Faces of Val: Insights & Analytics Manager, Peter Parras.

Meet Peter Parras, our inquisitive Insights & Analytics Manager based in Sydney.

Since starting out as a Sales Coordinator in 2021, Peter has carved out an impressive career path at Val, with a curiosity for the ‘why’ behind the sell leading him into Research & Insights in 2024, where he’s become a trusted and valued resource across the business.

Introducing Peter, one of the many faces of Val…

Alright, spill the tea: How did you find yourself in the advertising industry, and what’s been the best part of your journey at Val Morgan Cinema so far?

Honestly, cinema got me first. I studied film at university, so I was always going to end up somewhere in that world. Val Morgan Cinema gave me the chance to combine that love of film with something more analytical, which I didn’t necessarily expect when I started.

The best part of my journey so far is that no two days are the same. Whether I’m forecasting admissions and box office performance for upcoming releases, building dashboards or getting into the weeds of audience measurement data, I’m always learning and working on something different.


If your morning routine were an Olympic sport, what would your gold medal event be, and how would you describe your winning strategy?

Long-distance running, for sure. I’m definitely not a fast starter in the mornings and it takes me a little while to properly wake up and get going. I make up for it with the walk to work, which gets the blood pumping and by the time I arrive, I’m ready to go. My winning strategy is not to rush it, ease into the morning and enjoy it.

What’s the one snack or drink that powers you through the workday?

A banana and an Arnott’s biscuit. Admittedly a random mix, but it always seems to get the job done.

In the superhero league of workplace skills, would you be Captain Coffee Break, Master Multitasker, or the Enigmatic Efficiency Enforcer? Share your superpower origin story.

Captain Coffee Break for me – very much second coffee territory here and a big part of how I reset during the day. Something that took me a fair bit of work early on was realising those five minutes away from a screen do more for my focus than pushing through ever did.

If your personality were a party mix lolly which one would you be and why?

Strawberry and cream I’d say. Simple, consistent and always dependable without needing to be the loudest in the mix.

What does a perfect day off look like to you?

Definitely day at the cricket with mates giving the worst possible takes on what’s unfolding in front of us. After that, finishing up with an arvo swim down at the beach to wind down.