Kevin Ertell

Founder & CEO of Mistere Advisory; Author; Executive Coach; Speaker

Strategy ExecutionMulti-channel RetailDigital TransformationExecutive CoachingGlobal OperationsP&L Management

About

I'm Kevin Ertell, the Founder and CEO of Mistere Advisory and author of the bestseller 'The Strategy Trap.' My career has been defined by leading large-scale digital and retail operations at iconic brands like Nike, Sur La Table, and Borders. I’ve spent years in the trenches of global commerce, and what I’ve learned is that companies don't usually fail because of bad strategy—they fail because of broken execution. Today, I work as an advisor and executive coach, helping leaders bridge the 'ambiguity gap' using my Six Cs System. I’m passionate about building high-performing cultures where psychological safety and ruthless prioritization are the norms, not the exceptions. Whether I'm advising on AI in retail or coaching a C-suite team, I bring an operator’s lens to every challenge. I’m here to connect with fellow leaders and organizations looking to turn their high-level visions into consistent, ground-level action.

Networking

What I can offer

›Operator-led advisory
›Executive coaching
›Keynote speaking on execution mechanics
›Retail digital transformation strategy

Looking for

›expanding my professional network
›exploring mutual opportunities in retail, e-commerce, and executive leadership

Best fit for

CEOs and COOsCMOs and VPsPrivate Equity firmsRetail innovators

Current Interests

AI in retailVideo analyticsOmnichannel customer experiencesPsychological safety in corporate culturePersonal productivity and deep focus

Background

Career

A veteran retail executive with leadership roles at Tower Records, Borders, and Sur La Table, culminating in global VP roles at Nike before founding Mistere Advisory.

Achievements

›Author of Amazon #1 bestseller 'The Strategy Trap'
›Named RETHINK Retail Top Retail Expert 2026
›Led global retail operations for Nike's multi-billion-dollar footprint
›Served as Chairman of Shop.org (2016–2019)
›Launched and grew the Borders Rewards loyalty program

Opinions

Culture is the sum of behaviors celebrated minus those tolerated.
Good ideas are more dangerous than bad ones because they drain capacity and blur focus.
Most leaders suffer from an 'ambiguity gap' where the frontline remains confused despite perceived clarity.
Strategy must be informed by those who understand how it feels to do the actual work.