TikTok

Head of Lifestyle Retail & eCommerce

Vertical Manager - eComm & Retail

VidMob

Director Of Partnerships EMEA

Head of Direct Response EMEA

Facebook

Client Solutions Manager, Retail/E-Commerce

Account Manager, Global Marketing Solutions

Flubit Limited

Business Development: Flubit Ireland

Social Media Marketing Manager

The Wright Venue

Assistant Marketing & Events Manager

Eightball Promotions and Media

Promoter & Events Manager

Cook Medical

Marketing Executive

Dave has worked in the Tech and Retail/eCommerce industry for 15 years, across Big Tech and startups. With a passion for creativity, culture and commerce.

At Meta, Dave helped grow the world’s leading brands like HUEL, Alibaba, LEGO, Very and Gymshark. 

At TikTok he led the Retail and eCommerce Lifestyle team, overseeing the growth of the likes of The Hut Group, Wonderskin, P.Louise, Wild, Represent, SharkNinja, Essence Vault and hundreds more. 

A keynote speaker across notable conferences like eComm Live, Dublin Tech Summit, IRX, eCommerce Expo, NextMBA. Recently inducted to the Performance Marketing World Powerlist 2025.

And most recently he released the book “Grow Like Tech”, which unearths the mindset and playbooks for growing like the most successful companies of all time: https://bit.ly/growliketech

Currently working as a growth consultant with brands, agencies and technology partners to unlock growth across digital channels, formulating go to market strategies and fostering a growth mindset culture.

Dave Morrissey

The world doesn’t need another consultancy.

It needs fewer buzzwords, fewer charlatans — and more people who actually give a proper shit.

I built SCEAL for that reason.

For brands, partners and founders who are tired of polished decks that say nothing, and ChatGBT’d “strategies” that never touch the ground.

I’ve seen the inside of the biggest platforms and culture-shaping brands.

I’ve seen what works - and what’s just theatre.

Anyone who has worked with me will know I like to get to the reality of the thing quickly.

Regardless of how beautiful or horrible that reality is.

To figure out what works and doesn’t. To call it how it is.

So I wanted to build something different, to serve with care.

I’ll weed out the bullshit. And not claim I have all the answers.

But I’ll try to get to the truths, that matter for your growth.

And if I’m shit, call me out.
I’ll get better, to serve better.

I’ve no time for charlatans - I don’t want to be another.

Let’s do the right things for the right reasons, together.

I will push you to go bigger.

Be better.

And with a lot of laughs along the way.

This is SCEAL.

A consultancy that drives for startup speed, creative soul, and cultural curiosity.

Built for growth and culture driving. That transforms business results.

If that sounds like your kind of growth - let’s have a chat: www.sceal.net

P.S: where the name comes from... 

It’s a play on words."Scéal" is the Irish word for "story", but SCEAL is pronounced like scale with regard growth. 

Storytelling and growth. Culture and growth. SCEAL.

Growth & Culture Consultant @ SCEAL / Author “Grow Like Tech” / ex-TikTok, ex-Meta

Pumped to have joined the Technology for Marketing advisory board!

With a bunch of industry leading legends, we are working to shape the future of the conference. Providing the greatest learnings on big macros trends like AI and creators for instance. Enhancing critical thinking amongst the AI slop was a topical piece of our first chat that jumped out.

Great to partner with these wonderful minds on this board: Sophia Angelis, Andy Isaacs, Kian Bakhtiari, Gracie Tullio, Brian Flanagan.

And to Alyssia Smith and the lovely team for bringing us all together, legends!

Grow Like Tech audiobook dropping shortly. Warm up your gorgeous ears…

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Landed in Manc taking the stage at The Customer Experience Conference at 14.40…

Anyone on this thing at it do holler!

AI leadership ass kicking, Irish gold on the rise, CFOs and CMOs needing to get into bed together and more in here...

A right bloody pleasure to jump on StudioForty9's Functional and Fabulous podcast with two of my favourite gents of the eComm game Gerard Keohane and Gordon Newman!

Big big thanks to Roger Overall, Elaine Smith and Triona Foley for bringing this wicked pod together. 

Links to hit up…

Functional and Fabulous Website →https://lnkd.in/eivfABHb
YouTube Podcasts → https://lnkd.in/eekzXt2G
Apple → https://lnkd.in/evKTfmM3
Spotify → https://lnkd.in/ehmHFPb6

Want to grow across markets? Don't be tight with the ads spend

Something the best brands I've worked with have the mindset to "spend as much as we can, within reason", a mindset many brands need to adopt to truly grow.

More bits chatted about on the Functional and Fabulous podcast in the links in the comments...

Every brand should be a content machine to compete these days. Create, create, create.

Was a right joy to chat on the Commerce Beyond Borders podcast with the lovely legends Renee Hartmann and Chris Baker.

Renee nicely surmised what we chatted about:  

- Don’t chase trends. Live shopping is powerful, but it’s not for everyone—and there are often easier ways to make money.
- The TikTok Shop success stories are almost all founder-led, community-first brands. People buy from people.
- Content is the game. Algorithms handle delivery; the brands who win are the ones who can produce consistent video at volume.
- AI should make humans better, not replace them. Use it for scripting, localization, and listening—but keep real people on camera.
- The hardest things are becoming the new moat: building community, showing up on live regularly, doing the unscalable work to get closer to the customer.

Grab that juicy link in the comments to listen…

I was dubious. Cynical, even.
About ChatGPT and Commerce.

“ChatGPT won’t change how we shop. Calm yourself.”

That was my stance. As we’ve spent decades building trust with certain channels and platforms.

