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.

Olly Johnson

Ecommerce Manager

Valerie

We are Valerie 🍑 an unflinchingly real wellness brand, building the next generation of healthcare for the 1 billion women navigating physical change during peri/menopause. 

Our mission is to liberate women to live fully and freely at every age. 

Don't whisper for relief. Shout for change. 
We give women the tools to reclaim their health, take back control of their bodies, and make midlife maxlife.

We developed Daily Essential, a pioneering liposomal technology supplement with 90 health benefits. 

We do science, not snake oil. Give your symptoms something to rage about.

Co-Founder

Growth Juice

Growth & GTM advisor. Helping brands in health & wellness categories to unlock their growth potential and scale sustainably 🚀

Contact me to discuss strategic consultancy, advisory and NED roles.

Some brands I've worked with include Omni Pet 🐶 Neat 🧼 Stride 🧬 SIPGOOD 💧

Growth Consultant

Spacegoods

MD of one of the UK's fastest growing mushroom brands 🍄 

Successful launch into Holland & Barrett and pipeline that delivered Boots, Whole Foods & Planet Organic. Triple digit YoY DTC growth.

Managing Director

Lucky Saint

Led the DTC business unit of the UK's #1 dedicated alcohol-free beer brand 🍺 

Delivered +430% subscriber acquisition, 3X site traffic, +30% AOV in Dry Jan 2023.

Growth Director

Jungle Creations

Sold majority 51% stake to private equity firm Living Bridge for £30M.

I was MD of the commerce business unit at Jungle Creations, a multi-award winning social first media publisher with a global audience of over 130 million. The entrepreneurial leadership role involved generating new lines of revenue by developing innovative products for existing suite of brands across multiple verticals and categories, and devising and executing sales and marketing strategy for DTC and retail.

- Twisted IPA x Brewgooder collab into 1,200 Coop stores
- Twisted frozen meals into 1,200 Iceland stores
- Craft Factory craft-at-home kits DTC launch
- Lovimals functional dog supplement DTC launch

Managing Director, Commerce (Exit)

H&H Group

Ecommerce Lead of the DTC team for new lifestyle nutrition brand, Swisse Me, the wild younger sibling of Swisse – Australia’s No. 1 vitamin and supplements brand, whom H&H Group acquired in 2016. I built and lead a multi-functional team across NPD, agile web development and marketing to grow and scale the startup business.

Ecommerce Lead, DTC

Neat Nutrition

Ecommerce and acquisition lead to pivot DTC business and launch new protein subscription box in both UK and US markets.

Delivered +660% YoY growth in H1 2019.

Head of Ecommerce

Beano Studios

Award winning startup business within the DC Thomson umbrella, born to revive the Beano brand.

Triple digit revenue growth achieved in both financial years via ecommerce during my tenure.

CompareProteins.co.uk

The UK's first protein comparison engine.

LA Muscle

Building Valerie, a new unflinchingly real wellness brand, developing the next generation of healthcare to liberate the 1 billion women navigating physical change during peri/menopause.

We are Valerie, building the next generation of healthcare for the 1 billion women navigating physical change during peri/menopause. 

Our vision is to empower women to live fully and freely at every age. 

Don't whisper for relief. Shout for change. 
We give women the tools to reclaim their health, take back control of their bodies, and make midlife maxlife.

We developed Daily Essential, a pioneering liposomal nanotechnology supplement with 76 health benefits. Give your symptoms something to rage about.

And we're just getting started....

Wild week.

A few days into our Black Friday campaign, this brilliant Daily Mail feature dropped — two women testing Valerie and sharing their real experiences.
 
Since then, it’s been chaos (the good kind). We’ve had two consecutive record-breaking sales days — and there’s no sign of slowing down.

The most interesting part? A huge spike in traffic and orders between 1am and 6am.

If you saw our campaign last month, you’ll know we’ve been talking about being "wired but tired" — lying awake at 3am, doom scrolling, anxious thoughts, and wondering "why can’t I switch off?"

Well… turns out, that’s exactly when a lot of our people are finding us.

Lying awake, scrolling the Daily Mail, and discovering something that finally gets it.

And the timing? Totally unplanned. We had no idea the article was going to land during Black Friday Sale.

But that’s the thing — you make your own luck. Keep grafting, showing up, building relationships… and when the stars align, magic can happen 🧡 

#pr

Co-founder of Valerie 🍑 Redefining women’s health in perimenopause 🍑 ex. Spacegoods, Lucky Saint

When the Kardashian's launch a liposomal supplement… you know the tides are turning 👀

Lemme just say (pun intended): this is huge for the supplement industry.

Kourtney's new liposomal colostrum might make the headlines for all the celebrity reasons — but what it really signals is that liposomal delivery has officially gone mainstream.

For years, smaller, science-led brands like Valerie have been shouting about the power of liposomal technology — because it actually matters. It means better absorption, better efficacy, and products that work.

Now that a brand like Lemme is bringing it to the masses, it means:
 🔥 More awareness
 🔥 More education
 🔥 More people expecting real results from their supplements

At Valerie, we’ve been peddling our liposomal nanotechnology since day one — before trendy celebs got their mitts on it — because women deserve supplements that genuinely do something.

So yes, the Kardashians might be late to the (liposomal) party… but we’ll happily take the extra spotlight on smarter science and better absorption.

Here’s to the rise of truly effective wellness, and looking forward to the halo effect it can bring our way 💥

#liposomal #innovation #supplements

Pinch me: Valerie is now available at Holland & Barrett 🙌

When we launched Valerie, the mission was simple — to liberate women to live fully and freely at every age. To give women products that actually work for their changing bodies, and do it with honesty, empathy, and a little mischief sprinkled in along the way.

Seeing Valerie now on the digital shelves of Holland & Barrett — a household name in health and wellness — feels like a huge step towards achieving that mission.

For me, this moment isn’t just about distribution. It’s about recognition. That women deserve better: better science, better formulas, better formats, better conversations, and better access.

To our incredible community — your stories, feedback, and fierce advocacy got us here. To our team and investors — thank you for helping us turn a small idea into something that’s genuinely changing lives.

2026 is already shaping up to be one hell of a ride 🚀 

#retail

Excited to be on the TRMNL4 live podcast during Slush next week 🎙️ 🇫🇮 

In fantastic company, joining builders from Zalando, Wolt, Lovable, