Can you tell readers about your background? 

Growing up outside Washington D.C., I was deeply inspired by my grandparents, who were entrepreneurs themselves. One was a master plumber from Ireland, while the other created an inviting environment with a full-service barber shop. Their stories of resilience and hard work, including their involvement in building the Panama Canal, left a lasting impression on me. My Italian immigrant grandparents also played a significant role in shaping my upbringing, with my grandmother working in retail accounting and managing a store called “The Tie Establishment.” Together, they instilled in me the importance of looking sharp and well-groomed. In fact, my sister and I even hosted fashion shows in our basement and set up a Kool-Aid stand at the corner bus stop, continuing the entrepreneurial spirit.

My early years were marked by the Martin Luther King riots and neighborhood turmoil, which taught me the value of staying calm in the face of adversity. I vividly recall a stranger banging on our front door in distress, and my mother’s calm response in offering her assistance. This experience taught me the importance of composure during times of tragedy. Additionally, growing up around military families fostered a curiosity about the world beyond my own community and ignited a passion for inclusivity.

My father’s career in selling life insurance exposed me to the risks families faced if the provider passed away prematurely and the financial hardships that could result from inadequate coverage. I remember my father occasionally bringing home a chicken, a gesture that would upset my mother as it meant he had made a payment to prevent a policy from lapsing. Despite these challenges, my father was dedicated to giving back to the community, raising funds for the boys and girls club and making our neighborhood a better place to live. His impeccable dress sense, always wearing a suit even on the playing fields, showcased his commitment to professionalism and going the extra mile for his clients, as he dashed off to an appointment after the game.

During my time at Salisbury University in Maryland, I immersed myself in various organizations and even started new ones. I took the initiative to lead the first Panhellenic Association on campus, recognizing the need for Greek governance. Additionally, I co-founded the Sea Girls’ dance squad with my friends, teaching me the importance of creating opportunities when they don’t exist. We sewed our own costumes and sometimes had to challenge the status quo to secure performance space during halftime shows. When the band claimed there was no time for us in the homecoming program, we negotiated a pre-game time slot, proving that persistence and negotiation can lead to success.

Throughout my college years, I learned invaluable lessons from my friends, professors, and other communication experts. Whether it was my internship at a new TV station or leading the membership committee for Zeta Tau Alpha, these experiences shaped my perspective and set the wheels in motion for my entrepreneurial journey. It all began in New York City, where I started as a sales trainee for Levi Strauss & Co.

What appealed to me most about my career path was the opportunity to work with and lead teams. This is why I have taken on roles in start-up businesses and spearheaded growth initiatives for Fortune 500 companies. I have always been outspoken and unafraid to share big ideas, but I recognize the importance of collaboration and teamwork in surpassing objectives. From launching brands in the intimate apparel industry to strategizing for the health and wellness marketplace, my career has been dedicated to connecting with the next generation of consumers across the complex global Omnichannel.

Overall, my journey has been shaped by the lessons learned from my family, the challenges faced in my community, and the experiences gained throughout my education and career. I am grateful for the opportunities I have had and look forward to continuing to make a meaningful impact in the business world.

What inspired you to start your business? 

What inspired me to start my business was the realization that the world of retail and consumer brands was undergoing a significant transformation. Having worked and led teams on three different continents, I witnessed firsthand the evolution of business models, from wholesale in the USA to franchise stores in Asia with Levi’s, and later in European department stores with Liz Claiborne’s portfolio. Each market operated with its own nuances and challenges, but what remained constant was the need to adapt and embrace the ever-changing landscape.

Over the past decade, the rise of online sales has revolutionized the retail industry, making it imperative for businesses to adopt an omnichannel approach. This shift towards a seamless integration of online and offline channels has become my life’s work. I have not only experienced it but also navigated through it, all while striving to generate greater financial success for iconic companies like Maidenform.  Founded by a woman who innovated by sewing a bra into dresses and forever changing the shape of women emerging from the flapper’s era. After 95 years, Hanes Brands acquired Maidenform including DKNY, Donna Karan licenses for a 35% market premium.

