David started his career at the UK House of Commons working for a member of Parliament. He swapped politics for the cut and thrust of advertising then Kingfisher’s B&Q, before joining WPP.  David was on the management team that led B&Q’s international expansion to Eastern Europe & Asia including China. David is an acknowledged expert in branding and consumer change in China. He is a leading authority on digital, Artificial Intelligence and Voice in retail, and has authored several books including: “The Thoughts of Chairmen Now: Wisdom and Insights from China’s Business Leaders and Entrepreneurs”; “The China Dream”;, "Dates with Destiny- Understanding China's Shopping Festivals". David is the creator and narrator of a documentary film on Alibaba “ Open Sesame - the Birth and Rise of Alibaba”

David broadcasts and lectures around the world including BBC, CCTV China, CNBC, Davos the World Economic Forum, Yale, CKGSB and Cambridge Universities. David sits on the board of China-Britain Business Council.