The Home Depot has named Melanie Babcock to the new position of VP, Retail Media+ and Monetization, responsible for providing improved supplier experiences while driving new sources of ad revenue, profitability and sales.
Launched in 2019, the Retail Media+ organization offers suppliers managed service and self-service media buying opportunities on both physical and digital retailer-owned properties as well as offsite media channels including social, display and video.
Babcock joined the retailer in 2013 and most recently served as VP of Integrated Media, helping to launch Retail Media+. She scaled personalized customer marketing and worked closely with cross-functional partners to lead the development of marketing experiences more tailored to customers’ projects and personal preferences, launched a media measurement practice and changed the marketing team’s key metrics to deliver better enterprise, department and incremental sales.
“The Home Depot is dedicated to continuing to grow our Retail Media Network and Melanie’s leadership along with our unique data and program offerings will set us up for continued success,” said Molly Battin, SVP and Chief Marketing Officer in a statement. “We are committed to providing a best-in-class experience, not only for the supplier partners we work with, but our customers as well.”