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About Stanley Black & Decker


Headquartered in the USA, Stanley Black & Decker provides the tools and innovative solutions you can trust to get the job done – and we have since 1843. You know us well for the tools we make that become household names – and jobsite essentials. Brands like DEWALT, BLACK+DECKER, CRAFTSMAN, STANLEY, Cub Cadet, Hustler and Troy-Bilt. But that’s only the beginning.


As the first name in engineered fastening systems, we help keep your car secure and mobile phone intact. As a global leader in industrial solutions, we provide the infrastructure systems that reinforce the roads you drive on, build the bridges you cross and even deliver the energy that powers your life.


At the end of the day, what we really build is trust. The trust of our customers, our employees, our communities and our stakeholders. No matter how much things change, our commitment to being part of building a better world will remain steadfast.

Ana's Bio


With a robust background in data-driven digital marketing strategies and consumer insights, Ana has developed a passion for leveraging marketing technology to drive customer-centric improvements while fostering organizational agility.


Ana’s unique blend of marketing expertise, technological insights, and a growth mindset makes her a sought-after voice in the industry. When she’s not speaking or writing, you can find her mentoring aspiring marketers and actively contributing to various marketing communities.

Fun Facts

I have traveled to many Caribbean Islands for work.
I am Brazilian and have moved to the US after college
I have exhibited black & white photos in the Hollywood, FL Art Biennial


What brings you joy in your role?

Being able to iterate and experiment in so many ways! There are so many data points you can measure in digital marketing and customer data. With the right processes and teams in place, experimentation becomes easier and yields better results as you move forward.


What is a common misconception about your role?

That my role is all about marketing technology, specific platforms or programming languages! It’s really about being able to match technology with marketing processes while influencing stakeholders and peers (even without a leadership role).


What tips, tricks, or pieces of advice would give a new Iterable user?

Get Iterable Academy training and get started! The platform is user-friendly and offers so many ways to create, personalize and launch omni-channel campaigns.


What does customer experience mean to you, and how does Iterable play a role?

For me, it means having a hands-on ally, almost like another member on your team, who will help make the best decisions for your business (and not only based on what is better for them).


What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?

Iterable Catalog! It really was a game-changer for us because it allowed our business team members to contribute with data in an easy way (filling out a spreadsheet), while greatly personalizing and automating email templates and campaigns at scale, allowing us to cover many countries, brands, and languages with lean teams.


Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?

In our case, having a data repository, where we could add and unify customer data over time was key. Our Customer Data Platform is at the center of our customer marketing technology stack.


How do you stay up–to–date with the latest trends and developments in marketing?

Marketing is an ample field, so I start by choosing which part of marketing I am interested in keeping updated. For me, it includes topics around marketing technology, how to leverage customer zero and first-party data, and how to leverage this technology to make marketing processes better/easier.


If one song could play every time you entered a meeting, what would it be?

“I’m Every Woman” (I would accept both Chaka Khan and Whitney Houston versions!)


If you came with a warning label, what would it say?

I am intense, but I like to think that I have strong opinions, lightly held!

Campaign Portfolio

Using Iterable Catalog for personalized campaigns


Stanley Black & Decker's objective is to enhance its digital marketing and customer journey efforts despite having lean teams.


Stanley Black & Decker utilized Iterable's Catalog feature to streamline the deployment of personalized e-commerce emails. The Iterable catalog played a crucial role in achieving this objective. By leveraging the Catalog/Collection and dynamic templates, the company successfully incorporated all its product and customer data. Additionally, integrating APIs allowed Stanley Black & Decker to include real-time inventory levels from its ecommerce partners directly into the catalog.


By implementing Iterable's Catalog feature, Stanley Black & Decker's digital marketing and customer journey teams were able to efficiently deploy personalized e-commerce emails despite their lean structure. This streamlined approach improved the effectiveness of their marketing campaigns, increase in engagement email metrics, and enhanced the overall customer experience. More impressive success metrics can be found in the image below!

Showcasing our success with Iterable catalog

In addition to an increase in open rates and click-to-open rates in our ad-hoc e-commerce emails and emails within our e-commerce welcome emails, we saw: 

  • 3,000 clicks driving qualified, incremental traffic to retailers (Jan 1st-March 1st, 2022)
  • Personalized content has a conversion rate 4x higher

For more information about how Stanley Black & Decker is using Catalog, check out our case study