Luke Peterson Email & Phone Number

Washington, Dc, Us

Chicago, Il, Us

Keeping Golin's empirically-informed strategy capabilities at the forefront of a rapidly-evolving market; developing new analytical and research-grounded approaches to insights using IPG's massive data assets; helping Golin, The Brooklyn Brothers, Virgo Health, and DeVries Global continue to deliver industry-altering strategy, impactful creative, and precision-targeted channel delivery on all client engagements.

New York, Ny, Us

Bringing empirical rigor to DeVries Global, a lifestyle communications agency that uniquely combines the sophistication and scale of working with some of the world’s biggest consumer brands with the high-touch approach derived from its boutique roots.

Washington, Dc, Us

Served as Deputy Assistant Secretary for Research and Analytics, Bureau of Global Public Affairs (GPA). The Offices of Research and Analytics provide Department communicators with the data and insights needed to inform, measure, and improve effective, audience-centric communications campaigns and messages.• Led the offices providing Research and Analytics support for the Department’s Public Diplomacy and Public Affairs function. Managed $20+ million in budgets, 75+ personnel performing polling, focus group research, message testing, campaign management, media monitoring, software development, multi-channel/integrated marketing, owned-channel digital analytics, and social media analysis.• Luke's teams planned and executed the Department’s global multi-million-dollar digital advertising campaign from March-June 2020 to reach American citizens stranded overseas due to the cessation of commercial flight at the outset of the COVID-19 pandemic and enable these citizens to return home via government charter air.• Intergovernmental and interagency coordination efforts included developing communications strategies with the National Security Council, liaising with defense and intelligence elements supporting strategic pursuit of key shared policy goals, co-development of information strategies with allies and partners.• Led the international opinion and media research teams supporting the White House-run diplomatic effort culminating in the Abraham Accords

Washington, Dc, Us

Audience Research and Targeting, Strategic Planning, Marketing, and Measurement in support of IIP's mission to connect the people, culture, and government of the United States with audiences abroad. In 2017, served as Co-Lead for the Data Outcome of the Secretary's Redesign Initiative, assessing and tackling enterprise data and analytics challenges across the Department.Received service awards from my home bureau and others, including a Meritorious Honor from the Global Engagement Center in 2018 for assisting in the establishment of their Science and Technology office.

Washington, Dc, Us

Built U.S. government capacity to understand foreign audiences and their media environments, in order to communicate more effectively abroad. Led small, talented team to grow into a larger-scale high-impact unit affecting broader policy initiatives. Digital Service "Smarter IT" Schedule A Civil Servant.

New York, Ny, Us

Assembled and led an incredibly talented measurement, analytics, R&D team empowering colleagues with an innovative and industry-leading evidence-based approach to Public Relations blending traditional market research with new capabilities grounded in engineering, statistics, and computer science.

I really enjoyed supporting NCEC as part of their redistricting team for the 2010 Census cycle. Until the maps were all drawn in 2013, I advised state and federal legislators and their staffs on redistricting strategy; I wrote software to boost the efficiency of redistricting activities; I apportioned maps tailored to the interests of our clients; I performed extensive demographic, political, legal, and electoral analysis around partisan and nonpartisan district plans in about a dozen states at the congressional, state legislative, and local levels; I developed rapid-response memos for political leadership and press-focused materials around apportionment plans revealed by clients' political opponents. Unrelated to redistricting, I developed voter targeting strategies for several political campaigns including a winning approach for the Mayor of Chicago, and helped launch a ground-up overhaul of NCEC's technology stack.

Pinaxis was a side project partnership of technically-skilled entrepreneurs who established a track record of success in the government challenge space. We won two challenge.gov challenges with prototype products Thumpr (http://www.health2con.com/news/2012/03/29/million-hearts-challenge-winners-announced/) and Apollo (http://www.hhs.gov/digitalstrategy/blog/2012/10/health_2.0_awards_winners.html). We learned a lot about Health IT in the process.

