About Us


We’re in a position to help because we’ve been in your position. Cardinal Company has over 30 years of experience in corporate leadership positions. We know the pressures of the job, the importance of measureable results and the need for short-term performance with long-term brand building. We draw on diverse experience, proven methods and consistent success to build your business.

As an extension to your team, we bridge strategy and implementation, working independently to bring the most relevant thinking to your table or collaborating with your team to achieve the objectives.

Our fees are flexible and can cover turnkey project management, short-term assignments, ongoing retained work or any other arrangement that meets your needs.

Cardinal Founder, Debra Tippett

Debra Tippett is president and founder of Cardinal Company, bringing leadership experience in business development and strategic brand marketing. Cardinal has helped improve business strategies and marketing activities for a wide range of clientele — from retail and hospitality to healthcare to consumer goods, financial and professional services.

Her background includes several executive-level positions in the retail, healthcare and restaurant sectors. As chief marketing officer for la Madeleine Country French Café, she directed all aspects of the company’s brand, including strategic positioning, marketing, advertising, concept evolution, store design, public relations and product strategy. She also led the company’s first brand development/licensing effort. During her tenure, la Madeleine was successfully repositioned for growth through key branding, operational and financial initiatives.

Tippett also served as executive vice president of marketing and strategic development for the Wyatt Cafeteria chain. In dual roles as EVP and member of the company’s board of directors, she assisted in restructuring and repositioning the chain for sale.

Earlier in her career, Tippett served as vice president, brand marketing for Pearle, Inc. During a twelve-year tenure at Pearle Vision, she held senior positions in business development and marketing, ultimately assuming responsibility for all national marketing activities with budgets in excess of $90 million. While at Pearle, she played a major role in three U.S. acquisitions and in the launch of international markets.

Tippett’s brand marketing expertise is complemented by a strong background in finance, having begun her career as a lending officer for Fortune 500 clients with Interfirst Bank, N.A.

Tippett served on the board of directors of the North Texas Food Bank for eight years; she now serves as co-chair of their LIFE Council. She also served as a board member of the National Restaurant Association Marketing Executives Group for eight years. Tippett is active in SMU’s Don Jackson Center for Financial Studies and is a frequent guest speaker on brand marketing for various universities and organizations.

She holds Bachelor of Science and Masters of Business Administration degrees from Southern Methodist University in Dallas, Texas.

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