Peter McCarthy is a technical marketing executive with 20 years experience in trade publishing. In his role with Logical Marketing, Pete brings his unique marketer’s perspective to the changing book marketplace, exploring the point at which books and technology meet with data, audience-centric insights, informed analysis, innovative strategies, and effective tactics.
Pete began his career working in editorial for The Reader’s Catalog, 2nd Ed., a publication widely regarded as a precursor of online retailing. Indeed, its underlying database taxonomy and annotations played a significant role in B&N.com 1.0. From that experience, Pete went on to develop the first web iterations of The New York Review of Books and Granta magazine, learning the fundamentals of the web, from coding and design to some of the more technical aspects of information architecture, and content management.
In 1998, Pete joined Penguin Putnam, the US operating company of the Penguin Group, firstly as a Project Manager within their nascent web team and, shortly thereafter, as the Director of that group. He wore many hats in that role and learned the finer points of the business side of publishing. He went on to launch Penguin’s eCommerce program, selling books directly to consumers, the first concerted D2C effort among the major US trade publishers. Additionally, he oversaw the development of a vibrant and profitable ebook publishing program of several thousand titles. This was all prior to The Kindle, which found Penguin remarkably well-prepared for the future. He left Penguin in 2005 as Vice President, Executive Director, Penguin Group (USA) Online.
Pete then brought his consumer-centric, technical view of the world to Random House that as their Director for Consumer Operations. In tandem with a terrific team, he helped develop their eCommerce capabilities, honed their email marketing initiatives, drove online marketing best practices and measurement, and sought to innovate beyond traditional mechanisms for consumer outreach. Consumer marketing R&D — specifically of the digital variety — became his sole focus in 2008. In that capacity, he engaged with technology companies, aligned marketing and internal IT, defined in-house tools and platforms, developed consumer communities, performed market research and marketing analyses, consulted on and executed author- and title-specific campaigns, developed marketing automation, spear-headed internal work groups, and stood on the front lines of many of the recent ebook shake-ups. Pete left Random House in 2011 as their Vice President, Marketing Innovation, moving briefly into the music industry and then returning to publishing, founding his own marketing agency, McCarthy Digital, which he owned and operated from 2012-2014.