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Tina White Potter, DBA

Faculty

College of Business and Information Technology 

About Potter

Tina White Potter is currently the Managing Partner of Retail Consulting Services, LLC. based in Plano, Texas. Her focus is on developing and executing strategies and marketing that generate sales and business growth.

Potter has over 25 years of retail, strategy, research and marketing experience, helping brands, retailers, start-ups and manufacturers achieve profitable growth through strategic and practical advice based on consumer and customer insights, market analysis, and operational expertise gained through industry experience.

She has worked with major retailers and manufacturers including JCPenney, Sears, Mervyn’s, FootAction, Discount Dugout, Petco, One Jeanswear Group, Michael’s, 11Street in Malaysia, Streater, Charming Charlie, Letterpress Play, DCIArtform, Pwc (Price Waterhouse Coopers), The AEA Institute, Ajax NDT Inspection Services Inc., Olix Global, Keyo Inc., HCI, MMMLY, and Ginsey Home Solutions.

Education:

  • Doctor of Business Administration (DBA) in Marketing, University of Sarasota
  • Master of Business Administration (MBA) in Management & Marketing, Dallas Baptist University
  • Bachelor of Science in Business Management, LeTourneau University
  • Bachelor of Science in Elementary Education, Stephen F. Austin State University

My teaching philosophy centers on servant leadership, prioritizing empathy, humility, and service to nurture students' growth and well-being. By fostering a collaborative, supportive environment, I aim to empower learners to become compassionate leaders who positively impact their communities.

Tina White Potter, DBA
Faculty

My teaching philosophy centers on servant leadership, prioritizing empathy, humility, and service to nurture students' growth and well-being. By fostering a collaborative, supportive environment, I aim to empower learners to become compassionate leaders who positively impact their communities.

Courses taught:

  • Graduate-level marketing courses

Past positions:

  • Director CRM, Charming Charlie (2018–2019)
  • Chief of Staff, Sears Holdings (2011–2015)
  • Director Customer and Strategic Insights, JCPenney (2004–2011)
  • Manager of Business Strategy and Customer Insights, JCPenney (2001–2004)
  • Senior Project Manager for Strategic Planning, JCPenney (1997–2001)
  • Associate Buyer, JCPenney (1988–1997)
  • Buyer, FootAction
  • Buyer, Mervyn’s
  • Store Manager, JCPenney

Awards:

  • JCPenney Company Chairman Awards Winner (2006 and 2008)
  • Outstanding Member of the Year 2011, Association of Strategic Planning

Certificates:

  • Advanced SEO (2021)
  • Mastering SEO, Content Marketing, PPC and Digital Analytics (2021)

Professional associations and boards:

  • University of Phoenix Faculty Council (2020–current)

  • The Institute of Management Consultants (IMCDFW), board member (2019–current), director of marketing, member since 2016

  • DFW Retail Executive Association (2015–2020) 

  • Association for Strategic Planning (ASP), DFW Local Board (2008–2011)

  • Association for Strategic Planning (ASP), National Board Member (2009–2011)

  • Association for Strategic Planning (ASP), Chair, National Annual Conference (2010–2011)

  • NDP, Retail Advisory Board (2002–2012)

  • American Marketing Association (AMA) (2005–2013, 2017)