🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem. ⬇️ SEE EXAMPLE ⬇️

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ATLANTA, GA: Diablo Tools is the Ferrari of saw blades. They don’t make drills or circular saws. They make the blades, bits, abrasives, and accessories that attach to those tools — and they’re the best in the world at it.

Wait, what?

It’s totally true, because Diablo is one of a handful of cutting tool companies on the planet that manufactures its own carbide. Its proprietary TiCo™ Hi-Density Carbide — a blend of titanium and cobalt — is formulated in-house and engineered for each specific application.

Most competitors buy commodity carbide from third parties and bond it to their products. Diablo controls the raw material at the molecular level. That’s a genuine manufacturing moat, and it means a Diablo blade cuts faster, lasts longer, and outperforms everything else on the peg hook.

Just take a gander at these badass blades …

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The U.S. power tool accessories market is worth $3.3 billion today and is projected to hit $5.0 billion by 2030 — growing at a 7.2% CAGR. That’s bigger than most DTC brands’ entire addressable market.

And when Ace Hardware — which sells over 3,000 brands across 5,800 stores in 60 countries — named Diablo one of only twelve “Best Brand” honorees (the first new addition since 2018), they called Diablo “the leader in the power tool accessory industry.”

This is not a commodity play. This is a premium brand with a defensible moat selling into a massive, growing market.

Diablo’s customer is not a casual DIYer browsing the Home Depot app on a Saturday afternoon. Their primary buyer is a professional contractor — the framer, the electrician, the plumber, the HVAC installer — who shows up at 6am, runs a circular saw all day, and absolutely cannot afford a blade that dulls by noon or snaps when it hits rebar.

These pros buy blades the way a chef buys knives: it’s part of their professional identity, and cutting performance directly affects their income. A plumber making $75/hour who loses 15 minutes swapping a cheap blade that snapped on rebar just lost $18.75 in labor plus the cost of the blade.

A Diablo blade costs more upfront but lasts 4x longer and doesn’t fail. The total-cost-of-use math wins every time with professionals — and that’s the value proposition this brand is built on.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

Diablo is overwhelmingly a B2B2C business.

They manufacture at their own facilities (including the parent operation, Freud SpA in Udine, Italy), sell wholesale to major retail chains and industrial distributors, and rely on those partners to reach the end user.

They have no meaningful DTC operation — DiabloTools.com is a brand and product information hub, not a storefront. Their ecommerce IS HomeDepot.com, Amazon, Lowes.com, AceHardware.com, and industrial distributor portals.

Home Depot is almost certainly their single largest retail account, and Home Depot’s ecommerce business alone is a $25 billion operation with 198 million shoppers in its ecosystem.

That $25 billion platform is where this job lives.

The person in this seat owns the P&L for HomeDepot.com as a sales channel. Not a slice of it. The whole dang thing — for Diablo. That means product content and digital shelf optimization, retail media investment through Home Depot’s Orange Apron Media network, promotional calendar execution, inventory forecasting, and the day-to-day vendor relationship with Home Depot’s ecommerce buying and merchandising teams.

If you’ve ever managed an Amazon 1P vendor account at scale, you already understand 80% of what this job requires — it’s the same discipline (keyword-driven content, digital advertising optimization, promotional calendars, inventory precision) executed inside a relationship-driven vendor ecosystem where the Home Depot merchant has more leverage than Amazon’s Vendor Manager, and where every content update requires cross-functional alignment across marketing, supply chain, legal, and finance.

The leadership team here is strong.

Russell Kohl has served as President & CEO of Diablo/Freud Tools for over 25 years, building it into the recognized category leader. The operational HQ is in High Point, North Carolina, but the Sales & Marketing office is in Atlanta’s Perimeter area — the Concourse office complex at GA-400 and I-285 — which is where this role sits.

Diablo was named a Top Workplace in 2024 by Energage, with specific recognition for professional development, employee well-being, and employee appreciation. For a subsidiary of an $90 billion German conglomerate, they run lean and fast.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

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ABOUT THE ROLE

Diablo Tools is expanding its Home Centers sales team and is looking for a high-energy, data-driven Ecommerce National Account Manager to architect and execute a comprehensive digital strategy across The Home Depot’s platforms.

Your mission will be to

• Own the digital shelf for all Diablo products on HomeDepot.com — ensuring best-in-class content, imagery, and discoverability to maximize conversion.
• Develop and execute the retail media and promotional strategy through Home Depot’s Orange Apron Media network to drive revenue growth and market share.
• Cultivate the vendor relationships with Home Depot’s ecommerce buying and merchandising teams as the primary point of contact for all ecommerce-related sales activities.

