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A 360° launch for a new cordless outdoor line.

I supported the integrated launch of BLACK+DECKER's 18V Cordless Outdoor power tool line as part of a cross-functional team, bringing a new product portfolio to market across consumer, retail, media and brand touchpoints.

Role: Integrated Marketing, Product Launch Team Packaging TV PR Retail merchandising Point of sale
360°Launch across TV, PR, packaging and retail
6National retail partners
The challenge

Launch a new cordless outdoor power tool line into a competitive category, with one consistent product story across packaging, retail, advertising, PR and consumer communications.

In 2009 BLACK+DECKER was expanding its 18V outdoor lineup around an interchangeable battery platform, so one battery could power a whole suite of lawn and garden tools.

What I did
  • Collaborated across marketing, product, creative, PR, sales and retail teams from concept through market rollout.
  • Translated product positioning and benefits into packaging, a TV commercial, PR and media launch, in-store displays and point-of-sale materials.
  • Supported retail programs with partners including The Home Depot, Lowe's, Walmart, Sears, Ace Hardware and Menards.
The result

A coordinated market introduction of a major new BLACK+DECKER product line, with a consistent brand and product experience across earned media, television, packaging and the retail floor.

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I'm open to senior marketing roles and to consulting, contract and fractional work. Let's talk about what I'd build for your team.

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