Peter helps brands connect marketing activity to business results, allowing for smarter optimizations and better-informed decisions. He is a curious and pragmatic translator, digging into a client’s measurement vision with an elevated capacity to understand and communicate business challenges, solutions and impact from media investments.

Peter’s career began over 17 years ago in strategy and account leadership – roles that provided him with foundational understanding for not only analysis and measurement, but in the practical application of solutions. Most notably, he has improved ad-tracking product to deliver better. As a result, Peter’s work is always grounded in the reality of the Canadian media market, and fully actionable.

Looking ahead to the developing media industry, Peter is most eagerly engaging with initiatives that support locally produced Canadian news and content, with special focus on amplifying diversity and representation.