Hrynewycz portfolio outlining branding and rebranding projects for Zenith, Cars.com and Digital Innovations

1. I. Alex Hrynewycz
Q U A L I F I C AT I O N S U M M A R Y
Mr. Hrynewycz joined Digital Innovations, LLC in July of 2000. He
was engaged by the President of the company to help revise the brand
and elevate its stature, while increasing the positive sales and retail
position domestically and internationally. Prior to joining Digital Innovations,
Hrynewycz was the President of TurnKey Associates, Inc., a privately
held marketing consulting company. There, he was responsible for
developing and establishing marketing communications and public relations
in both the on and offline arenas for the small to mid-sized business
marketplace.
As a senior marketing consultant to cars.com, a property of
Classified Ventures, he was instrumental in positioning the brand to the trade
and consumer channels and forming the internal marketing department.
Before that, Mr. Hrynewycz spent thirteen years at Zenith Electronics
Corporation rising to the position of Vice President and Director of
Advertising and Sales Promotion. While at Zenith, he directed the corporate
re-branding efforts that resulted in the introduction of the revised Zenith
brand personality in use today. He also played a major role in the
introduction of the Inteq line of high-end home entertainment products,
as well as the rollout of the Allegro brand of consumer electronics A/V
accessories. While with the Allegro group, he held dual positions of National
Sales Manager and National Advertising Director.
In 2004, he joined Dahlstrom Display, a multi-million dollar visual
communications company and printer focused on marketing and brand
support for the health care, grocery, banking, consumer products and
technology channels. As the Director of Retail Programs, he managed the
launch of Sears Home Health care retail stores across the country, while
simultaneously directing a new regional promotion for Albertsons’ in the
Dallas/Fort Worth markets. He also directed the installation team of four
in supporting all aspects of indoor and outdoor signage for Jewel-Osco.
Now as the New Business Development Director, Mr. Hrynewycz sells
value-added solutions to new and current clients not taking advantage of
the Dahlstrom suite of products and services.
Hrynewycz holds a bachelor of science degree in marketing from the
University of Illinois at Chicago.
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2. I. Alex Hrynewycz
SUMMARY
A creative marketing, advertising and sales executive with expertise in
emerging technology and consumer products. Strong strategic planning,
analytical skills and problem solving abilities combined with brand building
experience. Extensive knowledge with hands-on experience in creative
processes, traditional and online media, corporate operations, trade shows,
cost management and public relations.
PROFESSIONAL EXPERIENCE
10/06 – Present Dahlstrom Display Inc., Broadview, Illinois
New Business Development Director
A multi-million dollar visual communications company and printer focused
on marketing and brand support for the health care, grocery, banking,
consumer products and technology channels.
• Develop leads and lead sources, create interest and awareness in
Dahlstrom products and services.
• Persistence in reaching key prospects/decision makers in target companies.
• Deliver benefit statements, handle objections and document resolutions.
09/04 – 09/06 Director of New Business Development
Manage the launch of Sears Home Health care retail stores across the
country, while simultaneously directing a new regional promotion for
Albertsons’ in the Dallas market.
• Currently managing the launch of Sears Home Health care retail stores
across the country, while simultaneously directing a new regional
promotion for Albertsons’ in the Dallas market.
• Directing the installation team of 4 in supporting all aspects of indoor and
outdoor signage for Jewel-Osco.
• Directing all Dahlstrom Events marketing programs for Albertsons’ in the
Dallas/Fort Worth market, including creating event thematics, negotiating
brand sponsorships, hiring all talent, and arranging prizes and logistics.
Creating and managing regional media campaigns, including direct mail and
original radio copy for three local CBS stations. On site management of
objectives ensuring most effective program sell through.
• Manage an internal staff for all marketing communications projects across
the country, and work closely with Dahlstrom creative directors and client
marketing professionals.
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3. I. Alex Hrynewycz
• Help build new Sears Home Heath care concepts stores in the Detroit and
Los Angeles markets. Travel with our client to other markets and scout
possible future Sears locations for the home medical equipment business.
Help create and present the architectural store plans and plan-o-grams for
client and Sears approval. Responsible for negotiating all contractor
contracts, store build-outs, negotiate and procure all fixtures, carpeting, etc.
03/03 – 10/04 TurnKey Associates, Inc., Chicago, Illinois
President
A marketing and brand consulting company targeting small to mid-sized
businesses in the Chicago area providing marketing, channel strategy,
communications and public relations in both the online and offline arenas.
