Peter Lewis

Inspirer
DISC Type : id

Chief Commercial Officer at SXSW

Austin, Texas, United States

Overview

Peter Lewis is the Chief Commercial Officer at SXSW, where he has built his career since 2009. He directs the festivals entire commercial strategy, leading teams across partnerships, sales, marketing, and communications. He is responsible for managing hundreds of global brand alignments and driving the events commercial growth.

A graduate of the University of Texas at Austin, Peter is a devoted father and a lifelong Chicago Cubs fan. He is passionate about fostering deep human connections and values storytelling that captures the heart of an event, often publicly praising the work of his team and partners.

He has overseen SXSWs expansion to international markets like Australia and manages over 700 brand partnerships annually.

Personality Overview

Confident & Optimistic

Charming & Persuasive

Achievment Oriented

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They measure a product on its merit but can be influenced by strong testimonials.

Topics They Care About

Brand Partnerships
As CCO, he is directly responsible for all commercial alignments and building long-term, authentic relationships with hundreds of corporate and government partners.
Experiential Marketing
He frequently speaks on how brands can create cultural moments and connect with consumers through unforgettable activations, particularly those involving music.
Commercial Strategy
His role involves leading the go-to-market operations, sales, and overall commercial strategy to ensure the continued growth and monetization of the festival.

Media Appearances

Ep. 71: SXSW Unplugged with Chief Commercial Officer Peter Lewis. Featured in Apple Podcasts

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Peter Lewis - SXSW 2026 Schedule | Contributors. Featured in SXSW Official Schedule

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Ep. 71: SXSW Unplugged with Chief Commercial Officer Peter Lewis. Featured in Spotify

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Work History

5-2025
Chief Commercial Officer at SXSW
7-2022 - 7-2025
Chief Partnerships Officer at SXSW
1-2022 - 7-2022
Vice President of Global Sales at SXSW
8-2017 - 1-2022
Global Head of Sales and Operations at SXSW
9-2016 - 8-2017
Senior International Business Development Manager at SXSW

Education

2001 - 2005
Education details unavailable from The University of Texas at Austin
8-1998 - 5-2001
Education details unavailable from Southside High School

More Information

Social Presence :

Prographics :

Exp : 16 Location : Austin, Texas, United States Job Level : Leadership Designation : Chief Commercial Officer at SXSW
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Insights For Selling To Peter

During A Call Or A Meeting

DO's

  • Look like someone who is on top of their game
  • Clearly address the competitive aspects
  • Refer to testimonials from well known people to highlight the value of your product

DONT's

  • Don’t be too verbose or overly friendly; a little bit, however, is fine
  • Don’t be very informal even if they are being so themselves
  • Don't be unorganized, be prepared for the pitch

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Peter is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Peter

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Peter move?

  • If they develop confidence in your product and you, then they can make fast decisions.
  • Can Peter take some risk or not?

  • If necessary, they have the ability to take risky decisions.

You And Peter

Personality Compatibility


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