The main skills I took away from my independent consulting experience were those of running a business: accounting, contracts, client management, sales. My consultancy's diverse engagements were extensions of past professional experience and included:- Customer, constituent, or membership list research, analysis, and enhancement- Business process evaluation/audits- Design and implementation of custom databases to support business processes- Market segmentation and multichannel targeting strategy- Technical project management- Problem solvingI shuttered the business to take a full-time role with NCEC, focused on redistricting.

Work concluded with the inauguration of President Barack Obama in January 2009 when PIC folded:· Led overall data plan, determined and advocated realistic scope of work, recruited and managed staff and vendors, worked with senior leadership to successfully satisfy organizational needs.· Led Salesforce.com CRM system implementation, providing platform for 200+ users in Political, Finance, Office of the President-Elect, Office of the Vice President-Elect, Ticketing/Credentials, Volunteers, and Transportation departments, facilitating the coordination of critical activities from ticket allocation and distribution to volunteer and motor pool management.· Coordinated staff and vendor teams to allocate 120,000+ individual tickets on ambitious deadlines.· Provided for effective communications and VIP management through construction of thorough customer database from disparate lists and sources.· Responsible for collection and tracking of data for $50 million in contributions according to guidelines for FEC compliance.· Met interesting people, went to parties, owned tuxedos.

Chicago, Illinois, Us

From the conclusion of the primary election through to the general election in 2008 when the office closed up shop, my role with President Obama's campaign included:- Primary oversight of data and targeting staff in region including key battlegrounds of Ohio, Pennsylvania, Michigan, and Indiana; assisted in adjacent region including Wisconsin, Minnesota, Iowa, and Missouri- Designed and implemented GIS-based national field performance reports, produced twice weekly to inform campaign leadership and staff of the campaign's performance against operational goals, county-by-county, across the country.- Responsible for data/targeting activities in lower-priority states Illinois, Kentucky, and West Virginia- Negotiating with allies to establish mutually-beneficial data sharing agreements saving $2 million+ in superfluous voter contact efforts- Managing data for 200k+ precinct polling locations, enabling internet-based and telephone-based “find your polling location” programs used by millions of voters in all 50 states- On election night, while area traffic was shut down by law enforcement following the victory rally in Grant Park and our boss' acceptance of Sen. McCain's concession, I led a small group of colleagues in walking a distance of 10 blocks right up the center of Michigan Avenue (from Roosevelt Rd to Monroe St), smoking a cigar. This was also the most exercise any of us had enjoyed in weeks.

Chicago, Illinois, Us

From the early days of the campaign when few voters knew who Barack Obama was through to our clinching the US presidential nomination after a long series of primary election contests, I was the senior campaign staffer responsible for the organization's overall data operation. - Designed and led build-up of national data program; - Planned, budgeted, and implemented websites and tools used by 100k+ staff and volunteers to share information on 160 million+ voters, donors, political contacts, and delegates.- Led charge internally to embrace volunteer recruitment as heart of campaign’s field efforts;- Persuaded campaign to adopt an open, de-centralized, internet-based volunteer model as centerpiece of primary and general campaigns, with special attention to non-traditional areas.- Spearheaded strategy to focus on post-January contests by presenting models of likely delegate apportionment scenarios for national convention and state caucuses.- Established and managed business relationships with data vendors and state parties.- Recruited, developed, and led state voter file managers and headquarters data staff.- Managed a local department of 12 staff with diverse functions and hours.

Us

I loved working for the AFT and could write a book on everything I learned from an incredibly talented and wise group of dedicated colleagues. The opportunity to work in so many regions (~23 states) and alongside so many different and diverse groups of people was a tremendously formative experience.· Directed projects nationwide as campaign technologist.· Responsible for vendor contracts and streamlined office procedures in conjunction with state and local affiliates, resulting in savings of $100k+ and countless hours of work.· Piloted online associate member recruitment program, including program management responsibility for a 50,000+ member e-mail list, which became the model for AFT affiliates.· Built and managed AFT's first online dues collection system, enabling affiliates without payroll deduction to process recurring credit-card payments as an alternative method for dues gathering.· Built system to track members displaced by hurricanes Katrina and Rita, allowing AFT to send relief funds, and enabling storm-affected locals to effectively communicate with members.· Led education policy research on charter schools performance in Ohio. Analyzed school testing data and produced talking points for press conference regarding annual data release by the state.· On several staff committees and inter-departmental project teams with oversight of the national union’s new-technology programs. Specifically focused on internet-based member mobilization.· Assembled and deployed dozens of affiliate membership CRM systems for authorization votes, job actions, political elections, COPE drives, member-mobilization, and other focused projects.· Coordinated statewide voter data activities for Kerry-Edwards GOTV effort in Ohio (loaned to DNC).· Traveled to Erbil, Iraq to help Iraqi union leaders develop a political organizing program and establish a secularist foothold in parliament.

