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Established in 1975, Texas Book Company is one of the largest companies servicing the College Textbook industry.


 
TBC's management is a prestigious group of highly skilled and diversified executives and local management team members.  Their expertise in professional bookstore management, marketing, merchandising, inventory ordering and control, state-of-the-art technology, and training makes the TBC team a valuable asset to your college or university.  Below are professional sketches of key personnel assigned to directly manage or support the bookstore(s).  Each team member, including executive members, is integral to the Texas Book Company personal service guarantee.

TBC's management represents a vast difference to the nationally focused companies when comparing time and attention dedicated to each customer/bookstore.  While larger management companies assign 15 to 25 stores to each regional manager, TBC regional managers, give oversight to a maximum of eight stores.

Please choose from the following to learn more about our Management Team.

Dana Poag
Vice President,
College Bookstore Division
Pamela Keeling
Associate Vice President
Stacy Dyer
Campus Relations &
Business Development
Anna Parks
Transition/Operations Manager
James Mencer
Regional Manager
Dan Crunk
Regional Manager
Mike Applegate
Regional Manager
Mark Ruiz
Regional Manager
Jan Weldin
Transition/Operations Manager

Dana Poag
Vice President, College Bookstore Division

Dana has over 25 years of experience in retail merchandising, with additional expertise in store operations, customer satisfaction and campus participation programs. After facilitating a hugely successful transformation of the USAO bookstore operation, Dana was invited to join TBC’s general merchandise team as coordinator, assisting store managers with merchandise and display options. Dana then became a Regional Manager providing guidance and support to Texas Book Company's Northern Region. For 11 consecutive years Dana has been member of TBC's President's Club for achieving budgeted financial objectives. Dana was promoted to the position of Director of Retail Operations in 2014. Her focus was on store efficiencies, leadership and bookstore team leadership, campus administration and faculty relations, and oversight of critical performance stores. Dana has served as Vice President, College Bookstore Division since April 2015.

Expertise: Purchasing; Sales Promotions; Merchandising; Inventory Management; Store Operations

Career Highlights: B.B.A. in Marketing, University of Oklahoma; VP, Grady County United Fund; President, Chickasha Kiwanis Club; Honorary member and Past President, Junior Social Workers; Texas Book Company 2006 Store Manager of the Year; Texas Book Company Spirit Award Recipient

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Pamela Keeling
Associate Vice President

Pamela Keeling began her professional career in the college store industry in 1969 at the University of Houston as a textbook/buyback clerk.  She was promoted to store management in 1975 and in 1980 was named the General Manager for Cougar Bookstores, a five-store operation.  In 1984 Ms. Keeling joined Follett College Stores as a general manager for a five-store operation.  She was named Follett's first female regional manager in 1987.  In 1990 Ms. Keeling joined Texas Book Company.  Since 1990, TBC's Retail Division has grown to 25 stores with annual sales over $30 million.  In 1996 Ms. Keeling was named Vice President of Retail.  Her consistent record of increased sales and profit has made her a highly sought executive in the bookstore industry.  Ms. Keeling is based in Houston, Texas, with an additional office in Greenville.  Ms. Keeling has a focus in Business Administration, University of Houston, 1973.

Expertise: Financial Management And Analysis; Bookstore Management; Textbook Management Systems; Contract Negotiations And Administration; Risk Management; Inventory Control; Sales Promotions; Public Speaking And Training; Operations; Purchasing; Vendor Negotiations; Bookstore Design and Layout

Career Highlights:  30 consecutive years of sales growth and profit; long-standing member of the National Association of College Stores; member of the National Association of Female Executives; Director of Sales for the New York Empire State Games, Buffalo, New York, 1985 and 1986;  Special Olympics volunteer; first woman Regional Manager of 100-year-old corporation, 1987; recipient of the Texas Book Company Eagle Award, 2002; and recognized as one of the Top 20 Females in the Industry Watch, 2005

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Mark Ruiz
Regional Manager

Mark joined Texas Book Company in 2010. Prior to joining Texas Book Company Mark was with Target Stores in Houston, Texas, where he was a top performing store manager overseeing a $30M sales volume. While with Target, Mark was appointed Houston area technical training sponsor and coordinated retail training programs for all new executives. Before Target, Mark was with Foley’s Department Stores and held positions in both Houston and Austin. Mark has over 20 years of experience in retail merchandising and operations, customer service, staff development, loss prevention and purchasing.

Expertise: Merchandising; Sales Promotion; Inventory Control; Team Building; Training And Personnel Development; Customer Service and Leadership Programs

Career Highlights:  BA from the University of Texas at Austin; Target, Store Manager Award Winner- Top Customer Service-2008 & Top District Contributor Award- 2007; Foley’s Profit Improvement Award-2004, Manager of the Year-1998

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Mike Applegate
Regional Manager

Mike joined Texas Book Company in 2012 with over 30 years retail experience in retail merchandising and operations. In his previous position as the Sr. Director of Retail Administration for Hastings Entertainment in Amarillo Texas, he was responsible for all operational and merchandise planning for 149 stores doing $500 million annually in sales. Additionally, he administered all training materials and communications to the sales field, while overseeing the $65 million dollar company labor budget for stores. Before Hastings, Mike was the Sr. Director of store operations at Anderson Merchandisers in Amarillo where he was responsible for leading a team of divisional, regional and district managers that oversaw 2,050 sales representatives and merchandising specialists that serviced 3,600 Wal-Mart Stores and 600 SAM’s clubs.

