PERFORMANCE MARKETING · PLATFORM STRATEGY · AI
PERFORMANCE MARKETING · PLATFORM STRATEGY · AI
Building AI-Powered Marketing Systems
Building AI-Powered Marketing Systems
I work at the intersection of performance marketing, platform strategy and technology — using experimentation, data and automation to build better ways for marketing teams to make decisions and operate at scale.
I work at the intersection of performance marketing, platform strategy and technology — using experimentation, data and automation to build better ways for marketing teams to make decisions and operate at scale.
What I Do
What I Do
Performance Marketing & Growth
Performance Marketing & Growth
Performance accountability, media strategy, paid search, Performance Max, and growth experiments.
Performance accountability, media strategy, paid search, Performance Max, and growth experiments.
Platform Strategy
Platform Strategy
Governance, bidding, placements, distribution control, tactical planning, and incrementality testing.
Governance, bidding, placements, distribution control, tactical planning, and incrementality testing.
Marketing Systems
Marketing Systems
Automation, Google Ads Scripts, AI agents, reporting workflows, and decision-support systems.
Automation, Google Ads Scripts, AI agents, reporting workflows, and decision-support systems.
Career Arc
Career Arc
Paid Search → Performance Max → Platform Strategy
Paid Search → Performance Max → Platform Strategy
Alongside that progression, my work has moved from campaign execution to experimentation, governance, automation, and AI-powered decision support.
Alongside that progression, my work has moved from campaign execution to experimentation, governance, automation, and AI-powered decision support.
How I Work
How I Work
Learn → Build → Scale → Enable
Learn → Build → Scale → Enable
I start with the business question, build a useful operating solution, validate it through evidence, then document and enable it so the value can travel across teams.
I start with the business question, build a useful operating solution, validate it through evidence, then document and enable it so the value can travel across teams.
Selected Projects
Selected Projects
Led a full transition from Search into PMax; reported approximately $2.1M annual reduction in wasted spend with zero drop in sales.
Built and rolled out a Google Ads Scripts monitoring system across EU, ANZ and North America.
Supported a ~$1M combined-media experiment that informed a PMax-heavy allocation direction.
RECOGNITION
RECOGNITION
Think Big Spot Bonus
Think Big Spot Bonus
December 2025 — recognized for ownership and rollout of the AI Media Alerting System.
December 2025 — recognized for ownership and rollout of the AI Media Alerting System.
"David really showed what it means to 'Act like an owner' by leading the new AI Media Alerting system. He went above and beyond his scope of managing the AI Media Campaigns in Canada; he volunteered to run this critical project for the whole AI media team. He took full charge of the system from start to finish: clearly explaining the idea, using AI to design the alerts, setting them up via Google Scripts, and then constantly improving them. Because he took this kind of ownership, the new Alerts were delivered and successfully implemented.
He then went on to help the EU and ANZ AI media team members set these up in the manner that best suits their markets. David also demonstrated what it means to 'Be Bold.' He wasn't afraid to challenge our current way of doing things and to propose and build a new, technical solution that automatically monitors our PMAX campaigns. This system now handles tasks that were very manual, like checking brand terms, negative keyword mapping for competitors, and tracking spending and KPIs. By being bold enough to drive this automation, and in supporting its global rollout, David has created a smarter, faster way of working for the entire team.
He is also leveraging his experience with AI and Reporting in helping us find ways to automate our Category Reporting, which is very manual as this level of reporting is currently unavailable in Litmus. Another area he has volunteered to automate is Search and AI Media invoicing, which the team has flagged as being very time consuming and error-prone."
“David really showed what it means to ‘Act like an owner’ by leading the new AI Media Alerting system. He went above and beyond his scope of managing the AI Media Campaigns in Canada; he volunteered to run this critical project for the whole AI media team. He took full charge of the system from start to finish: clearly explaining the idea, using AI to design the alerts, setting them up via Google Scripts, and then constantly improving them. Because he took this kind of ownership, the new Alerts were delivered and successfully implemented.
He then went on to help the EU and ANZ AI media team members set these up in the manner that best suits their markets. David also demonstrated what it means to ‘Be Bold.’ He wasn’t afraid to challenge our current way of doing things and to propose and build a new, technical solution that automatically monitors our PMAX campaigns. This system now handles tasks that were very manual, like checking brand terms, negative keyword mapping for competitors, and tracking spending and KPIs. By being bold enough to drive this automation, and in supporting its global rollout, David has created a smarter, faster way of working for the entire team.
He is also leveraging his experience with AI and Reporting in helping us find ways to automate our Category Reporting, which is very manual as this level of reporting is currently unavailable in Litmus. Another area he has volunteered to automate is Search and AI Media invoicing, which the team has flagged as being very time consuming and error-prone.”
“David really showed what it means to ‘Act like an owner’ by leading the new AI Media Alerting system. He went above and beyond his scope of managing the AI Media Campaigns in Canada; he volunteered to run this critical project for the whole AI media team. He took full charge of the system from start to finish: clearly explaining the idea, using AI to design the alerts, setting them up via Google Scripts, and then constantly improving them. Because he took this kind of ownership, the new Alerts were delivered and successfully implemented.
He then went on to help the EU and ANZ AI media team members set these up in the manner that best suits their markets. David also demonstrated what it means to ‘Be Bold.’ He wasn’t afraid to challenge our current way of doing things and to propose and build a new, technical solution that automatically monitors our PMAX campaigns. This system now handles tasks that were very manual, like checking brand terms, negative keyword mapping for competitors, and tracking spending and KPIs. By being bold enough to drive this automation, and in supporting its global rollout, David has created a smarter, faster way of working for the entire team.
He is also leveraging his experience with AI and Reporting in helping us find ways to automate our Category Reporting, which is very manual as this level of reporting is currently unavailable in Litmus. Another area he has volunteered to automate is Search and AI Media invoicing, which the team has flagged as being very time consuming and error-prone.”
Elyse Burns