Jeff Hosking – President, Chief Executive Officer and Founder
PMD Furniture Direct™ Responsibilities – Executive in charge of all aspects of PMD
After finishing college, Jeff spent eight years as a highly successful sales and marketing executive. It was this sales and marketing experience that led him to believe that “there must be a better way to buy furniture and bedding” after a few painful and disappointing shopping experiences in Columbus, Ohio to furnish a new home. An entrepreneur at heart, Jeff set out to do just that and started Power Marketing Direct in late 1997 out of an 800 square foot clearance center and small adjacent warehouse.
Jeff’s goal was to provide the bedding and furniture customer with an efficient, low hassle, “quick and easy” high value retail experience while providing him with an efficient, low expense, low stress and highly profitable business. This has become known as Jeff’s “PMD Program:” a systematic and proprietary advertising, marketing and sales methodology and a private label line of furniture and bedding that follows a very specific merchandising strategy that provides a “value” to the retail customer and solid profits to the business owner.
It wasn’t long until Jeff decided to grow the business nationally. He began to attract new Power Marketing Direct dealers who were highly talented and profit-driven sales professionals with proven track records. He shared with them his “Program.” He provided excellent product, sales, and management training. He created a sense of local ownership for dealers and fostered an overwhelming “team spirit” among his Power Marketing Direct dealership base where all dealers benefited by sharing information, market data, performance metrics, analysis and findings on topics that drive profitability. He created a culture that insists on taking personal responsibility for one’s accomplishments. He fostered a friendly spirit of competition among the dealers with the knowledge that there is a linear relationship between retail sales and net income. Realizing that low inventory requirements allows dealers to focus capitalization on driving advertising and sales versus rack systems, employees and additional warehouse expenses, he focused on distribution as a key competitive advantage and core competency. This enabled the Power Marketing Direct dealer to fill customer orders within hours or days versus weeks or months.
Twelve years later, operating on those same principles, Power Marketing Direct has become one of the Top Furniture Retailers in the U.S. and one of the most compelling success stories in the furniture industry.
As the retail furniture landscape began to change and Jeff’s private label brand became more well-known and accepted by consumers, Jeff decided to unite the dealerships and combine the successful PMD Program under his common trademarked brand, Royal Heritage Home Furnishings™. This resulted in the establishment of PMD Furniture Direct, Inc. in late 2008 and the creation of the PMD Furniture Direct franchise program in 2009. Jeff, many of his former Power Marketing Direct dealers, and the new PMD Furniture Direct franchisees are now positioned to bring the PMD Program to a broader base of business owners, to bring the satisfying PMD retail experience to a broader customer base across the country, and to make PMD Furniture Direct, Inc. one of the most attractive franchise opportunities available today.
Joseph Armetta – Chief Marketing Officer
PMD Furniture Direct™ Responsibilities – In charge of placement, training, field sales, sales management, business development and new program development for the company. He is responsible for providing qualified, hard working, driven and goal-oriented entrepreneurs with the opportunity to earn a high annual income, create a significant net worth and live the ‘dream life’ that goes with owning their own successful businesses.
Education – B.A. in Economics, University of Notre Dame; M.B.A. in Finance and Business Strategy, University of Chicago GSB.
Joe initially pursued a career focusing on International Asset Management with Gelber Asset Management Group, a commodity trading advisory firm out of Chicago, IL. Working as a speculative investor, he was responsible for analyzing and investing in fixed-income, equity and currency market opportunities. After attending graduate school, he pursued opportunities on Wall Street with Merrill Lynch and with Bank of America in its structured products and derivatives division, NationsBank CRT.
Joe then turned his attention to the operational side of the business world and focused on creating, building and running businesses. During the next six years, he was an executive in the following companies: Walt Disney Company; CollegeClub.com and J3S Management, Inc.
