How a Multi-Billion Dollar Company Rebrands

How a Multi-Billion Dollar Company Rebrands

In this unique session you will learn rebranding insights from both the Director of Marketing and their advertising agency of this special initiative.

Interline Brands saw an opportunity to unify five of its acquired entities into one brand. Partnering with local agency, Burdette Ketchum, hear and learn from their rebranding story.

This presentation will focus on 3 key elements:

1) Universal rebranding principles, helpful for any size company

2) Do’s and Don’ts of rebranding a two billion dollar company

3) Implementation and execution


About the Keynote Speakers

Peter Routsis, Director Marketing , SupplyWorks, Interline Brands Inc.

Peter Routsis

Peter has been leading and developing brands for over 20 years. His passion is building brands from the inside out, recognizing that a brand is a reflection of a company’s culture as well as its strategy. He has successfully applied this principle throughout his career at blue chip brands like Sony, Reebok and Benjamin Moore, working in both the United States and Canada. His career includes roles in sales, category management, business development, marketing management and strategic brand management. He has a stellar history of profitable growth and brand stewardship helping the brands he has lead, win awards for most trusted brand, website design, mobile applications, package design and new product launches.   In 2013, Peter joined Interline Brands as Director of Marketing in Jacksonville. He works alongside a talented and growing marketing team of 50 to build winning marketing plans.

Krishelle Hancock, Account Director, Burdette Ketchum

Krishelle Hancock

Krishelle is a Jacksonville, Florida native, currently acting as the Account Director for Burdette Ketchum. Her specialty: exceptional client service to deliver strong business results. Krishelle believes relationships are the foundation for success and she’s a stickler for the details.

Prior to her role at Burdette Ketchum, Krishelle acted as the Vice President of Marketing at PARC, an amusement park and entertainment company, where she created and implemented strategic marketing plans for the parks, managed communications and event planning, directed the creative team to produce all print, web, e-marketing and broadcast advertising, and was responsible for budgeting, media planning and competitive analysis.

In addition, Krishelle previously managed national marketing, advertising, and sponsorship efforts for the American Culinary Federation, where she particularly enjoyed meeting famous chefs and serving as the “face of the company” at industry trade shows throughout the country. Her broad background also includes experience as an account executive in the advertising world, and she served as Marketing Director for two publications of The Real Estate Book. She is a former member of both Rotary International and the Optimist Club, where she served on publicity and event committees, as well as child mentor programs. She earned a Bachelor of Science from the University of North Florida with honors.