Peter was Director of Marketing at Manchester United until May 2006. He was responsible for their global brand image, development and sponsorship. He has been involved with the sports industry for over 25 years and has worked for Umbro Sportswear and the English Basket Ball Association. Peter is now working with a number of different consumer brands and international sports rights holders in the UK, Asia and the USA, to help brand owners to think more seriously about their relationship with customers and, as a consequence, create more relevant and impactful communications. Peter has strong views on customer service, identification of customer needs and responsibility of organisations to respond to those needs. He has wide experience of business through his many roles with a variety of product categories from alcoholic drinks to telecoms, financial services to snacks and can relate current business experiences to other industries and their issues.