Joe was introduced to PMD Furniture Direct™ in November of 2001. Joe ran one of the most successful Power Marketing Direct dealers for six consecutive years. In late 2002, he became part of the Sales Management Team and was responsible for building the Western Division of the company. In 2004, Joe assumed the role of Chief Marketing Officer.
Jerry Williams – Chief Operating Officer
PMD Furniture Direct™ Responsibilities – Oversees all of the company’s day-to-day operational activities.
Education – B.S. in Transportation and Logistics, Ohio State University.
Jerry began his career in the trucking industry. He then moved into direct sales for a solid waste and recycling company. From 1994-1997, he remained in that industry, but was in charge of mergers and acquisitions for Superior Services, Inc. Just before joining PMD Furniture Direct™ in 2000, he sold legal software to attorneys for Westlaw/West Group Publishing for approximately three years.
Scott Graham – VP of Operations, General Merchandising Manager
PMD Furniture Direct™ Responsibilities – Works with the company’s day-to-day domestic and international supply chain management, overseeing the proprietary Web-based operational system and store support activities. As GMM, his responsibilities include assisting in product selection, vendor relations, vendor inventory management and PMD Furniture Direct™ catalog construction.
From 1982-1997, Scott worked for both Simmons Mattress Company and Sealy Mattress Company (Stearns and Foster Division). Before joining PMD Furniture Direct™, Scott owned his own successful mattress retail company. Prior to that, he was VP of a King Koil Mattress Company Midwest franchise. Scott has held several sales, management and executive positions in the industry for 26 years, overseeing marketing, product development and strategic planning.
Rob Swan – Chief Financial Officer
PMD Furniture Direct™ Responsibilities – Oversees accounting, finance, treasury and human resource functions.
Education – B.S. in Business Administration (Accounting), University of Toledo; Certified Public Account, member of the AICPA and OSCPA.
In Rob’s previous position as Financial Specialist for Nationwide Corporation, he was responsible for managing a $90 million budget and monitoring expenses for the claims division. Prior to that, Rob spent five years with Hausser + Taylor, LLP (NKA: McGladrey & Pullen, LLP). He consulted with clients on critical business decisions, was responsible for client management and economics and provided technical expertise on accounting issues.
Mitch Leger – National Director of Training
PMD Furniture Direct™ Responsibilities – Oversees the opening and initial training of all PMD Furniture Direct™ franchise locations nationwide.
Education – B.S. in Computer Science and minor in Business Management, Louisiana State University.
Mitch was the Division manager for Vector marketing and helped to expand the company in Florida from one to 26 markets and also reached the Hall of Fame. He was also a personal life and business coach for two years. He was the VP of Sales for the Internet start-up realestatechannel.com and a Senior Account Manager for a systems integrator where he increased sales by 150% in first year.
Tim Buster – Western Regional Trainer
PMD Furniture Direct™ Responsibilities – Oversees initial franchise set-up, PMD Furniture Direct™ program introductory training and weekly training advisory for new/Level 1 PMD Furniture Direct™ franchises in the Western United States.
Tim previously sold books door to door for Southwest Book Company and was also a Parts Manager for Baker Union Tractor. Additionally, Tim was a Night Supervisor for Meridian Wood Products and a realtor for Windmere. His entrepreneurship includes starting Too Tall’s Donuts (a donut shop), TC’s Home Deliveries (a dairy products home delivery) and Rapid Delivery (a furniture delivery service).
George Varn – Eastern Regional Trainer
PMD Furniture Direct™ Responsibilities – Oversees initial franchise set-up, PMD Furniture Direct™ program introductory training and weekly training advisory for new/Level 1 PMD Furniture Direct™ franchises in the Eastern United States.
George is a Veteran of the United States Navy. He was an Assistant Chief Engineer for the number one market share CBS affiliate in the U.S. as well as the Director of Operations, Tallahassee-Leon County Civic Center. George was also the founder and president of the Genesis Communications Network, Inc. and a founder and managing member of Fibercall, LLC.
