Peter Schelstraete

Peter Schelstraete




Peter is a global entrepreneur and business leader, combining deep knowledge of technology with the art of branding and a heart for sustainability. Originally a commercial engineer, he complements high profile roles in marketing and general management in the large corporate world, with entrepreneurial ventures as founder, advisor and angel investor. 

Recently, Peter co-founded Ubuntoo: Connecting The World's Social Change-makers. Ubuntoo's mission is to exponentially accelerate the positive impact of Social and Environmental initiatives by creating stronger connections between key stakeholders.
He is also founder of Idacity, a company with a mission to drive meaningful connections between Technology and Culture, where his main project is with Samsung leading "Tech for Good" efforts in the area of sustainability. He also helps drive an industry-wide marketing research initiative for the MMA and Forbes Magazine to define new capabilities needed in today’s world of technological disruption. Additionally, he advises and invests in a portfolio of startups. 

Previously, in his 19 years’ tenure at The Coca-Cola Company, Peter has had a variety of high profile global roles including Global VP Digital, Assets, Licensing & Retail. Earlier in his career, as Global Brand Director Coca-Cola, he was one of the key architects behind the highly successful global “Coke Side of Life” campaign.

Being a true world citizen, Peter has lived and worked in four continents. As Marketing Head for Asia Pacific, Coca-Cola was awarded “Advertiser of the year” and “Most Admired Marketer”. Complementing his pedigree in marketing, he also served as Franchise & Commercial Director in the Philippines, where he worked on a transformational plan leading to a $1.3B acquisition. His first international role took him to Morocco, where he spearheaded marketing for 32 markets in Africa.

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