About Us

Cathy Wagner

Founder & President

As a former retail store owner, RETAILMavens founder Cathy Donovan Wagner learned how to master numbers to go from near bankrupt, to owning three successful multi-million dollar stores.

“With four kids and three stores, I had to have some incredible systems in place so that I could manage it all and enjoy family time,” says Cathy. “The art of retail is in the passion of each store owner and team, the science remains the same in all stores regardless of what is being sold.”

Cathy now uses her cutting edge expertise in retail and consumer behavior to help thousands of independent retailers increase sales and improve cash flow, using her proven Profit Breakthrough SystemTM.

Together with the RETAILMavens team she guides retailers to more profit, better sleep and living a life they love, through powerful group and private coaching programs, industry speaking events and a thriving online community.

Paul Wagner

CEO

After a long career in customer service and retail where his time-management skills helped a 7-figure retail business grow from two to ten retail stores, Paul now brings his shopper-first mentality to RETAILMavens clients.

“No job demand compares to the time management skills required to keep a family running, happy, and healthy. That’s why we emphasize ways to give our retailers time for family and life balance” says Paul.

“Nothing inspires me more than seeing people who have a vision for success, and then helping them to bring that vision to life so they can earn more money and get better sleep.”

Paul is an integral part of keeping RETAILMavens growing behind the scenes, and will also offer insights, support and levity to clients, while also proudly owning the title of “Father of America’s Most Fun Family”.

Cecilia Kautzman

Operations & Marketing

With her experience both as a retail store owner and copywriter, Cecilia helps facilitate growth for both the RETAILMavens team and our clients!

She is passionate about sharing her love of planning, organizing and marketing with the RETAILMavens team as well as clients in RETAILMavens programs.

“As a former RETAILMavens client, I have been where our clients are now and I’m thrilled to be a part of the process that will help them improve their profit and sleep better!” says Cecilia.

Cecilia grew up in Sweden but now joins the RETAILMavens team from Regina, Canada where she enjoys the beauty of the prairies with her husband and son.

Dana Connell

Maven Coach

Dana brings over 40 years of retail experience to the team, having been active in sales, management, buying, and now higher education as a retail professor. She enjoys making sense of the numbers and executing plans that put PROFIT at the core of retail businesses.

Dana is energized by the fast pace of change and what that means in retail. She guides store owners to push the boundaries of retail brands and reimagining the future landscape through experiential retail and collaboration.

“The depth of knowledge and data to drive decision making is top notch at RETAILMavens. Pay yourself and get better sleep with us on your team.”

Dana is an avid researcher of everything retail, consumers, marketing, and trends. When she isn’t teaching retail or working with RETAILMavens clients, you’ll find her splitting her time between Chicago and Michigan with her husband or Facetiming with her three daughters and grand dogs.

Kirk Johnson

Profit First & Bookeeper Maven

As the owner of two different stores and an assistant store manager for a big box store, retail has played a big part in Kirk’s life.

“While running my own stores, I made all the mistakes that most small business retailers make and I’m passionate about helping others avoid those pitfalls.”

Since leaving retail, Kirk became a Certified Profit First Professional as well as a QuickBooks ProAdvisor, skills that allowed him to provide small business consulting for over a decade.

Kirk joins the RETAILMavens team from northern New Jersey, just outside New York City. When he’s not answering calls as a volunteer with local emergency services, he enjoys spending time with his wife and two small boys and their retired greyhound racer, Clyde.

Krystal Perry

Maven Coach

With over 25 years of retail leadership experience, Krystal understands the challenges store owners face—because she’s led through them herself.

From managing outlet and full-price locations to coaching store teams to exceed multimillion-dollar sales goals, Krystal brings a deep knowledge of operations, team development, and profitability to every client she supports.

“Retail success starts with people,” says Krystal. “When you build strong teams and clear systems, profit and peace of mind follow.”

When she’s not helping independent retailers strengthen their talent strategies and store performance, Krystal enjoys wine tasting, refinishing furniture, and hosting friends and family in Las Vegas, where she is based.

Jeff Lyden

Maven Coach

With decades of experience as both a business owner and retail leader, Jeff brings a wealth of real-world knowledge to RETAILMavens clients. For 20 years, Jeff and his wife Linda owned and operated a beloved chain of toy stores in the Pittsburgh area, giving him first hand insight into the challenges and rewards of running a small business.

“I know what it’s like to live and breathe your store every day,” says Jeff. “That’s why I love helping other store owners find clarity, confidence, and the profit they deserve.”

Jeff and Linda live in rural Pennsylvania. When he’s not coaching retailers, Jeff enjoys spending time with their 5 grandchildren, umpiring high school softball games, serving in church leadership, and teaching others through his community work.

Clare Wagner

Client Happiness Maven

As the Client Happiness Maven, Clare uses her communication and organizational skills to join the family business in a variety of supportive roles, including making clients feel extra welcome and cared for during virtual and in-person events, keeping systems running smoothly and offering invaluable support to clients and the RETAILMavens team.

“Retailers pour their hearts and souls into serving their customers. I love that we give them tools and strategies to do that better than they ever have before. And we can make them feel supported and cared for in this community”, says Clare.

Thanks to growing up in independent retail she has the same passion to help people succeed as her parents and loves the rewarding experience of watching clients reach their dreams.

Sofia Magongcar

Bookkeeper Maven

With 13 years of bookkeeping experience, Sofia brings precision, calm, and genuine care to the financial side of retail. She has a gift for turning complex numbers into clear, actionable stories, helping store owners understand exactly where they stand and what to do next.

Sofia finds deep satisfaction in clean books and confident clients. “I love helping business owners find clarity in their numbers,” she says. “When the financial picture is clear, everything else becomes easier.”

When she’s not reconciling accounts, Sofia is fully present in the roles that matter most, wife and mom to one amazing boy. She believes the same principles that make a great bookkeeper make a great life: discipline, attention to detail, and a whole lot of heart.

Chris Salazar

Podcast Maven

As a podcast producer with over six years of marketing experience, Chris blends strategy and storytelling to help creators and businesses bring their ideas to life.

With a background in psychology and a deep understanding of marketing, Chris ensures every piece of content sounds great and connects with listeners on a meaningful level. Chris believes a good laugh and a smile go a long way in making the process enjoyable.

“I didn’t start in digital, but I found my way here and have learned that our paths don’t have to be straight to be successful. Along the way, I’m always smiling and learning something new,” says Chris.

Passionate about helping people share their stories authentically, Chris loves seeing clients grow and succeed while having fun throughout the journey.

Mary Gebe

Executive Assistant Maven

With a strong background in operations and digital marketing, Mary ensures everything behind the scenes at RETAILMavens runs smoothly. From juggling calendars and coordinating projects to supporting strategy and execution, she helps the team stay focused on what matters most: Our clients.

“I love being the person who clears the path so others can do their best work,” says Mary. “It’s exciting to support a mission that empowers retailers to thrive in business and in life.”

When she’s not keeping projects on track, Mary enjoys watching travel documentaries and dreaming up adventures of her own. One day she hopes to turn her love of stories about faraway places into real journeys around the globe.