For over twenty years, Kenneth Goodgame has been marketing America’s favorite name brands in home improvement. By making smart decisions about reducing stock, advertising popular products and moving production overseas, he has helped modernize American companies and contributed to their success in today’s global economy. Most recently he worked as the senior vice president and chief marketing officer of the marketing, sales and retail division at True Value Company.
After graduating in the mid-nineties from the University of Tennessee with a Bachelor’s of Science degree in marketing, Kenneth Goodgame started working for the goliath Home Depot. His initial responsibility was expanding the southern market, opening 220 new stores and expanding into Puerto Rico.
Through hard work and natural talent, he quickly proved himself and became a director of proprietary brands and finally the senior global product merchant. Part of his strategy was to sign exclusive contracts. He also heavily marketed well-known American brands such as John Deere Tractors, Toro Snow Equipment, Husky Tools and RIDGID Wet Dry Vacs. Goodgame’s savvy business and marketing plans helped Home Depot overtake Sears as the home improvement market share leader.
Goodgame went on to similar success at Rubbermaid. He spearheaded the contract between Wal-Mart and Rubbermaid cleaning products. By outsourcing production to low-cost companies and heavily advertising and marketing in-house products, Irwin Tools and Shur-line Paint, he vastly improved profitability. His national promotional campaign, the Ultimate Tradesman Challenge, generated over $25M in sales.
Applying similar marketing solutions as its president, he turned around Baja Motorsports. He opened new stores while reducing unpopular stock parts and tools. He shifted production to low-cost Chinese manufacturers and imported their product lines. Finally, he launched the sales of reconditioned used tools. These restructuring efforts improved the company’s finances, turning $2.5M losses into $5M in sales.
He has opened new stores that have high margin niche products tailored by geographic location and whether they are in an urban, suburban or rural area.