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Home names Laura Baker as new VP marketing

 1 October 2021     HGO Staff 

JACOBS, Ontario – Retail veteran Laura Baker has been named vice-president of marketing for Home Hardware, the co-operatively owned retail giant that also operates Home Furniture.

She assumed the position in late September. Prior to joining Home, Baker served as head of marketing for the Canadian arm of investment firm Edward Jones for two years. From 2012 to 2019, Baker held several marketing roles for Sleep Country Canada, culminating in senior vice-president.

She also held senior roles with Tim Horton’s, Dunn & Bradstreet and FedEx Canada. Baker holds a degree from the school of business at Wilfred Laurier University.

Laura Baker“Laura’s passion for retail, coupled with her ability to turn data-driven insights into effective marketing strategies that drive awareness, consideration, purchase and loyalty make her well positioned to lead our programs,” Home Hardware Stores president and chief executive officer Kevin Macnab said in a statement. “As we continue on our journey to be the most trusted and preferred home improvement retail brand, Laura has the leadership skills and knowledge we require to deliver on our business and growth strategies.”

Reporting directly to Macnab, Baker will be responsible for all activities related to Home’s brand identity and marketing strategy including flyers, brand/product management, traditional and digital media, promotion, loyalty and CRM, Package Sales, Installed Sales, Architectural Solutions and PRO Marketing.

“I am delighted to join Home Hardware to lead the marketing at such an iconic Canadian brand, especially during this time of growth and transformation,” says Laura Baker. “There is a tremendous opportunity to leverage customer insights, channel performance data and brand insights to drive results on Home Hardware’s exciting journey.”

Founded in 1967, Home Hardware Stores Limited is Canada’s largest dealer-owned hardware, lumber, building materials, and furniture home improvement retailer with close to 1,100 stores under the Home Hardware, Home Building Centre, Home Hardware Building Centre and Home Furniture banners.

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Home Goods and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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