Laura L Depaoli Email and Phone Number
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With 20 years of experience in the retail industry, I am a versatile and agile executive leading teams that deliver for customers to achieve exceptional business outcomes. I have a proven track record of transforming business operations, developing and implementing go-to-market strategies, and leveraging artificial intelligence (AI) to drive personalization and automation at scale across digital and offline channels.As the VP of Personalization & Marketing Operations at Staples, Inc., I lead the MarTech, data, and process improvement functions for the Commercial (B2B) and E-commerce (B2C) businesses. I deliver $45M incremental margin annually through AI-driven cross-channel orchestrated campaigns, and reversed the sales and profit decline of a $2B E-commerce business in five months. I am passionate about creating value for customers, partners, and stakeholders, and elevating the performance and engagement of my team.
Generac
View- Website:
- generac.com
- Employees:
- 4014
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Senior Director, Crm And Consumer StrategyGeneracBoston, Ma, Us
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Mit Annual Giving Board DirectorMit Alumni Association Jun 2023 - PresentCambridge, Massachusetts, Us- Serving on the Board of Directors for a 3 year term (ends June 2026).- Appointed to Leadership Circle Chair (July 2024 - June 2025) -
Executive Leadership Learning CircleThe University Of Chicago Booth School Of Business May 2022 - PresentChicago, Illinois, UsLeadership Learning Circles bring together small groups of executives who want to develop mutually supportive relationships with peers. -
Vp, Personalization & Marketing OperationsStaples Nov 2021 - PresentFramingham, Ma, Us• Lead Enterprise Personalization efforts at-scale across Sales, Digital, Product, IT, and Marketing for B2B and B2C businesses. Delivering $45M incremental margin annually. Successfully built the business case for incremental investment from CEO. • Chair the Customer Data Council responsible for use, governance, and enhancement of zero, first, and third party customer data serving as the foundation for Personalization efforts. • Transforming Marketing operations through improved MarTech and automation including the use of generative AI for producing creative, AI copywriting, data science models to anticipate customer needs and shape their experience, and sales intent signals to generate high quality leads.• Leveraging test vs. holdout methodology to measure incremental impact of program. -
Vp, Go To Market StrategyStaples Sep 2019 - Oct 2021Framingham, Ma, Us• Changed sales and profit trajectory of $2B E-commerce business, which went from double digit decline to positive, profitable sales growth in 5 months under my leadership. Beat EBITDA budget by 8% (+$27M YoY).• Established and aligned organization's resources allocation and omnichannel programs with go-to-market priorities for B2B and B2C businesses.• Promoted to VP with expanded responsibilities in April 2021 including Field Marketing (Event Marketing & Account-based marketing), Email, Catalog, and Direct mail marketing to ensure alignment with go-to-market business priorities. • Developed a strongly engaged team of 35 people. My team's engagement score was 6 percentage points ahead of the overall company score.
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Senior Director, Merchandising OperationsStaples Apr 2018 - Sep 2019Framingham, Ma, Us• Drove $10M product margin upside and an improved customer experience through organizational change of the Merchandising operations team (40 people). • Led the integration planning and successful execution of $0.5B M&A activity. • Transformed online product content for top 70k SKUs in 12 months driving +1300 bps improvement in content completeness and improving SEO.• Strengthened benefits of Staples' vendor partnership program with key vendors through business strategy development, executive discussions, and meaningful sales team engagement.
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Senior Director, Merchandising StrategyStaples Dec 2013 - Mar 2018Framingham, Ma, Us• Worked with Executive Committee and cross functional senior leaders to build strategic and financial plans for $15B portfolio (stores, e-commerce, and contract channels) through business intelligence, customer insights, financial modelling, competitive assessments, and market data analyses.• Delivered $70M profit improvement in two years by introducing advanced promotions analytics using data science, predictive analytics, and data visualization.• E-commerce: Shaped the analytics, reporting, optimization models, and processes in our transition to personalized promotions and experience.• Stores: Transformed business planning processes instrumental to exceeding the earnings budget for the first time in 10 years.• Stores: Established analytics to drive informed assortment decisions including cost to serve, planogram profitability, and SKU productivity that powered Staples Retail Reinvention, delivering 4% growth.• Identified and executed omnichannel, seasonal, and product category opportunities in collaboration with cross-functional and cross-channel BU owners. Examples of outcomes include: - Analyzed regional market data to uncover $10M profit opportunity in pricing strategy during Back To School season. - Built case to close stores on Thanksgiving 2015 as part of omnichannel strategy that delivered +$4M profit improvement. - Led competitive analysis of e-commerce assortment delivering +$3M annual sales.
