PETE FOSTER

Creative Director with proven experience and success in: visual brand positioning, essence and brand guideline development; packaging evolution, revolution and roll out; global brand activation and support in retail and commercial channels and new product launches. 

Can effectively influence brand, channel and customers through clear, concise articulation of rationales and creative strategies. Skilled at managing, leading and motivating internal teams and agencies to increase thinking and creative output. Prior to joining Newell Rubbermaid worked at Frankel, Einson Freeman and Draft Worldwide for clients such as Target, McDonald’s, Sears and RJR.

Work Experience

Newell Rubbermaid® - Writing Segment
Creative Director, June 2004 – March 2014
Associate Creative Director, October 2002 – May 2004
Brands: Sharpie®, Paper Mate®, Expo®, uni-ball®, Prismacolor®

Led the creative vision and strategy for a shopper-marketing-
focused in-house creative team and external agencies.

Responsible for the creative development, agency direction and global roll out of the new Sharpie positioning, essence and packaging.  Successfully moved Sharpie from a functional position to an emotionally relevant and compelling position resulting in sustained growth of 6%.

Developed the Sharpie global in-store visual strategy and managed tactical  implementation. Results included the highest share of the permanent marker category in the 50 year history of the Brand at 84%; a 30% market share increase during the back-to-school season over previous year and a 20% increase in off-shelf placement.

Developed the visual positioning strategy and oversaw guideline development and  tactical implementation for Paper Mate Inkjoy, the largest global launch ever at Newell Rubbermaid.  First year results included over 400MM pens sold globally and +9.1%  share of total global pen category.

Responsible for the creative development, agency direction and North American roll  out of the new uni-ball positioning, essence and packaging.  Successfully moved uni-ball from a functional position to an emotionally relevant and compelling position resulting in the brand’s first off-shelf placement with full sell-through at Wal-mart®and Target

Refreshed Prismacolor packaging resulting in an increase of +32% POS, year-over-year.

Partnered with brand and channel leadership on integrated marketing planning.

Directly managed internal creative team and agencies from concept development  through plan activation.

Led visual strategy development and provided agency direction for all in-store plan-o-gram refreshes and consumer experiences at key customers including Target,Wal-mart, Office Depot®, Office Max®
and Staples®

Draft Worldwide (now Draftfcb)
Associate Creative Director / January 2001 – October 2002
Account: RJ Reynolds Tobacco, Camel®

Led the creative team in the development of all marketing materials for the national Camel Club, CRM Program.

Led the visual strategy and oversaw development of all marketing materialsfor The Camel 7 pleasures of the Casbah national consumer promotion.

Einson Freeman (Marketing/promotions arm of Ogilvy)
Senior Art Director / April 2000 – January 2001
Accounts: Sears®; The Illinois Lottery®

 Led the creative development of all in-store activation and support for the Sears is Your Ticket On Stage with Christina Aguilera national consumer promotion.  Results included a 50% increase in the overall market basket of participating consumers and the program was awarded the Gold Reggie for $6MM+ promotions.

Successfully extended the Illinois Lottery celebrity advertising campaign to the in-store seasonal programmable periods and across all marketing vehicles.

Frankel & Co. (Now Arc Worldwide)
Art Director / February 1999 – April 2000
Account: Target®

Developed in-store signage, displays, logos, collateral and direct mail for seasonal programing, national consumer promotions and partnerships.

 Helped to bring Target “bulls eye” campaign to life in store. 

Responsible for supporting Target’s first “boutique” shop of Michael Graves products. 

 e-staff / Placement Agency

Portfolio reviews & freelance designer / July 1998 – February 1999

Premier Group, a United Airlines® company
Marketing, promotions and events
Senior Graphic Designer / August 1995 – July 1998