Vice President, Marketing Activation - North America

The Company

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™.  Join our top-notch team of more than 43,500 high-performing professionals globally who are making their mark on some of the world’s most beloved brands, including DEWALT®, STANLEY, CRAFTSMAN, BLACK+DECKER, and other strong brands.

The Role

The Vice President, Marketing Activation – North America is a senior leader responsible for driving the successful delivery of integrated marketing campaigns across all channels for our Tools & Outdoor business in North America.  This role leads the “path to purchase” marketing functions across our retail, independent distribution, e-commerce and trade professional channels.  The VP will own digital and social media, shopper marketing, media buying & planning and in-store campaign planning functions across North America.  

Reporting to the Chief Commercial Officer, Americas for our Tools & Outdoor business, this leader will work cross-functionally with sales, product and global marketing teams to connect complex, multi-channel customer segments, while ensuring consistent alignment among global and regional brand strategies, category management and product management.  This position can be based in Towson, Maryland, Charlotte, North Carolina, New Britain, Connecticut or Valley City, Ohio, though East Coast remote locations will also be considered.

Primary Accountabilities

• Develop and implement comprehensive marketing strategies that directly support business objectives and drive sustained growth.
• Ensure consistent alignment of global and regional brand strategies with category and product management to maximize market impact.
• Lead the development and execution of multi-channel go-to-market strategies, including product launches, lifecycle management and brand positioning.
• Advance digital marketing capabilities, with a particular focus on social media, influencer selection and media buying, to enhance reach, engagement, and measurable results.
• Develop and execute retail marketing strategies tailored to “big box” home centers and other major retail partners, leveraging deep understanding of retail environments, shopper marketing, and in-store activation.
• Build, mentor and inspire high performing marketing teams, fostering a culture of innovation, accountability and continuous improvement.  Proactively identify and address performance, establish regular feedback mechanisms and clear communication channels to ensure team alignment and clarity of direction.
• Partner with Commercial, Product, Brand, Channel and Category teams to develop strategic growth initiatives, including brand activations. Champion SBD brand’s identity, positioning, and messaging ensuring adherence to brand guidelines and governance.
• Utilize market research, consumer insights, and performance analytics to inform strategies, optimize campaigns, and measure ROI.
• Monitor market trends, competitor activities, and emerging opportunities to keep our brands at the forefront of the industry.
• Oversee campaigns and activations to ensure they are tracking to timelines and budgets; manage North America budget in conjunction with finance.
• Direct and optimize significant media spend across all channels, ensuring effective allocation, performance tracking, and ROI maximization – including marketing-directed working media as well as retail media and performance marketing budgets inside of commercial accounts.
• Build strong commercial relationships to drive joint business planning, co-marketing initiatives, and category growth.
• Lead cross-functional teams to deliver integrated marketing programs that drive traffic, conversion, and brand preference within retail and home center channels.

Candidate Profile

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
• 10+ years of progressive marketing leadership experience, including campaign planning and execution, with at least 5 years in a leadership role overseeing US or North American markets.
• Demonstrated success in developing and executing large-scale brand activations and integrated marketing campaigns.
• Proven experience managing multi-million-dollar media budgets and optimizing spend across digital, traditional, and retail channels.
• Extensive experience working with “big box” home centers and major retail accounts, with a track record of driving growth through retail-focused marketing strategies.
• Deep experience in digital marketing (especially social media and performance marketing), brand strategy shopper marketing and creative development.
• Strong business acumen and experience partnering with commercial teams, product/category management and global brand teams to drive business outcomes.
• Excellent leadership, communication, and project management skills.
• Data-driven mindset with experience leveraging insights to inform strategy and measure impact.
• Experience managing and developing high-performing teams.
• Strong analytical and problem-solving abilities.
• Exceptional presentation and stakeholder management skills.
• Up to 25% Travel required.

The Details

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

• Medical, dental, life, vision, wellness program, disability, 401(k), Employee Stock Purchase Plan, paid time off, and tuition reimbursement.
• 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 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 diversity, equity, and inclusion.
• Give Back: Help us continue to make positive changes locally and globally through volunteerism, giving back, and sustainable business practices.

You will get that pride that comes from empowering makers, doers, protectors, and everyday heroes all over the world. We are more than the #1 tools company. More than a driving force in outdoor power equipment. More than a global leader in industrial. We are 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!

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)