As Brand Manager for STANLEY in the EMEA-ANZ region, you will drive the strategic development and execution of integrated brand marketing initiatives that fuel category growth, brand equity, and conversion across key user groups.
Reporting to the Senior Brand Manager, you will act as the brand guardian for the Power Tools (PT) and Outdoor (OTD) categories, with a special focus on V20 as our ongoing big bet focus with full marketing mediatisation and the biggest growth opportunity for STANLEY. You will own full‑funnel campaign development, content creation, and go‑to‑market activation aligned to a data‑led end‑user strategy.
* Develop a specific OTD brand strategy, ensuring STANLEY’s leadership and innovation in this segment.
* You will have direct market responsibility for ME, GALP, and Nordics, tailoring strategies to maximize growth and brand impact in these regions.
* During a pivotal strategic period for the STANLEY brand, your role will support a $100M growth target through the execution of big customer omni‑channel growth strategies, the launch of a global STANLEY Equity campaign, and an obsession with end‑user activation and conversion strategies.
* You will work collaboratively across a matrixed organization, including Product Management, Digital Marketing, Product Commercialisation, and Shopper Marketing, and interface regularly with agency partners to deliver best‑in‑class creative output across all channels and touchpoints.
This role will be instrumental in elevating STANLEY’s brand presence, driving category expansion, and achieving ambitious business objectives in a dynamic and fast‑paced environment.
Key Responsibilities
Brand Strategy & Planning
* Lead the strategic development and execution of brand campaigns for the PT and OTD categories across EMEA-ANZ.
* Translate brand and business objectives into insight‑led marketing strategies that drive awareness, engagement, and sales.
* Support the Brand team in delivering consistent, cohesive, and compelling brand messaging aligned with the global STANLEY positioning and Global Brand Equity direction.
* Assist in building category‑specific toolkits and GTM launch packages for New Product Development (NPD), aligned to regional focus areas.
Campaign & Content Development
* Develop integrated marketing campaigns from briefing to execution—covering traditional, digital, social, retail, and eCommerce.
* Create and oversee campaign assets across all touchpoints, including photography, video, POS, packaging, influencer marketing, and retailer‑specific executions.
* Ensure that all creative outputs are aligned to brand tone, guidelines, and core messaging pillars.
Retail & Shopper Activation
* Partner with our Shopper Marketing Manager to ensure PT and OTD campaigns connect the online and in‑store journey effectively.
Data‑Driven Execution
* Work closely with central digital and analytics teams to track campaign KPIs, monitor ROI, and optimize performance across media and retail platforms.
* Utilise insights on market trends, shopper behaviour, and digital engagement to inform brand strategy and content development.
Collaboration & Cross‑Functional Alignment
* Align closely with Product Management, Product Commercialisation, Digital Marketing, and regional marketing teams across 25+ markets to ensure brand consistency and relevance.
* Collaborate with agency partners, creative teams, and production resources to bring campaigns to life on time and within budget.
Innovation & Continuous Improvement
* Keep abreast of emerging marketing technologies, platforms, and best practices to improve engagement and effectiveness.
* Support the evolution of a newly revitalised STANLEY brand identity through strategic experimentation and bold brand storytelling.
The Person:
You love to learn and grow and be acknowledged for your valuable contributions. You’re not intimidated by innovation. In fact, you embrace it. Wouldn’t it be great if you could do your job and do a world of good?
* 3–5 years in Brand Marketing, ideally within the Tools industry or a Brand/Advertising agency background.
* Bachelor’s degree in Marketing, Business, or a related field.
* Experience working across both professional and consumer audiences is strongly preferred.
* Familiarity with marketing to retail channels, both digital and in‑store.
* Demonstrated success in Brand campaign planning, content development, and cross‑functional collaboration.
Skills & Competencies
* Strong strategic thinking with commercial awareness.
* Hands‑on experience managing multi‑channel marketing campaigns.
* Close attention to detail and the ability to manage multiple projects simultaneously.
* Fluent in English; additional European languages beneficial.
* Proficiency in digital marketing tools (PIM, DAM, social platforms, eComm CMS, etc.)
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