Michele Lai Auerbach
Global Store Marketing, Promotions, Category Management & Store Ergonomics
Barry has over 35 years of experience in all aspects of convenience / gasoline store marketing, promotions,
advertising, store ergonomics and operations.
A proven track record with corporate experience as a senior manager for over 20 years with the two largest convenience retailers and for 15 years with the largest petroleum marketer in the world. He has successfully developed category management principles, marketing programs, and international promotions for all convenience retail categories. Extensive international experience in over 30 countries with retailers and suppliers has provided him with the multi-cultural experiences that are used to maximize business results.
He has held numerous leadership roles in field marketing and operations positions and prides himself as
having started as a c-store clerk and spending 9 years in stores, including 2 years as a c-store / deli owner, before moving to regional and corporate convenience / gas headquarters roles.
Recent positions held have included Regional Gasoline Marketing Manager, Regional Marketing Director, Senior Category Manager, Group Category Director - USA, Global Group Category Director. He has been a member of
and the chair for numerous teams and committees that have been responsible for corporate merger integration, design of new global convenience retail stores, development of c-store product offers, advanced traffic flow studies to improve store designs, design of category management university training programs, store associate training, advertising, joint venture foodservice offers, and various other convenience retail tactical and strategic programs.
He holds a Bachelor of Science degree in Business Administration from Monmouth University (N.J.) and Master certifications in Marine Sciences from the University of North Florida.
"We have many initiatives underway which will improve our Franchise Business in the USA. TMG Consulting has been assisting in these efforts in a variety of ways including: industry best practice benchmarking; strategy development which will ultimately improve our franchisee recruiting, selection and training; as well as performing an Assessment process on new franchisees intended to assist new dealers and provide a feedback mechanism for our firm . TMG's keen understanding of global, operational & marketing best practices and their team of seasoned professional have proven to be instrumental in our continued drive to improve execution and overall retail results."