Peter Schellstraete | MMA
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Peter Schellstraete
Founder & CEO, IDACITY
Former VP Digital Assets, Licensing & Retail, Coca-Cola Global

Peter is founder and CEO of IDACITY, a company with a mission to drive meaningful connections between Technology, Culture and Purpose. His main projects are with Samsung where he has been driving purpose-driven “Tech for Good” projects and marketing efforts in the area of AI / intelligent interface. Additionally, he advises and angel-invests in a portfolio of startups.

Previously, Peter was at The Coca-Cola Company. In his 19 years’ tenure, he held a variety of high profiles roles, including Global VP Digital, Assets, Licensing & Retail - responsible for the company’s digital transformation and the management of sports and entertainment assets. During his earlier role as VP Marketing for Asia Pacific, Coca-Cola was awarded “Advertiser of the year” and “Most Admired Marketer”. Before joining Coca-Cola, Peter worked with Beiersdorf /Nivea Cosmetics in Europe.

Being a true world citizen, Peter has lived and worked in four continents. He has Master's degree in Commercial Engineering at the University of Leuven, Belgium and also holds a Postgraduate Master's degree in Business Management from the University of Montpellier in France.