SAN FRANCISCO — Bospar has brought in former New York Times reporter Peter Kerr as a senior leader of its new content division.

Kerr, formally senior content director, brings expertise in explaining complex technology in laypeoples' terms, a skill gleaned from his decades-long career in communications and journalism.

Kerr spent most of the past five years running his own comms firm, Ulysses Communications, which focused on health tech startups and growth companies. He was an FTI Consulting managing director before that.

Before getting into communications, Kerr spent about 15 years as a reporter for the New York Times, as which he was a Pulitzer Prize finalist for his work covering the illegal drug trade.

“Peter brings his journalism, in-house executive leadership and recent PR firm ownership experience to Bospar’s content marketing team,” said chief content officer Tricia Heinrich. “Tech clients are jaded by PR and marketing folks who masquerade as content experts, and we are rectifying this industry injustice by offering a separate, dedicated team of award-winning content creators. Peter’s ability to understand the client’s perspective, yet simultaneously bring a realistic view of media’s expectations, makes him the perfect fit for today’s technology clients.”