Robert Pratali has over 20 years of experience in telecommunications and technical project management for large retailers. He has expertise in areas such as network management, hardware/software configuration, technical support, and PBX administration. Throughout his career, he has helped open up to 45 new store locations annually, rolled out VoIP phone systems, and improved network performance while reducing costs. His experience includes positions at DSW, Brand Technology Services, and Retail Venture Services, where he was responsible for telecom operations, technical support, and various telecom projects.

1. ROBERT PRATALI
7315 Havencroft Drive  Reynoldsburg, OH 43068  H: (614) 759-6633 C: (614) 402-4945 E: rpratali@insight.rr.com
T E L E C O M M U N I C A T I O N S | T E C H N I C A L P R O J E C T M A N A G E M E N T
Telecommunications and PBX Administration Professional with data communications, network management and
hardware/software configuration expertise built upon two decades of experience at multi-billion dollar retailer. Highly technical
skill set – including POS system, technical support, and WAN strengths – demonstrated over career, comprised of maximizing
performance of WANs across hundreds of stores and three department store chains, and opening as many as 45 new
locations annually. Consistently delivered exceptional technical support – fulfilling helpdesk requests 80% faster than SLA
requirements – playing key part in rolling out VoIP phones to DSW corporate office, leading Value City Department Store
WAN conversion from frame relay to DSL. Career highlights encompass substantially reducing local and long-distance costs
through DSW store analog phone line conversion, and dramatically improving network speeds while lowering store router
maintenance costs via migration of WAN circuit monitoring to in-house function.
EXPERTISE & PROFICIENCIES
 Telecommunications
 Hardware Configuration
 Technical Support
 Training & Development
 Management Information Systems
 PBX Administration
 Cellular Communications
 Vendor Management
 Document Imaging
 Information Technology
 Network Management
 Customer Service
 Communications
 Follow-Up
 Relationship Management
PROFESSIONAL EXPERIENCE
DSW & AFFILIATES, Columbus, Ohio (1992 – 2016)
Footwear retailer – with 480 stores in 42 states – and remaining entity resulting from corporate consolidations and splits.
Included Value City Department Store (VCDS) creation of Retail Venture Services (RVS) holding company in 2003, split of
RVS, and creation of Brand Technology Services (BTS) in 2006. Following closure of VCDS in 2008 and divesture of
remaining Filene’s Basement stores to Syms Corporation in 2009, BTS was disbanded and absorbed by DSW in 2011.
NETWORK ENGINEER [Telecommunications] (2011 – 2016)
Scheduled and completed data circuit and phone line installations – after ordering data circuits and phone lines for new stores,
corporate office, warehouses and field offices from service providers – resolving site-related issues causing delays with
scheduled service installations. Worked with inside wiring vendors to extend phone lines and data circuits at new stores and at
corporate office and warehouse, patching in new data connections for end-user cubes to network IDF switches.
Provided basic support to corporate office and warehouse associates for end-user network connectivity issues, configuring
new desk phones, conference lines and voice mail boxes, and troubleshooting corporate analog phone lines. On daily basis,
monitored email and ticketing queue for new trouble tickets in order to resolve issues, checking status of new data circuit and
phone line orders. Each week, supplied updates to upper management regarding progress on assigned tasks, projects and issues.
 Improved accuracy of voicemail system while significantly reducing operating costs – due to smaller database size –
by assuming responsibility for cleaning up accounts within voice mail system. Included deleting old / unused
accounts, updating names to reflect shared role / consultant positions, and removing duplicate test accounts.
 Trained network engineers colleagues on how to troubleshoot desk phone issues and how to program and
configure replacement desk phones. Actions enabled group to supply backup support when personally out of office
while retaining same level of top service to client base.
 Led numerous documentation initiatives, mapping new data circuits, and recording new phone lines / new numbers
ordered for new stores, corporate office, warehouses and field offices. Created PBX maintenance protocols and desk
phone configuration procedures used to troubleshoot helpdesk issues.
 Recorded help desk best practices on how to open trouble tickets with phone line and data providers, assisting with
outlining first level desk phone troubleshooting documentation.
