David is available for hire
Hire DavidDavid Bailey
Verified Expert in Marketing
Marketing Expert
Location
Norwich / London, United Kingdom
Toptal Member Since
August 12, 2022
David has a rich experience in diverse marketing and product roles. He led cross-functional teams in global organizations, including Apple and Samsung, and managed distributed teams in smaller startups and scale-ups. David is passionate about developing and executing strategies to deliver exceptional customer experiences.
Project Highlights
Brand Strategy and Execution | Samsung SmartThings
Led a complete brand redesign for Samsung SmartThings, including web, social, retail, and packaging.
Global Retail Channel Development | Apple
Led the development of a global network of 3,000+ channel retail stores for Apple.
Product Positioning and Go-to-market Strategy | OnceHub
Led an existential revision of the company positioning, product roadmap, and pricing model.
Expertise
Work Experience
Founder
2020 - PRESENT
Crux Elements
- Developed fractional, full-stack CMO and CPO for tech startups and scale-ups.
- Created brand strategy, positioning, and messaging.
- Built product strategy, positioning, pricing, and roadmaps.
- Planned and executed marketing, sales, and demand generation strategy.
- Cultivated operational analytics and data-driven insights.
- Planned and implemented RevTech and creative strategy.
- Managed team planning, development, innovation, and execution.
Chief Marketing Officer
2020 - 2022
OnceHub
- Led the brand, product, pricing, and marketing strategy for a B2B SaaS scale-up.
- Conducted an existential revision of the company positioning, product roadmap, and pricing model.
- Guided the product marketing team for customer research and go-to-market planning.
- Planned and executed integrated marketing campaigns to support product-led growth.
- Developed core sales, marketing content, workflows, systems, and KPIs.
Chief Executive Officer and Chief Marketing Officer
2017 - 2020
Aitrak
- Worked at Aitrak in London and Amsterdam, leading the design, development, and deployment of an AI-powered visual optimization solution.
- Spearheaded the product development process from initial concept to launch and beyond.
- Collected the training data for machine learning and validated the resulting algorithms.
- Created the SaaS business model, product positioning, and go-to-market strategy.
- Developed core sales, marketing content, workflows, systems, and KPIs.
Vice President of Global Marketing
2015 - 2018
Samsung SmartThings
- Worked for Samsung SmartThings in Mountain View and London, leading a smart home platform's marketing strategy and execution.
- Oversaw the design, development, and deployment of interactive digital products.
- Transformed the product positioning and brand strategy to drive a 150% year-on-year increase in sales.
- Developed integrated marketing strategies and assets acquired and deployed globally by Samsung.
Head of Product and Retail Marketing
2014 - 2015
Aether
- Worked for Aether in San Francisco and London, leading a smart speaker product's marketing strategy and execution.
- Developed product messaging, packaging, and go-to-market strategy.
- Formed sales and marketing assets for online, retail, and social media.
- Built the business model and operational processes for European distribution.
- Launched product at a London pop-up store and Selfridges.
Founder and Chief Executive Officer
2012 - 2014
Wordeo
- Led the design, development, and deployment of a consumer video messaging app powered by Getty Images.
- Spearheaded the product development process from initial concept to launch.
- Developed the business model, product positioning, and launch strategy.
- Created the marketing strategy and assets for online, social media, and PR.
- Won the Apple "App of the Week" award at product launch.
Head of Global Retail Programs
2009 - 2011
Apple
- Led the marketing strategy and execution for global retail programs in Cupertino, Apple shop and Apple premium reseller.
- Managed the design, development, and deployment of an internal workflow solution to track 5,000+ store projects across 80+ countries.
- Oversaw the internal QA product solution design for mystery shopper visits and store audits.
- Launched 2,000+ premium partner stores across 50+ countries.
Head of Global Retail Programs
2007 - 2009
Apple
- Led the marketing strategy and execution for global retail programs in Beijing, Apple shop and Apple premium reseller.
- Transformed the channel retail strategy and margin structure for China, Asia, and Central and South America.
- Launched 1,000+ premium partner stores across 25+ countries.
