Peter is the founder, CEO and majority shareholder of Los Altos Group, Inc. and specializes in business and marketing strategy. His background includes over 20 years at The Coca-Cola Company where he held a variety of key positions including the role of Chief Marketing Officer in the early 90's (responsible for the now-famous "Always Coca-Cola " ad campaign) and President of Marketing and Distribution at Columbia Pictures in the late 80's (where he released GhostBusters, La Bamba, Karate Kid, Stand By Me and Tootsie.)

In addition to his role with Los Altos Group, he is a member of the boards of directors and boards of advisors of a number of technology companies. The Atlanta Journal-Constitution recently announced that Peter has accepted a marketing consultancy assignment for Coca Cola. He also serves as Adjunct Professor of Marketing at the Haas School of Business at the University of California – Berkeley, where he is also Co-Director of the Center for Marketing and Technology. In 2004, Peter joined the faculty of the Graduate School of Business at Stanford University as a Visiting Professor, where he conducted MKTG 392: Marketing and Brand Strategy to MBA students