Pete began his licensing career at Coca-Cola in 1997 as the Event Licensing Group Manager where he executed multiple programs in support of:
- The 1998 Olympic Winter Games in Nagano, Japan
- The France 1998 FIFA World Cup (soccer)
- Major NASCAR events throughout the U.S.
In his second year in the role, he led the group to over $50 million in retail sales earning $3 million in royalty revenue for the company. In 1998, Pete working with the diecast licensee, Action Performance, delivered $30 million in retail sales in commemorating the first ever race between Dale Earnhardt and Dale Earnhardt, Jr. at the Coca-Cola 500 in Tokyo, Japan. This is the largest co-branding program on record for Coca-Cola. His contributions that year earned Pete the Greatest Contribution to the Licensing Department award.
Pete continued his licensing career at Coca-Cola in 2001 as the Licensing & Consumer Activation Director of the 2002 Olympic Winter Games in Salt Lake City, UT. There he directed the development and implementation of all of Coca-Cola’s licensing programs and consumer activation for the Olympic Winter Games. During the seventeen days of the Games Coca-Cola sold over $2 million of licensed product, a 100% increase over the prior Winter Games.
From 2005 to 2007, Pete served as Director of Global Licensing at Newell Rubbermaid for the Rubbermaid brand. In this role, Pete led a 9 member cross-functional team while managing 17 licensees. In just over two years, wholesale sales grew from $30 million to over $70 million and average royalty rates increased by greater than 2% more than doubling royalty revenue. For his achievements, Pete received the MVP Award for stellar contributions to the Global Licensing department in 2006.
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