2 December 2021

Sam Robinson joins Sam Villa Company as Chief Value Officer

Allvus, LLC dba The Sam Villa Company is pleased to announce the appointment of Sam C. Robinson as Chief Value Officer (CVO) effective immediately.

Robinson joins founders Sam Villa, Kurt Garehime and Beth Carson to round out the executive management team of the company. Under the newly restructured organization, the executive roles of the founders and leadership team are now:

Sam Robinson, Chief Value Officer (CVO)
Sam Villa, Founder and Chief Creative Officer
Kurt Garehime, Founder and Chief Strategic Officer
Beth Carson, Founder and Chief Business Development Officer

Robinson will be responsible for guiding the company to its next phase of growth in the professional and consumer channels. He will oversee the company’s Finance, Operations, Marketing and Sales departments. Robinson comments: “My thought in creating the title of Chief Value Officer was a CEO with a more intensified focus on service-guided leadership that puts at the forefront value creation for shareholders, strategic partners, employees and ultimately, the constant reminder that we are customer centric. It serves to remind myself and all stakeholders to challenge ourselves to add value – not only in strategic initiatives but in every meeting, every decision and every interaction.”

Robinson brings extensive experience in executive level operations management and leadership roles with Sears Roebuck, Mervyns and Greenbacks, a value retail operation which under his leadership, grew to 100 locations before the successful acquisition by Dollar Tree. During his tenure with Sears, Robinson was responsible for leading a $420 million division and was instrumental in the highly recognized turn-around marketing program known as “The Softer Side of Sears.”

At Mervyns, Robinson opened the Colorado market entry before assuming responsibility for the largest revenue and profit producing division in Northern California and Nevada. Later, reporting to the president, Robinson was responsible for Operations and the development of the Stores Visual Merchandising division.

Prior to joining Allvus, Robinson was President at Robert’s Arts and Crafts and Chief Operating Officer at Send Out Cards, a leading brand in the digital greeting card business. He was named Ernst & Young’s Utah Entrepreneur of the Year and was also the recipient of the United States Post Office Innovation Leader of the Year Award in 2012.

Robinson’s appointment to Chief Value Officer with Allvus comes after a brief time as consultant to the company where he performed a complete business assessment and strategic analysis of the company’s brand, products and channels. His permanent role is well timed to manage the company’s growth strategies in the professional market within the SalonCentric and independent distribution channels, and in the company’s growing salon retail and chain retail opportunities. Company founder and namesake Villa states,We’re excited to have someone of Sam Robinson’s stature and experience join our growing company. He brings valuable expertise and disciplines to our organization and importantly, shares the same passion for excellence in education, product quality and customer service that is the hallmark of our brand.”

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