• DALLAS
Brad Bingham’s 20-year journey with the Army & Air Force Exchange Service (AAFES) has seen him rise through the ranks, first joining the financial management training program in 2006 and held a range of senior financial roles during his career, most recently serving as deputy director and chief financial officer (CFO).
Bingham — who was born in Oklahoma City, Okla. — reached the pinnacle of this rise when he was named director and chief executive officer (CEO) of the Exchange as Tom Shull — who led the organization since 2012 as its first civilian director/CEO — announced his retirement, effective June 8.
Bingham now serves on the Exchange’s Board of Directors and on its Executive Committee.
Here is what he had to say, in his own words, about his ascension to the top spot at AAFES and his introduction to, and leadership of, “Team Exchange.”
About his predecessor, Tom Shull …
“Tom has shown us what it means to put the mission first and lead with integrity. I am grateful for the high bar he set, inspiring us to strengthen quality of life for the heroes who wear our nation’s uniform.”
About his first introduction to AAFES …
“I went by and talked to them and thought it was interesting. I thought it was a unique organization with a uniquely important mission.”
Now in his new role as director/CEO, what is the biggest challenge facing the Exchange …
“Higher inflation is eating into customers’ discretionary spending. What we’re going to contend with is decreasing demand for discretionary items as spending shifts to necessities like groceries and living expenses.
“Other challenges include more customers living off-installation, the rise of online shopping and how to increase foot traffic to our brick-and-mortar stores.
“In-store sales decreases are the biggest long-term challenge for the retail industry today. My biggest concern is how the Exchange addresses sales migration from in-store to online.”
Deploying to Kuwait and Iraq during Operation Iraqi Freedom (OIF), and the rewards of deployment …
“To be on the ground and see the sacrifices troops and our teammates make in hostile and austere locations was incredible.
“You can’t experience that by watching the news … to go to the dining facility and sit across from someone who has all of their gear and is ready to go on a mission … or to fly in a C-130 with folks sitting across from you wearing helmets and Kevlar vests and having their weapon with them.
“It was an awe-inspiring reminder of how important it is to fulfill our ‘We Go Where You Go’ commitment to the heroes who selflessly serve.”
The most significant event that’s happened during his time with the Exchange …
“Being able to educate stakeholders of the significant costs ‘consolidation’ of military resale would create was a really important moment.
“It was not a quick thing. It took years of evaluating and analyzing numbers and sharing the facts with people who would listen.
“The hard work to ensure that the long-term viability of the hard-earned Exchange benefit was not diminished or weakened was a total team effort.”
Jobs you had before joining the Exchange …
“In college, to help pay rent, I was an intramural sports official. I officiated flag football, basketball and softball.
“I also worked at my family’s RV business in the summertime when I was young. I washed RVs, helped in the parts and service department. I even sold a few recreational vehicles.”
[Note: As a managing partner at Leisure Time RV in Oklahoma City, Bingham comprehensively restructured the business through process improvements, expanded customer services and the introduction of new revenue streams, leading to a highly successful acquisition by Camping World, the largest RV dealer in the U.S.]
Spare time activities …
“My wife, Jennifer, and I have been blessed with two wonderful children, Emily and Brooks. They’re both getting into sports now, so I coach my daughter’s softball team and my son’s baseball team.
“We have two dogs—they’re bernedoodles. Cali is five and Georgia is two-and-a-half.
“We do a lot of barbecuing. I have two smokers and really enjoy smoking meats and cooking on the grill for family and friends.”
Source: AAFES
Edited by Larry Lapka
