Kmart Craftsman
Exclusive Line
Expanded Kmart’s exclusive Craftsman licensed product line year-over-year, managing the full P&L and leading cross-functional teams to launch multiple SKUs that maintained brand consistency, quality standards, and strong market presence.
Results
- 2 to 5+ SKUs grown year-over-year, expanding Kmart’s exclusive Craftsman product line and strengthening the brand’s retail presence.
- Exclusive product designs launched and managed end-to-end, maintaining strong brand consistency and shelf appeal at Kmart.
- Craftsman style guide developed in partnership with creatives, securing Kmart buy-in and ensuring cohesive creative direction across all products.
Problem / Opportunity
- Kmart sought to grow its exclusive Craftsman-licensed product line year over year, requiring a partner to lead full product development, expand the SKU count, and maintain strict brand standards across design, packaging, and production.
My Contribution
- Developed and managed the product roadmap, driving year-over-year SKU growth from 2 to 5+ while maintaining quality, cost efficiency, and alignment with Kmart’s exclusive line requirements.
- Led cross-functional teams throughout the full Product Lifecycle Management (PLM) process, coordinating Design, Engineering, Marketing, and Production from concept through post-launch.
- Drove art direction in collaboration with creatives, ensuring all artwork, copy, packaging, and messaging remained fully aligned with Craftsman’s brand identity and standards.
- Partnered with packaging engineers to develop dieline concepts and optimize structural packaging strategy for functionality, visual impact, and cost efficiency.
- Oversaw on-site and off-site production, ensuring quality control, product integrity, and manufacturing efficiency through final approval.