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Susan Noguchi is the customer insights lead for Home Depot, the largest home improvement retailer in the world. A skilled storyteller, Susan crafts insights into compelling narratives and, partnering with stakeholders, ensures these are leveraged into strategies which move the business and organization forward. 

Susan’s internal and agency partners benefit from the breadth of her subject matter expertise. In addition to building out insights within Home Depot since 2009, she has managed marketing for the majority of Home Depot's businesses. Her marketing experience also includes a broad range of consumer packaged goods categories.

Most recently, Susan is completed a Digital Marketing Management certificate at The University of Toronto School of Continuing Education. She earned a MBA in Marketing from York University and was awarded the George A. Edwards Marketing Medal. She also holds a BSC in Chemistry from the University of Western Ontario. 

Professional experience

Oct 2012Present

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.
May 2011Oct 2012

Senior manager, merchandise marketing softlines & customer insights

The Home Depot Canada     Toronto ON

Oversaw two direct reports responsible for managing the merchandise marketing strategy and program development for softlines departments. Customer insights lead.

  • Kitchen renovation: foundational three-part research project supported strategic review of kitchen business - informed development of positioning statement and TV creative platform, merchandising assortment changes, and store showroom investments. 
Sep 2009May 2011

Senior manager, marketing planning & integration

The Home Depot Canada     Toronto ON

Oversaw four direct reports responsible for cross category portfolio strategic planning  [Quebec, Eco Options, Regional Battle Plans, Pro & Tool Rental, and Installation Services]. Designed & managed the integration of consumer research & insights into the organization as a key input into overall marketing planning and implementation.

  • Western Canada battle plan: blunted impact of competitor entry into Western Canada by partnering with operations team to deliver a Customer Service promise.  Led development of the TV spot and communications program centered around a service message  - first ever for Home Depot in North America.
Jun 2005Sep 2009

Merchandise marketing manager

The Home Depot Canada     Toronto ON

Strategic lead accountable for the planning and allocation of marketing resources for a number of business portfolios - Seasonal, Hardware, and Kitchen, Bath and Appliances and Hardlines, Pro & Tool Rental.

  • Totally Integrated Project Events: conceived, championed and delivered proof of concept, partnering with merchandising and store operations - The Basement Renovation Event. This hugely successful event spawned repeat and spin-off TIPE's. Annette Verschuren, President of Home Depot Canada, shared this event at a US officers meeting as a best-in-class example of how to break down functional silos. Results: +18.5% over  sales plan, +13.6% average ticket, +19.3% sales growth, +30% installation services leads, +20% online traffic and record store seminar attendance.

Marketing director, Home Services sales & installation

Direct Energy Essential Home Services     Toronto ON

Direct Energy, Essential Home Services is the leading Ontario provider of energy, water heater rentals, and HVAC sales, service and installation.

  • Developed positioning, marketing strategies and plans for market entry into sales and installation of residential HVAC systems. Spearheaded investment buy-in by franchisees. Achieved market leadership within 3 years of start-up; 25% and 15% shares for heating and AC sales categories, respectively. Double-digit increases in sales and profit each year.

Senior brand manager, Dep Canada Ltd     Toronto ON


Brand manager, Corporate Foods   Toronto ON


Senior brand manager, Tambrands Canada     Toronto ON


Product manager, Best Foods Canada Inc.     Toronto ON


B.Sc Chemistry

University of Western Ontario

M.B.A Marketing

York University

George A. Edwards Marketing Medal

May 2015Present

Fundamentals of Digital Marketing certificate

University of Toronto, School of Continuing Education

Professional affliations

Canadian Marketing Association (CMA)

Home Improvement Research Institute (HIRI)