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Senior Manager, Supply And Demand Planning & ForecastingStaples Mar 2010 - Nov 2013Framingham, Ma, Us• Responsible for the P&L and financial forecasting of Staples' $1B US brick & mortar and online PC, tablet, and e-reader businesses. 5 direct reports.• Scaled the Staples tablet business from inception to $75M annual sales including launch of Apple iPad and Kindle Fire.• Owned demand and supply planning, obsolescence, product assortment optimization, strategic inventory investment decisions, open to buy, and allocation strategy.• Improved margin by $8M in 2013 with new store demo program and end-of-life strategy.
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Demand Generation ConsultantGiva, Inc., Cloud Based Help Desk And Customer Service Software Provider Aug 2009 - Jul 2010• Developed strategy for qualified lead generation and wrote whitepapers and case studies in support of these efforts.• Increased search engine traffic to website by +26% by implementing search engine optimization (SEO) best practices and social media marketing tools.
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General ManagerMcmaster-Carr, $3B B2B Mro Retailer Oct 2004 - Jul 2009Elmhurst, Illinois, UsACCOUNTS RECEIVABLE: Responsible for $300M in receivables.• Reorganized department from generalist to specialist roles and re-categorized work units to reduce variability and improve credit and collection operations. Achieved lowest bad debt rate in history. Increased productivity and efficiency by 6% without impacting customer lines of credit.• Conducted time and motion study of collection process. Identified calls as time consuming and ineffective contact mode. Implemented changes to reduce calling and increased work rate by 18%.• Improved response time to email from 25% to 85% in 15 minutes with a new staffing model.• Doubled productivity and reduced human errors by leveraging picture process maps for bad dept procedures.• Established scorecards and key performance indicators (KPIs) to monitor staff and department performance.DISTRIBUTION CENTER (DC): Accountable for quality and velocity of 60-person order filling and assembly department fulfilling 100k orders daily.• Saved 30 FTEs by overhauling the warehouse control system for order filling and shipping in the company’s DCs as part of corporate team. Significantly decreased work in process (WIP) and increased utilization of capacity by eliminating bottlenecks.• Created visual model of staffing to increase transparency of department interdependence/constraints.• Designed and implemented pilot project to dynamically assign and release locations for order subassemblies to minimize required operating space for assembling orders (25% decrease in footprint achieved). Eliminated the second handling of 600 orders per day. Reduced order errors by 15%.SALES: • Implemented automatic customer identification for call center. Used root cause analysis to determine causes of identification failures. Developed audit report to investigate agent decisions to override the system. -
Founder Of Student And Young Alumni Engagement ProgramMit Alumni Association Oct 2001 - Sep 2004Cambridge, Ma, Us• Founded best in class alumni programs and services for the strategic engagement of MIT students and young alumni. Invited to speak at Ivy League school conferences to share best practices.• Established a cross-functional working group to coordinate efforts across multiple departments serving MIT students and young alumni.• Researched industry benchmarks, held focus groups, conducted surveys, performed one on one interviews, and met regularly with lead users to understand our competition, identify customer needs, and establish the brand message. -
Deputy Project Manager & EngineerMalcolm Pirnie, Environmental Engineering Consulting Aug 1999 - Aug 2001Amsterdam, Nederland, Nl• Promoted to Deputy Project Manager after 6 months. Led project teams and created budgets and schedules to achieve desired profit margins on $300K projects. • Designed and executed environmental compliance strategies and environmental remediation activities for federal, state, and private clients.
Laura L Depaoli Skills
Laura L Depaoli Education Details
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The University Of Chicago Booth School Of BusinessContinuing Education - Artificial Intelligence For Business -
The University Of Chicago Booth School Of BusinessMarketing | Operations
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Massachusetts Institute Of TechnologyEnvironmental Engineering
Frequently Asked Questions about Laura L Depaoli
What company does Laura L Depaoli work for?
Laura L Depaoli works for Generac
What is Laura L Depaoli's role at the current company?
Laura L Depaoli's current role is Senior Director, CRM and Consumer Strategy.
What is Laura L Depaoli's email address?
Laura L Depaoli's email address is de****@****mit.edu
What is Laura L Depaoli's direct phone number?
Laura L Depaoli's direct phone number is +150825*****
What schools did Laura L Depaoli attend?
Laura L Depaoli attended The University Of Chicago Booth School Of Business, The University Of Chicago Booth School Of Business, Massachusetts Institute Of Technology.
What are some of Laura L Depaoli's interests?
Laura L Depaoli has interest in Education.
What skills is Laura L Depaoli known for?
Laura L Depaoli has skills like Strategy, Cross Functional Team Leadership, Leadership, Management, Project Management, Analysis, Competitive Analysis, Operations Management, Supply Chain Management, Continuous Improvement, Supply Chain, Budgets.
Who are Laura L Depaoli's colleagues?
Laura L Depaoli's colleagues are Lance Garceau, Ava Scott, Mike Ruth, Charlie Raich, Matt Teschendorf, Joshua G, Richard G..
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