Hello. I'm Phillip Jolicoeur!

I am a longtime Peterborough resident, local business owner, community advocate, and the founder of Be Your Brand, a marketing concierge company focused on helping small businesses and not for profits grow through authentic storytelling and strategic marketing.

Known by many as “PJ The Marketing Guy,” I have spent more than 20 years working in marketing, communications, event production, and community engagement. Through my work, I have partnered with hundreds of local businesses, charities, and organizations across Peterborough and the Kawarthas, helping shine a spotlight on the people and causes that make the community stronger.

I served for eight years on the Board of Directors for the Peterborough and the Kawarthas Chamber of Commerce and currently serve as a Director with the Kawartha Haliburton Children’s Foundation. My experience working alongside community leaders, entrepreneurs, frontline organizations, and families have given me a practical understanding of both the opportunities and challenges facing Peterborough today.

My connection to many of the issues facing the community is also deeply personal.

In 2022, I lost my mother to suicide. I have also experienced the devastating impact addiction can have on families, including losing loved ones to addiction and having family members who continue to struggle with addiction and homelessness today. Those experiences have shaped the way I see mental health, housing, addiction, affordability, and community safety. They are not political talking points to me. They are real life experiences that have affected people I love.

Rather than turning away from those realities, I have chosen to become more involved in the community. I am the creator of Harmony for Healing, a sold out annual music fundraiser supporting local mental health and suicide prevention initiatives. I believe stronger communities are built through compassion, accountability, collaboration, and making sure people do not fall through the cracks.

As a husband, father, mentor, and community volunteer, I believe Peterborough’s greatest strength has always been its people. I am passionate about helping the city grow in a way that supports families, strengthens local business, improves community safety, and protects the character and culture that make Peterborough unique.

Whether through business, community work, or public service, my approach remains the same. Listen first, work collaboratively, communicate honestly, and always put people at the centre of the conversation.