Amanda Peckham, Senior Manager of Email and Creative Services at The Home Depot Canada, brings a thoughtful and practical approach to building customer-first marketing experiences. Known for balancing strong strategy with seamless team collaboration, she focuses on creating programs that drive meaningful results.
In this Q&A, Amanda shares more about her career journey, her perspective on today’s marketing world, and the brands currently inspiring her work.
How has Movable Ink helped you in your career?
Movable Ink has been instrumental in elevating my ability to create more relevant and engaging email channel content. The platform has helped to drive stronger engagement and conversion while maintaining a positive subscriber experience.
What's your greatest efficiency hack for working smarter not harder?
For me, the key to maximizing efficiency is clarity. Superior outcomes are direct results of transparent communication with teams and stakeholders. My primary strategy for 'working smarter' involves defining precise goals and deliverables from the outset. By ensuring every team member understands their specific role, their contribution to the collective goal, and their individual timelines, I eliminate redundant efforts. This focused approach empowers the team to concentrate on high-impact tasks and deliver exceptional results.
What do you think are the main bottlenecks marketers face right now when creating true customer-centric experiences across email and mobile?
One of the biggest challenges today is navigating increasingly complex technology ecosystems. Marketers often have access to many tools, but without strong integration or the right expertise, those tools can create friction instead of efficiency. To deliver high-impact, cross-channel experiences, marketers need a streamlined tech stack and a team that is equipped to use it strategically. Technology is only as powerful as the team’s ability to execute with it.
How do you get the most out of a partnership with a company like Movable Ink?
I believe the most successful tech partnerships are built on consistent communication and shared goals. We get the most out of our relationship by staying informed of new capabilities, exchanging ideas regularly, and approaching the partnership collaboratively to further our strategic objectives in an innovative and productive manner.
Which brand’s marketing is inspiring you at the moment?
In the ever-changing landscape of brand marketing, one particular brand that comes to mind for maintaining consistency and impact is Dove. Their "Real Beauty" campaign is an excellent example for how a brand can successfully challenge societal norms while developing deep consumer connection through relatability and understanding. By pivoting from a soap brand to a purpose-driven beauty brand, Dove has done more than just promote positive body image; they have reshaped their brand identity. This shift has yielded positive results in both market share and brand equity. It’s a good reminder that human-centric storytelling remains a powerful tool for marketers.
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