David started his career at the House of Commons working for a member of the UK Parliament. He swapped politics for the cut and thrust of advertising. Joining Bates Dorland, he became main Board Director for strategy and Managing Director of the consulting and digital divisions and CEO of the worldwide retail and technology centre of excellence. David joined Kingfisher’s B&Q plc, one of Europe’s largest retailers sitting on the main board of directors as UK and International Marketing Director. David was on the management team that led B&Q’s international expansion to Eastern Europe and Asia including China where he lived in Shanghai for a while.

David is now at WPP as the CEO of The Store, the WPP Global Retail Practice and Chairman, BAV. 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.

David has authored a number of books and studies, including “A History of Retail in 100 Objects”; “The Third Era of Digital Retailing”; “Smart Shopping – How Artificial Intelligence is transforming the retail conversation”; “Retailing to the customer of one. How mass customisation and IoT makes the personal possible and profitable”; “The Thoughts of Chairmen Now: Wisdom and Insights from China’s Business Leaders and Entrepreneurs”; “The China Dream”; “Brand Stories” celebrating the enduring power of iconic brands, "Do you hear what I hear- our voice activated digital future", "Dates with Destiny- Understanding China's Shopping Festivals" and his latest book "LOOK - A Book of Changes" a pictorial reflection of China over the past 10 years. David is the creator and narrator of a documentary film on Alibaba “ Open Sesame - the Birth and Rise of Alibaba”.

He broadcasts and lectures around the world including BBC, CCTV China, CNBC, Davos The World Economic Forum, Yale, CKGSB and Cambridge Universities.

David is a former non-executive director of the NGO, “TFT”, an organisation dedicated to sustainable production. He is Chairman of the Centre for International Business and Management (CIBAM) where Academics, Business and Policy Makers meet with activities taking place at Queens’ College, University of Cambridge. David is a former board member of China-Britain Business Council.