In his role, Peter leads global marketing operations for the entire organisation, working on the direction, planning and implementation and activation of campaigns across the Caribbean, Central America and Asia Pacific markets. In this capacity, he leverages existing and future technologies to build and/or improve marketing and communications functions with a view to growing recharge and smartphone penetration, increasing data usage and diversifying the business to become a digital operator. Prior to joining Digicel, Peter worked in advertising in Ireland. He is based in Saint Lucia.