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Orgill executive moves lean into retail services

Executive changes are designed to support increasing focus on services.

BY HBSDealer Staff

Following several promotions earlier this year, Orgill has announced a number of additional changes in the executive teams at Orgill and Tyndale Advisors. These changes are designed to help more closely align Orgill and the efforts of CNRG and Tyndale Advisors to provide the distributor and its customers with broader retail insights and support.

Tyndale Advisors is a wholly owned subsidiary of Orgill and is charged with developing best practices for Orgill and delivering customized services to Orgill dealers. As part of that mission, Tyndale also operates Central Network Retail Group (CNRG), which functions as a real-world, retail services laboratory for Tyndale and Orgill.

“We started Tyndale Advisors in 2010 as we began planning for CNRG, which we launched in 2011,” says Orgill’s President and CEO Boyden Moore. “From the beginning, our plan was to build the management and technical infrastructure that we would need to manage CNRG inside of Tyndale Advisors so that we could share that infrastructure, insight, and tools with all Orgill dealers.” (Tyndale Advisors provides management, integrated marketing and operational support for an assortment of Orgill dealers, including CNRG.)

Under the new leadership structure for these companies, John Sieggreen was named Orgill’s executive vice president of retail and will continue to serve as president of CNRG, a role he has held since August of 2017.

Orgill CEO Boyden Moore (center) at a recent Orgill market.

Phillip Walker, who had previously served as Orgill’s senior vice president of merchandising services has assumed the role of president of Tyndale Advisors.

Chris Freader has been promoted to vice president of merchandising services for Orgill and will lead its conversion, store design and retail services teams.

“These recent promotions and new responsibilities further integrate the Orgill, Tyndale and CNRG teams and strengthen our efforts to provide services that help our customers be more successful,” continues Moore. “John, Phillip, and Chris and the teams that they lead all bring a great deal of insights and experiences to their positions and they are well suited to keep Orgill, Tyndale and our customers moving forward.”

Currently CNRG operates 109 retail stores comprising 16 different brands, in markets throughout the United States. Orgill utilizes the insights and information gathered from these varied store brands to test and improve retail programs, services, assortments and merchandising ideas that it makes available to all of its retail customers.

“Because we operate stores under different brands in different markets, we have access to a very unique resource for gathering real-world retail insights at CNRG,” says Sieggreen. “We actually refer to our various brands as a laboratory of sorts, where we gather information on which products, programs, and services work best. By doing so, we assist Tyndale and Orgill Retail Services in providing services to Orgill customers of all formats and sizes. What we’re doing is truly unique in the industry.”

The same principle is applied to the work done by the Tyndale Advisors marketing team, whose primary office is located in Eugene, Oregon. “Essentially, we’re working to develop best practices for branding, marketing and promotions that Orgill’s customers can use to their advantage,” says Walker. “We do this by working with many Orgill customers, including CNRG, as we strive to develop and implement programs that meet their unique market needs.”

 

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