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Peter Claassen is an experienced business leader in the technology and retail sectors, currently serving as Vice President at SMS Factory since March 2023, focusing on high throughput SMS API and conversational texting solutions. Prior to this role, Peter held key positions including Director of ISVs at Twilio and Head of Commercial SMS at Zipwhip, where significant contributions were made to cloud-based business texting services. Peter founded SplendidAvenue, a retailer of Scandinavian fashion and home decor, while also serving as Director of Communication Services Practice at Whitepages and contributing to business development at various tech companies including NewBay Software, Ontela, Infospace, and Nomadix. Peter earned a degree in fine arts from the University of Victoria.