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!

Tech culture is, usually, open...

"Good fences make good neighbours, but take the fence away and you have a bigger lawn. Get a few more neighbours involved and soon you’ve got a park." – Adam Grant

Hiding best practices. Stealing customers. Sharing nothing. Working in silo from other parts of the company. 

These are the horrible traits of non-innovative laggard companies. 

Tech leans towards the opposite, where companies aspire to be as open as possible across their departments, processes and culture at large. And it all stems from a technical approach, which has evolved into a mindset. Open source.

The term open source refers to something people can modify and share because its design is publicly accessible. The term originated in the context of software development to designate a specific approach to creating computer programs. 

Today, however, open source designates a broader set of values – what we call ‘the open-source way’. Open-source projects, products or initiatives embrace and celebrate principles of open exchange, collaborative participation, rapid prototyping, transparency, meritocracy and community- oriented development.

Openness and sharing in tech originate from the hacker community, which originated at Massachusetts Institute of Technology. John Carmack, the programmer legend behind computer games Doom and Quake , gushed about the ethos behind hacking on the Lex Fridman podcast:

"There is this sense of the hacker ethic. It was about sharing information. Being good. Not keeping it yourself. And that it’s not a zero sum game. You can share something with another programmer, and it doesn’t take it away from you, you then have somebody else doing something. It’s to take joy in somebody else’s accomplishments."

HubSpot are almost giddy in their explanation of how openly they operate internally:

"We share (almost) everything. We make uncommon levels of information available to everyone in the company."

It goes so far that they boast about the quality of their wiki – a wiki being a portal that tech companies build for internal use, where company documents, org structures, FAQs and so on are stored for access by employees. HubSpot claim to have ‘the most active wiki on the planet’, and here is what is shared and discussed in there:

-	Financials (cash balance, burn rate, P&L, etc.)
-	Board meeting decks
-	Management meeting decks
-	‘Strategic’ topics
-	HubSpot lore and mythology

Openness is a virtue, and of incredible value to work cultures.

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

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.

Amplifi Europe

President

Chief Operating Officer

Founder and CMO - Comma Group

Amplifi

President - Europe

Whitbread

Responsible for shaping Whitbread’s strategic IS roadmap, focused on their Restaurants division. Working closely with the IS and Business Leadership teams ensuring a clear understanding of the commercial drivers, business cases, technology approach and interdependencies for each initiative within Whitbread’s programme.

Key Responsibilities:
•	Converting the developing commercial strategy into a structured, sequenced roadmap of IS projects
•	Implementing processes to manage the flow of lower-level change requests into IS, ensuring these are evaluated and prioritised to enable the delivery teams to flow effectively
•	Offering thought leadership in the innovative use of technology to deliver the business plan
•	Managing the development of robust business cases for all IS related programmes
•	Providing constructive challenge to business leaders on the most effective use of IT spend

Key areas responsible for:
•	Product Master Data Management 
•	Supply Chain management including on site stock and waste
•	EPOS and core site strategy

Business Partner

Mitchells & Butlers

Responsible for the management and definition of the Business Change demand pipeline across the Margin area of M&B, incorporating Project Management, Requirement definition and Change Management activities across the overall change programme. Key Projects include:

•	Delivery of PIM / MDM solution STEP
•	Delivery of a Data Governance Programme
•	EPOS rollout to over 1500 outlets – leading the Product Data integration and migration
•	SharePoint delivery to provide Management Information reporting to over 1500 Outlets
•	Product Lifecycle review

Business Process Design Manager

Fuel Recruitment

Business Development Manager

Recruitment Consultant

President of Amplifi Europe running the end-to-end operation across the EMEA region. Previously the founder of multi-award-winning Data Consultancy Comma Group. On a mission to build the best Data Consultancy in the world.

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dave Morrissey's LinkedIn Performance

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