Director, Brand Marketing, CRAFTSMAN – Hybrid

Towson, MD, United States

Remote if outside of this market

Come build something that matters.

It takes great people to achieve greatness. People with a sense of purpose and integrity. People with a relentless pursuit of excellence. People who care about making things better For Those Who Make The World™. Sound like you? Join our top-notch team of approximately 48,000 diverse and high-performing professionals globally who are making their mark on some of the world’s most beloved brands, including DEWALT®, BLACK+DECKER®, CRAFTSMAN®, STANLEY®, CUB CADET®, and HUSTLER®.

The Job:  

Join the iconic CRAFTSMAN® team as we approach our 100th anniversary in 2027! We are seeking a talented leader to help shape the future of our brand and drive innovation for the next 100 years. Be part of a legacy—and help us build what’s next. The Director of Brand for CRAFTSMAN® will be responsible for developing and executing the global brand strategy to enhance brand equity, drive brand growth, and ensure brand consistency across all markets. This role requires a strategic thinker with a deep understanding of consumer behavior, and brand management. The ideal candidate will have a proven track record of successfully managing and growing global brands. This role will closely partner with global in-region counterparts along with product, and commercial teams.  

As a Director, Brand Marketing, you’ll be part of our CRAFTSMAN® team working as a hybrid employee in Towson, MD or remote if outside of this market.    You’ll get to:  

• Act as the lead authority and promoter of the Brand, ensuring consistent brand expression through all consumer and cultural touch points, both external and internal 
• Develop and implement a comprehensive global brand strategy that aligns with the company's overall business objectives. 
• Conduct market research and analysis to identify key opportunities and challenges in different regions. 
• Define brand positioning, messaging, and value proposition to differentiate the brand in the global marketplace. 
• Own all global brand positioning including brand fundamentals, strategy on owned channels, creative campaigns and digital experience  
• Evaluate and partner with insights for in-depth market research and leverage consumer insights to provide brand positioning recommendations  
• Lead and mentor a team of brand managers and marketing professionals, fostering a culture of creativity, collaboration, and excellence. 
• Provide guidance and support to regional brand teams, ensuring alignment with the global brand strategy. 
• Collaborate with stakeholders including product development, commercial, industrial design, Packaging, and regional marketing teams to ensure marketing initiatives are integrated into the overall business plan.
• Effectively “story-tell” key influencers and decision-makers at all levels
• Evaluate market conditions to understand the competitive landscape and identify trends and opportunities for growth.
• Review key regional marketing initiatives to ensure alignment to global brand objectives, brand standards and KPIs.
• Communicate with demonstrated ability to build relationships, establish rapport, drive consensus, & drive adoption with internal/external customer groups and all levels

The Person:  

You love to learn and grow and be acknowledged for your valuable contributions. You’re not intimidated by innovation. Wouldn’t it be great if you could do your job and do a world of good? In fact, you embrace it. You also have: 

• 10+ years of experience leading the establishment & execution of global brand growth strategies, ideally in a global environment 
• 5+ years’ experience with leadership of marketing innovation in either a SKU-intensive brand or multi-brand consumer product portfolio in a global environment 
• Undergraduate degree required, preferably in business, marketing, or related field; MBA preferred 
• Agency experience and consumer durable marketing experience highly preferred
• Prior team leadership of functional experts working globally; coaching and developing broader team members throughout a matrix organization. 
• Experience in high volume retail and / or distributor environment involving complexity in price, channel, and product, with the ability to act as a marketing spokesperson with internal and external customers to generate excitement about launches 
• Must possess exceptional marketing strategy fundamentals, including expertise in brand planning, digital marketing, go-to-market strategies, positioning, market research, brand storytelling.
• Working knowledge of content management systems, product information management systems, and digital assets management platforms 

The Details:

You’ll receive a competitive salary and a great benefits plan, including:

• Medical, dental, life, vision, disability, 401(k), Employee Stock Purchase Plan, paid time off, and tuition reimbursement in addition to programs & benefits in support of your well-being.
• Discounts on Stanley Black & Decker tools and other partner programs.

