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Apex Tool Group CMO Sets Retirement Date; Rich Mathews Appointed New CMO

Apr 13, 2022

Weller Tools, the world’s No.1 brand in hand soldering solutions and part of the Apex Tool Group, today announced the retirement plans of current Chief Marketing Officer Bob Heisner. Heisner joined ATG in July 2016 and was named CMO in October 2020. In his time with ATG, Heisner helped build ATG’s six flagship brands, APEX®, Cleco®, Crescent®, GEARWRENCH®, SATA® and Weller® and repositioned Cleco as a master brand. His leadership served him well through the development of key business processes and ATG’s Digital Center of Excellence. 

“What a privilege it has been to work with this team. The changes that have taken place over the past six years are truly amazing! It is bittersweet to leave this incredible team, but I know they are in great hands, and 2022 should be another breakthrough year,” said Heisner.

In anticipation of Heisner’s upcoming retirement, Rich Mathews has been named ATG’s new CMO. Mathews is a seasoned global marketing leader with over 30 years of experience in modernizing and growing consumer and commercial brands like Lenox, Irwin, Hilmor and Stanley Bostitch, DeWalt and Amazon. Mathews served as the Chief Marketing Officer, Newell Brands, leading global brand development and centers of excellence for insights, advertising, social media, packaging and graphic and industrial design. He also had operating responsibility for the global eCommerce division.

As CMO, Mathews will focus on accelerating brand building and extending digital capabilities across ATG’s global portfolio. “While I am excited to join ATG and continue to build on the great foundation of ATG brands and products, I am most excited to be working alongside a team that is clearly passionate about winning and creating value through building great brands,” said Mathews.

 As a member of the Executive Leadership Team, Mathews will report directly to Jim Roberts, Chief Executive Officer, Apex Tool Group.

“Rich is a world-class marketer and leader, and we are thrilled to have him join the Apex Tool Group leadership team. Rich brings extensive experience building global brands and creating value. We are confident Rich will lead our brands to an exciting new level for end-users, customers and associates,” noted Jim Roberts.

The Weller name stands for pioneering solutions on and around the soldering bench. Founded in 1945, the company quickly grew to become the market leader in its segment. Weller's extensive range of products includes innovative solutions for industry and trade. The company's areas of expertise include conventional soldering technology, extraction systems, precision tools and solutions involving screws, bolts and robots as well as many other benchtop products and services.

Weller Tools is part of the umbrella company Apex Tool Group, LLC. Apex Tool Group, LLC, headquartered in Sparks, Maryland, is a leading global manufacturer and supplier of high-performance hand and power tools, tool storage, drill chucks, chain and electrical soldering products for industrial, commercial and demanding do-it-yourself applications. ATG designs, manufactures, markets, and sells proprietary brands, including GEARWRENCH®, Crescent®, SATA®, Cleco®, Weller®, and APEX® and also designs and manufactures a number of private label tool brands for retailers. ATG sells its products through direct, retail, professional and trade channels to customers in over 115 countries, and serves a multitude of global markets, including automotive, aerospace, electronics, energy, hardware, industrial, and consumer retail.

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