Jeffrey Parnell

Interim CEO, COO, CMO, Turnaround

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Jeff’s background includes 25+ years of C-level executive experience in start-ups, emerging businesses, middle market enterprises, and public companies. Across industries as diverse as apparel, consumer products, sporting goods, automotive, manufacturing, financial services, and internet/technology, he has led numerous initiatives to drive growth, reposition companies for a stronger competitive edge, gain entry into new markets, streamline organizational processes, and improve financial performance, and reinvigorate corporate culture.

At marine catalog/online retailer Overton’s, his industry-recognized initiatives—which included strategic alliances with middle market and Fortune 100 companies—played a key role in leading the business from $20 million in sales to $70 million, while establishing the company as the leading direct marketer in its industry.

Jeff was also an early advocate of multi-channel retailing—which leverages technology and strategic thinking to create financial synergies across offline and online sales channels. Realizing that the infamous Dotcom Bust of 2000 was not an indictment of online retailing, he joined publicly-traded apparel/home furnishings retailer Blair Corporation as its Vice President/General Manager, E-Commerce. There, he launched and led from start-up to nearly $100 million in less than six years, transforming the company’s culture from that of a direct mailer to one of an integrated multi-channel retailer. He also established numerous corporate efficiency initiatives, adding millions of dollars to the bottom line.

During his career, Jeff has also served as CEO of three companies, initiating significant operational, process, and managerial improvements to prepare each organization for key transitional events, including the sale of one business. As a consultant and interim CEO/COO/CMO, he has assisted start-ups, mature companies, nonprofit organizations, and a NASCAR race team.

Academically, he holds undergraduate and M.B.A. degrees from East Carolina University, and is also an adjunct college professor. Jeff has served on numerous corporate and non-profit boards, while also coaching and mentoring more than 20 start-up companies in a privately-funded technology incubator, which he successfully repositioned into a model of entrepreneurial excellence.


Company Stage Focus: Startup, Early Stage, Late Stage Venture Funded, Private Equity Backed, Turnaround/Distressed, IPO, Public, Fortune 500, Fortune 1000, FTSE500, Private, Family Owned, Bankruptcy

Interim CEO, Start-up Automotive Accessories Manufacturer (< $5M in sales)

Recruited to provide leadership, governance and stability. Rebuilt two significant corporate partnerships and positioned company for sale.

Interim CMO, Financial Institution with $400M in Assets

Launched mobile banking platform to position institution as a technology leader in a space dominated by players such as PNC. Negotiated, procured, and led installation of CRM system to provide advanced marketing capabilities and instill financial accountability.

Interim COO & CEO, Sign Manufacturer ($10M in sales)

Led comprehensive job costing initiative to highlight gross margin improvement and business development opportunities. Streamlined sales processes during the industry’s most challenging economic period in 20 years (2008) through the development of new technology solutions and an intensive focus on salesperson accountability.

Interim VP-Marketing, Heavy Equipment Manufacturer ($10M in sales)

Exceeded targets in four primary areas of responsibility: sales team efficiency, corporate overhead reduction, raw materials cost reduction, and product positioning. Drove $750k in EBITDA improvement during an 8-month engagement and positioned company significant sales growth during following year.


•Led online start-up from 0-$100 million in sales, achieving Internet Retailer 100 status within three years.
•Played lead or key role in three successful corporate exits that exceeded $200 million, with one sale executed 2 1/2 years ahead of plan.
•Created one public company’s inaugural cost reduction program, immediately generating $2 million in EBITDA improvement and surpassing $10 million in three years with no reductions in employment.
•Created, negotiated, and launched more than 10 successful strategic alliances with Fortune 500 and middle market partners to accelerate growth for one multichannel retailer.
•Streamlined merchandise liquidation function to improve short-term EBITDA by 25% through a 700 basis point increase in gross margins and two outlet store closings.


•BRL Industries, Inc.
•Center for eBusiness and Advanced Information Technology (eBizITPA)
•Deist Industries, Inc.
•Eximious, Ltd.
•Advisory Board or Mentor Team Member for 15 Start-up Companies since 2010


•B.S. Business Administration, East Carolina University
•M.B.A., East Carolina University

Years Executive Experience: (20)
Years as an Interim Exec: (5)
Company Size: ($100k-$1B)

• Budget, Cost & Internal Controls
• Board Advisory
• Mergers & Acquisitions – Acquisition Integration
• Joint Ventures
• Building a management team
• Corporate Development
• Fundraising
• E-Commerce
• Guerilla Marketing
• Crisis Management
• Distress
• Bankruptcy
• Operations: Cost
• Planning/Modeling/Execution
• Client Relations Management
• Business Development
• Sales Management
• Sales Forecasting
• Marketing Strategy

• Apparel/Fashion
• Automotive
• Banking
• Bioenergy/Biofuels/CleanTech/Renewables
• Business Services
• Consumer Products
• Consumer Services
• Digital Media
• E-Commerce
• Education
• Turnaround
• Exit Planning
• Green Technology
• Internet
• Luxury Goods
• Management Consulting
• Manufacturing
• Marketing/Interactive Marketing
• Non-Profit Organizations
• Professional Services
• Retail
• Sales
• Sports
• Wholesale/Distributors