Tim Cox, director, creative services, Publix Super Markets

A League of His Own

• As a child, Cox wanted to be a major league baseball player. And he still does – though, he admits, most of his practice comes from PlayStation 3.

• Separated at birth? “I’ve been told I look like Nate Robertson, pitcher for the Detroit Tigers,” he says.

When did you know you wanted to work in the retail business?

Not until after I started working for Publix. It was then that I started to learn the role of design in retail and I began to understand the impact design could have on consumer behavior.

So how did you get started at Publix?

In 1980, I moved from Flint, Mich., to Lakeland, Fla., and heard Publix was the best employer in town, so I applied. Little did I know that my limited screenprinting and layout experience from a summer job would help me land a position in Publix’s Sign Shop.

What’s the greatest misconception people have about retail design?

Do most people even think about retail design? It often seems they just know if they like the way the space feels. Typically, they can’t articulate why, at least not in great detail.

Ever taken more than 10 items into the “10 items or less” lane?

No way, I’ve never broken that law. I think you can go to jail for it in Florida.

If you could have only one food on a desert island, what would it be?

Publix Premium Butter Pecan Ice Cream…there’d be electricity, right?

What common word or phrase would you like never to hear again?

“Shoppertainment.” I’m definitely over that one. Entertainment in retail, especially grocery retail, may be good for one or two visits. Then it gets tired really fast.

What do you consider your greatest achievement?

I’m very proud of the creative team we’ve assembled here at Publix. It’s an extremely talented and loyal group and we have a lot of fun.

What celebrity do you think you resemble?

Larry, Moe or Curly. (Though definitely not Shemp or Joe.)

What do you not leave home without?

My secret decoder ring.

What do you miss about Florida when you’re traveling?

My wife (if she’s not traveling with me), our really cool city of Lakeland, Fla., and Palace Pizza, the equally cool local pizzeria.

What’s your idea of a perfect day?

Fishing in the morning, golf in the afternoon, followed by dinner and a movie with my wife.

What’s the best advice you’ve ever received?

“Apply for a job at Publix.”