---
title: Matt Peat joins Advise as Chief Category and Growth Officer
seo_title: Matt Peat joins Advise as Chief Category and Growth Officer
description: Matt Peat, formerly of LEGO, Nielsen and Richmond Marketing, joins Advise to lead category and growth strategy for our customers.
slug: /news/matt-peat-joins-advise
template: article
date: 2026-09-03
category: Company news
author: Advise
schema: NewsArticle
tags: [company]
---

# Matt Peat joins Advise as Chief Category and Growth Officer

Matt Peat has joined Advise as Chief Category and Growth Officer, leading category and growth strategy for our customers.

Matt has spent more than 18 years in FMCG commercial strategy and insights, including senior roles at LEGO and Nielsen, and he built the insights function at Richmond Marketing. His career has been built on one idea: that category strategy, revenue growth management and data transformation aren't separate disciplines. They're one system for turning insight into commercial action.

That's the mindset we're scaling at Advise. Matt leads our [adoption programme](/services), the six weeks in which a customer's team changes how it works with Advise, and he works with brand owners on the category and RGM questions that Intelligence and Autonomous are built to answer.

Welcome on board, Matt.

[Meet the leadership team](/about#leadership) · [See Services](/services)