Advertising

Home Depot’s CMO Trish Mueller Resigns After More Than 6 Years in Top Marketing Role

Trish Mueller has stepped down as chief marketing officer at Home Depot after nearly seven years with the Atlanta-based company.

Director of corporate communications Stephen Holmes confirmed to Adweek today that Mueller announced her resignation approximately two weeks ago and that she has been replaced by president of online operations Kevin Hofmann, who will hold both titles.

Mueller became vice president of advertising at Home Depot in 2009 after serving as svp of marketing and advertising at Sports Authority. She was promoted to CMO in 2011. Earlier in her career, she held similar positions at retailers including Montgomery Ward, ShopNBC and American Signature-Value City. She has also been an independent director on the board of Dave & Buster's since 2015.

Hofmann joined the chain in 2006 as a vice president leading its technology teams with a focus on ecommerce, supply-chain transformation and international operations. He was later promoted to vp of Home Depot's installation division before being promoted again to lead all aspects of its online business in 2013. He previously spent a decade at GE in various leadership positions handling technology, social networking, business intelligence, renewable energy and other corporate functions after working for eight years in research, manufacturing and technology with Dow Chemical.

"[Hofmann's promotion] allows us to further integrate our digital assets to optimize our interconnected retail model," Holmes told Adweek. "When you look at the growth and expansion of digital marketing, the combination of the physical and digital storefronts and things we are doing to integrate those elements to create an interconnected retail experience for consumers, having Kevin take on the CMO role in addition to his responsibilities as president of online makes a lot of sense."

Home Depot declined to comment on Mueller's plans, though sources close to the matter told Adweek she stepped down to accept a position at another major retailer.

The Richards Group has been Home Depot's creative agency of record since 1993. The indie shop beat out JWT,  GS&P and Hill Holliday to retain the business in a 2008 review.

The chain moved its media account from Interpublic Group's Initiative to Dentsu Aegis Network's Carat in 2011.


AdWeek : All News

Marketing

Friday Roundup: Vine for Kids, Facebook measures lift and more

vine KidsIt’s roundup time! A quick look at all the news that slipped past me or just wasn’t big enough to print. That doesn’t mean these stories aren’t interesting — because they are!

Let’s get to it!

Vine for Kids

The subtitle says it all. Vine has launched a separate app which is nothing but hand-curated content for kids under 5. They don’t say how far under 5, but if your newborn can press the button, they can enjoy these videos, too.

It’s a smart idea and a great example of how segmenting your business can send you off in a whole new, and wonderful direction. Think they’re going to allow branded content? Toy makers? Cereal companies? Studios pushing movies for kids. . . . ?

Facebook Measures Lift

Facebook says that advertisers are too dependent on the click. It’s understandable. That’s the one action that’s easily measured. Either a person clicked or they didn’t. Once they clicked to visit a site, we can track movements and determine whether or not they bought something.

But Facebook doesn’t want you to discount the power of lift. I see your ad, I don’t act on it but later, when I’m in the grocery store, I remember your ad which makes me buy your product. That’s conversion lift and Facebook wants to help you measure it.

Here’s how it works:
  1. When creating a Facebook campaign, a randomized test group (people that see ads) and control group (people that don’t) are established
  2. The advertiser securely shares conversion data from the campaign with Facebook. Typically, this data comes from sources like the Facebook Custom Audiences pixel, conversion pixel or secure point-of-sale (POS) data.
  3. Facebook determines additional lift generated from the campaign by comparing conversions in the test and control groups
  4. The results of the study are made available in Ads Manager

 

Sounds complicated, but Facebook has to do all they can to convince you that your ads are working even when people aren’t clicking. The one thing Facebook and I do agree on, is that it’s all about the bottom line. If revenue is up this month, then keep doing what you’re doing because it’s working.

LinkedIn for Good

4-million-linkedin-members-want-to-volunteer-their-skills-for-good-1-638I want to wrap up with this call out for volunteers. There are 4 million people on LinkedIn who are interested in using their skills for good. Are you part of that 4 million? The next time you’re on LinkedIn, check the boxes for “Joining a nonprofit board” and/or “Skills-based volunteering” in the Volunteer Experience & Causes section.

If you work with a non-profit and need help, visit https://nonprofit.linkedin.com/ to post an opportunity or search for qualified candidates.

I know you’re busy but volunteering is a great way to network and expand your own skill set. And who can’t use a few more good karma points?

That’s it for me. Do something nice for someone or a lot of someones this weekend. You’ll be glad you did.

Marketing Pilgrim – Internet News and Opinion