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60 Seconds: Peter James of Shure

Get to know Peter James, vice president of global sales for pro audio at Shure.

Peter James
Peter James

What is your new position, and what does it entail?

I’m the vice president of global sales for pro audio. I lead our sales team across the most developed regions of the world to advance Shure’s position in key markets where our reputation and notoriety is already prominent.

How has your background prepared you for your new role?

I started my career in the industry 30 years ago, so experience is a good part of the preparation. More recently, since 2012, I’ve been a central figure in helping develop successful sales strategies that reflect the different market requirements for retail, integrated systems and pro audio in both the UK and Europe. It may be easy to trade in the EEA with operational consistency and efficiency, but to really succeed, it’s essential to understand the culture of each country, respect differences and be willing to adapt.

Related: Shure Names New Global Sales VPs, Sep. 14, 2018

What new marketing initiatives are we likely to see from the company?

As a private company, we cannot reveal too much detail about the future, but I’m happy to say that we’ll remain customer-centric in all our actions, and our marketing initiatives will support that completely.

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What are your short- and long-term goals?

Short-term, I want to better understand the cultural nuances crucial to our success in major markets and find a sweet spot of alignment that enables us to have global consistency in supporting all our customers equally. It’s an important initiative, one that the entire global sales team is focused on, as we shift from a regional to global business structure. Long-term, I want to achieve the same relative level of success in all corners of the world.

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What is the greatest challenge you face?

Getting enough sleep, possibly, or finding a solution to jet lag—there’s a fair amount of travel in my new role. Sleep deprivation aside, the greatest challenge is achieving that strategic harmony that traverses geographic, cultural and economic differences. Given our rich history of innovation, industry-leading product portfolio and the uniquely positive and collaborative culture set down by our founder, S.N. Shure, I don’t see this being as challenging as it sounds, but it’s certainly not something achieved with the stroke of a pen or a powerful speech.

Shure •