2021 Women of Excellence, Business Excellence:
Natalie Benoit, Shopper Marketing Senior Manager, The Home Depot, GE Appliances
Natalie Benoit is responsible for growing the GE Appliances’ house of brands at The Home Depot, where the growth of its GE Profile brand is a shining example of her impact. Benoit has made it her mission to connect the Home Depot shopper with GE Profile appliances because of their innovative features that make consumers’ lives easier.
Benoit graduated from the University of South Carolina with a degree in journalism and mass communications. She started her career at customer activation agency Scoppechio, spending nine years in account services roles.
She joined GE Appliances in her current role in May 2019. Since then, Benoit and her sales team have grown GE Profile sales and attention for the GE Profile brand at The Home Depot. In 2019, the team brought the retailer’s innovative partnership with “Star Wars” to stores. For the first time ever, The Home Depot collaborated with the GE Profile and “Star Wars” teams to create custom branded in-store materials for its Black Friday racetrack suite, a coveted placement during this shopping holiday.
In addition, The Home Depot ran GE Profile/“Star Wars” digital creative to drive consistent messaging across the shopper journey. The initiative drove Black Friday online sales and orders up year-over-year and recorded a lift in profile-branded searches on HomeDepot.com.
In 2020, Benoit launched the GE Profile brand campaign, “This is Smarter Cooking,” within Home Depot channels, driving year-over-year growth and reinforcing significant increases in GE Profile floor commitments. This year, the retailer is partnering as a sponsor of the 2021 ESPN “College Gameday” built by The Home Depot.
It was an ideal opportunity to highlight GE Profile’s innovative in-oven air fry capabilities, and Benoit helped secure a media contract, has driven key branding and product recommendations during creative development, and will be executing the first-ever GE Profile influencer campaign with The Home Depot, while driving cross-functional support internally at GE Appliances.