Peter is an experienced transformation expert and fractional Managing Director based in the Middle East. Peter has built a reputation as a trusted partner for organisations seeking to navigate disruptive change. With more than two decades of experience across consulting, professional services and executive leadership, he guides clients through complex transformations — especially in the emerging fields of e-mobility and experience design.

Working alongside the dynamic Wearenomads team, Peter supports clients worldwide across industries, helping senior leaders translate strategic ambition into operational reality. His approach blends rigorous diagnostics with creative thinking: mapping current state, defining future state, conducting gap analysis, and turning results into a clear roadmap for transformation.

In 2024, his primary focus is on the loyalty ecosystem for retail— from charging infrastructure to customer experience and digital business models. He understands that transformation is not about swapping technology, but about shifting mindsets, structures and value propositions, so organisations can thrive in a rapidly changing environment.

Previously,  Peter has held senior roles in the professional services space — including consulting, accounting and tax — giving him a rich understanding of how leadership, culture and operational excellence come together. He lives in Dubai with his wife, and brings both global perspective and regional fluency to his work in the Middle East and beyond.

Recognised for his ability to unite diverse stakeholders and deliver measurable outcomes, Peter helps clients embrace urgency, build guiding coalitions and anchor change so that transformation is sustainable — not just a one-off project. He champions the idea that “excellence isn’t maintained — it’s multiplied.”

Key Wins

• Co-lead the Transformation team at EY

• Transformed a leading publisher as CEO

• Board Member at H&M International

• Managing Director at Nomads Creative Agency

• SVP EMEA Pathfinder Retail Solution

Notable Brands or Companies

• H&M

• Esprit

• Hearst

• Upfield

• Pathfinder

Key Roles Held

• SVP Growth, Pathfinder (RetailGPT) – Leading regional expansion and go-to-market strategy in GCC for AI loyalty platform 

• Managing Director, Nomads – Oversaw international consultancy operations across Amsterdam, London, Dubai & Singapore 

• CEO, ILJA and Ready to Fish – Scaled luxury fashion brand and secured Haute Couture recognition

Education

• The Hague University of Applied Sciences MBA, Business Administration 

• BSc, Business Economics