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Karie Williford

Business Consultant


Karie Williford brings a deep level of expertise in business management and strategic planning to the Orange County SBDC team of consultants.  She is currently the owner of her own strategic planning firm, TK Armstrong & Associates.  Prior to starting her firm and joining the team at the Orange County SBDC, Karie experienced a robust twenty-two year career managing multi-million dollar enterprises in the shopping center industry.  Her knowledge and insight was gathered from not only running the business units, but also from helping 1,000’s of retailers, service providers, restaurants and entrepreneurs successfully launch and grow their businesses in a wide variety of retail environments and markets. Mrs. Williford’s extensive background includes best practices, developed over time, working for some of the nation’s leading shopping center developers throughout southern and northern California, in a diverse number of disciplines, including shopping center management, marketing, development and leasing; as well as retail operations and manufacturing.

Skilled in managing a wide variety of projects and diverse teams, Mrs. Williford has an industry reputation for embracing project opportunities and collaborating across boundaries. In all markets she has successfully paired with Chambers of Commerce, Economic Development departments and other government leaders and organizations to strengthen the area commerce and quality of life for the surrounding communities. Mrs. Williford earned her CMD (Certified Marketing Director) and SCMD (Senior Certified Marketing Director) designations in 1997 and 2003 respectively and her SCSM (Senior Shopping Center Manager) designation in 2005 from the International Council of Shopping Centers (ICSC). Throughout her career, Karie has amassed a large number of marketing and advertising awards for print, radio and outdoor campaigns as well as overall marketing strategies. Her vast experience in mixed-use, multi-ethnic, urban and various socio-economic markets paves the way for a deep understanding of how to successfully research, identify and penetrate core customer bases for positive sales growth. She has extensive experience writing successful business plans, property proformas, and sales projections as well as assisting owner-based retailers to grow their businesses into viable permanent tenants. This significant practical experience translates well into helping businesses prepare their business plans, revenue projections and marketing plans. Mrs. Williford is a fourth generation southern Californian, and resides in Orange County with her children. She attended California State University, Northridge as a pre-med student on a springboard diving scholarship.