We’re excited to introduce Kaida Mihelson, the Marketing Manager at Bildgild and Werkado, and a valued member of the Powerful Marketers Community! With a strong blend of creativity, empathy, and strategic thinking, Kaida is passionate about making a lasting impact, not just on her company’s growth, but on how people think about and use the tools around them.
Your passion – Please share one sentence about why you enjoy what you do?
“In marketing, I get to combine creativity, empathy, and strategic thinking, and there’s nothing more rewarding than seeing something change or improve because of my work, whether it’s sales numbers, someone’s perspective, or even workplace culture.”
Kaida thrives when her work makes a difference. For her, it’s not about ticking tasks off a list, it’s about driving meaningful, long-term impact that serves a greater purpose.
What are the biggest marketing challenges in your industry?
“One of the biggest challenges in the tool industry is that while people make smart, value-driven choices in areas like food or fashion, tools are still seen as purely practical items, which means quality and sustainability often get overlooked.”
In an industry where tools are often seen as simple necessities, Kaida is on a mission to reshape that perception. She champions the message that a good tool is an investment in durability, safety, and even creativity. Through storytelling and education, she encourages people to see the value in using their hands and heads, reminding us that so many things in life can be fixed, reused, or reimagined.
“I’m an enthusiastic experimenter myself – at least half of my DIY projects fail, but I still sit more confidently on a dining chair whose legs I glued back on myself.”
5 Key Lessons in Marketing Professional Tools
Kaida’s experience in the tool industry has revealed deeper truths that go beyond product specs. Here are five lessons that shape her approach to meaningful marketing:
1. Sustainability starts with quality.
“One of the biggest insights for me has been redefining what sustainability really means. It’s not just about recycling or using natural materials—it’s about prioritizing quality. If a tool is durable, long-lasting, and repairable, you’ve already made a sustainable choice.”
2. Trust is built on quality and speed.
“In our field, clients still prioritize product quality and fast delivery above all. Sustainability and product footprint are often unfamiliar concepts and need to be gradually introduced. Consistently delivering well-made products quickly is the foundation for trust—once that’s in place, we can start guiding clients toward more sustainable thinking.”
3. There’s a right tool for every job.
“Many users assume that one bit fits all, but in reality, every task has its optimal solution. Educating both resellers and end-users about this—often through practical examples or visuals—is essential. Informative content has incredible value.”
4. Marketing starts from within.
“If your own team doesn’t believe in the product, no one else will. The best marketing comes from people who know and trust what they’re selling—whether they’re in sales, service, or marketing. Authenticity resonates.”
5. Innovation is a mindset.
“It’s not always about launching the newest gadget—it’s about seeing problems from a new angle. Sometimes, it’s introducing a smarter tool, a more efficient system, or even a better explanation. Innovation means helping customers make better, long-term decisions.”
How has being part of the Powerful Marketers community supported you?
“Being part of a community like Powerful Marketers has given me a space to exchange ideas, gain clarity, and feel less alone in the challenges that come with marketing, especially when working in smaller teams or niche industries.”
Kaida values connection, and she’s found that within our community. It’s not just about professional development, it’s about shared experiences, spontaneous breakthroughs, and knowing you’re not in it alone. From confidence boosts to practical ideas, she’s embraced the power of community to grow both professionally and personally.
“Some of the best ideas and breakthroughs don’t come from formal training, but from spontaneous conversations with people who truly understand what you’re going through.”
