Today we’d like to introduce you to Peter Colombatto
Hi Peter, so excited to have you with us today. What can you tell us about your story?
I’m St. Charles/St. Louis born and raised. Most of my family lives here which has been an incredible gift. I never felt that nagging sense that some describe to “leave home” to find what you are looking for. I love our community, and even from a young age, I knew there was a lot here for me.
I grew up the youngest of four children – two brothers and one sister. Later on, when I was a teen, my mother would remarry and have another child (so not the youngest anymore!) But I was 20 when that happened, so I grew up with the “youngest sibling” dynamic.
I have very supportive parents. My dad worked as a senior executive at Anheuser-Busch until his retirement in 2008. My mother was a dedicated homemaker. This all contributed to a pretty traditional upbringing – with some unique quirks.
Most youngest siblings in a household will tell you – it’s always a struggle to feel seen and heard. No one is intentionally ignoring you, it’s just part of the territory. This experience can result in a few different personality types – including withdrawn or outgoing. I gravitated to the outgoing, doing whatever I thought I needed to, to carve out a place in my family and in the world around me. I would tell you this was me coming into myself – my siblings would say it was me being an annoying little brother.
My dad was very accomplished. Extremely intelligent with an engineering degree and background and very athletic. My siblings inherited his athleticism – me, not so much. Try as I might, I could not wrap my head around what I needed to in order to excel in athletics. I also struggled as a student early on – much more than my siblings. Unfortunately, the schools I attended did not have the resources in place to identify when students were falling through the gaps academically, putting me behind significantly in math and science. A struggle that would stay with me for most of my academic life – which would end up being very long!
The reason I share all this is to articulate that I struggled to find my own sense of identity as a young person. In my family and in the world around me. Being limited to measuring my success in life by academics and athletics – two areas I did not excel – resulted in feeling like I was not successful – and never would be.
This sense stayed with me until I was a sophomore in high school. Like many, high school was a time for me to explore who I was beyond my family and the structures that I had grown up with. I was doing okay in school and I was playing football. I was not very good, and did not see a lot of playing time, but I really enjoyed the camaraderie, structure, discipline, and sense of community.
One day, the drama teacher came to me asking if I’d be willing to stand in as an extra in one of her plays. I had just completed an intro theatre class and I guess she thought I could handle being an extra.
This experience, being on stage, suddenly gave a voice to a young man that had been searching for one most of his life. At about the same time, I started participating in the school choir. I found I had a natural talent for performance – singing and theatre – and for the first time, felt like I was good at something.
From here, my life took off. I had found a sense of self, a voice, and a direction. I knew what made me – me. I spent the rest of high school balancing academics and performance – while trying to figure out what I wanted to do with my life.
I knew that I loved performing but I was also pragmatic. An artist’s life is hard – in every sense – and I wanted traditional things: A wife, a family, a home, and a steady career.
To hedge my bets, I pursued both business and performing arts in college as a student at Lindenwood University. First as an undergrad (BFA Musical Theatre, BA Arts Management, and BA Business Administration) then as a graduate student (MFA in Theatre in 2013 and MBA in Management in 2019).
Suddenly, the student who struggled throughout elementary, middle, and high school was a lifelong learner! It turns out, I just had to “learn how to learn”. When I took ownership of my education, my experience in the classroom transformed and I was able to succeed.
Just like high school, my experiences in college were transformative. I balanced academics, performing, and part time jobs with spending time with friends and family. After I graduated with my undergraduate degrees in 2013, I briefly worked for a marketing firm in St. Louis. This is where all the confidence I spent years building would come crashing down.
I had a very challenging supervisor. I had the sense they did not want me around, I felt like I could not meet their expectations, and like I was always failing. Right back to being the little brother who can’t do anything right. Looking back on that experience, what I know now after leading teams myself, is that my supervisor was someone who could not articulate their vision and expectations and was also an “I’ll know it when I see it” kind of boss – a dangerous mix for an entry level employee fresh out of college.
This experience drove me right back to the place I felt comfortable – college! I returned to Lindenwood University as a graduate student and a paid graduate assistant – supporting the J. Scheidegger Center for the Arts as an art gallery manager and assistant box office manager. I decided to get my MFA to explore options in performance, directing, and teaching in the performing arts.
As I neared the end of my graduate experience, I was anxious about what was next. Still stinging from crashing and burning a few years before, I decided to audition at a national audition. During this week-long audition, I realized this wasn’t exactly the life I wanted for myself. Too much travel, not enough time or space to lay down roots. I wanted to settle down. This was a hard lesson to learn, but I’m glad I learned it when I did.
