As seen in

IN HARDWARE/HOME CENTERS

Our Who’s Who in Hardware/Home Centers is the latest iteration in our Who’s Who series. Here, we spotlight more than 170 noteworthy brand and executives who are making strides in the hardware and home center channel. ICON KEY ACH FOOD COMPANIES BRIGGS & STRATTON Monte Fenstra, Director of Sales Carissa Gingras, Institute member Director of Marketing ANDERSEN CORP. Since Briggs & Stratton engines are an ingredient David Nix, Director of Marketing, brand, Gingras collaborates Home Depot Group with original equipment manufacturers and retailers to develop mer- Melissa Kloetstra, Blaine Verdoorn, Director of chandising, public relations and social me- Shopper Marketing Marketing dia plans, articulating user-driven innovation Manager, North America, that solves consumer problems in the lawn & Home and garden space. Improvement Markets ASHLEY HOMESTORES Kloetstra has 15 years of mar- Ben Thorud, Senior Vice President keting experience managing a variety of BROAN-NUTONE brands and portfolios. She oversees a team focused on understanding shoppers’ needs B Richard Palmersheim, Group Vice and wants and leverages this knowledge to BENJAMIN MOORE President – Marketing drive targeted marketing programs online, in-store and before coming to a retail store. Mike Brunzell, Director of Sales C She is recognized for building strong mar- CCA GLOBAL PARTNERS keting competency within her teams and BISSELL delivering business results that far exceed Janice Jacobs, Vice market growth. Lynn Trudell, Director of Marketing President, Marketing, Carpet One Floor & A BLUE RHINO Home Jacobs leads the brand and Broocks Foster, Marketing Manager creative strategy across Lori Bossmann, Executive Vice Foster is responsible for the development, digital and traditional marketing channels President, Supply Chain and Retail presentation, execution, analysis and report- that is designed to attract, engage and Support ing of account-specific marketing plans convert shoppers into customers. Her team and promotions for retailers in the grocery, oversees a national website, and more than Kane Calamari, Vice President, drug, convenience, hardware, home im- 800 microsites for locally owned stores. Retail Operations & New Business provement and mass channels. Promotions include digital and traditional coupons, Beryl Payneau, Business Consultant, Dale Fennel, Director, Category retailer loyalty rewards, rebates, on-pack Flooring America Division Management & Retail Development cross-promotions, sweepstakes and social media offers. Jeff Gooding, Senior Director of CENTRAL GARDEN Marketing and Advertising Chris Hartley, Vice & PET Gary Paulson, Director, Merchandising President of Marketing Katie Adams, Director, Home Depot Operations Hartley leads the market- Business Development Team ing efforts for the company, Andy Voelker, Director of Category which offers a full line of Jason Barnes, Vice President – Garden Management & Retail Development products under brands such Home Center and National Accounts as Blue Rhino, Mr. Bar-B-Q, Endless Summer and SkeeterVac.

Mark Tucker, Senior Vice President of Sales

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he Home Depot continues to evolve its Interconnected Re- Thought Starters tail (“clicks and bricks”) strategy of serving customers on n Don’t neglect digital investments; the retailer is heavily focused their terms, promising to deepen collaboration with sup- on driving e-commerce sales. pliers to offer customers innovative and exclusive products n The retailer works to present a localized assortment, so explain Tthrough the channels they prefer. While the percentage of transac- how your products fit into specific markets. tions conducted purely online at the retailer are in the single digits, n Home Depot wants to inspire shoppers in the aisles, so propose customers increasingly use digital platforms as prep for purchasing creative merchandising solutions that showcase a product as in-store. The retailer offers a store pickup option for online orders part of a project. that is the chosen fulfillment method for 40% of e-commerce pur- chases, and this year will roll out home or job-site deliveries that For more on The Home Depot, read the Home Depot retailer will be fulfilled by stores – enabling as-soon-as-next-day delivery profile at P2PI.org/retailers/home-depot (members only). within a two-hour scheduled window. The retailer also is heavily investing in the digital shopping experience and digital marketing, planning to spend more on the latter in 2016 than on traditional marketing.

