David Bailey
Verified Expert in Marketing
Marketing Expert
London, United Kingdom
Toptal member since March 4, 2020
David has 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
Expertise
- Brand Strategy
- Content Strategy
- Creative Strategy
- Demand Generation
- Launch Strategy
- Product Management
- Product Strategy
- Retail Merchandising
Work Experience
Founder
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
Azteco
- Led marketing, product, and go-to-market strategy for fintech/crypto scale-up.
- Spearheaded the development of a new brand strategy, positioning, and visual identity.
- Led the development of new product experience and future roadmap.
- Planned and executed integrated marketing campaigns.
- Managed cross-functional team planning and innovation.
- Implemented KPI tracking for product and marketing teams.
- Developed core workflows for marketing and product teams.
Chief Marketing Officer
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
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
Samsung SmartThings
- Worked for Samsung SmartThings in Mountain View and London, leading a smart home platform's marketing strategy and execution after its start as a Kickstarter campaign and Samsung acquisition.
- 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
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, retail marketing campaigns, 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
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
Apple
- Led the marketing strategy and execution for global retail programs in Cupertino, Apple shop, and Apple premium reseller. Utilized sales management strategies, overseeing activities related to the sales process.
- 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
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
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
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
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.
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.
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.
Education
Master’s Degree in Business Administration (MBA)
INSEAD Business School - Fontainebleau, France
Certifications
AgilePM Practitioner
Agile Business Consortium
Associate Chartered Management Accountant (ACMA)
Chartered Institute of Management Accountants (CIMA)
Skills
Core
Marketing, Brand Strategy, Content Strategy, Paid Advertising, Social Media, Product Positioning, Agile, SEO Audits, Brand Marketing, Branding, SEO Tools, Search Engine Optimization (SEO), SEO Content, On-page SEO, Marketing Mix, Marketing Strategy, Digital Marketing Strategy, Marketing Technology (MarTech), Google Tag Manager, B2C Marketing, Marketing Analytics, Marketing Automation, SEO Marketing, Search Engine Marketing (SEM), Conversion Rate Optimization (CRO), A/B Testing, Copywriting, Digital Marketing, Funnel Marketing, Funnel Optimization, Retail Marketing Campaigns, Content Marketing Strategy, Chief Marketing Officer (CMO), Omnichannel Marketing, Email Marketing, Product Marketing, Google Ads, Pay-per-Click (PPC), Content Marketing, Go-to-market (GTM) Strategy, Social Media Marketing (SMM), Content Creation, Marketing Leadership, Email Campaigns, Email Marketing Automation, Lead Generation, Customer Segmentation, Digital Advertising, Influencer Marketing
Platforms & Tools
Google Workspace, Mixpanel, Google Analytics, Google Analytics 4 (GA4), HubSpot, HubSpot Marketing Hub, Claude, Asana
Business Models
B2B, B2C, Business to Consumer (B2C), Business to Business (B2B), SaaS Product Marketing, Software as a Service (SaaS)
Technical
Google Search Console
Other
Artificial Intelligence (AI), Retail & Wholesale, Launch Strategy, Digital Strategy, Strategy, Product Strategy, Sales Strategy, Creative Strategy, Product Management, Store Design, Project Planning, Strategic Planning & Execution, Pricing, Business Development, Planning, Financial Controlling, Website Redesign, Demand Generation, Growth Marketing, Retail Merchandising, Retail Strategy, Product Launch, Retail Management, Retail Training, Product Roadmaps, Pricing Strategy, Management, Growth Strategy, Customer.io, Xero, Revenue Strategy, Storytelling, Brand Building, Brand Positioning, Program Management, Finance, Resellers, CX Strategy, UX Design, Fractional CMO, Marketing Consulting, Lifecycle Marketing, Consulting, Ad Strategy, Ad Optimization, Vendor Management, Jira, New Product Development, Sales Management, Product Packaging, Product Growth, eCommerce, Blockchain & Cryptocurrency, Cryptocurrency, Fundraising, Digital PR, Crypto, Negotiation, People Management, ChatGPT
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