Jeff Stern joined Rocky Brands in 2009 where he oversaw wholesale divisions under the Rocky, Georgia and Durango brands. In 2016 he assumed responsibility for the Lehigh CustomFit retail division and led the transformation of that business from a truck-based model into a digital B2B2C business. By developing proprietary software and cutting-edge technology such as 3D scanners and AI recommendation programs, Stern has overseen the reduction of return rates to 7.6%, the increase in customer retention of 95% and the customized employee experience tailored by employer needs. He spearheaded the effort and leads the industry in linking employee wellness to a more effective PPE program with results in greater compliance and productivity. He holds a B.S. in Geology and M.B.A. from Ohio University.