Brent Reid

About Brent Reid

I’m a CFO and strategic operator known for transforming complexity into clarity—and vision into execution. I serve as a Traction-style Integrator, able to translate a CEO’s big-picture vision into operational reality by connecting strategy, finance, sales, and execution through practical, purpose-built systems.One example: I developed a proprietary regression model to evaluate acquisition targets using refined demographic and performance variables, ultimately predicting location-level profitability with ~0.85 R² accuracy. This enabled the team to prioritize high-value opportunities and quickly dismiss distractions—saving time, money, and focus.In another setting, I engineered a methodology to unify sales and procurement pipelines across a large-scale distribution business. It gave teams real-time visibility, improved cash flow predictability, and significantly reduced excess inventory—while enabling customer-facing teams to operate more confidently and effectively.Whether negotiating national contracts in F&B and retail, guiding organizations through strategic pivots, or designing systems that make those around me better, I bring clarity and momentum to mission-critical functions.I believe these are God-given strengths—applied not just to serve companies, but to serve people. That’s why I give back as Finance Chair for the National Board of First Step and as a founding board member of James 1:27 Foundation, applying strategic insight to causes that matter.I’m currently rooted in Orange County, CA with my young family and committed to companies that prioritize customer understanding, world-class service, and long-term value over shortcuts. I’m energized by opportunities where business excellence and meaningful impact intersect.Business Development | P&L Responsibility | Financial Analysis & Benchmarking | Mergers & Acquisitions | Due Diligence | Negotiations | Regression Modeling | Vendor Management | Market Feasibility | GIS Spatial Analytics | Site Selection | Consumer Analytics

Experience

1. Chief Finance & Strategy Officer

   Turf Star Western

   Mar 2016 — Present

   Turf Star/Western is the exclusive distributor for The Toro Company, the market leader in commercial turf maintenance and golf irrigation irrigation equipment, systems and parts. TurfStar was founded 40 years ago in the San Francisco Bay area and a recent acquisition of Western Equipment has enabled TurfStar to cover the entire West Coast from the Baja Peninsula in Mexico to the Aleutian Islands of Alaska. Turf Star sells Toro products and limited allied products to golf courses, local municipalities, universities, and high-end sports fields. Turf Star is widely recognized for its excellent service, product knowledge, and high parts fulfillment rate. Highly effective in shop and mobile technicians, and superb customer/employee centric culture. Turf Star has offices and warehouses throughout California, Oregon, and Washington State including San Diego, Brea, Bermuda Dunes, Fresno, Rancho Cordova, and Hayward CA where the company is headquartered. The company maintains a comprehensive stock of new equipment and parts as well as used equipment.

Education

• University of Southern California

  BS, Accounting

  1988 — 1992

• Northwestern University - Kellogg School of Management

  MBA, Marketing & Strategy

  2001 — 2003

Skills

• Golf Courses
• Management Consulting
• Strategic Planning
• Market Planning
• Hospitality
• Food & Beverage
• Budgets
• Golf
• New Business Development
• Event Management
• Resorts
• Social Media Marketing
• Hospitality Management
• Strategy
• Consulting
• Marketing
• Leadership
• Trade Shows
• Budgeting
• Partnerships
• Business Development
• Golf Course Management
• Golf Instruction
• Club
• Sports Marketing
• Management
• Real Estate
• Negotiation
• Marketing Strategy
• Sponsorship