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October 25, 2024 | S1 Ep 22
Crafting Purpose-Driven Retail Teams
Chris Freeman | SVP Store Ops, Custom Framing & Artistree Manufacturing, Michaels
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SHOW NOTES

Purpose without action is just decoration.

Chris Freeman, SVP of Store Operations at Michaels, believes brand values need “batteries included” — lived daily, not laminated on a wall.

In this episode, he shares how a servant leadership mindset can transform store culture, reduce turnover, and build lasting commitment.

You’ll walk away with practical ways to:

  • embed values on the sales floor
  • model purpose through your own leadership
  • open career paths that keep teams engaged

BONUS CONTENT

Want more from Michaels’ frontline playbook? Check out: How Michaels Sets the Standard for Peak Season Success.

 

GUEST BIO

Chris Freeman, SVP Store Ops, Custom Framing & Artistree Manufacturing, Michaels

Chris Freeman is a dynamic retail executive with over 30 years of experience driving growth and innovation in the industry. He has held a wide variety of different leadership roles across various segments of retail, including Asset Protection, Loss Prevention, Safety, Food Safety, Store Operations, Custom Framing Manufacturing, and Wholesale Business to Business sales. With a passion for customer experience and a knack for building high-performing teams, Chris has consistently delivered results while fostering a culture of collaboration and excellence.

Beyond the boardroom, Chris is a devoted father who values family time and strives to instill strong work ethics and values in his 3 children. He also manages a thriving cattle ranch, where he embraces the challenges and rewards of agricultural life, instilling a love for nature and hard work in his family.

Balancing a successful career in retail with ranching and family life, Chris exemplifies the qualities of a true leader — vision, resilience, and a commitment to nurturing future generations of amazing leaders.

 

ABOUT FRONTLINE FRIDAYS

Your store teams feel it: more pressure, more change, less time to get it right. FRONTLINE FRIDAYS helps you turn that pressure into impact.

Built for senior retail + hospitality field leaders, each episode features candid conversations with execs from iconic brands, sharing tactics you can use today.

HOSTED BY RON THURSTON. Ron is a global retail leadership expert and two-time bestselling author of RETAIL PRIDE (2020) and HUMAN PRIDE (2025).