Holly Nelson
Board member and retired finance executive, Silver Star Brands, f/k/a Miles Kimball Company
Winneconne, Wisconsin
email hlnelson26@gmail.com
I am a senior finance executive whose background included 15 years in C-level roles and Big Four public accounting. I have over 30 years of experience ranging from start-up to large global high-transaction, capital intensive and B-2-C service companies, including manufacturing, passenger airline transportation, mortgage banking, trucking, software and multi-channel retail operations. My experience includes treasury and capital markets as CFO and I have successfully led financial plans that scaled businesses from $100 million to over a billion dollar operation. I am a recognized expert in financial accounting who has consistently improved monthly management reporting, reduced the monthly close schedule, and ensured compliance with SEC reporting requirements. I am known for creating clear plans with well-defined metrics and communicating results timely to enable action.

Board Profile

Current board service includes Silver Star Brands, Private Company Council, Solutionz and Stoneybrook Fairway Verandas I Association. I am a qualified audit committee financial expert and I have worked directly with the audit committee of board of directors for over 15 years and presented to boards for eight years, as well as establishing and leading JetBlue’s public company disclosure committee. What I bring to the board table is financial acumen, strong business judgment and collaborative leadership style. I am a self-motivated team player that builds consensus and who is not afraid to ask questions and effectively challenge others. I am committed to keeping abreast of governance developments and trends via my memberships in the National Association of Corporate Directors and the Private Directors Association. I also led the initial public offering filing process for JetBlue and Northwest, and constructed business models for two start-up companies, including a SAAS-based enterprise.

Board Experience

SILVER STAR BRANDS, INC., Oshkosh, Wisconsin, Board member, 2019 to Present.  Direct-to-consumer retailer continues to adapt to the ever-changing consumer buying habits.

SOLUTIONZ INNOVATIONS, Tampa, Florida, Sounding Board member, 2019 to Present.  TripProximity™ adds smart trip technology to systems and sites that people use everyday while also giving back.

PRIVATE COMPANY COUNCIL, FINANCIAL ACCOUNTING STANDARDS BOARD, Norwalk, Connecticut, Member, 2020 to Present

STONEYBROOK FAIRWAY VERANDAS I ASSN, Sarasota, FL, Board member,    2019 to Present

BOYS & GIRLS CLUB of Oshkosh, Wisconsin, Board member, 2016 to 2018

EXPLORING NEW HORIZONS OUTDOOR SCHOOLS, Board member and Treasurer, 2012 to 2016

LIVE TV, LLC, Advisory Board member, 2004 to 2006

Professional Summary

SILVER STAR BRANDS, INC., Oshkosh, Wisconsin, 2015 to 2019. Formerly known as Miles Kimball Company, Silver Star is a privately owned, multi-channel retailer of general merchandise, health and wellness, beauty and food products.  Chief Financial Officer – Lead the company’s Finance function and oversaw legal operations.

FRONTIER AIRLINES, INC., Denver, Colorado, 2013 to 2015.  Frontier is an ultra-low cost carrier owned privately owned by Indigo Partners, LLC.  In 2013, it was spun off by Republic Airways Holdings and re-established its full operations in Denver.  The company serves over 100 destinations with a fleet of 80+ aircraft and over 3,800 employees.  Chief Accounting Officer – Directed the company’s Accounting and Treasury functions, including establishing the functions in Denver.

AIRCRAFT TECHNICAL PUBLISHERS, Brisbane, California, 2012 to 2013.    ATP is a global knowledge services company providing safety and compliance information for the general aviation market.  Family-owned for 40 years, it was acquired by ParkerGale Capital, LP in 2015.   Chief Financial Officer – Managed the company’s Finance and Human Resources functions, responsible for all accounting and reporting, treasury, financial planning and corporate governance for family-owned Subchapter S corporation.

VIRGIN AMERICA INC., Burlingame, California, 2009 to 2011.  Virgin America was founded by the Virgin Group in 2004 and brought in US private equity investors in 2005. The $1.5 billion low-fare airline went public in 2014 and was sold to Alaska Air Group in 2016.   (NASDAQ:VX)  Senior Vice President & Chief Financial Officer – Re-established privately-held company in the financial markets to facilitate capacity growth of 89% over two years and prepared the Finance team to be ready for the public markets

XOJET, INC., Brisbane, California, 2008 to 2009.  Now the third largest on-demand private jet charter company, XOJET is owned by private equity firms TPG Capital and Mubadalia.   Senior Vice President Finance & Controller – Appointed acting CFO in August 2008 for TPG-backed, privately-held company.  Directed the 2009 financial plan, both the Finance and Audit Committee meetings and provided the financial update to the Board.

EOS AIRLINES, INC., Purchase, New York, 2007 to 2008.    EOS was an all-business class airline founded in 2004 to provide a unique experience to business travelers between New York’s JFK airport and London Stansted airport.   Due to industry-high aircraft fuel prices, EOS filed bankruptcy and ceased operations in April 2008.  Vice President Finance & Controller – Oversaw company’s Control function, responsible for all accounting and reporting functions, corporate governance and procurement for private equity funded company.

JETBLUE AIRWAYS CORPORATION, Darien, Connecticut, 2001 to 2007.  The company, known as jetBlue, is a low-cost carrier and is the fifth largest passenger airline in the U.S.  (NASDAQ:JBLU)   Senior Vice President, Controller & Chief Accounting Officer – Grew the company’s Finance function from 8 to 77 crewmembers and supported the company’s growth from $118 million privately-held company to $2.36 billion public company.

Recognition & Awards

Bay Area’s Most Influential Women in Business – 2010, 2011

1998 Beta Alpha Psi Outstanding Alumnus, University of Wisconsin-Eau Claire Chapter

1979 Outstanding Senior of the School of Business, University of Wisconsin-Eau Claire

Personal

I reside with my husband in Winneconne, Wisconsin and in Sarasota, Florida during the winter. We have two married adult children. I am a die-hard Green Bay Packer fan and enjoy most outdoor activities.

Sector

ManufacturingNon-ProfitProfessional ServicesRetailTransportation

Functional Expertise

AuditFinanceLegal

Business Accomplishments

  • Extensive experience with rapidly growing entrepreneurial companies with an emphasis on establishing Finance as a business partner that enabled scaling operating costs effectively in periods of high growth
  • Collaborate, senior finance executive with broad experience that ranges from start-up to global billion dollar high-transaction, capital intensive and B-2-C service companies, including KPMG, Nabisco Brands, JetBlue Airways and Virgin America