We are Mistere Advisory.
Innovative, practical, experienced advisors.
Meet the team
Kevin Ertell has over 30 years of experience strategically maximizing revenue and profitability through omnichannel transformations and groundbreaking leadership.
Most recently at Nike, Kevin oversaw billions in store operations and innovations as Vice President of Global Retail Operations. During his tenure, he pioneered revolutionary labor models, cutting-edge training programs, and industry-leading sustainability initiatives. He also served as the Digital GM for Nike Running and led the Global Digital Operations at Nike.
Prior to Nike, Kevin tripled e-commerce revenue and delivered record profits as SVP of Digital at Sur La Table. He was also a key executive at Borders Group, innovating their industry-leading loyalty program and cross-channel strategy, and built the first TowerRecords.com at the genesis of the e-commerce era.
Widely considered a retail innovator, Kevin is frequently sought after as a strategic advisor and featured speaker at leading industry events. With expertise in digital acceleration, omnichannel optimization, and profit-centric transformations, Kevin helps retailers reimagine their business models for the future of commerce.
Kevin is also a long-time rock bass player who can be sign rocking the stages at the occasional industry event.
Kevin Ertell
Founder, CEO, Principal Consultant
Shanna Ertell
Operations Manager
Shanna Ertell's professional journey is a testament to her diverse expertise and dynamic approach to leadership in the finance and accounting sectors.
Beginning her career as a CPA public tax accountant at KPMG, she distinguished herself with her profound knowledge and dedication to excellence. Her career path then led her to Liveclicker, a software vendor, where she excelled as the controller, showcasing her adaptability and strategic financial oversight.
Today, Shanna continues to leverage her extensive experience and strategic insight in her role as Operations Manager at Mistere Advisory. In this capacity, she plays a pivotal role in streamlining operations and driving efficiency, further establishing her as a forward-thinking leader committed to excellence and innovation.
Our Values
Power Our Methods
Be true, be transparent.
Upholding our principles and valuing diverse perspectives, we lead with transparency and supportiveness, fostering a trusted environment where every voice is heard.
Champion positivity, drive change.
We cultivate an optimistic and growth-oriented mindset, embracing challenges as opportunities for innovation and continuous improvement.
Crystal clear, mission near.
Communication with clarity fuels our collaboration. We prioritize understanding and alignment in our interactions to achieve team success and celebrate progress together.
Understand deeply, act thoughtfully.
Guided by empathy, we deeply listen to understand and act with intention, crafting decisions to foster transformative change and prioritize the team's success and well-being.
Endure, excel, repeat.
Commitment to excellence and tenacity defines our work ethic. We persist through obstacles, driven by passion and the joy of achieving together.
Clarity in action, mastery in results.
Our guidance is strategic and mission-driven, with clear objectives within defined constraints. We aim to build high-performance teams focused on quality outcomes and career advancement.
Our name. Our Purpose.
At the heart of every breakthrough lies a moment where clarity cuts through the fog, much like the first light of dawn dispelling the night's mist.
This moment of revelation, where air is not just air but a canvas for the mist's dance, mirrors our mission at Mistere.
Our name, echoing the transformative power of 'Mist Air,' speaks to our purpose: to illuminate and clear the path for strategy and innovation, making the elusive graspable.
We offer innovative, practical, actionable solutions that, like the air itself, are essential yet often overlooked. In our hands, ideas condense like mist into strategies as palpable and refreshing as the morning air.
It is in this space, between mist and clarity, that Mistere thrives, crafting success stories from the vapors of potential.
What’s with the light bulb?
We're often asked about the significance behind our logo, the light bulb. Beyond its universal representation as a symbol of ideas and innovation, it perfectly embodies the core values of our work: Innovative. Practical. Actionable.
Like the light bulb, a groundbreaking invention that forever changed the world, our purpose is to illuminate the path to success for our clients with time-tested tools, tips, and techniques that drive real results.
Innovation doesn't stop with the first bright idea; it's about continual improvement and adaptation. Our logo is a commitment to that journey – of not just lighting the way but doing so in a manner that is ever more efficient, sustainable, and tailored to our clients' evolving needs. Join us as we explore the endless possibilities that come from simple yet profound insights, much like the light that emanates from a light bulb.
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