You have to have an imagination growing up in a small town.

about Phil

TIMELINE

EVOLUTION OF A CREATIVE DIRECTOR

91

92

2001

2011

2018

INTRODUCTION TO BRANDING 101

LARGE SCALE PRIVATE LABEL

TOTAL BRANDING & ADVERTSING

INTEGRATED BRANDING & DESIGN

INTEGRATED BRANDING & DESIGN

PIGEON

BRANDS

LOBLAW

BRANDS LTD.

EVE BRANDING &

DESIGN

IOVATE

EVE BRANDING &

DESIGN

My first packaging project at Pigeon was solve 30+ SKU hierarchy for Durex Condoms. HELLO! This was a solid introduction to line extension and brand identity.

Accounts:

• Kraft

• Anhesier Busch

• Molson

Building on the success of the infamous P.C. and no-named brands developed by Dave Nichol, I was challenged with stewarding the brand through the next iteration of Loblaws private label program.​​

EVE brand held several key accounts, including Sobeys' Longos and Jamieson Vitamins. A new experience was reworking the new Seventh Generation integrated marketing plan. From packaging to online and advertising, the brand saw exponential growth over the course of the brand re-vitalization.

The challenge to jumpstart a declining brand is no small feat. Within three years of the new brand overhaul that included packaging, advertising and a new digital presence, the brand saw significant growth and repositioned itself as the market leader in the category.

Continuing on the heels of success in sports nutrition and supplements, I continue to build integrated brand platforms for up-and-coming and market-leading brands.

 

 

EXECUTIVE CREATIVE DIRECTOR

 

Innovative Marketing Reaching Target Audiences and Boosting Market Share

Driving Fortune 500 and Major-Brand Results for Molson, Unilever, Seventh Generation, Kraft, and Others

 

Strategic and creative leader who leads teams to award-winning, profit-generating results, bringing creative concepts to light and motivating teams to successful delivery. Possesses diverse corporate and agency-side expertise, with reputation for original design and comphrensive brand rollouts. Identifies right-fit talent, promotes collaboration, and orchestrates cost-effective, memorable programs and branding. Open to relocation (US/Canada).

 

 

Winner, Three Clios, Gold Design, and London International Advertising, Packaging and US/International Ads

 

After working in brand management/marketing at Procter & Gamble, Ocean Spray Cranberries, Dunkin’ Donuts, and Stonyfield Farm, I can confidently state that Phil and Eve Brand are the most skilled creative source I have ever worked with. Their brand foundation was crucial to our growth from $13M to $50M + in three years. – SVP Marketing, Seventh Generation

 

 

NOTABLE RESULTS AND RECOGNITION

 

Turnaround Leadership:

Reversed challenged profits for Hydroxycut, driving 40% ($70M) sales increase and positioning product as #1 selling diet supplement in the US. Reclaimed brand reputation after product recall, producing-directing 20 TV spots.

 

Integrated Brand Launches:

Maximized profit with new natural product at GNC. Displaced national category leaders at Walmart (14% rise in orders in six months and placement in 4,000+ stores), using integrated strategy including 350+ new brand videos.

 

Cost-Saving Production:

Cut external agency spending $2.5M by proposing in-house strategy to direct/record commercials.

 

Team Development:

Staffed and mentored 80+ creative and technical staff (with many reaching Director-level positions).

 

Fortune-Ranked Brands:

Built and expanded reputation with major brands (portfolio highlights at Evebrand.com).

 

Online And Brand Activation -  Strategic Planning – Market Drivers – Integrated Campaigns – Team Motivation – Cost Efficiencies – Content Management – Consumer Behaviour Analysis- Brand Awareness- Social Media Engagement

 

Phil is a brand visionary who can quickly understand brand strategies and execute them across every medium (TV, packaging, print, web, in-store), with ideas that stick. – SVP Marketing, SlimFast

 

PROFESSIONAL HISTORY

 

EVE Branding & Design, MHP, NY, New Jersey | 2016 – Present

Engineered new marketing and communication platform for Venture Capital Investment Group

 

Executive Creative Director/Eve Branding & Design

Reengineered new brand program – Reestablishing position in existing category

 

Brand Turnarounds – Marketing Intelligence – CPG Launches – Integrated Branding – Cost-Efficiency Management

 

Brought in on reputation as strong marketing creative director to assess all communication channels and design a new integrated brand platform. Archetype of a new plan for total brand integrated approach to digital, print packaging, and advertising for two signature brands. Developed a network of outside design, packaging, and digital agencies to facilitate quick turnarounds on demanding timelines.

 

 

Iovate Health Sciences, Oakville, Ontario | 2011 – 2015

Increased revenue, brand awareness, and market position at nutritional supplement health products company.

 

Creative Director – Recruited by CMO

Revitalized Major Brands – Delivering Millions in Revenue Increases and Sharpening Competitive Edge

 

Multi-Brand-Turnarounds – Market Intelligence – CPG Launches – Celebrity Endorsements – Integrated Branding

 

Brought in as trusted partner to CMO, repositioning vision and mission while strengthening revenue and revitalizing branding. Leveraged innovative social media and research techniques; investigated and refocused marketing, with increased industry attention. Shaped strategic approach among executives and change at tactical level; engaged teams with collaborative approach to integrated and brand activation. Oversaw packaging, advertising, broadcast spots, digital, and location-based messaging, 34 reports, and $3M budget (with 15% under-budget results annually).

 

 

Brand Turnaround:

Facilitated 33% annual revenue increase for signature brand Hydroxycut, reversing market share challenges with new, full media program positioning product as #1 in the US.

  • Resolved core marketing issues, effectively targeting female demographic with relevant brand image.

