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.
“Melanie is a true visionary in the retail media space and this new role is the latest commitment from The Home Depot that shows we are dedicated to this growing industry,” said Molly Battin, SVP and Chief Marketing Officer at The Home Depot in a statement. “Her impressive track record of integrated media and marketing excellence, along with her strategic growth tactics, transformational leadership and bold execution have led us to be the largest home improvement retail media network in the U.S.”