Must-Know Terms n Interconnected Retail. Home Depot’s strategy of emphasizing customer service to respond to changing customer needs and expectations in order to provide a frictionless experience in stores, online, on job sites or in customers’ homes. The strategy ties together the three legs of the retailer’s operating platform: the customer experience, product authority and productivity. n DIFM (Do-it-for-me). A main customer segment that purchases products and hires contractors to install them. n Merchandising Action Planner. A quarterly booklet distributed by corporate that details monthly merchandising planograms. Plans vary by division.

Home Depot offers a store pickup option for online orders that is the chosen fulfillment method for 40% of e-commerce purchases.

3 Kimberly Miller, Shopper E G Marketing Manager Miller leads shopper market- ELECTROLUX GAF MATERIALS ing for both Home Depot Alyson Burroughs, Director, Customer Van Taylor, Vice and Lowe’s, leveraging shop- and Channel Marketing President of Marketing per insights to develop pro- Taylor leads the retail market- grams to demystify the confusing lawn and Sara Dulski, Director of Marketing ing activation team for the garden category and increase conversion company across the home rates for both in-store and online sales. Allison Khoury, Director, Digital Sales & Marketing improvement channel to reach both pros and homeowners by of- Roger Mosshart, Bryan McCarter, Director, Digital fering comprehensive roofing solutions. He Vice President, Retail Marketing (N.A.) previously worked in shopper marketing Sales & Service functions at both Coca-Cola and Scotts Craig Tinder, Global Director – Digital Miracle-Gro. Experience Solutions

Matt Phelps, Senior Director of Lowe’s Business Development , National Account Edward McKiernan, Vice President – Sara Davison Kevin Smith, Senior Director of North American Retail Manager, GE Lighting Marketing Operations Bethany Major, National Account ENERGIZER HOLDINGS Manager – Home Depot Pro Direct, CLOROX Online & Commercial Operations, Thu Bang, Senior Manager, Americas GE Appliances Angela Tran, Shopper Marketing Shopper Activation Brand Manager Jason West, General Mike Lampman, Vice President, Manager Merchandising & CONAIR Trade Marketing Marketing, GE Appliances West supports and leads a Gail Whiteley, Category Development Paulette Heller, Vice President of large team that activates the Manager – Lowe’s Marketing company’s advertising cam- paigns, promotions, and commercializes Deborah Iorio, Director, Consumer F product launches. The team drives creative Insights & Category Management BRANDS and execution for brand communications, shopper marketing, trade advertising and Elizabeth Wei, Senior Director of Julia Dorn, Director, Category product marketing. West led the develop- Marketing Marketing ment and launch of a shopper marketing team, moving the organization from inter- COST PLUS WORLD MARKET Jay Gillespie, Vice President, nally focused push tactics to an externally Brand Marketing aligned pull strategy, redefining channel Diane Burnett, Senior Director of funds for more impact. E-Commerce Marketing Kim Horneck, Director, Channel Marketing Meg Lee-Lim, Senior Director of GRACO INC. Marketing Strategy FLUKE CORP. David Newman, Worldwide Director CRATE & BARREL Salvatore Parlatore, Vice President of of Sales & Marketing – Home Center/ Worldwide Marketing Hardware Lisa Foley, Senior Director of Brand Marketing Brian Stowell, Director of Marketing, H North America D HAMILTON BEACH BRANDS DYSON John Phillips, Director, National Accounts Sales Kim Dussard, Head of Owner Loyalty & CRM HARBOR FREIGHT TOOLS , Head of E-Commerce & Karthik Iyer Kelly Brown, Vice President, Category Digital Management

4 LOWE’S

Lowe's opened an urban-format store (pictured above) in ’s Wicker Park neighborhood this year.