  • Brand Refresh: Recaptured sliding market share, using competitive intelligence; launched effective social media/press campaigns

  • Targeted Research: Uncovered and resolved objections to brand image.

  • Executive Buy-In: Gained leadership approvals for full media programs, new TV spots, and video

 

Social and Event Marketing:

Generated 40%+ additional ROI vs. forecast with eighty-foot LED wall at trade show, outpacing category expectations in aggressive sports nutrition market.

  • Conserved costs (matched existing spend +15%); led teams in creating product videos with on-site celebrity appearances, athletes Rob Gronkowski, Russell Westbrook, and Giancarlo Stanton as leads in the “OWN IT” campaign.

  • Created social media strategy designed around trade show appearance and generating press interest.

 

Brand Development:

Displaced category leaders with new GNC house brand per CMO request. Maximized shelf exposure via color strategy (revealing inconsistences in competing products); built online/print campaign.

Content Marketing Success:

Placed brands among content leaders with first content marketing strategy, including 350+ brand videos developed in two years using science-based videos for expedited launch.

Executive Collaboration:

Influenced shift in marketing techniques, working closely with company owners, C-level leaders, and product evangelists to educate executives on innovative marketing strategies.

 

UX/UI Standardization:

Phil implemented a new set of UX/UI standards that served as the basis for all website development and enhanced the overall user experience. The process he directed also played a key role in the development of e-com and product conversion through loyalty programs that were direct result of the UX/UI design initiative selling through online-retail channels, Amazon, Groupon, and on-line supplement channels.

 

 

Advertising/Print:

As part of the advertising program, Phil spearheaded all brand print campaigns that ran through 12 key publications and retailer trade forums monthly for four and a half years. The campaigns were integrated as part of the total brand launches and were extended to digital, mobile, and all event marketing.

Phil reinvigorated our mature brands for increased acceptance with consumers and retailers, driving a 33% increase in annual revenue, [with a] new packaging and ad campaign reversing a five-year sales decline and a Walmart/FDM brand becoming a massive success under Phil’s creative leadership. He consistently created a ‘can-do’ atmosphere and possesses a very entrepreneurial bent that is an asset to any company seeking profitable growth leadership abilities.

 

– Chief International Officer, Iovate Health Sciences

 

 

Eve Branding and Design, Mississauga Ontario | 2001– 2011

Launched marketing agency and branding/design film securing corporate clients and delivering fully integrated campaigns.

 

Creative Director & Principal

Developed Integrated Branding Strategies Improving Top-Line Revenues at US and Canadian Brands

 

Team Direction – Packaging Strategies –UX/UI, Online and Digital Standardization – Print Advertising

 

Accelerated revenue results at Grand & Toy, Seventh Generation, and Jamieson Vitamins, conferring with executive/creative teams and serving as agency of record at client sites–generating $1M+ in annual revenue. Headed market research and development of integrated brand themes and components.

Seventh Generation:

Reinvigorated brand, spearheading 280%+ increase in revenue by identifying optimum brand theme expanded across product line; reviewed brand identity/market criteria and built /tested designs created UX/UI standards programs for client, websites, and mobile applications for on-line sales programs. 

 

 

Jamieson Vitamins:

Strengthened brand relevance to consumers (facilitating sales-surpassing forecasts for three years with increased supermarket buying) with new online presence, social media strategy, and e-commerce managed all print advertising, campaigns, and package print production standards.

 

 

 

Loblaw Companies Limited, Brampton, Ontario | 1993 – 2001

Quickly orchestrated brand and design results at multibillion-dollar food, furniture, and clothing company, with award-winning and rapid sales increases from newly revised creative strategies.

 

Vice President & Creative Director – Private Label Brands

 

Turn around President's Choice Brand with Innovative Advertising and Marketing Methods

Product Line Development – Brand Development and Standards – Advertising Campagne's – Retail Ad Strategies

 

Produced near-immediate gains in high-profile signature private label brand, leading effort to redesign packaging, brand standards, and product line. Recognized with industry awards (Clio, Mobius, London International) for consumer-foucsed design and promotional efforts. Worked in alignment with brand designer Dave Nichol and President's Choice Marketing Director. Oversaw thirty-member team and $5M budget.

 

 

Brand Turnaround:

Brought President's Choice to household-name status (becoming “Canada’s Most Popular Brand”); revived brand with prominent program redesign and new graphics/ brand standards.

 

  • Won three Clio Awards for packaging, three London International Awards as win for creative and marketing teams.

 

Sales Results:

Stimulated consumer interest and reaped 15% sales uplift in year one, with pivotal role in retail event ad-product promotions- using shipping trailers as mobile ad billboards (extended to 2,000 trailers) after building and presenting business case to management.

 

  • Created 2,000+ SKUs in first year, influencing record sales and building consumer excitement with new branding strategies for each product.

 

Additional Experience:

 

Creative Director

Thomas Pigeon Design, Oakville, Ontario

 

Played key role in developing Red Dog brand at Anheuser-Busch, capturing 30% market share against Zima product at pemier branding and design consultancy; exceeded forecasts with health product packaging redesign; supervised 25 staff.

 

Creative Resource

Disney Studios Production: “Flight of the Navigator” movie

 

Five Days in Milan

Smith Lumen Milan handpicked Phil Pietrasiak to attend work and speak at a five-day workshop on integrated banding and brand activation in Milan, Oct. 26 – 30, 2015.

 

 

EDUCATION & CONTACT

 

Graphic Design Studies

Cambrain College, Sudbury, Ontario

 

Graduate Computer Graphics Studies

Sheridan College, Oakville, Ontario

 

 

Contact Info:

Phil Pietrasiak, C: 905-601-9300    H: 905-403-8106

Email: phil@evebrand.com

Site:  evebrand.com