John B. Richards - Successful CEO and Former Lacrosse Player


Throughout his 30-plus-year career as a marketing strategist and executive, John B. Richards has facilitated growth for numerous companies across a variety of sectors, including Starbucks and the Royal Viking Line. A graduate of Bucknell University in 1970, John B. Richards played on the school's championship-winning lacrosse team and later played semi-professionally before achieving his MBA at the Wharton School of Business. His affiliation with Bucknell remains strong to this day, as he supports the Bucknell s Lacrosse Foundation and the Bucknell Parents Association Board.

After receiving his MBA, John B. Richards worked in Washington D.C. and New York for five years as an engagement manager for McKinsey & Company. He was brought in by Royal Viking in 1981 as vice president of marketing and planning, responsible for engaging a younger audience and creating a loyalty program to drive sales. Richards later served as chief marketing officer for Four Seasons Hotels and president of North American operations for Starbucks, helping both companies achieve monumental industry growth. With Starbucks, he fostered retail revenue growth from $400 million to $2.5 billion and led an expansion of the chain into college stores, hotels, and grocery stores.

John B. Richards currently serves as managing director at the New England Consulting Group, where he has advised and developed growth plans for companies such as Medifast, Ahava, and Mimi's Cafe. Outside of his professional pursuits, Richards follows politics and professional sports.