owe’s stores are larger than their top competitors, averaging n Product Differentiation. Lowe’s merchandising strategy of listing 112,000 square feet plus 32,000 square feet for garden cen- unique product attributes or innovation on signage as well as ters. The chain differentiates itself by using the space to cre- coordinating products and messages to promote occasion-based ate bright, open aisles and tall, colorful display spaces that displays with the goal of creating an in-store experience that Lemphasize creativity and suggest home project ideas. The sizes of inspires shoppers to consider projects of all sizes and types. Lowe’s stores allow it to stock products in depth. The retailer also n Value Improvement. Lowe’s assortment strategy of consolidating is honing a small-format urban strategy to reach apartment resi- similar products and improving depth of inventory. dents and young families. That format stocks assortments tailored n MyLowe’s. The retailer’s loyalty program, which saves a purchase for specific city markets in a much smaller space, and the store history, room dimensions, shopping lists and purchase remind- footprint varies by city but can be as small as 30,000 square feet ers in individual accounts accessible online. and no larger than 60,000 square feet. The retailer maximizes the space by using digital menus and touchscreen displays wherever Thought Starters possible to provide additional product information. Lowe’s can n Offer digital programs that will help the retailer – which this access inventory from nearby traditional stores to deliver items year added Snapchat to its social media presence – reach young- not stocked within the limited urban stores. The retailer opened er shoppers. two urban-format stores in Manhattan in 2015 and one this year n Manufacturers with tools, technology and DIY products can in Chicago’s Wicker Park neighborhood. stand out via the retailer’s “New Innovation” endcap displays, which offer opportunities for unconventional merchandising Must-Know Terms and custom videos. n Iris. The retailer’s customized smart home system; the next in a n Get crafty. Cross-merchandise products to present all necessary series of updates since its launch will add a professional security SKUs for a craft or do-it-yourself project. monitoring component by the end of 2016 through a partnership with United Central Control. For more on Lowe’s, read the Lowe’s retailer profile at n Planogram Facility. A devoted location in North Carolina where P2PI.org/retailers/lowes (members only). buyers review vendors’ displays and signage before implement- ing the programs in stores.

5 HOME DEPOT HYDE TOOLS LG ELECTRONICS Jalal Hamad, Senior Director, Visual Corey Talbot, Stewart Henderson, & Offshelf Merchandising – In-Store Vice President of Senior Manager, Environment Marketing & Product HA Shopper Marketing Development Henderson leads the shop- Kevin Hofmann, President – Online & Talbot has spent nine years per marketing team for LG Chief Marketing Officer driving the growth of the Electronics home appliance Ed Sanchez, General Manager, historic American brand through innovation business units and is tasked with develop- Crown Bolt and sharp marketing. With 24 years in the ing and executing LG’s omnichannel experi- hard goods industry working for Stanley, ences for the shopper. Mark White, Senior Vice President, Danaher and Newell Rubbermaid, he has Merchandising Services been key to brand growth in professional Rachel Olson, Senior Shopper, Retail and consumer markets. and Trade Marketing Manager INTERNATIONAL David VanderWaal, Vice Dane Hartzell, Global Director of J President of Marketing, Digital Marketing JARDEN CONSUMER SOLUTIONS Consumer Electronics & Home Appliances Ben Hedrington, Digital Customer Ed Cooper, Vice President – Customer Experience Leader Development Jeffrey Meier, Director Joel Sobaszek, Director, Category LIBMAN of Retail Marketing Management and Shopper Insights Meier is a 14-year Honeywell Glenn McGrath, Director of Trade veteran responsible for the Joseph Woerner, Director of Customer Marketing marketing strategies for all of Marketing the company’s thermostats, smart home and air quality products sold K LIXIL CORP. to consumers through retail channels of KELLY-MOORE Jonathan Houck, Director of Digital distribution. Marketing, LIXIL Water Technology Ryan Arakaki, Director of Marketing Jacqueline Miller, Director, Digital and New Media LOWE’S HUNTER DOUGLAS Sarah Dodd, Senior Director – New Abby Ceppos, Associate Director of Market Strategy and Development, Joe Jankoski, Vice President, Marketing Orchard Supply Hardware Retail Channel Development Kohler Tracy Jaeger, Director of Erica Ecker, Director of Maureen Marrone, Marketing Visual Merchandising, Director of Visual Orchard Supply Hardware Merchandising Shane Judd, Director, Digital Ecker leads store design and Marrone is responsible for Marketing all new and remodel store developing in-store mer- design efforts. She creates, chandising programs. Her L executes and manages all in-store environ- role includes developing and managing a LA-Z-BOY ment touchpoints including branding, wide variety of display programs, point-of- visual merchandising, store experience, sale materials and store planning support Doug Collier, Senior Vice President, fixture design and all collateral chain-wide. materials. The Gallery Display Environment, CMO & President International She has been instrumental in converting 53 a comprehensive display system, allows of its stores into a new design format in the Hunter Douglas greater control over how LAMPLIGHT FARMS last three years. the brand is represented at retail. It has sig- nificantly transformed 500 of the company’s Chris Wisener, Senior Director of Sales Gihad Jawhar, Vice President, Digital best dealers into more professional, upscale window covering showrooms, resulting in Alton McLellan, Vice President, significant annual sales gains year after year. Marketing Michael Ryan, Director, Digital Marketing and CRM

