Kevin Ertell has over 30 years of experience strategically maximizing revenue and profitability through omnichannel transformations and groundbreaking leadership.
Kevin is the Founder/CEO of Mistere Advisory where he helps customers drive business growth using the lessons learned from years of direct operational experience in the retail industry. His approach is grounded in practical strategies and knowledge, earned from the frontline of industry leadership and innovation, not just theoretical concepts.
Previously at Nike, Kevin oversaw billions in store operations and innovations as Vice President of Global Retail Operations. During his tenure, he pioneered revolutionary labor models, cutting-edge training programs, and industry-leading sustainability initiatives. He also served as the Digital GM for Nike’s $1B Running business and led Global Digital Operations at Nike through a comprehensive transformation of the $15B+ digital commerce business.
Prior to Nike, Kevin tripled e-commerce revenue and delivered record profits as SVP of Digital at Sur La Table. He was also a key executive at Borders Group, innovating their industry-leading loyalty program and cross-channel strategy, and built the first TowerRecords.com at the genesis of the e-commerce era.
Kevin's experience also extends to the solution provider side of retail, where he served as VP, Retail Strategies at ForeSee Results. In this role, he collaborated with product teams to tailor their capabilities for retailers, aligned with Marketing and Sales to hone their messaging, and partnered with over 100 retailers to optimize their use of ForeSee's offerings.
Widely considered a retail innovator, Kevin has served as Chairman of the National Retail Federation’s Digital Arm, Shop.org, and is frequently sought after as a featured speaker at leading industry events. With expertise in digital acceleration, omnichannel optimization, and profit-centric transformations, Kevin helps retailers reimagine their business models for the future of commerce.
Kevin is also a long-time rock bass player who can be seen rocking the stages at the occasional industry event.
When you define what not to chase, your strategy sharpens, your team aligns, and you get results that actually move the needle.
Gratitude doesn’t erase the tough moments or the disappointments, but it does put them in perspective. It reminds me that life is a collection of big and small moments, and every one of them, good or bad, has a role in shaping the story of who we are—and who we’re becoming.
The hidden step that separates good strategies from GREAT ones?
VALIDATION.
Here's why the best leaders don't skip this crucial step:
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1. No strategy survives first contact with reality
2. Hidden blind spots become visible
3. Team buy-in skyrockets when people feel heard
3 powerful validation techniques I've seen work:
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✅ Run a "pre-mortem" - Imagine the strategy failed and work backward
✅ Get frontline feedback - Your execution team sees what you can't
✅ Use Six Thinking Hats - Cover all angles from logic to creativity
💡 Key insight: The goal isn't perfection. It's readiness.