Pete Harrison

Startup Marketing Advisor

About

Former VP Marketing and CMO, specializing in marketing growth, performance media and measurement, and expert in Streaming TV advertising. Experience includes 80+ total companies, 50+ TV launches, 10+ leadership roles, 20+ exits. Over 50 launches of TV, with all top media agencies and largest Streaming advertisers, including DSW, Grove, Instacart, Kalshi, Masterclass, Nerdwallet, Ramp, Square, Thumbtack. Brought in to advise on all media and measurement, at Allbirds, Carter’s, DSW, Hello Bello, Hylands, Instacart. Over 10 VP Marketing or CMO leadership roles, across B2C (Travelocity, TripIt, WGT, Global Wine, Nerdwallet, Ethos Life, Backcountry) and B2B (GetThere, Kespry, Freebird, Productiv). Recent roles... - Backcountry, Interim VP Performance - 6 mos, 15 ppl, spend >$10M/mo, highest ROAS and sales, acquired - DSW, Media Advisor - 24 mos, spend <$10M/mo, media agency change, measurement/MMM, stock price up 30% - Ethos, Fractional CMO - 12 mos, 10 ppl, 3x higher spend >$10M/mo, 2x higher ROAS, >$3B valuation, pending IPO - Instacart, Media Advisor - 6 mos, spend >$20M/mo, TV optimization and measurement/MMM, AdAge Top 10 Marketer, Super Bowl - Kalshi, TV Advisor - the fastest 3 month scale-up of TV and advertising to date, with recent $1B funding at $10B valuation - Nerdwallet, Fractional CMO - 18 mos, 25 ppl, 4x higher spend >$10M/mo, 2X higher ROAS, IPO, Super Bowl Contributed to over 20 company and client exits, including 6 IPOs at Ethos, Figure, Grove, Nerdwallet, GetThere, Memco. Experience includes… - Strategy - product-market fit, segmentation, launch - Branding - positioning, messaging, measurement - Acquisition - CPC, CPA, CPI, CAC, ROAS, LTV, CLV - Performance - search, shop, affiliate, social, retargeting, display, video, audio, app, TV - Attribution - models, incrementality, MTA, MMM - Growth - A/B testing, funnel optimization, CRO - Content - strategy, SEO, social, influencer - Mobile - ad networks, app store, MTA/MAT, ASO - TV - performance TV, streaming TV, OTT, connected TV, CTV, linear TV - Offline - direct mail, radio, print, OOH, events, sponsorships - Retail - Amazon, Walmart, Target, RMN - Lifecycle - CRM, email, push, notifications, SMS - Marketplaces - two-sided supply and demand - Gaming - virtual goods, monetization, DAU, MAU, ARPU - B2B - sales teams, demand gen, lead scoring, ABM - PR - media, blogger, influencers, analysts, speaking, awards, PPR - Finance - budgeting, analytics, analysis - Management - exec teams, boards, teams, hiring, coaching, mentoring

Country

United States

City

Sonoma

Industry

Computer Software

Skill

Start-ups, Marketing Strategy, Online Marketing, Interactive Marketing, Digital Marketing, Digital Media, Web Marketing, Analytics, Web Analytics, Google Analytics, A/B testing, Online Advertising, Customer Acquisition, Lead Generation, Monetization, SEO, SEM, Google Adwords, Facebook, Mobile Marketing

Experience

Startup Marketing Advisor

Running Start Marketing

2005-1 - Present · 21 yrs 8 mos

San Francisco Bay Area

Run my own consulting firm with over 70 clients, initially serving as Fractional CMO, now primarily as Media and TV Advisor. Active Clients: - DSW - largest shoe retailer (TV) - Carter’s - largest child apparel (TV) - Erie Home / Leaf Filter - roof and gutter (TV) - Gondola AI - travel AI startup - Hello Bello - diaper subscriptions - Hyland’s - healthcare retailer (TV) - Kalshi - prediction market (TV) - Replit AI - AI coding (TV) - Talkatry - therapists marketplace (TV) Past Clients: - Fintech - Aven, Current, Ethos Life, Figure, Kalshi, Nerdwallet, Ramp, Square, Titan, Upstart - Ecommerce - Allbirds, Backcountry, Grove, Hello Bello, Jack Archer, Pair Eyewear, Prose Haircare, Rare Carat, Stio - Retail - Allbirds, Carter’s, City Mattress, DSW, Golden State Lumber - Home - Clutter, Erie Home / Leaf Filter, Form Kitchen, HomeAglow, Thumbtack - Food - Immi Ramen, Instacart, Hero Bread, Thrive Market - Wine - Global Wine, Limerick Lane, Meadowcroft, Seghesio - Travel - Abruzzo Cibus, Freebird, Shep, Travelocity, TripIt - Pet - Dogtopia, Ollie, Petco, PetMeds - Learning - Blinkist, Masterclass - Marketplace - Choose Energy, Eventbrite, Nourish, Novi, Outdoorsy, Talkiatry - Gaming - Kalshi, SocialVenue, WGT/TopGolf - AI - Gondola AI, Remix AI, Replit AI - B2B - Airkit, Clickup, JobScore, Kespry, Owner, Productiv, Ramp, Sapling, Square

Media Advisor

Hyland's

2025-12 - Present · 9 mos

Advising established healthcare retailer to scale across Amazon, Target and Walmart, while building brand for key homeopathic products, all measured by new MMM. Acquired by Hildred Capital.

TV Advisor

Replit

2025-12 - Present · 9 mos

Assisting innovative AI coding platform to scale Streaming TV advertising. Over $500M funding and $3B valuation, including Google Futures Fund and Khosla Partners.

TV Advisor

Talkiatry

2025-11 - Present · 10 mos

Helping online therapist marketplace test and scale Streaming TV. Over $240M funding led by Andreessen.

Marketing Advisor

Hello Bello

2025-9 - Present · 1 yr

Advising on relaunch of popular baby diaper subscription business with initial focus on DTC ecommerce performance media and measurement. Originally founded by Kristen Bell and Dax Shepard and then acquired by Hildred Capital.

Media Advisor

Carters Inc.

2025-8 - Present · 1 yr 1 mo

Atlanta Metropolitan Area

Advising CMO and team across performance and brand media and measurement. Carter’s is the top US children apparel with 6 different brands, including Carter’s, Osh Kosh, and Otter Avenue, as well as Simple Joys at Amazon, Child Of Mine at Walmart, and Just One You at Target. Carter’s is a public company with over 800 retail outlets and over $3B annual sales.

TV Advisor

Kalshi

2025-7 - Present · 1 yr 2 mos

New York City Metropolitan Area

Helping this growing prediction market startup to rapidly scale TV advertising across sports, financial and consumer audiences. Kalshi is also known for their innovative use of AI video creative. Over $1b funding and $10B valuation, led by both Andreessen and Sequoia.

Media Advisor

Allbirds

2025-1 - Present · 1 yr 8 mos

San Francisco Bay Area

Helping CMO and team improve their media and measurement for this popular DTC shoe ecommerce retailer, also with 50 retail stores, and my favorite shoe.

Marketing Advisor

Gondola AI

2024-10 - Present · 1 yr 11 mos

Helping early-stage travel AI startup go to market.

Media Advisor

DSW Designer Shoe Warehouse

2024-6 - Present · 2 yrs 3 mos

Advising CMO, VP and marketing leads across performance and brand media and measurement. DSW is a public company and the top US shoe retailer with over 500 retail stores and over $3B annual sales.