6 ACE HARDWARE

ce Hardware stores buy as a cooperative, leveraging vol- Must-Know Terms ume purchases while maintaining their individuality to n Open Buying Days. An opportunity for vendors to introduce their choose which products to buy. Ace’s cooperative strength, company and products to Ace’s merchant team. Suppliers meet therefore, is said to be its ability to sell the key items with the appropriate buyer for no more than 20 minutes during Athat most appeal to local shoppers. Field team members and cat- which they explain their products in an effort to join the Ace egory experts make recommendations to store owners to localize network. the product assortment, placement and pricing based on market n Helpful 101. A web-based customer-experience training program needs. Many stores supplement products they purchase through that culminates with certification for a store after the location Ace with items from other suppliers, filling niches specific to their collects a number of positive shopper surveys. market. At Ace, vendors must first get into the Ace network and n The Studio. A boutique-style paint department launched then convince store owners individually to buy their products. jointly with Valspar Corp. n Ace Rewards. The retailer’s loyalty program, which offers instant as well as points-based discounts. n ACENET Direct. An intranet site that serves as the primary communication platform between Ace and its stores. Product catalogs and special ordering functions are accessed through this program.

Thought Starters n Ace primarily targets do-it-yourselfers working on maintenance and repair projects, so position your products within that con- text. n Keep it simple. The retailer looks for ways to make the customer experience as easy and quick as possible. n Consider social media. The retailer utilizes social media ac- counts to engage with customers and promote brands through content such as how-to guides. n Localized product assortment is a priority, so show how your product fills a market-specific niche.

For more on Ace Hardware, read the Ace Hardware retailer pro- file at P2PI.org/retailers/ace-hardware (members only).