Head of European Retail Programs
2003 - 2006
Apple
- Led the European retail programs business strategy and execution for Apple premium reseller in London.
- Transformed the channel retail strategy and margin structure for Europe, the Middle East, and Africa.
- Launched 500+ premium partner stores across 15+ countries.
Head of International Sales Programs
1998 - 2001
Gap, Banana Republic, and Old Navy
- Led a global brand's business strategy, sales programs, and execution in San Francisco and Paris.
- Negotiated and managed commercial agreements with distributors and retailers.
- Developed scalable processes for product assortment selection and distribution.
European Financial Controller
1996 - 1998
Gap
- Led the European finance team's business planning, reporting, and processing functions in London.
- Managed the cross-functional project to implement a new legal and tax structure for the European business.
- Supervised the implementation of new financial reporting systems, bank reconciliations, and payroll processing.
- Supported the local country teams to drive a 50% year-on-year increase in sales.
Project History
Brand Strategy and Execution | Samsung SmartThings
https://yourmajesty.co/work/samsungLed a complete brand redesign for Samsung SmartThings, including web, social, retail, and packaging.
SmartThings was founded in 2012 as a Kickstarter campaign and acquired in 2014 by Samsung. As a vice president of global marketing for SmartThings from 2015 to 2018, I led an extensive brand redesign.
One of the unique challenges of this project was the need to balance the identities between "Samsung," "SmartThings," and "Samsung SmartThings." Additionally, smart home brands typically targeted "early adopters" with technical messaging, but we needed to make SmartThings understandable and desirable to the mass market.
The project was successful in driving awareness and growth for SmartThings. Additionally, Samsung adopted the new designs in 2017 for all its smart home divisions and products.
One of the unique challenges of this project was the need to balance the identities between "Samsung," "SmartThings," and "Samsung SmartThings." Additionally, smart home brands typically targeted "early adopters" with technical messaging, but we needed to make SmartThings understandable and desirable to the mass market.
The project was successful in driving awareness and growth for SmartThings. Additionally, Samsung adopted the new designs in 2017 for all its smart home divisions and products.
Global Retail Channel Development | Apple
Led the development of a global network of 3,000+ channel retail stores for Apple.
From 2003 to 2011, I led the development of global retail programs, Apple shop and Apple premium reseller. We launched over 3,000 premium partner stores in more than 50 countries, driving significant levels of international growth.
One of the unique challenges of this project was the need to balance global standards with local execution and ownership. We also worked closely with Apple's retail stores to avoid channel conflict.
The Apple shop and Apple premium reseller programs successfully drove the company's international growth. They also provided unique scalability and returned investment for partners.
One of the unique challenges of this project was the need to balance global standards with local execution and ownership. We also worked closely with Apple's retail stores to avoid channel conflict.
The Apple shop and Apple premium reseller programs successfully drove the company's international growth. They also provided unique scalability and returned investment for partners.
Product Positioning and Go-to-market Strategy | OnceHub
Led an existential revision of the company positioning, product roadmap, and pricing model.
OnceHub was founded in 2012 as a successful scheduling platform but struggled to maintain growth when faced with new competitors. As a chief marketing officer, I led an existential revision of the company.
One of this project's unique challenges was finding a common strategy and purpose for the company's existing products. Additionally, we ensured that internal teams adopt the new vision and positioning in all their communications with customers.
One of this project's unique challenges was finding a common strategy and purpose for the company's existing products. Additionally, we ensured that internal teams adopt the new vision and positioning in all their communications with customers.
Education
2002 - 2002
Master’s Degree in Business Administration (MBA)
European Institute of Business Administration (INSEAD) - Fontainebleau, France
Certifications
DECEMBER 2017 - PRESENT
AgilePM Practitioner
Agile Business Consortium
JANUARY 1993 - PRESENT
Associate Chartered Management Accountant (ACMA)
Chartered Institute of Management Accountants (CIMA)
Collaboration That Works
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
1
Share your needs
Discuss your requirements and refine your scope in a call with a Toptal domain expert.
2
Choose your talent
Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.
3
Start your risk-free talent trial
Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.
Top talent is in high demand.
Start hiring