Washington, Dc, Us

The DNC bought me out of the AFT for a month and a half to help with the Ohio GOTV program in '04. I spent 6 weeks trying to convince everyone on the campaign we needed to work potential voters in rural parts of the state in addition to contacting only the most likely voters in the urban districts. I made sure we had lists in organizers' hands for the campaign's GOTV effort, I put together the election-day polling location call center, and helped coordinate the "election protection" legal team hotline. I connected freezing (it was sleeting) would-be voters with hot coffee while they stood in line. I helped track performance metrics on election night -- my most enduring memory came while managing the vote forecast/totals spreadsheet: somebody handed me a phone in the boiler room and had me deliver the news to HQ in Boston that we were out of options and would have to concede the election.

Us

In the very early days of the Dean campaign (before they raised any money and most "staff" were volunteering), I worked in the campaign's Burlington headquarters, starting up the finance and field databases and establishing best practices. I left in March to take a paid position in DC, but I re-connected with the campaign in December 2003 in Des Moines, IA as a volunteer data auditor. After finding rampant data entry and performance tracking errors in their CRM, I had to deliver some bad news to management about the prospects of success in the upcoming caucus -- they had been developing campaign strategy on faulty assumptions, and their actual support numbers were a fraction of what they believed.

First job after completing my degree: I learned a lot and then we lost the election: I led data and targeting efforts for the 2002 campaign of gubernatorial candidate Kathleen Kennedy Townsend, and facilitated the state Democratic party's coordinated field program. I spent a lot of time studying electorate behavior, helping to streamline our voter contact (persuasion and GOTV) programs, printing voter lists, and managing data entry.

Redistricting consulting after the 2000 Census (and while finishing up my degree): As the GIS analyst among a trio including a Ph.D demographer and a constitutional attorney, I worked with local governments in South and Central Texas to bring their electoral maps in alignment with legal requirements according to the US Supreme Court's interpretation of the Constitution and the Voting Rights Act. Traveled all over South and Central Texas: Bexar, Nueces, Atascosa, Medina, Uvalde, Comal, Guadalupe, Hays, and Caldwell counties. I learned how to use ESRI software, how to present to elected officials, and where to get really, really delicious agarita berry jelly.

First paid political job, from the summer of 2000 through to the settlement of Bush v. Gore. I learned the basics of political data management under the tutelage of the nascent industry's leading expert. I worked to facilitate list publishing and fulfilled data orders for the dozens of national, state, and local Democratic Party campaigns. I was responsible for ensuring all office computers were connected to email and printer services (I had to do a surprising amount of network rearchitecture to satisfy this requirement), and also that all printers, FAX and Xerox machines had ink/toner, paper, and were in good working order. Following the election on November 8, I was part of a team standing by to spring into action in case Gore won the recount in Florida, as Wisconsin was predicted to receive the next ballot challenge; we stood down on December 12 when the US Supreme Court sent our opponent to the White House. While we were extensively trained and drilled on how to participate in the recount process, our practical responsibilities were to join two conference calls per day for five weeks, so I got pretty good at ping pong. At the conclusion of the campaign, I was recognized by its state director with the "MacGyver Award" for creative problem solving. I subsequently went back to college to study Political Science rather than pursuing my prior plan of becoming a ski lift attendant in Colorado -- the historic recount caused me to miss my contracted start date at Beaver Creek.

Master'S Degree, Military Strategic Studies, General

B.A., Political Science