Senior Retail Advisory

The retail expertise
you need.
On your terms.

Avenel Field Group delivers executive-caliber retail guidance without the overhead of a Big 4 engagement. Senior operators who have run the business at the highest level — now working directly for yours.

65+
Years Combined Experience
$850M+
Largest P&L Led
400+
Stores Led
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Avenel Field Group
Who We Are

A boutique retail advisory
built by operators.

Avenel Field Group is a boutique advisory firm offering senior-level consulting to retailers across operations, customer experience, sales, service, workforce management, and asset protection.

We are not theorists. We are operators who have spent decades on the floor, in the boardroom, and everywhere in between. Our clients hire us for the same reason: practical, executive-level guidance from advisors who have actually run the business.

We partner with mid-market and PE-backed retailers who need executive-caliber guidance without the overhead of a Big 4 engagement. Flexible engagements. Real results. Senior counsel from day one.

65+
Years Combined Retail Leadership
$850M+
Largest P&L Led
400+
Stores Under Leadership Scope
Our Team

Senior operators, every one.

Jennifer Drake
Founder & Principal
Jennifer Drake
Retail Operations  ·  Customer Experience  ·  Field Leadership  ·  P&L
25 years of enterprise retail leadership across premium, luxury, and high-growth brands. Most recently led store operations across 400 North American locations — delivering the highest brand profitability in four years, record gross margin of 61.9%, and double-digit comp growth. Known for rebuilding field organizations, elevating customer experience at scale, and developing high-performing teams.
Previously
President, Saks OFF 5TH  —  $850M+ P&L, 100+ stores
SVP Head of Stores, Saks OFF 5TH
Flagship Sr. Store Director, Nordstrom Tysons Corner
District Manager, Nordstrom Mid-Atlantic
Natasha Martinez
Managing Director, Store Operations Practice
Natasha Martinez
Store Operations  ·  Workforce Management  ·  Fleet Analysis  ·  CX
20+ years of retail operations leadership across specialty, off-price, and full-price department store formats. Grew up in the fine jewelry business — a foundation that shaped deep fluency in high-touch selling and clienteling across every retail format she has led. Delivered $7M in labor savings and a $10M EBITDA improvement across a 100+ store fleet. Now fully dedicated to the AFG practice.
Previously
VP Store Operations & CX, luxury off-price retail
DVP Brand Strategy & Execution, off-price retail
DVP Operations & AGM, full-price department store flagship
Store Manager, Fortunoff (fine jewelry & home)
What We Do

Three integrated practices.
One experienced team.

I
Retail Operations & Customer Experience
  • Store & field operations audits
  • Customer experience transformation
  • Sales & service model design
  • P&L optimization & margin enhancement
  • Field organization restructuring
  • Talent development & leadership pipeline
  • Real estate strategy & new store openings
II
Store Operations, Workforce & Fleet Analysis
  • Workforce management & labor optimization
  • Census development & labor planning
  • Fleet analysis & store performance assessment
  • Omnichannel execution & BOPIS strategy
  • Continuous process improvement
  • BOH optimization & markdown efficiency
  • Conference & field event planning
III
Risk, Security & Asset Protection
  • AP program assessment & strategy
  • Shrink reduction & inventory loss controls
  • Physical security assessment
  • Digital fraud & e-commerce risk mitigation
  • Emergency preparedness & active threat training
  • Investigations & internal controls
How We Engage

Flexible engagements,
tailored to fit.

We work in the model that fits your business — project, fractional, retainer, or integrated. Every engagement is led by a senior operator from day one, not handed off to an analyst.

Defined Scope
Project-Based
Focused engagements with clear deliverables, typically 30–90 days. Ideal for audits, assessments, organizational restructures, and turnaround diagnostics.
Ongoing Leadership
Fractional Executive
Senior-level leadership 2–3 days per week on a retained basis. Ideal for brands without full-time C-suite expertise in operations, store strategy, or asset protection.
Strategic Access
Advisory Retainer
Senior-level access to AFG principals on a recurring basis for strategic counsel, board prep, and ad-hoc challenges. Ideal for PE-backed leadership teams.
Both Practices
Integrated Engagement
Combined operations and risk engagement. Ideal for new acquisitions, turnaround situations, and major operational replatforming across the full retail enterprise.
Individual & Leadership New
Executive Development & Career Navigation
One-on-one coaching for retail leaders at two levels — wherever you are in your career journey.
Senior-Level · With Jennifer Drake
C-Suite Acceleration
For VPs and SVPs navigating the move to President, COO, or SVP-level roles. Structured coaching grounded in 25 years of real operating depth — for leaders who want a thought partner who has sat in the seat.
Early & Mid-Career · With Natasha Martinez
Career Foundation & Growth
For retail professionals starting out or building toward their first leadership role. Practical guidance on navigating the industry and building a career with intention. Offered at an accessible price point — great mentorship shouldn't be reserved for the corner office.
Who We Serve

Sized for mid-market.
Built for senior conversations.

We partner with retailers and their investors who need executive-caliber guidance without the overhead of a Big 4 engagement.

01
Regional & Specialty Retail Chains
Multi-unit retailers seeking to elevate execution, modernize service models, or expand profitably.
02
DTC Brands Scaling Into Physical Retail
Digitally-native brands building their first stores or scaling a fleet without internal retail leadership.
03
Private Equity & Their Retail Portfolios
PE sponsors conducting diligence, value-creation planning, or post-close transformation.
04
Off-Price, Outlet & Value Retailers
Brands navigating the operational and shrink challenges of high-velocity off-price environments.
05
Luxury & Premium Brands
Luxury operators elevating client experience, clienteling, and store productivity.
Get In Touch

Let's talk about
your business.

Whether you're navigating a turnaround, scaling a fleet, or looking for a trusted operator in your corner — we'd welcome a conversation.

Founder & Principal
Jennifer Drake
jennifer@avenelfieldgroup.com
Managing Director, Store Operations
Natasha Martinez
natasha@avenelfieldgroup.com
General Inquiries
Avenel Field Group
hello@avenelfieldgroup.com
We respond to all inquiries within one business day.
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