PROJECT ACHIEVEMENTS
New Stores Project
Helped open up to 45 new company stores annually, ensuring proper installation of new data circuits, analog phone lines, and
VoIP telephone networks. Monitored progress of vendors to oversee timely installation of services, cooperating with
landlords, general contractors, and DSW construction team to prepare construction sites to accept new services. Partnered
with inside wiring vendor to schedule extension of new data circuits and phone lines from main LEC dmarc to required
internal store location. Prior to soft store opening, issued phone numbers to DSW, IT vendors and business partners.

2. ROBERT PRATALI Page 2 of 3
Phone Line Vendor Conversion Project
Significantly cut both local and long-distance costs – consolidating vendor billing while simplifying vendor support – by
helping convert all analog phone lines across multiple DSW stores to single service provider. Six-month initiative entailed
negotiating rates and switching long distance carrier to Birch Communications. Personally tracked new phone line orders,
informing stores of installation dates, placing disconnect orders for old phone lines, working with wiring vendors to extend
new phone lines within stores, and communicating weekly team status updates.
Large Department Moves Project
Spearheaded multiple large department moves within corporate office – relocating to different areas or new campus buildings
– migrating desk, conference room, and analog phone lines, as well as patching new network connections.
BRAND TECHNOLOGY SERVICES (2006 – 2011)
Business unit formed in 2006 with split off of Retail Venture Services IT department. Organization supplied shared IT,
business consulting, and online advertising services to Value City Department Stores, Filene’s Basement and DSW.
TELECOM TECHNICIAN
Exercised oversight authority by maintaining maximum performance of WAN across three department store chains,
provisioning WAN hardware and scheduling new store WAN installations and rectifying store-level WAN issues. Ordered all
data circuits and phone lines for new stores, corporate office and warehouses and arranged corresponding installations.
Scheduled vendors to extend phone lines and data circuits at new stores, testing and resolving all technology issues prior to
each store’s soft opening.
Supplied support to all Filene’s Basement, DSW, and Value City stores, as well as to corporate offices and warehouses
of Value City and DSW. Installed and configured new desk phones, conference phones, and voice mail boxes,
troubleshooting analog phone lines.
 Following liquidation of Filene’s Basement’s remaining 25 stores to Syms Corporation in 2009, cancelled phone lines
and data circuits for all stores. Also collaborated with phone system vendor to schedule removal of all associated
phones and phone systems. Performed similar duties for Value City chain, after company declared bankruptcy.
 Negotiated with existing NOC vendor to obtain lowered rates, eliminating unneeded maintenance services and
adjusting SLAs to levels more appropriate to business. Completed variety of tasks to cut costs, assisting with initial
RFP process by requesting bids from new NOC vendors. Participated in conference calls to determine needed features
and make ultimate decision on provider.
 Reduced all costs associated with flying in potential job candidates to company headquarters, by launching WebEx
video conferencing software used primarily to conduct remote job interviews. Tested and implemented different
software versions and web cameras, providing end-user trainings on application usage.
 Reduced expensive repair costs while extending life of Audio Visual (A/V) equipment. Supported all A/V equipment
within DSW corporate office and originated preventative maintenance program. Included cleaning all A/V equipment,
recording lamp hours and projector usage, monitoring remote control and microphone battery status, and replacing
disposable parts and cables.
 Headed Value City Department Stores WAN communications conversion from frame relay to DSL technology.
Prequalified all stores for DSL and placed new DSL orders, scheduling extension of new DSL circuits, and placing
disconnect orders for old circuits. Reviewed frame relay invoice and confirmed all circuits were no longer billing,
closing out all accounts.
 Streamlined administrative operations while increasing productivity, by helping implement company’s automatic
toner replacement software / program. Personally added all new copiers to database enabling remote copier features, and
testing communications between Xerox’s system and each new copier.
 Helped roll out Xerox multi-function copiers to DSW corporate office and warehouse, also assisting in launch of
VoIP phones across Value City Department Store corporate office. Programmed VoIP phones in PBX, configuring
phones at user workstations and setting up new voice mail boxes.