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KEY RESPONSIBILITIES / AREAS OF OVERSIGHT

Ecommerce Sales Strategy & Revenue Ownership

• Develop and implement the ecommerce sales strategy for The Home Depot to achieve and exceed annual sales and profitability goals — treating HomeDepot.com as a P&L you own, not a channel you support.
• Identify and capitalize on new revenue growth opportunities including new product listings, expanded assortments, exclusive SKU bundles, and online-only promotional programs designed to increase transaction size and order frequency.
• Build and maintain accurate sales forecasts by SKU, working closely with the supply chain team to ensure optimal inventory levels and prevent stockouts that would suppress organic search ranking and waste paid media spend.
• Translate cross-channel sales data (HomeDepot.com, Amazon, Lowes.com) into a unified narrative that identifies where Diablo is winning share, where it’s losing, and why — using that analysis to inform weekly and monthly tactical decisions.

Digital Shelf Optimization & Content Management

• Own the digital shelf for all Diablo products on HomeDepot.com, ensuring best-in-class product titles, bullet points, imagery, enhanced content, and video assets that maximize both algorithmic discoverability and conversion rate.
• Score and audit every Product Detail Page (PDP) against a content completeness rubric: title keyword richness and character count, minimum 5 bullet points with benefit-led and keyword-informed copy, minimum 6-7 images including lifestyle/application shots and TiCo™ carbide close-ups, and A+ or enhanced content presence.
• Collaborate with Diablo’s marketing team to align online content with brand messaging and ensure that the digital shelf reflects the same premium positioning that Diablo owns in-store — red-and-black packaging, “Game Changer” identity, professional credibility signals.
• Extend digital shelf best practices from HomeDepot.com to Amazon, Lowes.com, and AceHardware.com — building once and deploying across platforms with platform-specific adaptations for each algorithm and content container.

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Retail Media & Advertising (Orange Apron Media)

• Develop and execute a retail media strategy across Home Depot’s Orange Apron Media network, including sponsored search (lower funnel), sponsored brand video (mid funnel), and display/DSP placements (upper funnel) that reach 198 million shoppers both online and in-store.
• Run defensive brand campaigns on Diablo’s own keywords to prevent competitor conquesting, and offensive campaigns targeting Milwaukee, Lenox, Makita, and Bosch Accessories shoppers — applying the same bid-by-match-type discipline (Broad for discovery, Phrase for efficiency, Exact for brand defense) proven on Amazon Sponsored Products.
• Partner with the marketing team to develop and execute a robust online promotional calendar tied to Home Depot’s tentpole events — Spring Black Friday, Father’s Day, and the Labor Day Pro Event — starting promotional ads 2-3 weeks early, coordinating banner placements, and tying inventory pre-positioning to the promotional timeline.
• Measure and report on the effectiveness of all promotional and retail media activities with a focus on ROAS, incremental sales lift, and share of voice — ensuring that retail media spend is attributed accurately across online and in-store channels rather than artificially depressing the ecommerce P&L.

Vendor Relationship & Cross-Functional Alignment

• Cultivate and maintain a strong, collaborative relationship with The Home Depot’s ecommerce buying and merchandising teams — acting as the primary point of contact for all ecommerce-related sales activities and becoming the person the buyer calls first.
• Act as the internal champion for ecommerce within Diablo’s organization, aligning marketing, supply chain, legal, and finance teams around the digital shelf strategy and ensuring that content updates, pricing decisions, and promotional programs move at the speed the platform requires.
• Pursue Diablo’s placement in Home Depot’s Pro Xtra loyalty program (3.7 million Pro members) and Amazon Business channel — targeting professional contractors and commercial accounts through volume pricing, business-only deals, and pro-exclusive promotional bundles.
• Navigate the internal dynamics of operating within a global conglomerate (Robert Bosch GmbH) while maintaining the speed and decisiveness that winning on a $25 billion ecommerce platform demands — identifying your autonomous decision lane and defending it.

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Pricing Architecture & Channel Integrity

• Audit MAP (Minimum Advertised Price) compliance across all channels — including unauthorized 3P sellers on Amazon — within the first 30 days, understanding that a pricing violation on a small distributor site can cascade across HomeDepot.com, Amazon, and Lowes.com within 48 hours via algorithmic price-matching.
• Design promotions around mechanisms that algorithms can’t match: gifts with purchase, contractor rebates, subscription-based discounts, and retailer-exclusive bundle pricing that creates price-isolated environments.
• Develop retailer-exclusive SKUs wherever possible — a Home Depot-exclusive product bundle creates a competitive moat within the platform and prevents cross-retailer price erosion.