Collaborating with diverse teams, both within the United States and abroad, has been a key aspect of my journey. From leading global brands in New Zealand and transforming supply chains in Singapore or creating billion-dollar portfolio platforms into the Netherlands, I have had the privilege of working with individuals from different backgrounds and cultures. This diversity of perspectives has enriched my understanding of the global marketplace and has allowed me to approach challenges with a broader lens.

Ultimately, it is this combination of experience, adaptability, and a passion for driving success in the ever-evolving world of retail that inspired me to start my own business. I recognized the need to provide strategic guidance and expertise to companies navigating the complexities of the omnichannel landscape. By leveraging my knowledge and collaborating with diverse teams, I aim to empower businesses to thrive in this new era of retail.

In summary, my inspiration stems from the belief that by embracing the omnichannel approach and harnessing the power of collaboration, businesses can not only survive but also thrive in the dynamic and fast-paced world of retail.

Where is your business based? 

My consulting practice was initially established in Connecticut during the financial crisis, a time when I recognized the changing landscape of the retail industry. However, I am currently based in Atlanta, GA, where I have adapted and pivoted my career to stay relevant amidst the market fluctuations brought about by the pandemic. This move has allowed me to gain new insights and perspectives that have been invaluable to my consulting practice. Throughout my journey, I have been fortunate to have mentors who encouraged me to step out of my comfort zone in sales and marketing and explore other areas such as supply chain, finance, strategy, and organizational development. These experiences in general management have played a crucial role in shaping my consulting practice, enabling me to work with clients not only in the United States but also in Canada, Latin America, and Europe. From supporting medical device businesses overseas to assisting intimate apparel brands entering the US market, my practice has spanned diverse industries and geographies.

How did you start your business? What were the first steps you took? 

When it comes to starting my business, the first step was ensuring financial stability and the ability to support myself and my family as an entrepreneur. Once that foundation was established, I focused on outlining a clear mission and developing the name “Royak Consulting.” The name represents our commitment to unlocking profitability for wholesale and retail businesses, and it has evolved to encompass our broader goal of accelerating growth across the omnichannel. This expansion was fueled by collaborating with a private equity company, which sharpened our ability to optimize brand stories and unlock profitability for founder-led businesses. 

One of the key aspects of my methodology is mapping out strategies that fill the gaps in capabilities or leadership skills when launching new channels. Often, teams may face challenges in achieving the desired return on investment when expanding into new areas. By leveraging my cross-functional experiences, I can quickly identify these gaps and work collaboratively with my clients to develop strategies that lead to successful growth.

Rather than simply creating a presentation deck that gathers dust on a shelf, I prioritize building a collaborative strategy with my clients, leveraging the talents and expertise of both our teams. In summary, my business has grown in-between my Fortune 500 public company career leading business divisions from $25M to $300M. I have been fortunate to work with clients across various industries and geographies, helping them unlock profitability and accelerate growth across the omnichannel. My approach is rooted in collaboration, strategic thinking, and a deep understanding of the challenges and opportunities in today’s dynamic business landscape. 

What has been the most effective way of raising awareness for your business? 

The most effective way of raising awareness for my business has been through word of mouth. I have never actively marketed myself, but rather relied on recommendations from previous teams, clients, and companies who have found me through LinkedIn or speaking engagements, like the Congress of World Affairs, at Boulder Colorado.  

I believe in being direct with clients and encouraging them to authentically leverage the strength and differentiation of their brand. Instead of a sales pitch, it is important to engage consumers with an inspiring brand story that resonates with them. This includes creating a “surround sound” of product benefits, attracting consumers wherever they are and offering a fair price and superior shopping experience. The goal is to keep them engaged and excited about the brand, leading them to talk about it on social media.

 What have been your biggest challenges and how did you overcome them? 

