Pete Matthews
Director, Brand Design & Operations @Kellanova
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WORK HISTORY
Director, Brand Design & Operations @Kellanova
Head of Brand Design & Operations for Kellanova in Europe, leading three functional teams of Design, Artwork & POS experts. Responsible for the visual identity of our brand assets across packaging, POS, e-commerce and all marketing touchpoints. Focused on team leadership, process optimization, agency partnerships, creative direction, design strategy and budget management. Team accountabilities include; • Brand design / artwork for all European packaging (100+ design projects / artworks pa) • Design, artwork, print, production, logistics for all POS materials items pa) • Hero images and guidelines for e-commerce • Brand guardians for visual identity across all touchpoints • Managing processes, budgets and agencies • Providing creative direction and project management • Setting the agenda for design at Kellanova, sharing trends and insights • Driving innovation to deliver profitable growth and operational cost efficiencies (€25m savings pa across pack & POS budgets through centralisation since 2013) Overseeing the transformation of our packaging portfolio with masterbrand redesign projects on cereal, Kellogg\'s snacks & Pringles and the implementation of NaviLens technology to make our packaging more accessible for people with sight loss.
EDUCATION
Nottingham Trent University
BA Hons, Communication Studies
Sutton College
A-levels
ABOUT PETE MATTHEWS
I believe in the power of design. Purpose-driven, user-friendly design, to solve problems…
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