Professional Experience

SENIOR DIRECTOR, MARKETING OPERATIONS 
The Home Depot, Atlanta, GA | 2023 - Present

Directly responsible for facilitating the development of tools and accelerating the success of Marketing strategic priorities and overseeing the development of effective and scalable processes, data, technology and creative content. An architect of change —evolving the role of Marketing Operations by orchestrating the development of marketing strategy, providing thought-leadership, and building best-in-class capabilities for the nation’s #1 home improvement retailer. Collaborates closely with peer leaders within Marketing (Retail Media+, Integrated Marketing, Customer & Loyalty, Creative & Brand) and across the enterprise (Finance, eCommerce, Product, and Technology) to champion Marketing’s mission.

• Orchestrates the development of Marketing strategy—coordinating with peer leaders across Retail Media+, Integrated Marketing, Customer & Loyalty, Creative Marketing and Marketing Finance to define and deliver Marketing’s immediate and long-term ambitions

• Leads the Strategic Planning & Communications team in facilitating annual & quarterly planning activities and in ensuring clear and consistent communication across Marketing and the Enterprise

• Leads transformation through the adoption of tools, frameworks, capabilities, and innovations that effectively connect Marketing activity to strategic business objectives and drive operational efficiencies

• Leads reporting teams in the successful delivery of their remit:

  • Strategic Planning & Communications - centralizing budget management and standardizing strategic measurement and reporting frameworks

  • Program and Project Management - equipping campaign and cross-functional strategic initiatives with workflows, tools & templates, technology and resourcing that drive overall efficiency and transparency in the development process and clear communication with stakeholders

  • Technology & Process Enablement team - strategically managing Marketing Technology & process design to enhance Marketing capabilities by driving innovation and supporting implementation of new tools

  • Studio & Content Operations - leading creative services that accelerate Marketing projects by creating, delivering and managing high-quality assets at scale in collaboration with in-house creative teams

• GenAi - implemented and deployed several GenAi applications within Marketing workflows to enable efficiency and scaled personalized content

• Successfully acquired and integrated new 250,000 sq ft. full-service content studio and 60+ associates into the Marketing Operations Team - significantly expanding our content capabilities and increasing overall efficiency

SENIOR DIRECTOR, CREATIVE SERVICES & OPERATIONS 
The Home Depot, Atlanta, GA | 2020 – 2023

Responsible for the overall leadership and management of The Home Depot’s internal creative operations and studios. Accountable for establishing operational excellence through process design, project management, system integrations, ongoing optimization and change management to enable the teams to efficiently deliver a wide range of omnichannel deliverables at scale. 

•     Established a centralized Project Management Office (CPMO) to drive the delivery of over 700 complex, strategic projects and marketing campaigns annually that include close coordination of internal media, marketing & creative teams, along with multiple external agencies

•     Built an Operations Center of Excellence to design and lead the end-to-end omnichannel campaign and strategic planning processes, technology enablement and change management - distilling the complex into a defined and documented process and workflows with detailed training and governance

•     Developed automated frameworks and solutions for developing and distributing content at scale – significantly reducing timelines by over 50% as well as dependency on creative resources 

•     Developed the business plan and operating model for full-service Asia-based studio to develop best-in-class product content (photography, video, CGI, AR assets) cost-effectively while increasing our speed to market – successfully opened in March 2020 and delivered over $4M in cost savings Year 1

•     Grew online informational/educational content program to over $250M in annual (LTA) revenue across a library of over 2,000 articles and videos.

•     Implemented Agile methodologies and training - increasing project ownership, coordination and prioritization across internal pods/communities. Developed playbooks and governance for standardization across teams.  

•     Established resource management capabilities to support external and internal agency resources with capacity monitoring against current and forecasted project pipelines within the portfolio - enabling visibility and prioritization of internal, agency, studio and freelance resources

•    Led multi-disciplined content operations teams and studios, delivering high-quality content at scale for digital and offline channels, including full-service imagery, video production and editorial/informational content development

•     Accountable for managing overall creative P&L, SOW/contract management, analytics and KPIs

DIRECTOR, CREATIVE SERVICES  The Home Depot, Atlanta, GA | 2016 – 2020

Responsible for leading the internal and external content development capabilities and teams for The Home Depot. 

•     Led creative and content development across wide range of assets to support brand and product experiences – including photography, CGI, AR, video and
long-form editorial

•     Established our digital asset management program and platform as well as metadata and asset governance standards

•     Designed and implemented systems and process to standardize intake, project workflows, enable project/resource tracking and performance

•     Established KPIs for tracking and measuring content/asset performance and effectiveness 

•     Accountable for Creative Services budget oversight and management 
 

SENIOR MANAGER, ONLINE CONTENT  

Responsible for developing best-in-class omni-channel channel content at relevant points in the customer journey.

•     Optimized content marketing strategy for over 1,000 how-to/informational article pages on homedepot.com by leveraging data-driven insights; defined and communicate project development required to support execution of strategy; evaluated and monitored overall strategy success; report weekly KPI results to senior leadership team (e.g. revenue, traffic, quality, article finding method).

•     Partnered with Product and Engineering teams to prioritize new features and enhancements to content pages

•     Drove online revenue throughout the implementation and management of successful multi-platform marketing/site events 

•     Budget oversight and management for content production 

MANAGER, OSHKOSH B’GOSH BRAND MARKETING  Carter’s OshKosh B’gosh Atlanta, GA   | 2011 – 2014  

Developed brand marketing strategy for Direct to Consumer and wholesale marketing channels. Developed and launched the brand’s first third-party gift card program.  

SENIOR MANAGER, ONLINE MERCHANDISING  
MANAGER, ONLINE MERCHANDISING  The Home Depot, Atlanta, GA   | 2007 – 2011   

Developed online positioning for merchandising departments while focusing on sales, conversion and customer experience.       

CREATIVE PRODUCTION MANAGER The Home Depot | 2005 – 2007     

SENIOR COPYWRITER COPYWRITER Macy’s | 2001 – 2005