Peter Shafer

When Peter Shafer is not working on the sidelines as a referee at NFL games in Baltimore, he is preaching and prawning about the virtues of web branding and exceptional designs. Prior to joining Sqauer360 as a “fractional” business development lead, Peter works with international and domestic brands such as Givaudan, Ritz Carlton, CVS Health, Kraft Heinz, Sleep Innovations, Orbitz, Carters Osh Kosh B’Gosh, helping them with their revenue and website strategies.

Peter’s branding work also includes associations and not-for-profits such as the American Academy for the Advancement of Sciences (AAAS), America’s Health Insurance Plans (AHIP), American Bar Association, Public Affairs Council, and American Society of Association Executives (ASAE) as well as Washington College.

Peter is an expert in the assessment, measurement, and ongoing tracking of key brand metrics such as Brand Equity, Brand Reputation, and Brand Engagement. Peter worked as a senior brand consultant with The Gallup Poll, The Harris Poll and was CEO of KRC Research, which conducted hundreds of brand studies with InterPublic Group Advertising clients.

Peter’s experience in the NFL  inspired him to create "After Further Review," a leadership program designed to help managers and leaders make decisions with the precision and objectivity of professional referees. Drawing on his expertise in organizational structures and team dynamics, Peter has also worked extensively on employee engagement strategies, helping teams with their performance, including contributions to the best-selling book First Break All the Rules.