About Me

Hi, I'm Dave!

I'm a fractional marketer and brand strategy consultant for innovative companies. I specialize in go-to-market launch marketing for new products or refreshing branding for struggling products, with a specialty in healthcare and medical devices.

Dave in a chair

I've worked in Silicon Valley startups, creative agencies, and Fortune 100 corporations over a 20+ year marketing career. I've twice been the first or early stage marketer at VC/angel funded startups.

I started my career at Crate & Barrel, printed shirts for Donna Karan, helped create US Cellular's first e-commerce website, and designed the SOFA District logo for the City of San Jose. During the dotcom boom I helped launch Smallflower.com, the world's best bath & body and natural health e-commerce site. We stayed scrappy and lean, outlasting 800 pound gorilla MotherNature.com, who eventually folded despite their hundreds of million in funding.

I joined a Silicon Valley medical device startup called HemoSense that IPO'd in 2005 and was acquired by Alere in 2007 for $244M. Alere's Health Management division was acquired by Optum for $600M in 2014. In 2017, Alere, the world's #1 manufacturer of rapid point of care diagnostic tests, was acquired by Abbott for $5.3 billion.

In 2018 Egypt undertook the world's largest hepatitis screening program, testing over 60 million people in 1 year using an Abbott test.

US President Donald Trump did an unboxing video during the pandemic of a product I helped launch called ID NOW, the world's first rapid molecular diagnostic testing platform. During the pandemic I branded, positioned, and launched a series of COVID-19 diagnostic tests that reached over $2 billion in revenue, was sold in over 100 countries, and were used by organizations as diverse as United Airlines, the Real Madrid football team, and Le Cordon Bleu cooking school.

Here are some organizations I’ve worked on over the years, as a brand marketer, designer, or strategist:

  • Abbott
  • Alere
  • Best Buy
  • Butterfinger Candy
  • City of San Jose
  • Crate&Barrel
  • Donna Karan
  • Fedex
  • JBA
  • Kenneth Cole
  • Kobo Candles
  • Smallflower.com
  • True Value
  • US Cellular

I operate as a creative generalist, assimilating information about your company and market quickly, exploring a wide range of creative solutions before optimizing, and excel at distilling complex innovations down to key compelling attributes for easy digestion by potential customers.

I look forward to helping you launch and market your latest innovations!

Let's talk about your marketing needs, contact me here.