Senior 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 VP, Head of Retail Operations & Product Allocation at Banana Republic (Gap Inc.), leading 400 North American specialty and factory locations. Known for rebuilding field organizations, elevating customer experience at scale, and developing high-performing teams. Known for rebuilding field organizations, elevating customer experience at scale, and developing high-performing teams.
Previously
VP, Head of Retail Operations & Product Allocation, Banana Republic (Gap Inc.)  —  400 stores, North America
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
Senior Advisor, Store Operations Practice
Natasha Martinez
Fleet Analysis  ·  Store Operations  ·  Workforce Management  ·  Customer Experience
Discovered her passion for retail in the fine jewelry business — a foundation that shaped her deep fluency in high-touch selling, clienteling, and building real connections with customers. That lens translates across every retail format she has led across specialty, off-price, and full-price department store formats. Most recently VP, Store Strategy & Customer Experience, leading enterprise-level strategy across a 100+ store off-price fleet, delivering significant multi-million dollar labor savings, EBITDA improvement, and triple-digit comp growth on key loyalty programs.
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, market entry & location assessment
  • New store opening planning & execution
II
Store Operations, Workforce & Fleet Analysis
  • Fleet analysis & store performance assessment
  • Workforce management & labor optimization
  • Census development & labor planning
  • Service model design & customer experience transformation
  • Omnichannel execution & BOPIS strategy
  • Continuous process improvement
  • 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 operational leadership on a flexible, retained basis — either through Jennifer directly or through AFG's network of vetted retail operators. Ideal for brands that need executive-caliber leadership without a full-time hire, and for PE firms building interim leadership pipelines for portfolio companies.
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
Executive Development & Career Navigation
One-on-one coaching for professionals at every stage — with Jennifer Drake.
Whether you are building toward your first leadership role, navigating a career transition, or a senior executive figuring out what comes next — the guidance is the same: real, direct, and grounded in 25 years of actually running the business at the highest level.

Jennifer works with professionals across industries — not just retail. Engagements are available at accessible price points for early and mid-career professionals, and at senior rates for executive-level coaching. Every engagement is tailored to where you are and where you want to go.

If this resonates, reach out directly at jennifer@avenelfieldgroup.com
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
Senior Advisor, Store Operations Practice
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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