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THOMAS DALEY
14450 S. 8th St ♦ Phoenix, AZ 85048 ♦ (937) 422-3497 ♦ [email protected]
http://www.TomJDaley.com
SR. EXECUTIVE: RETAIL / MERCHANDISING
Top performer and expert in the department store and retail furniture store industries with a stellar track record of
impacting bottom-line results. Maximize sales volume and net profit while curtailing operating expenses to ensure the
company is operating at optimal efficiency. Skilled strategist that knows how to identify trends to accelerate sales and
generate the highest levels of revenue. Leverage creative marketing and advertising techniques to influence the
merchandising of furniture, electronics, floor coverings, mattresses, gifts, and home textiles. Demonstrates exemplary
leadership, problem solving and communication abilities with proven experience forming, developing and deploying
successful teams.
CORE COMPETENCIES
 Systems Information & Technology
 Buying & Merchandising / Planning
 P&L Management / Forecasting
 Turnaround / Change Management
 Retail Operations & Administration
 Vendor Relations / Negotiations
 Strategic Planning / Goal Setting
 Project Management / Effectiveness
 Tactical Marketing / Planning
PROFESSIONAL EXPERIENCE
CARLS FURNITURE & DESIGN - Coconut Creek, FL
2009 - 2011
Merchandising Manager & Marketing Director
A mid- to high-end retail chain with 8 full line stores and 1 outlet store, totaling annual revenues of $50+ million.
Held complete responsibility for the merchandizing efforts of case goods and Director of Marketing for nine stores, as
well as an active member of the Executive Committee charged with developing corporate strategies and company
direction. Led 3 direct reports and 9 indirect reports.

Successfully revamped assortment plans to fit current sales volume: reduced floor sample and warehouse inventory
40%, improved in stock position on key items from 50% to 75%, and increased turnover from 3.6 to 4.5.

Implemented a new retail pricing system, increased mark up on direct container purchases, negotiated lower costs
for domestic fill-ins of container product and increased private label program. As a result, gross margin improved
from 41.9% to 46.2%.

Redirected the company's marketing strategy to deliver a 32% cost reduction during the recent economic downturn
by implementing direct mail, email and automated VIP telemarketing promotions with no reduction in store traffic.
MORRIS HOME FURNISHINGS - Fairborn, OH
2007 - 2009
Vice President, Merchandising - Home Furnishings & Electronics
A Top 100 furniture retailer with a chain of 12 home furnishings stores that included 2 Morris stores, 8 Ashley
HomeStores, Thomasville store, and Midwest Furniture Outlet featuring promotional to mid-upper price points
generating revenues exceeding $67 million.
Oversaw merchandising operations for 12 stores while a member of the Executive Committee. Held responsibility for
all merchandise assortment, marketing and floor planning for all store formats. Directly managed 5 buyers, 3 assistant
buyers and 4 administrative personnel. Worked in both domestic and international furniture markets.

Streamlined the merchandising organization by consolidating buying functions and creating a flow department
responsible for re-orders and maintaining inventory levels, reducing payroll expenses by $225,000 annually.

Developed and implemented a new pricing strategy and reallocated slots to higher margin and faster turning
classifications to increase gross margins at the Morris and Ashley stores to 48.6% and 48.4%, respectively.

Created an assortment and slot planning system, improving company decision-making for organizing assortments
with an optimal balance of good-better-best price points in all categories. Result was a 28% reduction in
discontinued inventory and a .5 improvement in turnover.
Thomas Daley
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Professional Experience…Continued
BREUNERS ARIZONA HOME FURNISHINGS - Scottsdale, AZ
1994 - 2007
Executive Vice President (2000 - 2007)
SVP of Merchandising, Marketing, and Operations (1996 - 2000)
VP & General Merchandise Manager (1994 - 1996)
A chain of 3 full-line furniture stores and 1 children's specialty store featuring middle and high-end price points,
generating $20 million annually.
Recruited as General Merchandise Manager with a subsequent promotion to Executive Vice President, holding total
control for all aspects of the business with full P&L responsibilities. Held accountability to owners for overall
merchandising, operations, and marketing for four stores totaling more than 115,000 sq. ft. of selling space. Led 8
direct and 80 indirect reports.
 Established a new vision, built a new management team and developed new processes to reverse a $600,000
operating loss and return the company to profitability within the first year.

Completed a successful turnaround at the company's flagship store, reversing a 20% sales decline by devising a
classification dominance strategy that capitalized on competitor weaknesses.

Achieved 289% sales growth in youth & home office, 24% in casual dining, 50% in leather, and 38% in home
entertainment within the first year of stepping in to turnaround a significantly underperforming company store.

Slashed the company's overall operating expenses from 44.2% to 39.1% by benchmarking operating expenses with
similar sized companies to identify industry standards and areas in need of improvement.

$350,000 added to the company's overall net profit by increasing vendor repair income from 0.5% to 1.4%, and
reducing customer delivery expenses from 1.5% to .5% and in-home service calls by 50%.

Capitalized on unrealized revenue by improving the Furniture Protection Plan income from 0.5% to 2.5% of total
sales, generating a $248,000 improvement to net profit.
KEY POSITIONS PRIOR TO 1994
ELDER BEERMAN DEPARTMENT STORES - Dayton, Ohio
Sr. Vice President & General Merchandise Manager
Divisional Merchandise Manager: Furniture, Appliances, Electronics, Home Textiles, China, Gifts, Silver, Stationary
 Reduced net advertising expenses 15% as a result of increasing leading vendor negotiations to increase advertising
co-op and market development funds.

Delivered $4 million in sales growth, a gross margin increase to 43.3% and improved turn of more than .25 points
over the previous year, increasing division ranking to #1 in the entire company.

Cut operating expenses more than $1.5 million over the previous year by consolidating two warehouses into a
streamlined facility with a single buying staff and converting to a third-party delivery system.
MAY COMPANY DEPARTMENT STORES
Divisional Merchandise Manager: Furniture, Mattresses, and Floor Covering
PROFESSIONAL RECOGNITION
Furniture Retailer of the Year, Morris Home Furnishings, 2008 - National Home Furnishings Association
Top 50 Retail Stars, Home Accents Today, 2005
Who's Who: Merchandising Magicians, Furniture Today, 2004
Arizona Furniture Retailer of the Year, Breuners Arizona 2002
EDUCATION / CERTIFICATION / AFFILIATION
Business Administration, North Central College of Ohio
Sr. Executive Management Training - May Company Department Stores
Executive Management Training - May Company Department Stores
Member, Retail Advisory Board - Home Furnishings Business Magazine
14450 S. 8th St. ♦ Phoenix, AZ 85048 ♦ (937) 422-3497 ♦ [email protected]