NEW YORK (AdAge.com) -- Just two months shy of three years at his post, Home Depot VP-Chief Marketing Officer Frank Bifulco has been replaced by former VP-Advertising Trish Mueller, according to an internal announcement sent this week.
There's no official word on the terms of Mr. Bifulco's departure or his destination. Ms. Mueller, meanwhile, joined Home Depot in 2009 after recent stints as senior VP-marketing and advertising at Sports Authority and VP-advertising at American Signature.
Mr. Bifulco's time at Home Depot -- the longest for a CMO in the company's recent history -- was marked by changes to its internal reporting structure and a rigorous new agency-review process that helped the marketer cut costs and whittle its agency roster. A veteran of Procter & Gamble and Coca-Cola whose move to Home Depot was his first into retail, Mr. Bifulco also led the shift to a new tagline, "More saving. More doing."
Most recently, in March 2010, Home Depot stunned the market by moving its $37 million U.S. Hispanic account to Richards/Lerma, a little-known Hispanic capability fielded by Home Depot's general market shop Richards Group, from incumbent Vidal Partnership.