David Bailey

• Led the design, development, and deployment of an AI-powered visual optimization solution for brands, retailers, and advertisers.
• Developed the product from an initial concept into an API-based platform, which drove a disruptive SaaS business model.

The product was hugely successful in delivering customer value through technical innovation but was ultimately unsuccessful with investors.

In 2017, a former colleague shared an initial concept of an AI-powered solution that would use predictive visual saliency models to deliver the same benefits as traditional eye-tracking studies. The idea held tremendous promise for brands, retailers, and advertisers who regularly spend millions of dollars on packaging, advertising, and more but are unable to spend weeks on traditional eye-tracking studies.

As CEO, I was responsible for driving product design and development from concept to launch. Key challenges included sourcing data for machine learning, validating the algorithms, creating marketing content, and developing the business model.

• Led the design, development, and deployment of an internal workflow solution to track over 5,000 store projects across more than 80 countries.
• Managed the cross-functional effort to align workflow practices, terminology, and data standards across dozens of local country teams.

The product/project was extremely successful, delivering an MVP within months before growing into a global solution that is still in use today.

In 2008, Apple was aggressively expanding its global retail presence, with hundreds of new storefronts being added every month. This rapid growth was quickly leading to process inefficiencies and data inconsistencies as local teams developed their own workflows and tools.

As head of worldwide retail programs, I was responsible for leading the development of an internal workflow product that could be used globally for storefront designs, builds, updates, etc. A key challenge to the success of the product was aligning local teams on global processes and standards while still providing for country-specific exceptions.

• Led the design, development, and deployment of an interactive retail experience deployed across more than 1,200 US/UK stores.
• Oversaw the cross-functional effort to align content, messaging, reporting, and so on across different retail accounts and regions.

The product/project was extremely successful, delivering more than 30,000 monthly interactions with retail shoppers and contributing to a 150% increase in year-on-year sales.

In 2015, Samsung SmartThings was faced with the challenge of explaining (and selling) its smart home platform in retail stores. The company had been successfully selling online to early adopters but a new approach was required to reach mainstream consumers in retail stores such as Best Buy or Dixons.

As head of global marketing, I was responsible for driving the research, prototyping, testing, development, and deployment of a solution across more than 1,200 stores. Key challenges included developing an intuitive user-interface for retail environments, working with commercial partners to feature their products, and working with cross-functional internal teams to align on content, messaging, and more.

• Led the design, development, and deployment of an interactive digital experience to support the “Works with SmartThings” ecosystem of third-party devices.
• Managed the cross-functional effort to align content, messaging, processes, and more across different teams and countries.

The product/project was extremely successful, delivering more than 50,000 monthly interactions with online customers before growing into a global Samsung solution.

In 2016, Samsung SmartThings was faced with the challenge of prospective customers wanting to know which third-party devices were compatible with the SmartThings ecosystem and how they could be used to create a smart home.

As head of global marketing, I was responsible for driving the design, development, and deployment of a solution that became part of the SmartThings website and app. Key challenges included creating processes to deliver consistent content and aligning workflows with the product integration teams.

• Led product marketing activities for an innovative consumer electronics device called Cone.
• Developed product messaging, go-to-market strategy, online assets, retail packaging, retail merchandising, social media content, etc.
• Managed the opening of a pop-up shop in South Molton Street, London and then a flagship retail launch at Selfridges in London.

The press and consumers received the product well but failed to find sufficient traction before investors pulled out.

In 2014, Amazon Alexa had not been launched, and most people didn’t understand music streaming services such as Rdio or Spotify. It was in this context that Aether designed, developed, and launched a smart music player called Cone. It was voice-controlled, streamed music from the internet, and used AI to learn what kind of music you liked at different times of the day.

I was responsible for all product marketing activities, including flagship retail launches. Key challenges included educating shoppers (and retailers) on the value proposition and capabilities of a product that was arguably a year or two ahead of its time.

• Led the design, development, and deployment of a consumer video messaging app powered by Getty Images.
• Developed the product from an initial idea into an app that allowed users to automatically turn their text messages into short videos using professional content licensed from Getty Images.

The app was awarded “App of the Week” by Apple at launch but was ultimately unsuccessful with investors.

In 2012, I was a judge at a startup competition that featured the initial idea for a video messaging app powered by Getty Images. The concept was extremely raw but could potentially change how people used video messaging.

As CEO, I was responsible for driving product design and development from concept to launch. Key challenges included extracting content from millions of Getty Images videos, applying relevant metadata and keywords, and ensuring the consumer app was fun and intuitive.

• Worked with the CTO and senior partners on digital transformation strategy and program coaching for Egon Zehnder.

This is an ongoing confidential project with global implications. Further details available on request.

• Worked with the European retail team on developing interactive digital experiences for online and in-store.

This is an ongoing confidential project with global implications. Further details available on request.

OnceHub was founded in 2012 as a successful scheduling platform but had struggled to maintain growth when faced with new competitors. As chief marketing officer from 2020 to 2022, I led an existential revision of the company positioning, product roadmap, and pricing model.

One of the unique challenges of this project was the need to find a common strategy and purpose for the company’s existing products. Additionally, we had to ensure that internal teams adopted the new vision and positioning in all their communications with customers.

SmartThings was founded in 2012 as a Kickstarter campaign and acquired in 2014 by Samsung. As the VP of global marketing for SmartThings from 2015 to 2018, I led an extensive brand redesign that covered web, social, retail, packaging, and more.

One of the unique challenges about this project was the need to balance the identities between Samsung, SmartThings, and Samsung SmartThings. Additionally, smart home brands had typically targeted "early adopters" with technical messaging, but we needed to make SmartThings comprehensible (and desirable) to the mass market.

The project was hugely successful in driving awareness and growth for SmartThings. Additionally, Samsung HQ adopted the new designs in 2017 for all its smart home divisions and products.