Analytics & Performance Management

• Establish a weekly, monthly, and quarterly data review cadence within 60 days of hire: weekly SOV by top 20 keywords and CVR by SKU; monthly brand analytics including new-to-brand vs. repeat and search term trends; quarterly full-funnel attribution and buyer scorecard preparation.
• Analyze sales data, site metrics, and customer behavior across all platforms to identify trends, opportunities, and competitive threats — using Share of Voice as the leading indicator of whether Diablo is winning or losing before revenue data confirms it.
• Build the synthesis layer that connects data across HomeDepot.com, Amazon, and Lowes.com into a single weekly operating brief — so that a 3P seller pricing violation on Amazon, a conversion rate drop on HomeDepot.com, and a SOV decline on Lowes.com are diagnosed as a single root cause rather than three separate problems.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

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QUALIFICATIONS

Education & Certification

• Bachelor’s degree in Business, Marketing, Sales, or a related field (or equivalent professional experience).

Functional Competencies — Skills, Knowledge & Experience

• 3-5 years of progressive ecommerce sales experience, with a strong preference for candidates who have directly managed a major retail account such as The Home Depot, Lowe’s, or Amazon 1P. This is non-negotiable — you must have sat across the table from a major retail buyer and owned the revenue number.
• Proven track record of achieving and exceeding multi-million dollar sales targets in an ecommerce or omnichannel retail environment. We need to see the numbers on your resume.
• Deep understanding of retail media networks — specifically Home Depot’s Orange Apron Media, Amazon Advertising (Sponsored Products, Sponsored Brands, DSP), or equivalent RMN platforms. You should be able to explain bid-by-match-type campaign architecture, ROAS optimization, and full-funnel attribution without consulting a cheat sheet.
• Hands-on experience with digital shelf optimization — product content strategy, keyword-driven title and bullet optimization, image sequencing, enhanced/A+ content development, and video asset deployment across major retail platforms.
• Strong analytical skills with fluency in retail analytics tools — Vendor Central, Home Depot Supplier Insights, Stackline, Helium 10, Profitero, or equivalent. You should be comfortable pulling data, diagnosing conversion rate problems, and translating complex analysis into actionable sales strategy within the same afternoon.
• Experience in the power tools, hardware, home improvement, or building materials industry is a significant plus — but not required. Diablo provides a world-class, hands-on product training program. What matters more is that you understand how professional tradespeople think, buy, and evaluate premium vs. commodity products.
• Familiarity with MAP enforcement and cross-channel pricing architecture — understanding how algorithmic price-matching across Amazon, Home Depot, and Lowe’s can cascade from a single channel violation into an enterprise-level pricing fire.
• Nice-to-have: Experience with Amazon Business (B2B marketplace) and/or Home Depot Pro Xtra program targeting commercial and institutional accounts.

Leadership & Management / Behavioral Competencies

• This is an individual contributor role with no direct reports to start — but the ability to lead through influence is critical. You’ll be directing cross-functional alignment across Diablo’s marketing, supply chain, legal, and finance teams without formal authority, and you’ll be managing the vendor relationship with Home Depot’s buying team as the face of Diablo’s ecommerce business.
• Exceptional communication skills — both internal (building buy-in with a European-headquartered parent company) and external (presenting quarterly business reviews to Home Depot merchants with the confidence and data fluency they expect from a premium vendor partner).
• Comfort operating within a global conglomerate structure while maintaining the entrepreneurial speed and decisiveness the ecommerce channel demands. You’ll need to identify which decisions are yours to make autonomously and which require alignment — and protect the boundary.

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Personal Characteristics

• High integrity and professional credibility — you represent the “#1 brand in the power tool accessory industry” to its most important retail partner.
• Self-directed and proactive — this seat requires someone who builds systems and cadences without being told, not someone who waits for direction.
• Analytically rigorous with a bias toward action — you use data to make fast, confident decisions rather than hiding behind analysis as a substitute for judgment.
• Naturally curious about how professional tradespeople actually work, buy, and evaluate products — you’ll need to understand the jobsite the same way a DTC marketer understands their customer’s Instagram feed.
• Resilient under pressure — retail media, promotional calendars, and inventory coordination don’t wait for internal alignment to finish. You need to move.
• Strong relationship-building instincts — the Home Depot merchant relationship is the most important asset in this role, and it’s built on trust, reliability, and the quality of your preparation.
• Competitive intensity — you should take it personally when Milwaukee or Lenox wins a keyword you own.

🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem.