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SFW
TOTAL NUMBER OF EMPLOYEES
Office Employees51-100
Total US51-100
Total Worldwide51-100
BIOS
Ged King, CEO
As CEO of SFW (previously The Sales Factory), Ged King isn’t afraid of being disruptive. Since taking over the reigns of the agency his father founded in 1984, King has transformed the small company into what is now the largest privately owned marketing agency in North Carolina. Bringing more than 20 years of experience in advertising, marketing communications and branding insights to the table, King employs a scientific process to ensure his clients win in the marketplace. His belief in questioning standards: Why are we doing it this way? Is there a different, better way? Why can’t we…? continually evokes positive change. King graduated from North Carolina State University with a degree in Industrial Engineering and began his career at Swing-N-Slide, growing the company from a $5 to $50 million company. King leads the SFW executive strategy team and has exceeded a 400 percent company growth. In addition to being a strong business leader, receiving the 2013 Small Business Person of the Year Award in Greensboro, North Carolina, King is also an adjunct professor of marketing, teaching second year MBA students at Wake Forest University School of Business. Always a concerned and active leader, King encourages healthy living for SFW staff and has incorporated exercise and nutrition into the company culture.
Peter Mitchell, President
President of SFW (previously The Sales Factory), Peter Mitchell, has more than 30 years of experience in branding, advertising and integrated marketing. Graduating with honors from UNC-Chapel Hill School of Journalism and Mass Communication and with an MBA from Dartmouth’s Tuck School, Mitchell spent 20 years working in New York City at Jordan McGrath Case & Taylor and Saatchi & Saatchi. There, he supervised EFFIE award-winning campaigns for companies such as General Mills, Quaker Oats and Pepperidge Farms and rose to the position of executive vice president, group account director. In 2001, Mitchell moved back to North Carolina and joined Woodbine where he rose to the position of President and CEO in 2009. There he authored the proprietary branding tool, the Brand Fingerprint™. Mitchell believed in a need to get to the soul and essence of brands, and felt clients looked at their brands from rational standpoint and not an emotional one. The purpose of the Brand Fingerprint™ is to get below the surface of brands and find their emotional identity. He has applied this emotional identity to 80 companies in the last 13 years. Mitchell has carried this branding philosophy over to The Sales Factory when the two companies merged in 2014, now SFW. Mitchell is an adjunct professor at Wake Forest University teaching graduate school Consumer Behavior and Writing for PR and Advertising for undergraduates. He is also on the board of the Carolinas Council of the American Association of Advertising Agencies (4As).
Matt King, Chief Creative Officer
Matt King, Chief Creative Officer of SFW, joined his family’s business—The Sales Factory—in 1996 after graduating from North Carolina State University with a bachelor’s degree in marketing. He worked his way through accounting, account management and sales positions within the company, but his ultimate goal was to be on the creative side of the business. Through his experiences, King was able to learn and understand all aspects of the agency. Growing into a management role, he spent five years as creative director before being named the vice president of customer strategy in 2007. Now, as the agency’s chief creative officer, King has taken an undeniable leadership role, directing major creative projects, developing the agency team and taking action in new business development. He focuses on forming relationships with his clients, believing the company and client’s success relies on the professional relationships formed. He has taken the philosophies and principles learned from his father, the founder of The Sales Factory, and the experience of hard times in the beginning stages of his career development, to help him and his team evolve the company into the agency it is today, where the combination of science and art drive strategy and ultimately lead to client wins.
Robert Cates, CFO
Rob Cates, Chief Financial Officer of SFW (previously The Sales Factory), joined the company in 2011 following a steady rise in his career. After graduating from Guilford College with a bachelor’s degree in accounting, Cates started his professional career in a public accounting firm as a tax accountant. He left public practice after being recruited by a clinical laboratory to be its controller and eventual CFO. During his tenure at the laboratory, the company’s revenues grew from $5 million to $41 million. Cates left private industry to return to public practice and earn a master’s degree in liberal studies from the University of North Carolina Greensboro. He began his relationship with The Sales Factory in 2007 as an outside accountant. At SFW, Cates heads cost accounting, purchasing, budgeting, accounts payable, accounts receivable and financial reporting. Cates is a Certified Public Accountant and a Charter Global Management Accountant. He was honored as a Triad Financial Executive of the Year in 2014.
Juan Hernandez, Vice President of Strategy and Insights
Juan Hernandez, Vice President of Strategy and Insights at SFW (previously The Sales Factory), has always thought of himself as the company problem solver. Hernandez received his bachelor’s degree in informatics engineering and his MBA from Wake Forest University with a concentration in marketing and business analytics. Beginning as a research manager at The Sales Factory, he worked with other departments within the company and quickly recognized the connection between the number crunching and storytelling elements of research. He gained a reputation as a research strategist and started to develop a research team within the agency. Hernandez has focused his research into a process, creating a standardized way of building information. He continuously adds value to the internal functioning of the company as well as the deliverables to the clients. In 2013, Hernandez was promoted to VP of Strategy and Insights. He has since then continued to build his team, creating synergy between the creative minds and the researchers.