Without question the biggest challenge in my career took place during the pandemic. I had to develop a sustainable plan that creates revenue, adds value and does the work that I believe in and is best to create an environment for dramatic change, hard decisions and encourage courageous leadership to step forward. During the pandemic my service on nonprofit boards, Tommy Nobis Center and TurningPoint Breast Cancer Rehabilitation become a bigger part of my work day than my own consulting practice. I recognized they could benefit from my consulting and advisory work. I’m proud of the efforts I’ve put into my board work, which at times, took priority over my consulting practice. There has been a boomerang effect of lessons learned leveraged with clients. 

How do you stay focused? 

Staying focused is a constant challenge, but I have developed a strategy to keep myself on track. Inspired by my father, I use a post-it-note approach. Each year, I set a new goal and write it on a post-it-note. This simple reminder helps me prioritize what is most important. My father always kept a note card on top of his money clip, with a number representing his sales goals. He believed in setting goals, sharing them, achieving them, and celebrating them.

Unlike my father, I tend to overthink things, so I have also added digital notes on my phone to supplement my post-it notes. At the beginning of each year, I set two or three goals and remain committed to them, regardless of what is happening in my life. Balancing family and work are crucial, especially as an entrepreneur working from home. I dedicate specific days to consulting, board work, and supporting my family, including my son starting his career and my husband returning to work after being a stay-at-home dad for over 20 years. It has been incredibly rewarding to support them in their endeavors, just as they have supported me throughout my career.

How do you differentiate your business from the competition?  

Through my experience in integrating family businesses into public and private equity companies, I have developed strong collaboration skills and expertise in growth strategies. I help entrepreneurs build cost-effective platforms and strategies, unlocking the value in their businesses and designing new ways of operating. By understanding the unique needs of consumers and conducting SWOT analyses, we identify gaps and develop successful marketing strategies. Collaboratively, we venture deep into the areas of consumer insights helping them see around the corner to the potential risks or opportunities of expansion into new markets and channels. 

This often leads to evaluating add-on acquisitions and licenses, especially in the current pandemic climate. This guidance provides expertise on Boards as we evaluate post acquisition growth metrics.  Additionally, I assist firms in evaluating potential businesses for sale with financial advisors. 

What has been your most effective marketing strategy to grow your business?  

My ability to quickly adapt to client needs and interpret consumer needs with a global perspective has been instrumental in growing my business. By listening, conducting SWOT analyses, and understanding external market perceptions, we identify gaps and create successful 360-degree marketing communication strategies across the Omnichannel. Together with my clients, we develop a roadmap for execution, leveraging their team and cost-effectively designing operational strategies to support short and long-term milestones. I ensure that when I leave, my clients are equipped to conceive, develop, and execute their own plans.

What's your best piece of advice for aspiring and new entrepreneurs? 

Establish a work plan and invest time in acquiring mentors who complement your weaknesses and help you improve. Continuously assess the competition, but avoid chasing every new trend in the marketplace. Instead, focus on your value proposition and strategic advantage. Understand why consumers want your product and remain loyal to your core values. Believe in your people, give back to communities, and strive for profitable growth. Throughout my career, I have been attracted to clients who share these beliefs. 

What's your favorite app, blog, and book? Why? 

My favorite app is Calendly, as it helps me stay organized and manage my schedule effectively. In terms of blogs, I find inspiration and motivation from various sources when facing challenges or feeling down. Music also plays a role in inspiring me and generating innovative ideas for my clients. As for books, one of my favorites is “Simple Abundance,” a self-help book that focuses on mindset and holistic well-being for the head, heart, and soul.

What's your favorite business tool or resource? Why? 

One of my favorite business tools is reading the WSJ and trade journals in the fashion industry. These sources provide valuable insights into consumer behavior, trends, attracting talent, and the impact of technological changes on the workforce. Additionally, working with great financial minds and mining data are essential tools for evaluating best and worst sellers. When developing a marketing campaign, the choice of words is critical, as they must represent your values and help your products stand out. It is important to know the facts and evaluate trends against defined metrics. Tools like Hana for forecasting and Skypad for tracking omnichannel sales provide objective perspectives on global sales.

