JAMES G. HILLENBRAND

Photo by Sammie Saxon 2020

By R. Caligaris

W.C. Bradley Co. appointed James G. Hillenbrand in August of this year to serve as President in addition to his role as Chief Operating Officer. He will continue to report directly to Chief Executive Officer Marc Olivié. This promotion is part of a transition until Hillenbrand becomes President and Chief Executive Officer upon the retirement of Olivié on January 2, 2021.

Most likely you won’t find this in the formal job description, but one of the top requirements for the chief executive officer of a high-profile or high-growth company these days is to embody unbridled charisma, authority, and comfort in the public eye. That's what the W.C Bradley Co. found in James G. Hillenbrand. SVM sat down with the new President and COO to talk about what the W.C Bradley Co. means to him, the next big challenges and opportunities, and how he relaxes with his family on weekends.

Char-Broil, a W.C. Bradley Co.

On August 1, 2020 you were appointed President of the W.C. Bradley Co. in addition to your role as Chief Operating Officer. You joined W.C. Bradley Co. when Zebco Brands was acquired in 2001. What does the Company mean to you? First let me say that my appointment to President and CEO-Elect is an honor. I am humbled and extremely excited. This company has a legacy of strong and impactful leaders, the most recent being Marc Olivié. I have big shoes to fill but I am up for the challenge.

The W.C. Bradley Co. is a privately held company founded in 1885 and success is measured not by quarters or years, but rather by generations. As a result, we can be very strategic in our thinking and focus on the long-term. While generating strong financial results is obviously important, it is not the sole purpose of this organization. In fact, it allows us to fulfill our commitment to deliver value to all our stakeholders - including our shareholders, team members and communities as well as our consumers, customers and suppliers.

W.C. Bradley Co. also has very strong values with a focus on integrity and stewardship. These are not just words on a piece of paper, but rather beliefs that come to life though the actions of our team members. Having been with the company almost 20 years and having worked at several of its business units in various locations, I have seen first-hand these values consistently demonstrated by our team around the world. I consider myself fortunate to be part of this organization.

How’s the job going so far and what are some of the things you love most about Columbus? So far, so good. Having been promoted from within the organization, I can hit the ground running. I have recently been spending time with our Real Estate division where there are several development projects nearing completion, including Hotel Indigo and Banks Food Hall, and other exciting projects being planned.

Columbus is a wonderful city with its southern hospitality, outdoor activities, and commitment to the arts. Its proximity to Fort Benning and the military presence is a source of pride for this community which greatly appreciates those who serve. I am excited about W.C. Bradley Co. continuing to work with others to make Columbus an even more amazing place to live, work, play and learn.

Zebco, a W.C. Bradley Co.

W.C. Bradley Co. has been a fixture in Columbus for over 100 years. How do you manage being the Chief Operating Officer in a company that includes divisions such as Badlands, Char-Broil, Lamplight, and Zebco Brands? I am fortunate to have worked at all our consumer product businesses – each of which develop products used to enjoy the great outdoors. I believe this puts me in a unique position to drive synergies across these operations and I look forward to working with the leadership team to accelerate growth and add value that exceeds the expectations of our shareholders.

The pandemic affected almost every business company in the country. What lessons did you learn from this crisis and what is your outlook for 2021? While we are fortunate that our categories have performed well in this “remote and stay at home economy,” there have been many challenges. Lessons learned include the importance of setting priorities, having frequent and transparent communication, presenting a calm and composed demeanor, and demonstrating empathy. From the first day, our number one priority has been the well-being of our team members - both physical health and financial stability. Once you have that guiding light, decision making becomes a lot easier. I can cite many examples where we sacrificed efficiency and profitability to make sure that our team members remain safe in our facilities.

Badlands, a W.C. Bradley Co.

As for 2021, it is difficult to predict but I do not believe we will return to the old normal. Changes in consumer trends, e-commerce, remote workplace, and other areas are creating a new present and future. I believe organizations that are agile, operate with a sense of urgency, and are decisive will have a better chance of being successful during this time of substantial change and uncertainty.

Have there been any upsides to the new working-from-home climate? Most of our team members who can work from home continue to do so. I was quite surprised at how quickly we were able to mobilize the team outside of the office with very little business disruption. There have been several studies that highlight the benefits of a remote workforce including increased employee satisfaction, improved productivity, lower facility costs and a cleaner environment. While we are seeing some of those benefits, there are also challenges relating to communication, collaboration and maintaining a company culture. I believe that the secret to success will be in finding the right balance between working remotely and in the office.

A rendering of the future Hotel Indigo, a W.C. Bradley Co. Real Estate Development.

What are the next big challenges or opportunities you are focused on? We are focused on optimizing the financial performance of our existing operating businesses and looking for opportunities to complement our portfolio. As for our Consumer Products Group, I believe that understanding the consumer and satisfying their need gaps through innovative products will be key to our long-term success. As for our Real Estate division, having a well-balanced, diversified portfolio will be important to adding long-term value. We are currently investing in global information systems that will drive efficiencies, provide analytics for better and faster decision making, and be an enabler for growth both domestically and internationally. We will continue to be active in the communities in which we operate and continuously strive to set a positive example as an ethical, values-based company.

When you are not working, what is your favorite way to spend a Saturday with your family? I enjoy the outdoors. Lately, I have been biking on the Fall Line Trace or Riverwalk trails. When I return home, I fire up my Oklahoma Joe’s Pellet Grill. The family is relatively new to “smoking” food but really enjoys the process and delicious final product. Saturday evenings my wife and I normally attend mass at the Church of the Holy Family - at least before the pandemic. We are looking forward to returning to those days when gathering in a group is safe. SVM