Home Depot Names Kroger Veteran to Lead Retail Media Arm

Home Depot has named Christine Foster as the new general manager and vice president of Orange Apron Media, its retail media network. The appointment takes effect on September 8, just under two weeks from now.

Foster comes from Kroger, where she worked within Kroger Precision Marketing, the grocery chain's data-driven advertising division. At Home Depot, her responsibilities will include overseeing the overall strategic direction of Orange Apron Media and accelerating revenue growth through new brand partnerships.

Home Depot has been working to scale its retail media business as it searches for new revenue streams beyond traditional merchandise sales. The company has faced softer demand in recent times due to consumers deferring major renovations and discretionary home projects.

The appointment of Foster, a seasoned retail advertising executive, could be seen as a sign that Home Depot is serious about diversifying its revenue base. Retail media typically carries higher margins than traditional product sales, providing a potential cushion against cyclical swings in home improvement demand.