Senior manager, marketing, customer insights
The Home Depot Canada Toronto ON
Home Depot Canada is the Canadian arm of the world’s largest home improvement retailer. The company has 181 stores in 10 Canadian provinces, employing more than 28,000 associates from coast-to-coast.
As customer insights lead, championed adoption of insights and tracking. Dedicated CI role created October 2012 as the central point for customer research and insights data gathering and analysis. Delivers actionable consumer & Pro insights, ensures understanding, adoption and leverage of insights in business impacting strategies. Key enterprise strategic projects include -
- Target Pro ethnographic and TURF analysis: provided target Pro profile, value proposition statement and benefits test results. Insights informed strategic development of brand identity, value proposition, and messaging hierarchy. Learnings focused efforts against a prioritized list of customer pain points and delivered an optimized suite of Pro offerings.
- Smart Home exploratory dive: delivered answers on how customers understand this emerging category and how Home Depot can position itself to be a category leader, which were pivotal in the development of go-to-market strategies.
- Flooring customer experience study: uncovered insights which provided direction to showroom display enhancements, product line reviews, associate training, and strategies for flyer and online marketing programs.