Our Team

J. PETER RIZZO

Senior Consultant

Peter Rizzo has over 30 years of professional experience spearheading strategic marketing and communications programs. As a former CEO of a leading New England advertising agency, President of an internationally recognized importing, distribution and retail fine wine enterprise, and COO of New England's premier branding company, Peter brings a broad and deep understanding of business strategy, brand building, and creative communications experience to the Nicolazzo team.

His experience includes counseling and leading marketing communications efforts for numerous firms, including New Balance Athletic Shoe, Staples Inc., The New England, Cullinet Software, Cognos Corporation, Nashua Corporation, Houghton Mifflin, The Kendall Company, Union Carbide, Procter and Gamble, Kellogg's, Nestle, and Schenley Industries. Additionally, he has shepherded brand and distribution building programs for leading wineries such as Kendall-Jackson, Chateau St. Jean, Silver Oak, Stag's Leap and Hogue Cellars, as well as numerous brands from Europe, Australia and South Africa.

He served as President and CEO of Silenus Wines, which was acquired by the Martignetti Company. At Silenus, Peter led the vertically integrated company in overhauling its portfolio, sourcing from new countries and emerging wine regions, and directing communications and promotion activities to 10,000 retail and 2,000 wholesale accounts.

Prior to Silenus, Peter was co-founder, President and CEO of the Rizzo Simons Cohn Advertising agency, which under his leadership received Inc. 500 distinction. At RSC, he headed business development and oversaw the 45-person firm's account service, direct marketing, research, and media department efforts on behalf of regional, national and international clients. During that tenure, Peter also served as President of the 1700-member Advertising Club of Greater Boston.

Peter was also previously Chief Operating Officer of Brand Equity International in Newton, Massachusetts, one of the country's preeminent branding firms. He has served as Account Supervisor at Hill Holiday in Boston and began his career at Leo Burnett in Chicago, one of the largest independent multi-national advertising agencies, birthplace of the Jolly Green Giant, the Lonely Maytag repairman, Morris the Kat, Charley the Tuna, the Keebler Elves, the Pillsbury Doughboy, the Friendly Skies of United, the Gusto of Schlitz beer, and other icons of American advertising history.

Peter earned his A.B. from Tufts College and his MBA from the Harvard Business School. He has also studied law at the evening program at Suffolk Law School. He is past President of the Italian Americans in Communications club, a director of the New England Fine Wine Council, a founder of the Ireland Fund, and emeritus member of the Boston Advertising Club. He is also a 6-time finisher of the Boston and New York Marathons.