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A global launch that became a company milestone.

I led the global launch of the BLACK+DECKER Flex Vac, a portable, high-performance vacuum with a 4-foot flexible hose, overseeing every creative touchpoint from concept through execution.

Role: Global Brand Manager & Creative Lead Adobe Creative Suite Packaging prototyping Retail display systems Video storyboards
2Markets: U.S. and Europe
MilestoneListed in BLACK+DECKER's company history
The challenge

The Flex Vac was a radical shift in handheld vacuum design. Shoppers needed to understand its versatility in seconds, on shelf and in store, across two continents.

What I did
  • Directed product naming, packaging and retail merchandising across U.S. and European markets.
  • Collaborated with engineering, industrial design and retail teams on cohesive storytelling across packaging, demo displays and digital.
  • Designed award-winning retail displays showcased at The Home Depot's flagship Manhattan location.
  • Produced launch collateral for QVC and in-store demos, integrating copywriting, design and video.
The result

Introduced in late 2009 and rolled out globally in 2010, the Flex Vac is listed as one of BLACK+DECKER's major company milestones.

See BLACK+DECKER's milestones ↗
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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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