DEWALT
DEWALT
DEWALT has spent over a century earning the trust of professionals. Today, the brand is focused on translating that legacy into a more brand-led, culturally resonant presence.
My Current Role
At Stanley Black & Decker, I work primarily on DEWALT, shaping the brand’s voice and vision during a pivotal shift from product-first marketing to a brand-led, end-user-obsessed approach. Within the Creative Studio team, I help guide how DEWALT shows up beyond the jobsite—evolving its cultural relevance while protecting the equity and trust it’s built with pros.
From campaign films to concept activations to foundational web content, I help ensure every touchpoint reflects a disciplined voice, while pushing ideas that resonate with both seasoned pros and the next generation.
Website
DEWALT has over 100 years of brand equity but heritage doesn’t guarantee relevance. For some, we risked becoming “grandpa's tools.” Trusted, but not the most exciting name on the shelf. As competitors closed in, we needed to reposition the brand as the modern standard for today’s pros.
With a new global brand equity toolkit in place to guide execution, we kicked off the refresh with Total Concrete Solutions. We explored multiple territories and tested manifesto directions before landing on Built for the Unbreakable—a concept rooted in the grit and resilience of concrete professionals.
The Old Landing Page (RIP)
100 Years of Expertise, Zero Years Behind
See the entire page here.
Email & Social
As part of the broader campaign rollout, we extended the vision across owned touchpoints like email and social with messaging that laddered up to the new brand equity and a tone that spoke to today's tradespeople, not yesterday's.
Video
This campaign was built to challenge how carpentry is often misunderstood. While carpenters are frequently reduced to “labor,” our research reinforced what we’ve always known—they’re the artists and engineers who shape our world, solving problems on the fly, in the air, and under pressure.
WE GET YOU. WE GOT YOU.™ was our way of setting the record straight. I wrote the script for the campaign film to reflect a genuine understanding of the craft, the nuance across workflows, and the respect pros expect from the tools they trust. The campaign spot made waves across the website, paid media, email, radio, and organic social and took home a Silver ADDY award in 2025.
Out Of Home
World of Concrete is the Super Bowl for concrete pros. With 70,000+ tradespeople descending on Las Vegas for the industry's biggest annual event, it was a chance for DEWALT to own the moment.
The strategy extended beyond the convention center floor. We developed messaging for an integrated campaign that met concrete pros at every touchpoint of their experience—from airport baggage claim OOH ads when they landed in Vegas, to mobile ads served within a 1-mile radius of the convention center during the event.
Activation
From a one-of-a-kind VIP party to an iconic activation at the Las Vegas Sphere, we turned a trade show appearance into a full Vegas takeover.
The activation delivered 34,000+ social likes, 3.7 million local Sphere views, and 60,000 booth visitors—and earned our team a Gold ADDY award in 2025.