And More:

We want our company to be a place you’ll want to be – and stay. Being part of our team means you’ll get to:

• Grow: Be part of our global company with 20+ brands to grow and develop your skills along multiple career paths.
• Learn: Have access to a wealth of learning resources, including our digital learning portal.
• Belong: Experience an awesome place to work, where we have mutual respect and a great appreciation for a wide range of perspectives and experiences.
• Give Back: Help us continue to make positive changes locally and globally through volunteerism, giving back, and sustainable business practices.

What’s more, you’ll get that pride that comes from empowering makers, doers, protectors, and everyday heroes all over the world. We’re more than the #1 tools company. More than a driving force in outdoor power equipment. More than a global leader in industrial. We’re visionaries and innovators. As successful as we’ve been in the past, we have so much further to go. That’s where you come in. Join us!

This role is not eligible for visa sponsorship (H1B, OPT/CPT, TN etc).

 #LI-SZ1    #LI-Hybrid

The base pay range for this position in Maryland is $113,100-$226,200 per year. Pay is based on market location and may vary depending on job-related knowledge, skills, and experience. A sign-on payment may be provided as part of the compensation package, in addition to a full range of medical, financial, and/or other benefits, dependent on the position offered. Applicants should apply via Stanley Black and Decker’s internal or external careers site.

We Don’t Just Build The World, We Build Innovative Technology Too.

Joining the Stanley Black & Decker team means working in an innovative, tech-driven and highly collaborative team environment supported by over 58,000 professionals in 60 countries across the globe. Here, you’ll get the unique chance to impact some of the world’s most iconic brands including STANLEY TOOLS, DEWALT, CRAFTSMAN, MAC TOOLS and Black + Decker. Your ideas and solutions have the potential to reach millions of customers as we work together to write the next chapter in our history. Come build with us and take your career to new heights.

Who We Are 

We’re the World’s largest tool company. We’re industry visionaries. We’re solving problems and advancing the manufacturing trade through innovative technology and our Industry 4.0 Initiative. We are committed to ensuring our state-of-the-art “smart factory” products and services provide greater quality to our customers & greater environmental and social value to our planet. We are unique in that we have a rich and storied history dating back to 1843, but that hasn't stopped us from evolving into a vibrant, diverse, global growth company. 

Benefits & Perks

You’ll get a competitive salary and a comprehensive benefits plan that includes medical, dental, life, vision, wellness program, disability, retirement benefits, Employee Stock Purchase Plan, Paid Time Off, including paid vacation, holidays & personal days, and tuition reimbursement. And, of course, discounts on Stanley Black & Decker tools and products and well as discount programs for many other vendors and partners.

What You’ll Also Get

Career Opportunity: Career paths aren’t linear here. Being part of our global company with 60+ brands gives you the chance to grow and develop your skills along multiple career paths.

Learning & Development: 
Our lifelong learning philosophy means you’ll have access to a wealth of state-of-the-art learning resources, including our Lean Academy and online university (where you can get certificates and specializations from renowned colleges and universities).

Diverse & Inclusive Culture:
We pride ourselves on being an awesome place to work. We respect and embrace differences because that’s how the best work gets done. You’ll find we like to have fun here, too.

Purpose-Driven Company:
You’ll help us continue to make positive changes in the local communities where we work and live as well as in the broader world through volunteerism, giving back and sustainable business practices.

EEO Statement:
All qualified applicants to Stanley Black & Decker are considered for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran’s status or any other protected characteristic.

If you require reasonable accommodation to complete an application or access our website, please contact us at (860) 827-3923 or at [email protected].  Due to volume, we cannot respond to unrelated inquiries about the status of a completed application or resetting an account password.

Know Your Rights: Workplace discrimination is illegal (eeoc.gov)