Peter ter Weeme,
Chief Social Purpose Officer and VP, Player Experience, BCLC

As the Chief Social Purpose Officer & Vice President Player Experience, Peter is responsible for the corporation’s social purpose commitment, overall reputation management and end-to-end player experience and marketing strategies. A 25-year veteran of the values-driven marketing, sustainability and social purpose movement, his mandate is to transition BCLC to a purpose-driven organization that offers lottery, casino and online players an exceptional and responsible entertainment experience.

Prior to joining BCLC in February 2020, Peter was the EVP, Purpose and Brand Citizenship for Elevator Strategy (now Palmer Stamnes DDB), a Vancouver-based marketing and communications firm that works at the intersection of data, emerging technologies and social purpose. With an MBA specializing in environmental management, he has founded and grown two successful consultancies and previously led the marketing and communications at Mountain Equipment Co-op, Canada's national retail leader in social and environmental responsibility.

Peter’s professional experience spans the world of corporate, government and non-profit clients in North America, Europe and Asia. He has lived and worked in Canada, the Netherlands and India where he has advised companies and organizations on a range of values-based issues. He has also developed various campaigns and initiatives focused around issues such as climate action, conservation, public health, and diversity and inclusion.

A recipient of Business in Vancouver’s “40 under 40″ award, Peter is an active member of various progressive business and community initiatives. In addition to having served on the Board of the Vancity Community Foundation (including serving as co-Chair), he is the previous Chair of Canadian Business for Social Responsibility. He is a Director of the Cape Cod Center for Sustainability and also acts as an advisor to a variety of mission-based enterprises.