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Peter Petralia, PhD, is a versatile professional with extensive experience in both creative and strategic roles. Currently serving as a Partner at Modern Craft since March 2017, Peter leads initiatives to address complex business challenges for senior marketers and executives, collaborating with clients such as Destination Canada and Tourism Vancouver. Peter has a rich background in digital strategy as the Managing Director at Sullivan, where revenue growth was significantly realized, and has held leadership positions at various notable firms including Huge and Razorfish, focusing on program management and digital product development. In addition to practical work, Peter is an accomplished writer, producing character-driven theater, film, and television content. Peter's academic credentials include a PhD and MA in Theatre Studies from Lancaster University, along with formative studies in experimental theater and creative disciplines.