We go to Amazon for everything. Pretty confident we could one click buy a car and it will turn up tomorrow.

I have my regular go to’s for tech bro black t-shirts (True Classic), nice smellys (The Essence Vault Ltd), “look like I can do actual hard work” (Carhartt WIP (Work In Progress)). 

Habitual buying built through repetition, reliability, muscle memory. But now there is something that could warp all decision making in ecommerce.

It’s a flattering, sycophantic personal shopper, that never sleeps.

It tells you what suits you, what will make you the belle of the ball, what you should buy - and does it with the confidence of a best friend who knows your taste better than you do.

Amazon doesn’t say “you would look stunning in that”, ASOS.com doesn’t say “beautiful choice, gorgeous for you”.

No channel or interface has ever “talked” to us like this. Look at all the poor f*ckers falling in love with ChatGPT, it’s becoming an epidemic. That same flattery put into shopping is a game-changer.

It’s no wonder we are seeing data from ThoughtMetric that showed ChatGPT achieving a 6.7% conversion rate compared to Google Search's 3.9%. And that conversion rate will climb, it’s still relatively early days. 

And then OpenAI dropped the Shopping Research tool into ChatGBT this week, of all weeks, when consumer capitalism gives its biggest roar of the year. Quite the statement of intention for their entry to this space.

Essentially, ChatGPT is now the Suits You Sir from the Fast Show, across the entire internet.

This week's content nuggets…

Back in action with these weekly drops of inspiration and nice things for your eyes and ears.

Links to all in the comments...

The rise of AI content raises two existential questions for brand-side marketers:

Is there still a need for a media agency to simply deliver the media?

More importantly, shouldn't every brand focus on becoming a content engine or content machine internally to consistently feed these algorithms and achieve performance at the backend?

Two questions I got to pose to the industry in this Performance Marketing World piece by Robin Langford along with some other musings.

An honour to be able contribute amongst these mighty industry heads: Issy Chambury, Fernando Fernandez, Luke Townsin, Joe Adsett, Thomas Walters, Paul Goodman, Olu Balogun

Link below!

Clever bit of behavioural economics at play here...

Was just checking into a Ryanair - Europe's Favourite Airline flight and it's the first time I've been hit with this bad boy. 

It's a masterclass in the practice:

- Loss aversion: We’ll pay more to avoid pain than to gain comfort.
- Negative framing: The copy triggers anxiety (“stuck in the middle”) then offers instant relief.
- Anchoring: £3 feels like nothing compared to hours squeezed between two strangers.
- Scarcity: “ONE TIME OFFER” adds fake urgency — you’re nudged to act now.
- Emotional imagery: The masked, miserable passenger makes it feel real.
- Choice architecture: The “Add” button is bold and frictionless; “No thanks” feels like opting into misery.

Rory Sutherland and Michael O'Leary must have banging Whatsapp thread on the go with this stuff. Bravo lads.

Author “Grow Like Tech” / ex-TikTok, ex-Meta

CWB Management

CWB are committed to realising creative projects of all scale, to allow artists and creative technologists evolve and develop their concepts into realities. 

CWB who you can find at  www.cwb.ie has two divisions, the Dublin office provides a range of management services to clients like The 2 Johnnies, Stephen James Smith, The Zen Arcade, Kormac, The Strypes, Thumper and Bitch Falcon while the Tipperary office concentrates on global event production and delivery  with current projects in the USA , Europe and Australia including Limerick Electronic Arts Festival, Feile - The trip to Tipp and National Geographic - Symphony for our World . 

A full array of design, event production, management and marketing teams mean that each event is handled in house from conception to execution.

Chief Executive Officer

Association of Independent Music Ireland 

I was delighted to be elected the first chairperson of the Association of Independent Music Ireland at a pivotal time for the industry and work closely with my board and CEO to ensure this €250 million + sector has a voice and national and EU level.

Chairperson

Steering Committee Member

Limerick Electronic Arts Festival 

Festival Director

First Music Contact 

Board member at the Irish office for contemporary music.

Board Member

I was delighted to be asked back to help out at the Wright Venue. The club was now 3 years old and planning and implementing a strategy to guide it through a hugely challenging market was a challenging but exciting project. As this contract ended, the club was left with a dynamic new direction and a number of new revenue streams to see it successfully into it's next phase.

Marketing Consultant

This was a fixed term role at the 2700 capacity Wright Venue which had opened earlier that year with a brief to raise its profile nationally and internationally and open up new revenue streams. A year later it was listed as one of the world's top 30 clubs in the hugely influential Dj Magazine, had hosted a number of the world's top dj's like Roger Sanchez, Laidback Luke and Pete Tong and established a thriving corporate bookings business. 
This was running concurrently with the Rubberbandits and The Strypes stratospheric rise so the next step was to enter management full time and leave the night club business behind!

Marketing Director

Red Room Ltd

I was the Managing Partner of the Entertainment & Leisure Group, Red Room from 2003 to 2009 before leaving to pursue new projects.
Among its properties were the award Winning Trinity Rooms Complex in Limerick, pop up concept the Green Room on behalf of Heineken and the Pizza and Craft Beer Concept : The Club House.
At Trinity Rooms a roll call some of the world's most high profile bands and dj's played at the 3 roomed 7 night a week venue from Groove Armada to the Human League and from Roger Sanchez to Deadmau5. 
Trinity Rooms won the Hospitality Ireland Nightclub of the Year Awards consecutively in 06/07,07/08 and 08/09 welcoming over 5000 customers per week.

Managing Partner

Music, Tech and Events since 07 at cwbdotie

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