Hi, I’m Pete. I started this agency because there's amazing work happening across the guitar industry — the explosion of boutique brands and builders, shops that double as cultural institutions — and I want to help connect more of it to players like me who rarely hear about new products unless I’m already following the brand and happen to catch a social post, press release, or media article, or actively researching. New drops, new brands… very little of it is trickling down to everyday players.

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.

Later I switched gears, got months of hands-on 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 ability to generate momentum both in-store and online, then set up the proper tracking and follow-up campaigns that turn every click, visit, and view earned into new opportunities for sales. I look at campaigns as connected growth systems, not individual tactics, and think marketing should always give players a reason to engage and take action, not just look and listen.

I've also been playing since I was twelve, and have been lucky enough to have taken ongoing lessons from virtuosos like Andy Wood, Teemu Mäntysaari, and Marshall Harrison over the years, and have made a lot of connections selling gear through Reverb and Ebay and buying from shops and builders all over the world. I’ve been through major life changes and personal struggles but guitar has always been there for me, so I’m genuinely excited to be spending the rest of my career giving back to the brands, shops, and builders making and selling the incredible gear we’re all lucky to have available today. There’s really nothing else I want to do, so I’m all-in on this.

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’ll probably talk your ear off.

View my LinkedIn profile for my full background.