About

I’m Pete, and I’m on a mission to help brands find the most authentic parts of their story so they can share it with the world! After a successful career working in global branding, brand expansion and marketing for companies like Coca-Cola, FIFA World Cup, the Sochi Olympics and Newell Rubbermaid, I realized that my greatest passion was helping brands reach their full potential. Not only that, I wanted them to grow and thrive in the marketplace, as well as in the minds of consumers. I consider it a great privilege to be able to help brands move the dial, and I know this is done solely through the authentic – and accurate – telling of their story.

Pete Canalichio

Before earning my MBA at the University of North Carolina Chapel Hill and starting my business career, I attended the U.S. Naval Academy and served in the Navy as an aviator and instructor pilot, honing my leadership and decision-making skills as commander of a large multi-engine aircraft and 12-member crew during the height of Cold War tensions. I developed what I call “crisis-tested leadership skills,” which were forged not in a battle with the competition or a challenging business turnaround—but in the dark skies above the Pacific Ocean as I flew a military jet aircraft whose engine had caught on fire. I found myself surprisingly clear-headed and decisive under such extraordinary circumstances, and have applied that same leadership style to every challenge and opportunity I have faced in my executive career.

Pete Canalichio Navy Academy Graduation

Last Day as a Midshipman!

Pete Canalichio as Navy Ensign

First Official Photo: Ensign, USN

Pete Canalichio and Crew 2 in the US Navy

Plane Commander and Crew, Diego Garcia, Indian Ocean

Pete Canalichio and Diego Garcia in the Navy

Lieutenants Canalichio and Patton on the Flight Line

I began my brand expansion journey (and interest in this specialty area) at Coca-Cola in 1997 as the Event Licensing Group Manager, where I executed multiple programs in support of the Olympics, major Nascar events, and the FIFA World Cup. I continued my career at Coca-Cola in 2001 as the Licensing & Consumer Activation Director of the 2002 Olympic Winter Games in Salt Lake City, UT. There, I directed the development and implementation of all of Coca-Cola’s licensing programs and consumer activation for the Olympic Winter Games. During the seventeen days of the Games, Coca-Cola sold over $2 million of licensed product, a 100% increase over the prior Winter Games.

Pete Canalichio with Coke at the Olympics in Atlanta

1996 Olympic Games, Atlanta, USA

Pete Canalichio with Coke at the Olympics in Salt Lake City

2002 Olympic Games, Salt Lake City, USA

Pete Canalichio with Coke at the Olympics in Sochi

2014 Olympic Games, Sochi, Russia

Pete Canalichio with the Finance Team at Coke

With Coca-Cola Colleagues, Cervinia, Italy

From 2005 to 2007, I served as Director of Global Licensing at Newell Rubbermaid for the Rubbermaid brand. In just over two years, wholesale sales grew from $30 million to over $70 million, and average royalty rates increased by greater than 2%, more than doubling royalty revenue. I was honored to receive the MVP Award for stellar contributions to the Global Licensing department in 2006. Throughout my career, I’ve been blessed to be able to continue operating in the global arena, having worked in more than 40 countries and managed extensive projects across national and continental borders.

In 2018, I was excited to be able to share my message with an even wider audience through my award-winning book, Expand, Grow, Thrive, which achieved the #1 New Release ranking on Amazon. I also contribute to Forbes and Entrepreneur.

When I’m not working to help others find the authentic story in their brands, I love spending time with my wife, Emily, and four adult children.