7 John Robert Whitaker, MASTER LOCK Vice President, Market & Consumer Insights Marti Gahlman, Joseph Thorpe, Whitaker is responsible for Director, E-Commerce Director of Sales, providing strategic insights Gahlman launched the National Hardware to the enterprise supporting company’s first full-service Thorpe leads a team for customer experience, marketing/advertis- website and helped to de- both hardware/home ing, marketplace trends, merchandising, velop a successful strategy centers that is responsible new business development, operations, for e-commerce, digital marketing and re- for all aspects of category management, price/promotion, real estate and strategy. lated web services. He also spent 14 years retail execution and innovation launches. at Nestle Purina PetCare, where he led the Most notably, he led the development and Jocelyn Wong, Senior Vice President formation of its extended enterprise group, execution of a dual brand strategy and a & General Merchandising Manager, designing and implementing a compre- retail pricing platform to deliver significant Seasonal hensive strategy for e-commerce and digi- category growth throughout the channel tal marketing. and country. LUTRON ELECTRONICS N Paul Lobo, Vice President, Retail NEWELL RUBBERMAID Business Dan Carlton, Director of Marketing M Rachel Fuller, Manager, MILWAUKEE TOOL Shopper Marketing MASCO Fuller leads shopper market- Dave Brown, Senior Vice President of ing and strategic planning Sarah Furnari, Vice Channel Marketing for Newell Rubbermaid President of Retail brands. She delivers shopper Experience activation across categories stretching from Furnari leads visual merchan- MOEN Levolor blinds and shades to Rubbermaid dising and retail experience Maribeth Kwasniewski, Director of outdoor sheds and garage organization efforts for the company. In Marketing – U.S. Retail engaging and connecting with shoppers in 2015, Masco’s Behr brand launched a new the home center/hardware channel. Color Center to help consumers more easily Beau Warren, Vice President, find their perfect color. Further innovation E-Commerce Chris Gurchiek, Director in the paint shopping experience is a key of Business Development focus. MOHAWK INDUSTRIES Mike Roberts, Director of Product Deonn Baker, Director Marketing – Fixtures of E-Commerce Baker has 17 years of experi- Tanuja Singeetham, ence in delivering results- Ernest Hoover, Vice President, Vice President, driven strategy and conver- Customer and Trade Marketing Digital Marketing sion tactics for B2B and B2C. Singeetham is responsible Nick Morrisroe, Vice President of R&D In 2015, she led an e-commerce business for leading all of the digital and Marketing, Levolor and Kirsch that grew 22% year over year with a cur- marketing, social media, rent fill rate of 99.31% of orders within 24 Jeremy Schultz, Director of Customer CRM, content and e-commerce initiatives hours. Marketing & Category Management, for the Behr and Kilz brands. Elmer’s Products Amy Lutz, Director, Digital Marketing Scott Werner, Global Director of MASTERBRAND CABINETS In-Store Visibility Cathy Hitz, Senior Director, Brand NICE PAK PRODUCTS Chris Kunz, Director, Channel Marketing Ken Berg, Sales Director

NORTHERN TOOL & EQUIPMENT Roger Bunn, Senior Vice President of Retail Leslie Sachs, Director of Retail Marketing

8 O R SNAP-ON OMI INDUSTRIES ROBERT BOSCH TOOL CORP. Bill Aubuchon, Director of Product Management Melinda Adamec, Tony Pauly, Director, Brand Director of Marketing Management & Advertising John Majerowski, Director of & Brand Development Merchandise Products Adamec drives strategic Sonesh Shah, Director of Digital initiatives and executes mar- Mark Schaefer, Director of Marketing keting programs that create RUST-OLEUM brand differentiation and long-term growth. SPECTRUM BRANDS In the recent rebranding of Fresh Wave Robert Stelling, Senior Director, products, her team was tasked with devel- Trade Marketing & Creative Services Keith Brandon, Vice President of Sales oping a new look for the brand that would and Marketing be relevant to Millennial shoppers, while Jim Stinner, Vice President of also ensuring that it remained important to Marketing Dann Provolo, Vice President of Marketing existing customers. S Dan Rosati, Global Director of New SAMSUNG OWENS CORNING Product Development Andrea Lorenzo, Director, Joe Wagner, Director Omnichannel Marketing SPRINGS WINDOW FASHIONS of Retail Marketing Wagner leads the strategic Rachel Hyslop, Director of Integrated marketing organization SC JOHNSON & SON Marketing that creates innovative new products, drives integrated Ted Close, Sales Director – marketing and digital/e-commerce efforts DIY/Alternative Channels STANLEY BLACK & DECKER for the retail channel. Cynthia Herrera, Senior Director, Brian Koster, Vice President, Digital National Sales Excellence OXO David Lee, Vice President, Global SCOTTS MIRACLE-GRO Product Division Leader Francoise Vielot, Category Director Dayton Demmery, Manager, Chad Lenca, Director of Sales P Shopper Marketing PROCTER & GAMBLE STERILITE SELECT COMFORT Karey Ahaus, Retail Supply Leader – Richard Ahern, Vice Hardware Channel Lisa Bailey, Senior Director of Media President of Marketing Strategy and Activation Ahern is responsible for the Casi Egli, Senior Manager, Brand – marketing and product de- Melissa Barra, Chief Strategy and Consumer & Market Knowledge, velopment of plastic storage Customer Relationship Officer North America Club and Home and household products. He Hardware Channel Jeff Siegle, Senior Director of Sales is focused on bringing consumer desired, Mark Hayden, Team Leader – Promotions innovative and affordable new products to New Business Development, market that increase revenue for both Steri- lite and its retail partners. Home Hardware Channel SHERWIN-WILLIAMS Dale Leatch, Director – Hardware Paul Cobb, Director, In-Store SUB-ZERO GROUP Channel, Duracell Marketing Brian Jones, Director of Product and PROVEN WINNERS Mark Ksiezyk, Director DIY/Retail Channel Marketing Marketing Marshall Dirks, Director of Marketing Karl Schmitt, Vice President of Marketing & Merchandising