07/00 – 03/03 Digital Innovations, L.L.C., Chicago, Illinois
Director of Marketing
A privately held consumer electronics manufacturer producing and
marketing the SkipDoctor CD & DVD Repair Device with distribution in over
30,000 retail stores world-wide.
• Helped increase sales from $5 million to $25 million in 26 months with a
marketing budget of $750,000.
• Directed all strategic marketing including research, promotions and public
relations.
• Repositioned the corporate and vertical brands, new guidelines.
• Directed a new packaging design system for the retail channel.
• Developed a new community based website designed to effect interaction
and feedback.
• Launched a public relations strategy that garnered an advertising
equivalency of over $1.2 million in sixteen months for less than $90,000.
• Managed and produced all integrated marketing programs, collateral
material, POP and sales training materials.
• Hired and managed all marketing agencies, projects, contracts and
production.
• Directed all trade show planning and management for the CES and E3
events.
• Directed all trade show planning and management.
• Implemented a company-wide co-op advertising and MDF system.
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4. I. Alex Hrynewycz
05/98 – 02/99 Cars.com
Classified Ventures, L.L.C., Chicago, Illinois
Senior Marketing Consultant
Cars.com, a subsidiary of Classified Ventures, L.L.C., is a website formed
to supplement the classified automotive advertising offerings of 130
national and regional newspapers. Currently, it is one of the top new and
used automotive marketing destinations on the web.
• Retained by the President, General Manager and Vice President of
Marketing to perform key leadership functions in the formation of a new
marketing department.
• Implemented national and local marketing brand strategy program.
• Restructured affiliate sales training by redesigning all launch material
resulting in savings of over $250,000.
• Directed and produced all integrated marketing programs, new sales
collateral material, brand identity standards manual and all B-B and
B-C.
• Developed, managed and launched the introduction of cars.com at the
NADA show. Directed all show planning, booth design and theme, floor
management, housing, budgets and post show activities under budget.
• Instituted a Market Development Fund system for use by all affiliates.
• Consulted in creation of cars.com Extranet for support of affiliate
marketing, advertising and communication distribution.
05/85 – 09/97 Zenith Electronics Corporation, Glenview, Illinois
Vice President, Director Advertising and Sales Promotion
Zenith Electronics Corporation is a major international manufacturer and
marketer of television and video products for the consumer and
professional markets.
• Created and led in-house corporate marketing services department
managing 17 professionals with a budget ranging from $3M to $25M.
• Instituted a new corporate brand strategy resulting in the revitalization of
the venerable Zenith mark.
• Led brand management of Zenith Commercial Products and Zenith Network
Systems groups.
• Designed and authored all collateral materials.
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5. I. Alex Hrynewycz
• Directed a national and co-op advertising budget in excess of $24 million
per year.
• Created, planned and directed all strategic national and regional
advertising and sales promotions campaigns.
• Launched the Inteq brand of high-end home theater video products and
the Allegro brand of accessories.
• Worked with the Zenith Display Group in introducing the first FTM
monitor line.
• Implemented and guided the introduction of the first informational
corporate website.
• Directed all corporate and regional tradeshows.
• Instituted strategic co-branding efforts with McDonalds, Kellogg’s and
General Foods.
• Placed Zenith products in various Hollywood productions and regional
stadiums.
10/88 – 04/94 Parts and Accessories Division, Chicago, Illinois
National Sales Manager, Allegro Brand of A/V Accessories
National Advertising Director
E D U C AT I O N
Bachelor of Science and Marketing, University of Illinois, Chicago
Mini-MBA Certificate, Loyola University, Chicago
Total Selling Solutions, Chicago
LANGUAGE
English, Ukrainian
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6. I. Alex Hrynewycz
· Research · Packaging The objective: to reinvigorate an American brand required an infusion of energy so that
· Branding standards · Direct mail corporate icon in order to attract a younger the product offering could stand out against
· Launch strategy · Internal Comm. competition. A new product line was developed
level of customers. in order to target a younger demographic, while
· Brand strategy · Motion graphics
making certain that the core customer would
· Publication design · Meetings and events For years Zenith stood for quality and engineer- not be disenfranchised. More exciting designs
· Advertising · Internet design ing excellence. Their core customers were and features were added to the line, and a new
· Annual report · Signage extremely loyal making Zenith one of the most branding strategy followed suit.
