Dewalt is a strong brand. By creating reliable power tools for the worlds most demanding applications, they have established themselves as clear industry leaders in construction, heavy duty trade, and professional tools. Dewalt is part of the Stanley Black & Decker family, a company I’ve worked with for many years.

The journey with Dewalt started with the desire to reorientate their omnichannel marketing efforts to be more customer centric - putting a focus on learning more about users to understand where value can be added. I joined the project at the start, leading a hypothesis-driven customer journey mapping process based on existing segmentation profiles. This map was co-created with key stakeholders and iterated several times, taking into consideration all existing marketing efforts and identifying gaps in the experience.

This core journey was then used to direct additional projects, from standardising digital marketing approaches, and highlighting core needs from a new creative approach for social media. At the same time, Dewalt were looking to modernise their web presence, and opted to pause and replan the project with Hugo & Cat to use the customer centric thinking to rationalise key structural and creative decisions.

As the web project developed, I championed a modular, pattern library driven approach to the build, enabling local markets to tailor content per their specific marketing needs and available product catalogue. This approach was later presented to the global Stanley Black & Decker technology team, where it was deemed appropriate enough to use as a new global platform for all product brands. I worked with an internal team at Hugo & Cat on a white label build and the Dewalt brand, whilst supporting the global design team in the US to roll out new front end variations for the same functional component base. Development was shared between both H&C and global technology teams, producing a massive new Sitecore build, to support Stanley Black & Decker globally for years to come.

Only some market sites are currently rolled out.