OUR LEADERSHIP TEAM

Operators first. Consultants second.

The Parkland team is made up of seasoned executives who have built, scaled and turned around companies as the highest levels. When you work with us, you’re working with people who have been in your position, made the decisions you’re facing and learned the hard lessons.

500+

Companies served

35+

Years of Experience

80+

Combined years of executive leadership

$5B+

in client value created

Founder & CEO

Larry Goddard

Strategic Planning, Turnarounds, Growth, Executive Advisory

Strategic planning and growth strategies using the SOAR methodology for middle-market and family businesses, turnarounds and crisis management, executive coaching and facilitation, board advisory, and interim CEO and CRO engagements.

CORE AREAS OF EXPERTISE

  • Author of 4 business books, including Co-Author of SOAR to Business Success, Creating Sustainable Growth and Value

  • Co-Patent holder - SOAR to Strategic Excellence™ system

  • Co-Creator of SOAR Elevate™

  • Certified Turnaround Professional

  • Chartered Accountant (Canada - Inactive)

  • Charter Business Valuator (Canada - Inactive)

Serving as CEO, consultant, coach or interim executive, Larry has helped more than 500 middle-market and family businesses improve their growth, performance, profitability and enterprise value.

Larry is the founder and CEO of The Parkland Group, Inc. and the driving force behind the SOAR methodology. Over 35+ years, he has built a body of work that includes four books on business performance, the patented SOAR to Strategic Excellence™ and SOAR Growth Strategies™, and hands-on leadership experience across industries including manufacturing, distribution, construction, services and professional services.

As CEO of a national manufacturer and distributor of construction equipment and supplies, Larry grew revenues from $3 million to more than $100 million in 8 years. Larry has made the decisions his clients are facing, with real consequences, and brings that hard-earned judgment to every engagement.

Larry has extensive consulting, turnaround and advisory experience, including work as a supervisor with Price Waterhouse (Canada) and as a partner and management consulting practice leader at BDO USA LLP. 

Larry is a Chartered Accountant (Canada-Inactive), a Chartered Business Valuator (Inactive) and a Certified Turnaround Professional. He serves on several private company advisory boards and has served on the board of directors of multiple publicly traded companies.

He lives in Cleveland, Ohio. 

President

Jennifer Goddard

Growth, Executive Coaching, Strategic Planning, Sales Transformation

Strategic planning and growth strategies using the SOAR methodology for middle-market and family businesses, executive coaching and facilitation, and sales team transformations.

CORE AREAS OF EXPERTISE

  • Co-Author of SOAR to Business Success, Creating Sustainable Growth and Value

  • Co-Patent holder - SOAR to Strategic Excellence™ system

  • Co-Creator of SOAR Elevate™

Jennifer has led many middle-market companies to more than 10X growth through strategic leadership, disciplined execution, and the development of high-performing sales teams.

Jennifer brings more than 25 years of experience in strategy, sales and marketing, executive development, and coaching with middle-market companies. Her work today centers on executive coaching and strategic planning, where she helps senior leaders and rising talent strengthen strategic thinking, elevate leadership effectiveness, and drive sustained performance across their teams.

She has facilitated leadership teams across a wide range of industries, including manufacturing, importing, distribution, wholesale, retail, construction, service businesses, professional services, horticulture, consumer products and nonprofit organizations. Jennifer is particularly known for building and training high performance sales teams and transforming underperforming sales organizations into high-growth engines.

Jennifer frequently serves as a trusted interim Sales Executive and Advisor, guiding and facilitating organizations through growth transitions and leadership gaps. Her coaching and consulting approach blends real-world sales leadership with rigorous strategic insight, allowing her to help leaders clarify priorities, improve decision-making and accelerate execution.

Earlier in her career, Jennifer held sales and category management roles selling to nearly every major big-box retailer in the United States and Canada. Her experience spans Mass, Grocery/Drug, Hardware/Home Center, Craft, Department Store, and Specialty Store channels, giving her a uniquely holistic view of how brands win across diverse markets. Her background includes extensive product development experience—especially with licensed products—spanning collaborations with Disney, Warner Brothers, Coca-Cola, Nabisco, and Campbell’s Soup.

Jennifer graduated cum laude from Ashland University with a Bachelor of Arts in Business Administration/Public Communication, where she also competed in cross country and track. She lives in Cleveland, Ohio.

Laurence Franklin

Laurence brings Parkland 35+ years establishing internationally renowned businesses and developing leading global brands. He specializes in developing and executing strategic growth plans along with coaching executive teams. 

Laurence joined Tumi Inc. in 1985, establishing its premium positioning and overseeing revenue growth from $5.0M to approximately $50.0M. He then went on to join Coach, doubling sales to $500M+ and developing the company as a global lifestyle brand. Laurence held executive positions with Unilever as the EVP and GM of the Elizabeth Arden division. In 2000 he returned to Tumi Inc., guiding the company through two PE transactions in 2002 and 2004, and continued as CEO through 2009 and Board member through 2011 with global revenues now in excess of $350.0M. Soon after Laurence joined Frette as CEO to oversee a turnaround, departing in 2014 to serve as an advisor to high potential brands. Current and past Board memberships include Rosetta Stone (NYSE), Travelpro, Buster + Punch, and Fender Musical Instruments. 

Once nationally ranked in the top 10 in squash racquets, he still enjoys the occasional game with his children. He resides in Malibu, California and Milan, Italy.