Linda Spellman

LINDA SPELLMAN, director of multichannel business, The Home Depot

Linda Spellman, Director of Direct Marketing, RestorationHardware

Linda Spellman, Director, Multichannel Business, Home Depot

The firm hoped its catalog would help "enhance, extend and expand" its brand imprint, said Linda Spellman, director of multichannel business for Home Depot, speaking last month at DMA06 in San Francisco.

Linda Spellman, vice president of direct marketing for gifts cataloger/retailer Chiasso, warned marketers to discuss results rather than methods when working with the creative team.When you see a doctor because you're feeling sick, you tell him your symptoms, not what disease you think you have.Likewise, when talking about creative with designers, don't dictate particular colors, layouts, and whatnots; instead explain what you want the finished catalog to achieve.They're the pros, Spellman said, and if you try to micromanage, "you lose their expertise."

Linda SpellmanDirector of Multichannel Business, Home Depot Direct Brands
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Linda Spellman, Director, Multi-Channel Business, Home Depot Direct Brands, has been working in the catalog industry for over 15 years.She is currently in charge of all circulation strategy and Direct Division analytics.She has managed circulation and analytics at many high end home furnishings catalogers such as Restoration Hardware, Chiasso, Smith and Noble and Home Decorator's Collection.In addition, she has been a merchant and has managed customer service, outbound telemarketing and creative functions.