OUR PEOPLE

Luke Peterson

I help organizations evolve towards data-driven strategy. With expertise in public affairs, global communications, media, policy, and executive advisory, I bridge analytics, audience intelligence, program measurement, and strategic messaging to drive impact.

As a trusted advisor to senior leaders in government, Fortune 500s, and major organizations, I navigate complex challenges, emerging tech adoption, and high-stakes decisions. From 2016–2022, I led communications research & analytics at the U.S. Department of State, overseeing development of global audience insights that shaped public diplomacy, reputation, crisis response, and policy on COVID-19, climate change, and global trust.

I’ve advised global brands—including PepsiCo, Ford, and Bank of America—on AI-driven audience intelligence, social listening, and reputation management. As EVP, Head of Data & Analytics at Golin North America and U.S. Head of Innovation at Burson-Marsteller, I built AI-powered analytics platforms that modernized how global brands measure impact. Recognized for pioneering machine learning in PR, I was named to PRovoke’s Innovator 25 list in 2015.

With a foundation in data science, machine learning, and predictive analytics, I’ve built and optimized data solutions across industries. Today, I focus on AI, advanced analytics, and enterprise transformation—ensuring leaders make decisions powered by insight, not just intuition.

I hold a B.A. in Political Science from Trinity University and a Master’s in Strategic Studies from the U.S. Army War College. Originally from the Midwest, I now call Washington, D.C. home.

Why is it called Hayloft?

The name Hayloft is a metaphor for strategic readiness. In agriculture, the hayloft is where the most essential work—the gathering and storing of resources for the future—quietly takes place. It’s where farmers keep their reserves, knowing that conditions will change and preparation is everything.

At Hayloft Advisors, we bring that same mindset to strategic communications. We help organizations “make hay while the sun shines” — capitalizing on favorable conditions — to build goodwill and to stockpile ideas, insights, and audience understanding so they’re ready when the moment calls. It’s a name that honors both discipline and adaptability, and it reflects our belief that lasting success comes not just from reacting, but from preparing.


Values

Integrity


Judgment


Courage


Dedication