SITEONE LANDSCAPE SUPPLY Steve Counter, Director of Category Management

9 T W TARGET Heath Ashenfelter, Vice President, Chief Merchandising Officer Cali Waege, Executive Team Lead – Greg Hall, Senior Vice President, Hardlines, Super Target Michael McCann, Director of Merchandising Consumer Marketing Ted Noring, Director of Retail WHIRLPOOL Kelly Cavan, Director of Marketing Operations Lilla Fisher, Senior Global Marketing Manager Erin Watkins, Director of Marketing TTI FLOOR CARE NORTH AMERICA Brian Maynard, Director, Brand THE TILE SHOP Marketing – Jenn-Air Jennifer Antal, Senior Sigrid Ott, Global Nicholas Visconti, Director of Shopper Marketing Trade Marketing E-Commerce, Media and Digital Manager Manager, KitchenAid Marketing Small Appliances Ott is tasked with the de- TRACTOR SUPPLY velopment and execution Jessica Cooley, Channel Manager of global in-store standards for KitchenAid Steve Barbarick, President and Chief small appliances. She is responsible for U.S. Merchandising Officer Scott Jackson, Vice President of execution and ensuring global initiatives Marketing/General Manager maintain the newly developed global stan- Christi Korzekwa, dards. Senior Vice President, Jessica Rapp, Director of Channel Marketing Marketing Korzekwa leads a team in Y developing and implement- Amanda Sloan, Director of Shopper ing Tractor Supply’s fully Marketing YANKEE CANDLE integrated marketing programs. The team Jason Stone, Director of Customer Brian Chaisson, Director of is responsible for setting strategic and inte- Development Merchandising and Promotions, Retail grated direction for all channels including Stores circulars, customer/loyalty marketing, event marketing, digital and content marketing TURTLE WAX Jennifer Docherty, Vice President of and social platforms. Consumer Insights Michele Johannes, Brand Manager, Marketing Lisa White, Director, Patrick Livingston, Director of E-Commerce Marketing Store Marketing U White is responsible for Laurie McDonald, Director of Retail directing local store events USG Marketing & Promotions and 4-H & FFA fundraisers in Tractor Supply’s 1,500+ exist- Mark Joseph, Director, Integrated Debbie Ter Doest, Vice President/ ing communities, the company’s mobile fair Marketing GMM, Retail Activation tour at county and state fairs, and marketing for 120 new stores annually. V VALSPAR Pattie Erps, Director, Channel Marketing Brian Ley, Director, Consumer and Marketplace Insights Stephen Strong, Director of Digital

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