From the Factory Floor to the President’s Office: Leading a CPG Brand to National Retail Success.
The Business Challenge
When I joined Diversified Tools, a family-owned manufacturer of patented specialty drywall tools, the company was at a critical inflection point. We had a line of innovative, proprietary products like the Pocket Kicker, but we needed to build the operational and technical infrastructure from the ground up to meet the demanding requirements of our first national big-box account, Lowe’s. The challenge was to transform our in-house manufacturing operation into a sophisticated supply chain capable of supporting major national retailers.
My Role & The Path to Leadership
My journey at the company was a microcosm of the business’s growth. I started on the factory floor in 2001, operating every piece of machinery from the Kaltenbach saw to the deburring and packaging stations. This gave me a granular understanding of our manufacturing process.
I was rehired in 2002 as the IT Manager, where I built our entire office network and implemented our first EDI (ANSI X12M) system to manage transactions with our growing list of B2B customers.
By 2003, I was promoted to President, taking on full P&L and operational responsibility for the entire company.
Process & Execution as President
As President, I led every facet of the business, unifying our strategy across operations, technology, and marketing.
- Operations & Supply Chain: I personally optimized our 6,000 sq ft factory’s production pace, managing the entire supply chain from sourcing raw aluminum suppliers from extruders in the USA and Mexico to shipping out our finished goods. This hands-on leadership resulted in achieving and maintaining a 99%+ on-time and fill rate with our most demanding retail partners, including Lowe’s, Menards, and Ace Hardware.
- Technology & eCommerce: I directed our digital strategy, overseeing the EDI and Global Data Synchronization (GSN) that powered our B2B relationships. I also managed our initial foray into eCommerce, establishing our presence on Amazon.com by meeting their complex product data feed requirements.
- Product Development & IP: I co-developed and launched multiple new product lines, including the Pocket Hound, and a strategic expansion into commodity items with the ‘Grip It All’ brand. Crucially, I led our intellectual property strategy, personally filing multiple successful trademarks and patents with the USPTO to protect our proprietary innovations.
- Marketing & Go-to-Market: I led the brand’s growth, directing national advertising campaigns and coordinating our presence at national trade shows. I also served as the hands-on Graphic Designer, creating all marketing collateral, from catalogs and brochures to CPG packaging, using the Adobe Creative Suite.
The Result & Business Impact
My journey from the factory floor to President culminated in transforming a small operation into a nationally recognized brand with a sophisticated, efficient supply chain.
- Secured National Retail Placement: Successfully scaled operations to service hundreds of Lowe’s stores nationwide, followed by securing Menards and the national Ace Hardware distribution network as key customers.
- Built a Resilient Operation: Established robust in-house manufacturing, IT, and logistics systems that maintained exceptional performance metrics (99%+ fill rate) under the pressure of rapid growth.
- Created a Defensible Brand: Launched multiple products to market while protecting the company’s core value through strategic patent and trademark filings.