Who is your business role model? Why? 

 I find it difficult to answer this question because I have been influenced and helped by many individuals. It’s a personal matter for me. Lindsay Webbe, President of Asia Pacific at Levi’s, stands out as someone who understood me well and provided constructive feedback that inspired me to improve. The leadership style of Jack Welch, during my time in Fairfield, Ct., had a significant impact on me as I evaluated teams and led portfolio businesses. Angela Ahrendts, an executive at Liz Claiborne, impressed me with her ability to balance work and family and gracefully push back during multiple M&A projects where I served as an inside director of a newly acquired company. She excelled at maintaining the culture of the founders while navigating the changes. 

How do you balance work and life? 

In the early stages of my career, I struggled with finding this balance. However, as I gained more experience, I observed and learned from others. Paul Charron, CEO at Liz Claiborne, played a significant role in shaping my perspective by promoting a “family first” philosophy. When I was asked to relocate to Europe for an acquisition, he emphasized the importance of ensuring my son would find the right school before making any decisions. This experience taught me the value of give and take in achieving work-life balance. 

At Liz Claiborne, we fostered a welcoming environment for working moms, and our efforts were recognized with the fashion industry’s highest number of female division presidents. To maintain balance, I developed an annual plan that included scheduling vacations, business trips for conferences, and market visits well in advance. I also built in flexibility and made it a priority to have designated “time out” days, weeks, or even just an hour for myself.

What’s your favorite way to decompress?  

 I find that going for a long walk, taking a swim, or indulging in a sauna or steam session are excellent ways for me to decompress. Another favorite activity of mine is to relax with my family in front of a cozy fire and watch an enjoyable movie. During the summer, I take pleasure in gardening and observing the resilience of plants that have made it through the winter, particularly the fragrant gardenias that bloom anew. Additionally, a phone call with my mom or friends acts as a way to recharge, reminding me of my roots and helping me appreciate the many blessings in my life.

 What do you have planned for the next six months?

In the next six months, my focus will be on leveraging my expertise as a board advisor to help my clients in the consumer, retail, and health and wellness industries reevaluate their growth strategies in light of current market conditions. I will be working closely with them to achieve their goals by forming advisory boards that complement the strengths of the founders. Additionally, I will be evaluating and stress testing their current growth strategies to determine if any new categories, licenses, or acquisitions should be added to their initiatives.

Drawing on my experience in nonprofit leadership on boards and M&A work with European boards, I am well-equipped to guide private founders and their leadership teams in understanding the strategies and metrics involved in working with new owners, such as private equity firms or strategic partners. I will also be identifying possible risks and governance challenges arising from mergers and new technologies, offering my expertise to bridge the talent gap. This will be crucial in addressing important issues like AI, cybersecurity, and supply chain challenges in relation to environmental, social, and governance (ESG) considerations. Together with organizations, we will find cost-effective solutions to navigate these complexities successfully.

I am also committed to helping organizations embrace diversity, equity, and inclusion (DEI) to meet societal expectations while driving innovation and long-term success. By creating a more dynamic and resonant environment that aligns with consumers’ values, we can drive sustainable growth and success.

Overall, I am confident that in the next six months, Royak Consulting will deliver impactful Omnichannel Growth Strategies results for all the organizations I work with. Being on both sides of the acquisition, enables me to coach operating teams by building trust, honoring the founder’s heritage and embracing the new entities required metrics for success.  

How can our readers connect with you?

The best way to connect with me is on LinkedIn and book an appointment on my calendar link. 

Patricia J. Royak, Board Adviser

Royak Consulting, CEO 

Global Omnichannel Brand Growth Strategies 

M: 203-517-7177 

http://www.linkedin.com/in/patriciajroyak 

royakconsulting@patriciajroyak.com  

To book an appointment: 

Calendly.com/patriciajroyak