At the same time, things were in motion at Lindenwood that would result in a job offer upon graduating with my MFA – I began work as a box office manager in 2013 and became a marketing and communications director in 2014. Over the next 10 years, Lindenwood University would give me one incredible opportunity after another. At the Scheidegger Center, I was empowered to lead marketing and sales initiatives that drove the St. Charles community to Lindenwood’s campus to see enchanting shows and stars. I was able to learn my craft of marketing and communications – story telling – and had ample space and resources to do it. I experimented, I failed, I succeeded… I had fun!
At the same time, my personal life had taken shape. I began dating my now wife in 2013, we performed together as students at Lindenwood. We would marry in 2016 – welcome a daughter (Violet) in 2022 – with a second on the way in March of 2025.
Professionally, my time at Lindenwood had introduced me to a larger community of support in St. Charles and St. Louis. I was invited to participate in committees and task forces with the City of St. Charles – focusing on bringing entertainment and engagement to our community. I was invited to support the University as a leader on the staff council and committee on accreditation. Ultimately, I was given the opportunity to advance beyond the performing arts/entertainment management space and promoted University Marketing Director in 2021.
This was a turbulent time for higher education – one that continues today – and provided the perfect opportunity to test the skills I had developed while learning new strategies and tactics in marketing and story telling. During this time, I was empowered to bring the university’s first fully articulated integrated marketing campaign to market. The award winning “Rethink what you think about Lindenwood University” campaign would drive an incredible influx of student interest and ultimately give the university its first total student population growth in 10 years. Something I could not have accomplished without an incredible team and network of expert creative professionals in the industry. The marketing department at Lindenwood and creative partners at Switch brought something new and exciting to Lindenwood University – and told a nearly 200 year old story in a different way.
I was promoted to Assistant Vice President for Marketing in January 2023 – after launching Lindenwood University Online – a renewed online education product offering from Lindenwood that endeavored to meet the modern learner where they were. The focus was on who we called the “new majority” – adults with some college credits but no degree. Veterans, women, minorities, and marginalized communities that traditional education models were failing. Bringing Lindenwood Online to market is one of the proudest moment of my career – and as Lindenwood continues to face challenges in traditional student enrollment (along with almost every other college and university) the work we did with Lindenwood Online gave the university a lifeline to address that decline with adult online student growth.
If you would have asked me this time last year where I saw myself in 20 years, I would have said right here at Lindenwood. Little did I know how much would change in a few short months.
2023-2024 was not a normal cycle in higher education. The Department of Education made significant changes to the FAFSA (Free Application for Federal Student Aid). These changes resulted in students and their families being confused, limited in opportunity, and unable to submit their information for months. This also resulted in colleges and universities being unable to package students. The processes and timelines that had been consistent for years were disrupted – at times beyond repair – and Lindenwood was not immune. Driving awareness and applications was not the problem anymore – getting the students processed and packaged and enrolled was. That said, having spent countless hours with my dedicated colleagues at Lindenwood addressing these challenges, I am proud of the work we did to serve our students and their families in 2023-2024.
At the same time, my network of leadership and support was changing. Several colleagues opted to seek new opportunities – including key mentors and friends. I suddenly felt like the place I called home for nearly 20 years was somewhat unrecognizable to me. For the first time in a long time, I began to think: “What is next? What is life for me beyond Lindenwood?”
While incredibly grateful for the opportunities I had at Lindenwood, I couldn’t get over a sense that it was time for me to move on. So, I began a very intentional search for my next career opportunity. I discovered CCA Global Partners and ProSource Wholesale – an organization committed to the entrepreneurial spirit and giving independent and family owned businesses the support they need to be successful in their communities.
So, after almost exactly 20 years on Lindenwood’s campus, in August 2024, I started a new journey as the marketing director for ProSource Wholesale. ProSource is more than just a home improvement supplier—it’s a trusted partner for trade professionals like contractors, remodelers, designers, and builders, as well as their homeowner clients. We specialize in offering a wide range of high-quality products for every remodeling project, from flooring to kitchen and bathroom essentials, all at wholesale prices. With 150 showrooms across the U.S. and Canada, we make it easy to find what they need, when they need it.
What sets ProSource apart is our commitment to helping trade professionals succeed. Membership comes with exclusive benefits like personalized service, expert advice, and access to an extensive selection of products. So, whether they are tackling a large-scale remodel or a smaller update, our team is here to support them every step of the way.
As part of CCA Global Partners, ProSource Wholesale leverages the power of a cooperative network to deliver unbeatable value and service. It’s all about helping trade pros grow their businesses and ensuring homeowners achieve their dream renovations with confidence and ease.
