Joan Mourfield

Professional experience in the planning and development of commercial spaces. Specializes in construction documents, marketing diagrams, and creative solutions for business clients who require assistance transitioning into new spaces, as well as help with other variables such as re-branding, design, CRM, and evaluation for success in future markets. Ability to analyze current positioning based on comparative market analysis and strategic business screening.

Implementation of sustainable practices and reconfiguring corporate work environments for a more success future, leading to positive results and increased return on investment for clients.

8-15 years design, planning, sales, promotion

Catter Enterprises Mar 2005- April 2006

• project design, marketing & development 
• research, analysis, evaluation of existing conditions
• created as-built drawings, sustainability 
• detailed construction documents, demolition, electrical, 

RCP—lighting, finish selection for tenant properties

VeenendaalCave  May 2006- Nov 2009

• built design, project management, planning & development, 

for commercial spaces

• CRM, formalization, financial potential, rent roll analysis
• contractor meetings, punch-list & final walk-thru
• permitted life-safety plans, code compliance & analysis,

construction docs, scope of work

• strategized layouts for marketing planning, assessed challenges

and opportunities for subleasing spaces

 La-Z-boy Inc.–Atlanta Galleries Dec 2009- Nov 2019

• team management, design, in-house sales training
• segmentation, target marketing, and positioning strategies
• brand equity, pricing models, supply chain strategies, CRM, 

consumer touchpoints, PR, advertising, legacy approach

• buyer for consumer product, advertising & promotions

Joan Mourfield Interiors Nov 2020- present 

• built design, real estate planning & development
• sustainability, corporate social responsibility, global marketing
• return on marketing investment (ROMI), matrix screening, 

macro-trends for consumer markets, SWOT analysis

• marketing analytics, SEO, digital marketing

Tennessee Tech University,Cookeville TN 2000-2005

Bachelors of Science in Human Ecology, Environmental Design

Liberty University, Lynchburg WV 2021- 2023 Graduate Degree,

Leadership & Management

Harvard Extension, Cambridge, MA 2023- present Graduate Degree,

Real Estate Investment