Dave's previous roles include working with brands such as Smirnoff (he tells his teenage kids that he invented Smirnoff Ice!) and Malibu whilst at Diageo as well as working as the Global Brand Director for The West Indies Rum Distillery. 

He then went on to work as Marketing Director for Zeo, bringing 0% ABV to market as well as pioneering the use of stevia as a sugar substitute.
To address the ‘digital dinosaur’ label, Dave diverted his attention to tech based roles, directing Brand and Advertising for Betfair and being part of a team that launched a peer-to-peer car sharing service. 

In 2019, he was looking for a project that would bring him back into the drinks industry, and specifically driven by a purpose, Dave joined the Oxford Artisan Distillery and in May 2024 he led the team that brought Fielden Rye Whisky to market.