2011 40 Under Forty: Dave Peterson
BRAND STRATEGIST, Smith & Jones
Company location: Sturbridge
Residence: Worcester
Favorite movie: "The Shawshank Redemption"
Age: 31
Career highlights: I started as promotions director at WXLO in Worcester with one stipulation — I had to learn to drive the stick shift on the station vehicle. After a few years of driving that car all over Central Massachusetts, I switched to baseball and attracted sponsors as the vice president of sales for the Worcester Tornadoes. My radio background also helped in my role as on-field emcee at the games, and fans got to know me as “Peterman,” a colorful and unique character. Now, as a brand strategist at Smith & Jones, I help local companies define and craft that same unique character in their brand messages.
Community involvement: As a Type-1 diabetic diagnosed in 2008, the American Diabetes Association is an organization that is very close to my heart. I am the co-chair for Step Out: Walk to Stop Diabetes happening at UMass Medical School on Oct. 1. I help direct the committee’s public relations, advocacy and fundraising efforts in the city of Worcester.
Biggest success: I helped develop the concept of the first $5,000 Ski Drop at Wachusett Mountain — a promotion that still goes on every February and raises significant money for charity. I produced and engineered the entire WXLO radio broadcast from the Red Sox World Series parade in 2004. Overall though, I think I’ve been successful in developing my own unique, memorable brand. People still yell, “Peterman!” when I walk down the street.
Biggest challenge: When I’m talking to CEOs and vice presidents at large companies who’ve seen me dancing in the stands and announcing pie-eating contests at baseball games, it’s not the easiest thing for people to take me seriously. The biggest challenge is proving to those decision-makers that I’m an intelligent, creative marketing professional.
Mentor: The first man who ever hired me as a full-time employee, Joe Flynn. He taught me how to sell, he taught me how to manage my time and he introduced me to my future wife.
Hidden talent: Give me a tacky sport coat and I’ll show you how to dance with it.
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