Now, it’s scary to leave the comfort of an organization you’ve known for 20 years. A place that gave you so much. That said, the experience was energizing! The last five months or so have been incredible. I feel like I’ve grown more professionally than I have in the last several years. It was time for me to move on to something new, and CCA/ProSource gave me that opportunity.
Something I want to leave you all with as I tie together my experiences. Often times I’m asked what in my life has been the greatest contributor to my personal and professional success. My business education was obviously important. It taught me the foundations of business principles, best practices, rules and regulations, etc. But what I learned from the performing arts – those skills are what have brought me where I am today. How to speak, and, more importantly, how to listen. How to be flexible and adaptable. How to change strategies and tactics quickly. And how to tell a good story. These key learnings positioned me to do things others couldn’t do or didn’t want to do. To stand up in front of a group of 10 – or 500 – colleagues and deliver information or tell a story. The performing arts helped me find my voice – in every sense – and I will be eternally grateful.
I’d also be remiss if I didn’t credit the support of my family and friends – especially my wife Nicole – who have supported me every step of the way. Something I know they will continue to do, and something I hope to never take for granted.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I have lived and incredibly blessed and privileged life. It’s not that my life was without struggle, but I’ve always had the support of those I love and opportunities that many will never get. Not to mention the blessing of good health, something we take for granted. With that in mind, it’s difficult to complain of true struggle.
All I’ll say is what I alluded to in my biography. Being the youngest of four kids, I struggled to find myself and my voice until high school. Once I did, my life got considerably easier. This time coincided with my parents divorce in high school – but even in this area I am blessed as my parents remain close friends to this day.
I should address that I have had a lifelong challenge with anxiety. But through the support of my family, and not being afraid to seek support from mental health professionals, I’ve been able to manage my anxiety – and even turn it into a super power: Proactivity, organization, etc.
Appreciate you sharing that. What else should we know about what you do?
I’m the Marketing Director at ProSource Wholesale, a division of CCA Global Partners. While I’ve only been in this role for five months, I feel right at home with my new work family.
My work focuses on developing and implementing digital marketing strategies that drive acquisition, retention, and share of wallet growth for our key audiences: trade professionals and their homeowner clients. I lead a team that’s known for being solid, dependable, and resilient amidst disruption.
I specialize in blending creativity and data-driven insights to craft personalized digital experiences. From optimizing SEO to driving engagement with localized showroom pages and actionable CTAs, I’m all about aligning strategy with results.
What I’m most proud of is how we’ve been able to innovate while staying true to our mission of making home improvement projects seamless for our members and their clients. One standout example is the Tricks of the Trade content series, which provides practical answers to frequently asked questions, and our work to expand The ProSource Podcast to further connect with our audience.
What excites me is bridging the gap between B2B and B2C marketing while fostering collaboration across our awesome teams. Whether it’s a lead generation pilot, launching SEO-enhanced content, or supporting our annual convention, I strive to bring strategic vision, adaptability, fun, and kindness to everything I do.
At the end of the day, I want to create value—for my team, our showrooms, our trade pro members, and the organization as a whole. And I want us to have fun while doing it.
What sort of changes are you expecting over the next 5-10 years?
The home improvement industry is poised for significant change over the next 5-10 years, driven by technology, evolving customer expectations, and sustainability. One of the biggest shifts I see is the increasing role of personalization in the customer journey. With tools like AI and generative interfaces, companies will be able to provide hyper-personalized experiences that cater to individual preferences, whether it’s through dynamic product recommendations, custom design visualizations, or tailored content. Something we are actively engaging on now!
Another major trend is the rise of digital convenience. Homeowners and trade professionals alike are expecting seamless online-to-offline experiences—where they can research, plan, and even execute their projects online, while still having access to trusted local expertise in showrooms. This convergence of digital and physical will be key for companies like ProSource Wholesale, where blending personalized online tools with in-person service can drive success.
Sustainability will also play a major role. Consumers are becoming more conscious of eco-friendly materials, energy-efficient products, and responsible sourcing. Businesses will need to adapt by offering more sustainable options and being transparent about their environmental impact. And including sustainability in their storytelling.
Finally, I see community continuing to matter—especially for trade professionals. As more industries rely on networking and peer collaboration, platforms that foster these relationships (like trade membership programs or exclusive resources) will remain essential.
The future of our industry will hinge on technology, personalization, sustainability, and strengthening relationships. Those who innovate and adapt will be the ones who thrive.
Contact Info:
- Website: https://www.petercolombatto.com/
- LinkedIn: https://www.linkedin.com/in/peter-colombatto/
