How Bohan Marketing Works
Most guitar brands generate plenty of attention, but it disappears after the first click or visit. We help you recapture that interest and turn it into measurable outcomes: more inquiries, stronger dealer relationships, higher conversion, and campaigns that actually drive sell-through. Strategy and creative direction are founder-led, while a vetted specialist team handles execution and operations.
We turn more of the attention you earn into new sales.
About the Founder
Hi, I’m Pete. I started this agency because there's brilliant work happening across the guitar industry — brands with real heritage, smaller builders making instruments by hand, shops that double as cultural institutions — and I want to help connect more of it to the players who'll carry the craft forward.
I spent 15 years at major publishing houses, leading national consumer campaigns and growing sales for brands like What to Expect When You're Expecting, 1,000 Places to See Before You Die, Brain Quest, and Curious George, and worked on 11 New York Times bestsellers — including four that hit #1. They all required close coordination between trade and retail promotions, print and digital advertising, email, content/video, social, PR, and partnerships, and resulted in national retail activation across Barnes & Noble, Books-A-Million, Nordstrom, and independent shops in the US and UK.
Then I switched gears, got training from a top digital marketing school, and worked for e-commerce and online media brands for a decade, honing my customer acquisition chops — which gives me the unusual ability to generate momentum both in-store and online, then set up the proper tracking and follow-up campaigns that turn every engagement earned into new opportunities for measurable growth.
I've also been playing since I was twelve. The guitar has been there for me through the best and worst times, and I'd like to spend this next chapter of my life giving back to the brands, shops, and builders making and selling the incredible gear we’re lucky to have today.
Outside of work I'm big into fishing, bowling, collecting vintage baseball cards, cooking, home recording occasionally, and spending hours going down YouTube guitar rabbit holes. I’m extremely open minded about music as long as it’s authentic and takes talent to make. If you ever want to chat about bands, players, or guitars, I can probably talk your ear off.
The Execution Team
Every engagement is shaped by senior input across brand, campaign architecture, and marketing operations — then executed by vetted, expert channel specialists.
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Olaf
Project Management + Campaign Leadership
Oversees production of all client campaign creative across all digital and retail channels
Fortune 500 company experience, MBA from Darden, and featured in Business Insider for his marketing work with a popular DTC brand
Top Rated Plus with 100% feedback on Upwork
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Robin
Marketing Operations + Client Success
Builds the lead generation, tracking, reporting, and revenue growth systems we use for all our client campaigns
10+ years leading automation strategy, CRM list management, and reporting/analytics to scale DTC brands and agencies
Top Rated Plus on Upwork with dual degrees in Marketing and Finance
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Jaya
Paid Social Media + Video Advertising
3.6x return on ad spend for a major $50k/month Meta campaign for Zager Guitars
15+ years managing budgets from $600 to $2 million per month
Top 1% of all Upwork contractors and Top Rated Plus (27K+ hours)
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Ranjeet
Search Advertising + SEO Strategy
15+ years across Google Search, Shopping, and technical SEO
Optimizes for both Google and AI searches (local and global)
Top Rated Plus with 100% feedback on 15K+ hours on Upwork
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Happy
E-Commerce + Conversion Optimization
Performance-focused design, development and app integration across all major DTC platforms
Official Shopify Partner and Shopify Expert
Top 3% of Upwork contractors with 100% feedback (30K hours)
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Joamar
Automated Revenue + Lead Systems
50+ automated revenue and lead tracking systems built for other agencies
Reduced lead response time by 60–80% for various agency clients.
GHL Certified Admin and Top Rated Plus with 100% feedback on Upwork (20K hours)
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Maksym
Digital Performance Creative Design
Conversion-focused ads, landing pages, emails, videos, graphics, website design, and more
Designed e-commerce campaigns that generated an 185% sales lift and 72% conversion rate increase
Top Rated Plus with 100% feedback on Upwork
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Farid
Sales & Promotional Materials Design
Sales and launch kits, brochures, flyers, packaging, branded promotional materials, and retail displays
Designed the Bohan Marketing logo and brand identity
Top Rated Plus on Upwork
MEET OUR MASCOT