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Neil O’Keefe

SVP, Marketing & Content @ Data & Marketing Association


Neil O’Keefe is the Data & Marketing Association’s SVP of Marketing & Content. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, and Education. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute with colleague Emmett O’Keefe, who is DMA’s Senior Vice President of Advocacy.

Prior to joining DMA, Neil most recently served as the Senior Director of CRM for The Home Depot where he was responsible for developing the strategic approach to customer management and segmentation. O’Keefe implemented new strategies that elevated the relevance and personalization of The Home Depot marketing efforts. By eliminating data silos, and employing customer analytics, O’Keefe enabled The Home Depot to improve customer engagement and ROI through dynamic messaging and content across all marketing media. New tactics for deploying email, SMS, app pushes and direct mail created an omnichannel customer-centric approach within The Home Depot’s CRM initiatives.

Prior to his role at The Home Depot, O’Keefe served in several senior roles with Spiegel Brands, Inc., where he redesigned the company’s planning processes by incorporating customer channel preference and increased Internet marketing investment, allowing for a significant reduction in selling expenses. Additionally, O’Keefe directed the integration of Internet analytics for Spiegel Brands’ marketing database.

O’Keefe began his career as a manager at Hanover Direct, and in ensuing years, took on senior leadership positions at such companies as Newport News Inc. in New York and Regal Greetings and Gifts in Toronto, Ontario.