· Retail/ comm. · Co-Op advertising popular brands in North America. It is said that
1 in 4 households has a Zenith product in their The Zenith mark was revised to reflect a more
· P.R. · Sales incentives
home. The brand consistently ranked number 1 youthful spirit. The “Z” stood on its own and
· Product development or 2 in television sales nationally. The average was on all products and packaging. Only the
age of a Zenith customer was a 49 year old most exciting product design was promoted in
male. However, the industry average in 1997 order to present a new Zenith. A public relations
was approximately 42 years old. And despite and national print campaign was the start of the
strong market share, Zenith was quickly being media assault. The use of lifestyle imagery in
perceived as stodgy and dated. Drastic measures the advertising and collateral material was a key
were needed to ensure that the brand stayed at to putting a face on the new brand. Dealer and
the top both in perception and sales. In order to customer acceptance of the branding change
reinvent the brand, internal perceptions needed was very well received. And even though the
to be changed. Every division and business unit company and the brand have gone through dras-
needed to get on board with these changes. tic changes in the last few years, the branding
Old thinking could no longer be the norm. The strategy continues today under new leadership.

7. I. Alex Hrynewycz
· Market research · Packaging The objective: to launch a new brand of high of discussing technical specifications about their
· Marketing strategy · Direct mail performance television and home entertain- entertainment purchase, but rather for exceptional
· Brand strategy · Motion graphics ment systems designed to compete against the quality in their entertainment experience.
· Consumer · Meetings and events best in the world.
advertising A new brand system was introduced that delivered
· Internet design
In 1996, Zenith launched the Inteq brand with the an immersive sensory experience via an extreme,
· Branding standards · Retail/sales comm. goal of being Zenith’s premium brand. The line was saturated and larger-than-life image for the brand.
· Dealership · Catalog design intended to be the main launching pad for HDTV. Identity included a “warped” product icon that
advertising · Co-Op advertising But, before this could be realized, we needed to literally stretched perceptions of normal television,
· Retail design · Sales incentives separate Inteq from its parent brand. and the word television was replaced with the
· P.R. · Product development name “Entertainment Machines” to further empha-
The approach of inventing the brand began with
size this positioning. The brand needed to capture
the basic premise of why people ‘turn-on’ their TV
mind-share, create excitement, jump start sales,
in the first place. Research confirmed that upscale
entice the press and most of all engage consumers.
consumers were not looking for an evening
It did that at every level.

8. I. Alex Hrynewycz
· Market research · Retail design The objective: to promote an Internet service The brand identity was already established when
· Brand standards · Packaging to a new B to B and B to C audience using launched with the service. However, a brand
· Marketing strategy · Meetings classic marketing tools and strategies. standard solution was needed as a road map that
· Brand strategy · Motion graphics would help guide its promotion. New collateral
· Consumer advertising · Direct mail Cars.com is an internet Website formed to material and sales training tools were developed
· Dealer advertising · Catalog design
supplement the classified automotive advertising for field use. A new trade show booth was
offerings of 130 national and regional newspapers. constructed for the brand’s debut to the trade.
· Retail comm. · Internet design
The goal of this site is to provide the public with On and off line promotional tools and new banner
· Product development · Co-Op advertising
an educational resource before purchasing a new ads were employed both for cars.com as well
· Sales incentives vehicle, while providing auto dealers qualified as for tagged affiliate campaigns.
sales leads.

9. I. Alex Hrynewycz
· Research · Packaging The objective: to establish a “house of design and performance, the brand and packaging
· Branding standards · Direct mail brands” strategy for all Digital Innovations design caused many merchandising managers to
· Launch strategy · Internal Comm. products. dismiss the product or delay carrying the skus. The
· Brand strategy · Motion graphics entire product line needed a facelift.
· Publication design · Meetings and events
Established in 1995, Chicago based Digital
Innovations, LLC. invents products that provide The company first tackled developing a new
· Advertising · Internet design
practical solutions to solve significant everyday corporate identity. A tricolor oval surrounded the
· Annual report · Signage
problems in the consumer electronics marketplace. corporate name giving the identity a tighter look
· Retail/ comm. · Co-Op advertising
The company rolled out its first product called the with a font that evoked the future. Then the vertical
· Product development · Sales incentives SkipDoctor in 1999. The same product is also sold brands were attacked. The vertical brands were
· P.R. as the GameDoctor, DVDDoctor and DataDoctor. more prominently positioned on the packaging and
This channel marketing strategy allowed the a new packaging structure was used to better dis-
company to better attract a wider customer base play the product on store shelves. The result was
while gaining placement at retail and increasing an immediate jump in sales and placement. Within
brand exposure. The product was available in a year and a half of these changes, the Doctor
nearly 3000 storefronts domestically in early 2000. Series increased its sales and placement, and
Yet despite its success and award winning today is sold in nearly 29,000 retail locations in
the U.S. and around the world.
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