Expertise: Talent Acquisition and Development; Change and Conflict Management; Communication; Strategy and Planning; Sourcing and Implementation of Best Practices; Retail Administration; Budgetary Processes; Business Metric Analysis; Sales Generation; P&L Performance

Career Highlights: Sr. Director of Retail Administration - Hastings Entertainment; Sr. Director of Store Operations - Anderson Merchandisers; Divisional Manager - Anderson Merchandisers; District Manager - Hastings Entertainment; Store Manager - K-Mart; Wal-Mart Vendor of the Year 2005; District Manager of the Year, 1995 & 1999


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Stacy Dyer
Campus Relations & Business Development

Stacy Dyer joined Texas Book Company in September 1996.  Prior to joining Texas Book Company, she served as the Director of Business Development Program for San Jacinto College District in Pasadena, Texas.  She previously owned a workforce development and training consulting firm, specializing in customer service and conflict management training, and is a meeting facilitator and public speaker.  Her expertise in university administration, communication, marketing, sales promotions, and business growth management offers Texas Book Company unique opportunities to expand the Company's retail division.  Stacy is based in Rockwall, Texas, with an additional office in Greenville.  Ms. Dyer attended Oral Roberts University, 1975.

Expertise: Government (Public Sector) Contract Specialist; Customer Satisfaction; Customer Relations; Customized Training; Public Speaking; Marketing; Merchandising; Sales Promotions; Strategic Planning Facilitator; Corporate Fund-Raising; Special Project Coordination; Purchasing

Career Highlights:  Association of Government Marketing Assistance Specialist, past National Regional Director; past Executive Vice President in charge of Education and Professional Review Board

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Dan Crunk
Regional Manager

Dan started his career after graduating from Texas Tech in 1984 as store manager for Hastings Book Music and Video. After two years as a store manager Dan was promoted to District Manager for New Mexico, Colorado and Arizona. Later, Dan was promoted to Director of Associate Development; training all new District Managers for Hastings, and writing and presenting new training programs for store and corporate personnel. He was also responsible for the development and implementation of various compensation and human resource programs and procedures for Hastings. As a Divisional Manager with Anderson Merchandisers Dan gave oversight to five regions, and 34 districts in the North East, and Mid-West United States; servicing 1300 Wal-Mart Stores. Dan joined Texas Book Company in 2012 as Regional Manager.

Expertise: Talent Acquisition and Development; Customer Relations; Team Building; Problem Solving; Sales Promotion; Driving Sales

Career Highlights:  B.A. in Music, Minor in Spanish from Texas Tech University; Facilitator/Presenter of Stephan Covey seminars including Seven Habits of Highly Effective People and Principle Centered Leadership; Hired and developed over 20 District Managers

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James Mencer
Regional Manager

James has 27 years of experience in the management and development of specialized retail stores. James has previously managed or owned 14 stores in eight states. While with LifeWay he had 96 months of consistent store growth in stores with over $2 million in annual sales. He has travelled extensively to 23 states assisting numerous retail stores achieve record breaking success. James joined TBC in 2008 as manager of the Oklahoma Christian Bookstore. He made an immediate impact on the store’s success and has achieved President’s Club status every year for his financial management. James was promoted in 2014 to Regional Manager.

Expertise: Leadership; Business Re-Development; Relevance within the community; Diversity; Industry Leader; Human Relations; Creative Analysis; Public Speaking; Networking; Visual Merchandising; Acquisition Store Development

Career Highlights:MBA from Southern Nazarene University and BA from Ouachita Baptist University; TBC Visual Merchandise Award-2013; TBC Spirit Award-2012; LifeWay Stores Impact Award-2006

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Anna Parks
Transition/Operations Manager

Anna began her career in the bookstore industry in 1995 as a Training Manager for Border’s Books and Music opening new stores all across the U.S. She joined the college store industry in 2001 with Follett Higher Education Group. During her seven years with Follett, she was recognized for transitioning critical underperforming stores into top performers through staff development, building solid campus relationships, and intense focus on customer service and operational excellence. As a Regional Training Manager for Follett she coached and mentored new and underperforming mangers to success, and lead new store and new systems transitions. Anna’s store was chosen as a Training Store, where she successfully guided new store and textbook managers through an eight month training program. Anna joined Texas Book Company in 2008 as Transition Manager. Anna has a stellar financial and used book performance record. Her unique ability to assess training needs and adjust training methods and delivery, to accommodate the learning style of each employee is essential to the success of transitioning employees.

Expertise: Training and Personnel Development; Textbook Management; Campus Relations; Store Transition Implementation; New Systems Implementation

Career Highlights: Successfully opened six new Border’s Stores; Follett Values in Action Award, 2004, 2005 (2), 2006, 2007; Store Excellence Award, 2002-2007; Training Manager Award, 2006; Consistent increased profit margins and strong, sustainable productivity gains through financial forecasting and process improvement

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Jan Weldin
Transition/Operations Manager

Jan Weldin comes to TBC with 29 years of retail experience. For 16 years Jan served as a Transitions Manager for Follett. Prior to that role she was a Store Manager and Accounts Receivable Manager responsible for 28 campuses with an annual billing of $93M. She has won numerous professional awards not only by her past employer, but also from campus administrators. Jan is a motivated leader with strong organizational and prioritization abilities.

Expertise: Customer Service and Satisfaction; Accounting; Team Member Development

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