Pete Foster
pete@fosterstrategicdesign.com

Creative Director, Brand Strategist and Designer with proven experience and success in both corporate and agency environments, specializing in: brand strategy and essence development, visual brand positioning and brand guidelines development; packaging evolution, revolution and roll out; global brand activation and support in retail and commercial channels, event marketing and new product launches. 

Can effectively influence brand, channel, customers and clients through clear, concise articulation of rationales and strategies. Skilled at managing, leading and motivating internal teams and agencies to increase thinking and creative output.  Brands worked on include myQ, Chamberlain, Newell Rubbermaid, Sharpie, Budweiser, Paper Mate, Uni-ball, Prismacolor, United Airlines, Target, McDonald’s, Sears, Illinois Lottery and RJR.

EXPERIENCE:
Chamberlain Group
Sr. Manager—Creative and Brand Strategy, June 2015 – March 2019
Brands: Chamberlain Group Inc.®, Chamberlain®, MyQ®

•  Helped position Chamberlain Group Inc. to achieve its long-term strategic vision and objectives, via a newly defined opportunity space, brand architecture and portfolio strategy.

• Day-to-day lead on brand strategy development (purpose, promise, positioning and architecture), brand essence and visual brand language for the 2018 launch of the myQ®ingredient brand — an access management and service platform.

•  Day-to-day lead on the brand strategy development (opportunity space, purpose, promise, positioning and brand architecture), VBL, brand essence, packaging architecture and rollout for the 2016 re-launch of the Chamberlain Brand — the #1 retail brand of garage door openers and accessories.

• Creative lead for a team of in-house designers and external partners to activate the Chamberlain Brand, via packaging, POP, product launches and A&P.

  
  

Akimbo- Publicis Groupe
Creative Director, August 2014 – June 2015
Accounts: Anheuser Busch, Mead JohnsonTM

•  Led the creative development, VBL and packaging architecture for the 2015 launch of Bud Light MIXX TAIL®, the initial entry from Anheuser Busch in the flavored malt beverage category specifically positioned
  for nightlife.

•  Optimized the packaging architecture and on pack communication for the full line of Enfamil®infant and toddler formula to increase shop-ability and encourage shopper loyalty.

Newell Rubbermaid® - Writing Segment
Creative Director, June 2002 – March 2014
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 theback-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 materials for 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 Aguileranational 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 retail signage, displays, logos, collateral and direct mail 
  for seasonal programming, national consumer promotions and partnerships.

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

• Responsible for supporting Target’s first ever “boutique shop” of Michael 
  Grave’s products. 

e-staff / Placement Agency
Portfolio reviews & freelance designer / July 1998 – February 1999

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

• Marketing, promotions and events

PROFICIENT IN:
Adobe Creative Suite (Illustrator, Photoshop, InDesign) and Microsoft Office Products

EDUCATION:
Illinois State University, Normal, Illinois
Bachelor of Science Degree in Art; Concentration in Graphic Design

College of DuPage, Glen Ellyn, Illinois
Associates of Arts Degree; Concentration in Marketing
 

—  I’d love to hear from you