Marketing is what makes customers and marketers are customer makers.


I knew about 10 different academic definitions of marketing that I bet sounded great in a speech for other marketers, graduating from marketing school (In my case, advertising school) but I didn’t performed the ritual: a nap got in the way of sitting quietly at an auditorium for hours (My surname “W” makes public ceremonies unbearable) Instead, I went 2 days later to pick up my diploma and enjoyed an empty car park and a coffee, without neck ties and suits.


Peter Woolvett
Peter Woolvett, marketing guy

This is what I think of my trade.


We marketers are the proud descendants of town cryers, with technology that makes us assertive. We are geeks with signs.

We all run on ego, because when we begin a project we are often our only fan, and have to overcome disdain, ignorance and failure quickly.


  • Some egos are wise and others are insecure. It depends on social experience and skill level.
  • Insecure egos are at war with everything and everyone around them, draining resources and building up frustration.
  • If you are so obsessed with data that you forgot to tell a story about it you are in IT, not marketing.


This is how I see myself.


I am friendlier than I ever was as a child, even after a dictatorship, religious intolerance, two recessions and other adventures, because I learnt to find the bright side of life. Sarcasm, though controversial, is a good friend for a bullied boy with an absent father.




Some people who matter to me asked me to be more emotional so there it is. I learnt how to laugh at my own disgrace and prevailed.


I don’t like self-imposed titles, unless it’s Halloween.


1. Guru.

Hindu spiritual leader who is connected to something that your target customers can’t see.

2. Ninja.

Obsolete Japanese assassin and motorcycle/keyboard brand.

3. Maven.

Understanding through accumulation of knowledge applies to humans, animals and software alike.

4. Sherpa.

At the time of this writing, 13 Sherpa guides were killed by an avalanche they didn’t see coming.

5. Marketing guy.

This one is accurate.


What is there to like?

Nothing, but some rudely disagree.


Is it my charming personality, perhaps?

  • Introvert.
  • Irreverent.
  • Sceptic.
  • Sarcastic.
  • Impatient.

How about my marketing knowledge?

Being a creative communicator means making connections between points of data. It’s not fancy.

My formal training is below, but if you want to know more about my marketing knowledge, read my blog. Someone said that a person who really understands a subject is able to both teach others and make a satire of it.

Or is it because I am an actual alien?






Yes, Alien English. Those offended by it please be kind and give my bandwidth to better people.

Save your local alien or freak.


I think that discrimination is a perversion of segmentation, which is useful to maximise your marketing ROI. Discrimination, beyond how hateful it is, generally amounts to a sloppy work tied to prejudice.


This is what led me to social media, which I now see as a huge virtual office space, with plenty of everywhere.


As most people with a multicultural background, I am used to keeping my options open. Being an alien is a handy reminder that my work is to create connections (textbook definition of creativity) between groups of people who might have nothing to do with me, resulting in an ever-growing comfort zone.

  1. One-size-fits all is absurd
  2. Individuality creates marketing opportunities.
  3. Marketing is about your target customers.

Some active readers of my blog whom I actually know, like Carol Stephen, have diverse backgrounds, derived from different economic activities and also their ancestry.

We are all mutts!

Living in a melting pot should be the fantasy life of every marketer… Cookie cutters are not marketers.



Professional formation

  • Instituto DUOC UC. Santiago, Chile
    • Bachelor’s in Advertising
    • Minors: account management and media planning

Professional experience

  • My Chef Maggie (2011 – Present)
    • Marketing manager
  • Ghost planner (2009 – 2013)
    • Writing marketing plans
  • Garment Group (2008 – 2010)
    • Integrate sales force into marketing planning
    • Create knowledge bank for sales representatives
    • Improve communication between the sales force and the warehouse
    • Create new lines out of previously failed products
    • Improve existing customer service procedures
  • Big Time Productions (2008) – Failed start-up
    • Participate in pilot programme
  • Welcome Valet Parking (2007) – Failed start-up
    • Analysis and recommendations. Failed to convince my client on time.

I included two major failures in my career during the recession, because I own my mistakes and learn from them.

I had many odd jobs during the recession and will gladly tell you about them and my experience abroad, between 2002 and 2007

What would Lead do?


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