In his 19 years’ tenure with the company, Peter has had a variety of high profile global roles including Global VP Digital, Assets, Licensing and Retail – responsible for the company’s digital transformation, the management and activation of sports and entertainment assets (like Fifa World Cup and Olympic Games), and the Coca-Cola licensing, retail and attraction business. Earlier in his career, while being Global Brand Director Coca-Cola, he was one of the key architects behind the successful “Coke Side of Life” campaign.
Being a true world citizen, Peter has lived and worked in 4 continents. As Marketing Head for Asia Pacific, Coca-Cola was awarded “Advertiser of the year” and “Most Admired Marketer”. Acknowledging the need for a holistic business approach beyond marketing, he also became Franchise & Commercial Director in the Philippines. His first international experience took him to Morocco, from where he was spearheading marketing for 32 markets in Africa.
Before joining The Coca-Cola Company, Peter worked with Beiersdorf / Nivea Cosmetics. A native of Belgium, he was the president of the country’s largest student organization while completing a Master degree in Commercial Engineering at the University of Leuven. He also holds a Postgraduate Master degree in Marketing from the University of Montpellier in France.
Peter is an angel investor and advisor to a number of startups and non-profit organizations. He currently resides in Atlanta with his wife and 2 children.