Vice President, Marketing Activation

Role Description

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.

Qualifications

• 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.

Requirements

• 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.
• 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.
• 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.

Benefits

• 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.
• 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: Access to a wealth of state-of-the-art learning resources, including our Lean Academy and online university.
• Diverse & Inclusive Culture: A workplace that respects and embraces differences.
• Purpose-Driven Company: Opportunities to make positive changes in local communities and the broader world through volunteerism and sustainable practices.