Retail Marketing and Merchandising Leader
DEBBIE MORROW
THE HOME DEPOT I CANADA AND US
TC Media, Account Director
Accountable for proposing, planning, and developing Marketing and Merchandising content that drove objectives and ensured a consumer centric approach for seasonal, promotional, and category initiatives.
PROMOTIONAL, EVENT, AND CATEGORY CREATIVE
Objective: Ensure integrated creative across events, product launches, and promotions, to ensure a cohesive customer experience.
Deliverable: Develop and execute creative (iconography and messaging) and relevant content (studio) for commercial calendar and promotional events that can be leveraged online and instore.
Responsible: Collaborate with Art Direct to develop and present strategy, creative concepts, and style guide for cross-channel execution.
SPRING CATEGORY LAUNCH
Objective: Strengthen and defend market share by proving inspirational and engaging content that emphasizes THD differential advantages within Seasonal category.
Deliverable: Recommended a Spring content plan that outlined the customer journey (pre-shop, shop, and post-shop) through an integrated approach. Content plan included "how to buy" and trend topics key category focus based on calendar and channel. Lastly, CGI was developed to increase ROI removing the need for a photography shoot in Florida.
Responsible: Collaborated with Art Director to develop creative concepts and assets for cross-channel execution.
HOLIDAY CATEGORY LAUNCH
Objective: Increase awareness of The Home Depot as a holiday decor destination by providing inspirational content cross-channel.
Deliverable: Develop and execute studio content that highlighed key products and DIY projects during holiday season.
Responsible: Collaborated with THD and Studio team to ensure cohesive content plan and assets that could be leveraged cross-channel.
HOLIDAY GIFT GIVING
Objective: Defend The Home Depot market share as a tool gift-giving destination during the holidays.
Deliverable: Develop gifting creative and content for online and instore; video, photography, and gifs.
Responsible: Collaborated with THD and Studio team to ensure cohesive content plan and assets that could be leveraged cross-channel.
WEATHER CONTINGENCY
Objective: Seasonally target consumers with relevant, engaging, and timely content across email, web and social channels.
Deliverable: Recommend and develop winter and spring content with animated GIF to drive awareness and conversion.
Responsible: Creative development including photography and concepts for cross-channel execution.
PRO AND PROXTRA (CRM) PROGRAM
Objective: Increase awareness of PRO events and PROXTRA membership though messaging and offers that drove loyalty and conversion.
Deliverable: Created stronger market position to compete with Lowe's and Rona by supporting development of PRO content for instore and online channels (digital flyer, video, signage, email, and website).
Responsible: Accountable for ensuring PRO events and communication was managed onsite at The Home Depot.
KITCHEN AND BATH CONTENT
Objective: Increase inspirational content for key categories but reduce timing and cost of developing and updating set photography to increase ROI.
Deliverable: Introduced CGI to The Home Depot for Interior Living Event; provided 12 kitchen and baths leveraged across print and digital channels.
Responsible: Determined SOW and partnered with Art Director to determine style, trends, and product recommendations for lifestyle imagery. Worked with studio to plan, develop and execute within a two month timeline.
THE HOME DEPOT US, GARDEN CLUB
Objective: Increase lifetime customer value of Garden Club members through retention, engagement, and conversion. Drive market share through new membership as a destination for Gardening , Lawncare, Landscaping, and Outdoor Living expertise.
Deliverable: Redesigned website to incorporate new functionality including personalization, community blow, plant library and contextual project. Created customized, relevant content to drive SEO for 16 regions, 4 product categories, and 2 languages (EN & ES).
Responsible: Managed project from strategy to execution on behalf of The Home Depot client.
Result: Increased new club members by 540+k and 126% increase in page views per visit.
THE HOME DEPOT US, STYLE GUIDE CONTENT
Objective: Drive market-share for home decor categories through project inspiration and know-how for online channels.
Deliverable: Provide quarterly, on-trend custom content and photography for digital channels.
Responsible: Managed project from strategy to execution on behalf of The Home Depot.
Result: Increased unique visits during Fall issue and 12-page views per visit on average.