 Headed IT department documentation process, by recording all pertinent information related to new data circuits,
phone lines / numbers ordered for new stores, corporate office, warehouses and field offices. Created variety of policies
& procedures, summarizing configuration of desk phones, how to resolve help desk phone line / data circuit issues, and
formulating desk phone troubleshooting guide for company help desk.
RETAIL VENTURE SERVICES (2003 – 2006)
Holding company formed in 2003 providing shared services, business consulting, and online advertising functions to Value
City Department Stores, Filene’s Basement and DSW.

3. ROBERT PRATALI Page 3 of 3
WAN TELECOM TECHNICIAN
Accountable for monitoring WAN performance and providing daily desk phone, conference phones, and voice mail support to
Value City Department Stores, Filene’s Basement, & DSW as well as Value City and DSW corporate offices and
warehouses.
 Eliminated expenses associated with third-party NOC and store router maintenance costs, bringing all WAN
circuit monitoring activities in-house while boosting network speeds. Accomplished objective by participating in
initiative which converted all Value City Department Stores from dedicated frame relay to DSL circuits.
 Personally placed new DSL circuit orders, scheduling installation of circuits with store management, and
collaborating with network engineers and POS teams to complete conversion.
 Spearheaded rollout of VoIP phones to DSW corporate office. Programmed PBX VoIP phones, installing and
configuring phones to user’s desks, and establishing new voice mail boxes. Also implemented new desk and conference
phones, as well as new voice mail boxes, troubleshooting analog phone lines.
 Overcame substantial challenges with DSL conversion by teaching self about new technology. Rectified numerous
problematic store-level scenarios which often involved replacing DSL technology with T1 circuits.
VALUE CITY DEPARTMENT STORES (1992 – 2003)
American discount department store chain with 113 locations founded in 1917 by Ephraim Schottenstein, offering clothing,
jewelry and home goods below manufacturer’s suggested retail price.
WAN TELECOM TECHNICIAN
Ensured consistent proper functioning of WAN across entire store chain, provisioning data circuits, WAN hardware and
phone lines for new stores, and scheduling new store installations. Analyzed and resolved store WAN issues and service
desk trouble tickets, installing Cisco wireless LANs at offsite locations.
Managed technical POS function within IT department, charged with maintaining warehouse POS parts and equipment
inventory. Provided management with itemized equipment list on quarterly basis, packing and shipping all POS parts and
equipment to be installed in new store locations. Traveled to each new store to configure and test all POS equipment,
setting up back office computer systems, cash registers, bar code scanners, printers and network equipment.
Following completion of installations, verified that all inside store POS equipment wiring was functional and that all
analog phone lines were properly installed. Once all systems were in place and functioning at optimum levels, supplied WAN
support for Value City Department Stores and related Filenes Basement retail units.
 Reduced time to resolve trouble tickets by 80% – at time when required department Service Level Agreement (SLA)
resolution time was five business days – completing most tasks in just one day. Accomplished results by prioritizing
daily tasks and remaining organized across entirety of project portfolio.
 Played key role in converting analog phone line data communications to frame relay data communications for
entire store chain. Interfaced with third party NOC and store managers to schedule installations of new frame relay data
circuits and extension of circuits from store dmarc to store data cabinets.
 Prevented Value City store POS installation set-up delays and costs associated with shipping replacement parts
overnight by shipping crash kits to all stores. Actions addressed cases where store equipment was unpacked resulting
in lost equipment.
 Helped research and recommend third-party NOC to manage WAN for Value City Department Stores and
Filene’s Basement retailers. Visited multiple potential NOC vendor sites, recommending best vendor based upon
offerings, and participating in team conference calls and meetings.
 Headed store-level documentation initiatives, creating POS installation procedures, outlining how to set up and
configure equipment as well as specific order in which to install items.
TELECOMMUNICATIONS EXPERIENCE
Voice: Analog Phone Lines  Analog Phones  VoIP Phones  CenturyLink VoIP Telephone Networks
Avaya CS1000 PBX  Fax Machines
Data Communications: T1  DSL  Cable Modem Circuits  MPLS
EDUCATION
Bachelor’s Degree in Business Management and MIS
Tennessee Tech University (1992)
COMMUNITY ACTIVITIES
Earned Rank of Eagle Scout, U.S. Boy Scouts (1986)