Growth marketing
at global scale.
David Brett
Dublin, Ireland
I specialise in growth marketing and paid media, with hands-on expertise across experimentation, measurement and applied AI. My work sits at the intersection of channel execution and commercial decision-making, connecting what happens in the ad platforms to what matters in the business.
My approach is evidence-led and commercially focused. I design experimentation frameworks that produce real signal, build measurement that connects marketing activity to pipeline and revenue, and make budget decisions based on business outcomes rather than platform metrics. The goal is not to optimise a channel; it's to optimise the system.
Over twelve years, I've managed more than $20M in global paid media budgets across EMEA, North America and APJ, working across Paid Search, Paid Social, Programmatic and Content Syndication. My experience spans Google, fintech and enterprise SaaS, from early-stage demand generation to global-scale acquisition programs.
The problems I enjoy solving are the ones that sit between teams and datasets: how channels interact, where budget should shift based on incremental value, how to design attribution that survives scrutiny, and how to turn performance data into decisions a business can act on.
Right now, I'm focused on how AI can practically improve marketing workflows: AI-assisted research, structured experiment briefing, historical test analysis, faster reporting and the automation of repetitive analysis. Not AI as a buzzword, but as a tool that shortens the distance between a question and an action.
$20M+
12+ yrs
Global
Google + SaaS
Global Paid Media Strategy Lead
Growth Strategy
Paid Media
Experimentation & Measurement
Marketing Analytics
AI & Automation
Jul 2024 to Present
Global Paid Media Strategy Lead
- Own global paid digital strategy across paid social, paid search, programmatic and content syndication, managing and optimising a $20M+ budget across segments and regions including EMEA, North America and APJ.
- Lifted ROAS by 54%, improved Lead-to-MQL conversion rate by 141% and reduced cost per acquisition by 35%, through audience optimisation, targeting refinement, vendor consolidation and funnel redesign.
- Scaled Content Syndication from an underperforming channel into a top-performing acquisition source, delivering 40% YoY pipeline growth, by diagnosing the cause and rebuilding vendor mix, targeting and offer strategy.
- Appointed Interim Head of Global Digital Media for six months, reporting directly to the CMO through an organisational transition.
- Monitor daily campaign operations and in-flight performance, reallocating budget across channels and markets in response to live data and business priorities.
- Partner with data science, marketing operations, product marketing, creative and regional teams on measurement frameworks and attribution models that tie channel spend through to pipeline and revenue.
Dec 2020 to Jul 2024
Global Strategy & Operations Consultant, International Growth Team
- Led market expansion strategy workshops for Google's largest technology clients, helping them navigate EMEA market nuance to accelerate international growth, including Snowflake, Shopify and Notion.
- Translated how channel mix, CPC dynamics, privacy regulation and buying behaviour vary across EMEA markets into market-specific go-to-market and localisation plans, rather than forcing one playbook across the region.
- Built and delivered a C-suite training programme on solving real-world problems with Google's Vertex AI suite, including responsible use and accuracy review, as part of a conference experience for 300+ senior executives that scored 98% satisfaction.
- Led a global workstream on AI's impact on business operations, building the sales narratives and a self-serve insights dashboard that contributed to a 15% increase in our team's annual revenue, and equipped a global support team serving 600+ clients.
- Trained four junior consultants to run operational localisation audits within six months, raising the quality and consistency of client delivery.
MSc in E-Commerce
2012 to 2013
Bachelor of Business Studies
2009 to 2012
Diploma in UX Design
Jan 2023 to Jul 2023
Workflow Specialist
2025
Introduction to Gen AI
2024
Startup School
Consumer Neuromarketing
Business Analytics