Richard Honiball

Critic
DISC Type : C

EVP / Global Chief Merchandising & Marketing Officer at NAVY EXCHANGE SERVICE COMMAND (NEXCOM)

Virginia Beach, Virginia, United States

Overview

Richard is the EVP & Global Chief Merchandising and Marketing Officer at NEXCOM, with 30+ years of experience in commerce. An award-winning executive and educator with an MBA from William & Mary, he also holds certifications in Generative AI and teaches at George Mason University.

Outside of his C-suite role, Richard is a dedicated husband and father who co-hosts the "Retail Relates" podcast to mentor emerging professionals. He is a world traveler, history connoisseur, and focuses on balancing his professional commitments with family time, writing, and travel.

Unique fact: He created his podcast, "Retail Relates, " as a purpose-driven project to inspire the next generation of retail leaders, replacing what he humorously calls "a few rounds of bad golf. "

Personality Overview

Critic

Objective Thinker

Negotiator

Unless the value is proven by data, they are unlikely to value fancy features.  It is very likely that they will negotiate pricing or other important terms. They like to take decisions independently and do not seek others' support often.

Topics They Care About

Human-Centric Retail
Consistently emphasizes that human fundamentals and connection are being lost in commerce and that making this gap visible is his primary work.
Mentorship & Education
Passionate about developing future talent, he teaches at George Mason University and co-founded a podcast to guide students and emerging professionals in retail.
Purpose-Driven Brands
Focuses on serving the military community through his role at NEXCOM and advises on building brands centered on purpose and authentic consumer connection.

Media Appearances

Navy Exchange Service Command (NEXCOM) - Rich Honiball. Featured in Honiball.me (personal blog)

See Now

Work History

6-2018
EVP / Global Chief Merchandising & Marketing Officer at NAVY EXCHANGE SERVICE COMMAND (NEXCOM)
6-2015 - 6-2018
SVP / CMMO (Chief Merchandising & Marketing Officer) at NAVY EXCHANGE SERVICE COMMAND (NEXCOM)
5-2024
Adjunct Faculty at George Mason University – Costello College of Business
9-2024
Co-Creator, Co-Producer & Co-Host at Retail Relates
2013 - 2015
CMO | Strategic Advisor at PDB Advisory Group

Education

MBA with honors (Beta Gamma Sigma) from William & Mary – Raymond A. Mason School of Business
Certificate from The University of Chicago Booth School of Business

More Information

Social Presence :

Prographics :

Exp : 26 Location : Virginia Beach, Virginia, United States Job Level : Leadership Designation : EVP / Global Chief Merchandising & Marketing Officer at NAVY EXCHANGE SERVICE COMMAND (NEXCOM)
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Insights For Selling To Richard

During A Call Or A Meeting

DO's

  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Keep some extra margin while sharing pricing, they are likely to negotiate later
  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.

DONT's

  • Do not use very emotional or colorful language
  • Don’t try too hard to build a relationship with them
  • Avoid phrases like ‘trust me’, ‘others just love’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Richard is

  • Proof of ROI, low pricing and objective proof points are the important factors for them.
  • Will you ever get a clear answer from Richard

  • They do not mind saying no if they believe that it is the right decision.

Insights For Deal Planning

    How fast (or slow) will Richard move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Richard take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Richard

Personality Compatibility


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