report and author of Threads & Reflections, he writes about commerce, leadership, technology, and the experiences that challenge conventional thinking.
A lifelong learner with an MBA from William & Mary, he is in the early stages of his PhD journey at Lancaster University Management School, exploring questions about technology, agentic commerce, and their impact on human judgment and society.
His latest adventure: completing a 280 km hike along the Portuguese Coastal Route of the Camino de Santiago. Exploring unfamiliar places, listening to different perspectives, and noticing everyday details give him opportunities to question his assumptions and discover connections he might otherwise miss.
