Meet Our Team
C. Kelly Cofer, CCIM
FOUNDER & CEO
C. Kelly Cofer leads The Retail Coach with more than 25 years of experience in all aspects of retail real estate and economic development. Cofer’s professional background encompasses market research and site selection, advisory and leasing services, and property brokerage and development for leading national and regional retailers and restaurants in more than 150 cities throughout the United States. Cofer has earned the CCIM designation from the Chicago-based Commercial Investment Real Estate Institute and attended the Economic Development Institute at the University of Oklahoma. He also holds a Bachelor of Science degree from Texas A&M University.
662.844.2155
Aaron Farmer
PRESIDENT
662.231.0608
Aaron Farmer brings to The Retail Coach knowledge of the most current research on retail and marketing trends. Prior to joining The Retail Coach, Farmer was employed in marketing research and retail development where he worked on projects for some of America’s leading retailers and restaurants including FedEx, Kinkos, Sally Beauty Supply, Adidas, Concentra and the National American Association of Subway Franchises. Farmer’s expertise touches each step of a project from the initial trade area determination to the actual recruitment of retailers. Farmer holds a degree in Marketing from The Mays Business School at Texas A&M University and an MBA from Texas A&M University – Commerce.
Nancy Herbert
DIRECTOR OF FINANCE
At The Retail Coach Nancy Herbert directs all administrative functions with efficiency and care. She is a number cruncher and a people person who loves getting lost in data. Herbert extensive management and accounting experience encompass some of America’s favorite retailers such as Kirkland’s. Herbert previous experience as a retail buyer and store inventory control manager provides helpful insight as she assists in the retailer research performed by The Retail Coach for each project.
662.844.2155
Charles Parker
PROJECT DIRECTOR
662.231.9078
Charles Parker brings more than five years of experience in the fields of economic research and entrepreneurship to The Retail Coach. Prior to joining The Retail Coach, Parker served as Research Assistant at Mississippi State University. During his time at MSU, he conducted research exploring economic impacts of tourism and outdoor recreation on municipalities. The McKinney, Texas native holds a Bachelor of Science degree from Mississippi State University, where he continued on to earn his Master of Business Administration and Master of Science degrees.
662.319.7144
Kyle Cofer
PROJECT DIRECTOR
Kyle brings more than 4 years of experience in real estate and entrepreneurship to The Retail Coach. As Project Director, Kyle oversees the retail recruitment process and leads his team to promote economic development in client communities. In this role, he works closely with local officials as well as retail site selectors, brokers, and developers. He is an active member of the International Council of Shopping Centers and is a frequent speaker for municipal leagues and webinars. Kyle graduated from the University of Mississippi with a degree in Business Management and a minor in Real Estate and Entrepreneurship.
Matthew Lautensack
DIRECTOR OF RESEARCH & DEVELOPMENT
315.592.1274
New York native, Matthew Lautensack, brings a specialization in critical theory and technology integration to The Retail Coach team. During his tenure at The Retail Coach, he has brought efficiency to the operational processes, through automation, streamlining, and systematizing internal workflows. He was also the principal developer on a number of new products and services we are offering today. Prior to joining The Retail Coach, Lautensack was the Director of Information Technology at a natural soap company based out of upstate New York. A philosopher and self-taught programmer, Lautensack is efficient in user experience, digital platform design, e-commerce, automation, digital advertising and GIS.
Caroline Harrelson
STRATEGY DIRECTOR
662.231.8207
Caroline focuses on key strategic planning for clients and manages The Retail Coach relationships with commercial real estate professionals and retail site selectors across the country. Caroline’s experience in recruiting retail to our client communities has given her the ability to provide municipalities the competitive advantage by assessing a market or site and anticipating specific feedback from the retailers’ perspective.With a Masters in Public Policy and Administration (MPPA) from Mississippi State University, Caroline understands the dynamics of working in the public sector and the multiple levels of stakeholders and other factors that influence our partnerships with our client communities. Prior to joining The Retail Coach, she served as the Director of International Services under the Office of Research and Economic Development at Mississippi State University. Caroline approaches retail economic development from the perspective of both a consumer and a retailer, and provides updates on market trends and consumer habits at speaking engagements nationally.
Cary Everitt
RECRUITMENT SPECIALIST
817.727.0447
Cary joined The Retail Coach as an addition to the retail recruitment team. He comes from a background of almost 9 years in healthcare and retail management helping him gain exceptional relationship building skills and education in business development strategies. The main focus for Everitt at The Retail Coach is to identify and recruit interested restaurants and retailers to client communities contributing to market growth and expansion. He is currently in the process of obtaining his Texas real estate license in order to expand his knowledge in the field, allowing him to offer the best guidance and assistance to all current and future clients alike.
Kaleb Wilson
PROJECT DIRECTOR - RECRUITMENT SPECIALIST
817.727.1010
Kaleb's responsibility within The Retail Coach includes maintaining purposeful relationships with retailers, restaurant site selectors, developers, real estate brokers, and other third parties involved in retail real estate in our client communities. His background includes advocating for tenants in their commercial real estate portfolio decisions to align with their long-term site selection goals. Additionally, he serviced corporate employees as they navigated the logistics of relocating domestically within the US. Kaleb's mission is to collectively propel client communities towards optimal growth while simultaneously maintaining a customer service ethos. Kaleb resides in Texas and received his bachelor's degree from the University of North Texas.
Becky Gross
PROJECT MANAGER
239.963.5965
Becky brings experience in both real estate and retail to The Retail Coach. She grew up in Naples, FL where her parents' livelihood was residential real estate and joined the family business as a realtor. In 2018, she decided to make a change and move to Austin, TX. She started working at Tecovas, a DTC western brand specializing in Cowboy Boots. Becky joined the company when it was considered a start-up as the 28th person and by the time she left there were around 300 employees. She was on the Retail team with a few roles - operations, communications, and engagement. The highlights from her time at Tecovas were opening 20 new stores within 3 years, building out communications strategy, and managing special projects and events. Becky earned her degree from Indiana University - Bloomington and graduated with 3 majors from the Kelley School of Business in Marketing, Entrepreneurship & Corporate Innovation, and International Business. She is excited to bring her professional and educational expertise to The Retail Coach as a Project Manager.
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RECRUITMENT SPECIALIST
Lauren Benjamin
239.290.6794
Lauren's responsibility within The Retail Coach includes maintaining purposeful relationships with retailers, restaurant site selectors, developers, real estate brokers, and other third parties involved in retail real estate in our client communities. Lauren brings excellent customer service experience to the company, having worked for The Ritz-Carlton Hotel Company for 8 years as a Spa Sales Manager. Most recently, Lauren worked in Administration at a Healthcare System in Naples, Florida where she was able to focus on being detail oriented and efficient in her work. Lauren graduated from Florida Gulf Coast University with a degree in Resort & Hospitality Management.