|
|
|
|
 |
 |
 |
|
 |
|
 |
 |
|
|
Account Director | The Home Depot
The Home Depot has over 2000 stores globally. The biggest store of course is homedepot.com. For 18 months I lead a team of 10 Response Mine Account Service, Media and Analytics personnel and we did some wildly good things for our very demanding client. My team exceeded FY 2006 revenue objectives by 87%, grew program efficiency (measured in ROAS) by 90%, and kept program spend in check relative to our top and bottom line gains.
A great brand helps fuel programs gain market share and revenue, but it takes a great agency effort to grow the business efficiently. I owe a lot to the media team who were never short on ideas, and a client who was never short on expectations of constantly improving performance.
We stretched and groomed the long search tail to an outrageous degree. We challenged our own orthodoxies daily by testing and tweaking creative, bid price, landing strategies, day/week parting, and other elements of the secret sauce that went into our work. We enabled a 10X increase in SKU count and total search dominance in strategically vital product categories.
In addition to our efforts in search, we provided huge gains in affiliate and shopping engine programs. We drove transactions online, and poured tens of thousands of leads into the services group. We did more than can be documented here on this site, and I am proud to have lead the team that made it possible.
Response Mine is entering its 5th year of service to The Home Depot.
|
|
