Kenneth Goodgame has been a senior VP and chief marketing officer at the renowned True Value Hardware Company since 2013. Due to his wide experience in the marketing sector, Kenneth has stood out in the management of profit and loss. His vast knowledge in marketing and management saw him improve the company’s savings from 2 percent to over 10 percent annually by turning around the culture of laid back pace in the company. In addition, he replaced 40 percent of lowest performing buyers and built a high-energy team culture by embracing deep product professionalism.
Kenneth Goodgame initiated an annual advertising investment program called ‘pay for play’ where the company raised over $8M in 2014 and $13M in the following year. This vendor supported strategy allowed suppliers to buy ad space while funding half of the company’s cost of national television program. This was True Value’s first appearance on national TV in 10 years. To this end, the company registered an increase of 8 percent in the number of their clients and marked improvement in retail comps and average ticket amount. In 2015, the company’s average basket ring increased by 9 percent. This was after Kenneth launched 250 SKU EDLP program to retailers where a full margin percent was delivered while prices on the most price sensitive SKUs were lowered.
Other accomplishments made at True Value are hiring POG/JDA management, category rules, full category full management team that included pricing, merchandising SKU investment and visual inventory productivity. The ‘New at True Value’ end cap program that Kenneth created was supported by more than 2800 stores. It became the most successful program based on store participation. Besides managing full P&L successfully, Goodgame oversaw various cross-functional teams create and implement corporate strategies for long-term growth. His role at the company involves marketing, category management, merchandising, pricing, print advertising, global sourcing and private label.
Kenneth Goodgame is an alumnus of the University of Tennessee where he graduated with a Bachelor of Science degree in Marketing. Previously, he worked for Newell Rubbermaid where he rose through the ranks to become the president and general manager of the company. He also assumed top leadership roles in different companies, including Ace Hardware Corporation, Oak Brook, Techtronic Industries North America, Anderson, and the Home Depot, Atlanta.