Rolf Schultz is a seasoned executive with over 30 years of experience driving organizational transformation, digital innovation, and operational excellence across the retail and e-commerce sectors. Known for his collaborative leadership style and his ability to tackle complex business challenges, Rolf consistently delivers swift and measurable results to both growth and profitability.
Throughout his career, Rolf has excelled in executive management roles, earning recognition for his strategic vision, innovative approach, and relentless focus on achieving growth. Currently, as the founder and principal consultant of Personal COO, Rolf offers corporate-level expertise to small and mid-sized businesses, empowering them to develop and execute bold strategies in sales, marketing, and operations.
Rolf also currently serves as a board member for a $50M+ private equity-owned company, providing strategic guidance and mentoring emerging leaders. He is a trusted advisor, leveraging his expertise in digital transformation, e-commerce, and operational management.
In his role as CEO of The RoomPlace, a $200 million multi-channel furniture retailer, Rolf led a remarkable transformation, transitioning the company into a dynamic omnichannel enterprise. Under his leadership, digital revenue penetration grew from under 7% to over 20%, EBITDA and liquidity improved dramatically, and the company implemented groundbreaking digital commerce solutions. His strategic recruitment of talent in web development, user experience, and logistics was instrumental in achieving these results.
As Chief Digital Officer at Galls, LLC, a $500 million private equity-backed uniform supplier, Rolf spearheaded a digital-first strategy that enhanced customer engagement and positioned the company for a successful sale to CharlesBank. By overhauling e-commerce platforms and optimizing marketing, he drove increased customer adoption, retention, and revenue growth.
At Academy Sports + Outdoors, Rolf served as Senior Vice President, leading the integration of online, offline, and mobile platforms to create a seamless omnichannel shopping experience. His initiatives, including ship-from-store and endless aisle solutions, resulted in industry-leading sales growth and profitability. As CMO, Rolf pioneered investments in digital marketing and beta tested web to store traffic measurement via location services.
Education and Community Engagement
Rolf holds an MBA with honors from Boston University and a Bachelor of Science in Accounting from SUNY Brockport. An active member of Austin-area networking groups, he is passionate about sharing his knowledge and fostering growth in businesses and individuals.
Personal Motto
NBA coach Doc Rivers once said, “Success is like deodorant—it covers up a lot that stinks.” This statement resonates deeply with Rolf, who believes that delivering high growth CAGR is a team sport, driven by a focused execution of multiple revenue initiatives.
Leadership Attributes
Character
A collaborative and forward-thinking leader, Rolf is known for his integrity, resilience, and ability to inspire teams toward shared goals.
Knowledge
With over 30 years of expertise, Rolf possesses deep proficiency in digital transformation, e-commerce, strategic planning, and operational management.
Strategic
Rolf excels at devising and executing innovative strategies that drive growth, optimize operations, and deliver measurable financial results.
Communication
A skilled communicator, Rolf effectively articulates complex ideas, fosters collaboration across diverse teams, and engages stakeholders at all levels. He is equally comfortable speaking one on one, in small groups, or on stage to audiences of hundreds.
Rolf’s sense of humor, integrity, and relentless drive inspire teams, innovate processes, and deliver unparalleled results. His deep expertise, strategic vision, and hands-on leadership make him an invaluable asset to organizations seeking transformational growth.
