Mr. Peter Horst is a global marketing senior executive and CMO with 28 years of marketing leadership across diverse industries in consumer and business products, services and technology for market leaders such as Capital One, General Mills, US WEST (Qwest), and Ameritrade. His ability to ignite dramatic growth and profits with breakthrough strategies and innovation has enriched all his work and is reflected in his numerous accomplishments.
As Chief Marketing Officer at The Hershey Company, and reporting to the Chairman and CEO, Peter created an inspirational culture of marketing excellence that lifted employee engagement and quality of execution. Leading all global innovation (product, packaging, digital and business model), he refocused it to drive bolder thinking and greater speed to market; defined organic/inorganic global snacking strategy to fuel growth in adjacent categories; and drove $200M+ increase in pipeline value with several high-potential product and packaging innovations. He managed iconic global brands; advanced capabilities in all aspects of marketing, enhancing the Hershey marketing model to fully embrace digital, social and insights-driven marketing; unlocked $300M+ in core brand growth opportunities, and developed new campaigns, driving growth of 8 to 18%.
Previously, Peter served in several executive roles at Capital One, culminating in the position of SVP, Brand Marketing, Capital One Financial, and leading a team that supported Capital One’s businesses. Directing all strategic and tactical marketing activities, he and his team developed and launched successful products across card, retail and digital banking, driving dramatic growth: a 30%+ new customer acquisition growth in Small Business Card by shifting the target from micro to higher-end businesses; a 70% lift in new account growth and increased key brand equities for the Cash Reward segment; 50% growth in new customer acquisition in Travel Rewards, among others. Whether he developed targeted segment strategies, integrated marketing communications, optimized digital/content marketing programs, or launched innovative social campaigns, Peter continuously elevated marketing excellence, and repositioned international businesses to address evolving markets.
Before joining Capital one in 2003, Peter served as Chief Marketing Officer at Verizon Business Online (2000 – 2003), reporting to the CEO. In this role, he built a team of 24 from scratch, oversaw a a$10M budget, developed new company positioning and product strategy fueling 340% growth in less than three years.
From 1997 to 1999, Peter served as Chief Marketing Officer at Ameritrade, overseeing all branding, direct marketing, customer relationship management, PR and business development for its holding corporation and subsidiaries. He built a team of 35 professionals, managed a $150M budget, drove unprecedented new account growth (90,000 to 500,000) at record low acquisition costs, increased revenues from $65M to $650M by rapidly generating national brand awareness, creating an award-winning and overnight cult success with the “Stuart” ad campaign, infusing the company with a customer-driven culture, and implementing customer relationship management.
Peter started his professional career at General Mills as a Marketing Manager in 1988, and served as Director of Marketing, Nat’l Sales/Business Development for QWEST, formerly US WEST (1994 – 1997). He is a published author (Harvard Business Review, 2015), was recognized as Global Top 50 Most Influential CMOs by Forbes in 2015, and received the CMO Club’s Marketing Innovation Award in 2016.
Peter earned a BA (magna cum laude) in History and Literature from Harvard University, and an MBA in Marketing and General Management from Dartmouth College, Tuck School of Business.