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Danial Reed is VP of marketing at home improvement retail company E.C. Barton & Company.
How would you describe your job to someone who doesn’t work in retail? I have two jobs. The first is to understand the home improvement needs and challenges of homeowners and professionals, and the most efficient and effective way to reach them in order to tell our story and share our value proposition. The second is to fulfill the mission, vision, and business objectives of our 100% employee-owned company. The two go hand in hand; when we experience success in one area, the results inherently lift the other.
One thing we can’t guess about your job from your LinkedIn profile? My family is my first priority and I love being outdoors—on the lake, at the pool, or on a great hike. My husband and I backpacked through the Grand Canyon for three days in 2020 and it was the most amazing experience.
What’s your favorite project you’ve worked on? The rebranding of our home improvement retail division known as Home Outlet. When I moved into my role, our team was tasked with merging the branding of two different divisions within the company and overcoming a failed rebrand pilot in select locations. It was a huge challenge for our team and a major undertaking that required collaboration across the company. The project also required our team to be innovative with our limited resources. Ultimately, the results have been better than we could have hoped and I felt a great sense of pride in what we were able to accomplish.
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Which emerging retail trend are you most excited about right now, and why? While there are challenges to work through, the capabilities and future opportunities AI will present in retail and the marketing industry in general will be transformative. This is exciting, challenging, and terrifying, but I don’t know of any other trend that will make such a large impact for years to come.
What’s your go-to coffee order? Strong and black.
Worst piece of advice you’ve received? I don’t consider any of the advice I’ve ever received as “bad” per se. Yes, I have received plenty of bad advice but it’s all about perception because we can find value anywhere if we are looking for it. I’ve learned to recognize when advice is bad or doesn’t work for me, and it helps me learn more about what not to do and who I am as a person and professional.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, I remember wanting to buy a pair of jeans from a local store that all of my peers were wearing. I saved up and purchased the jeans on my own, and I still have them in my closet today (they have more than doubled in age ). Now, like most, I’m not sure what I would do without my phone. My other go-to brands that I tend to buy on repeat include J. Crew, Kate Spade, and Cole Haan.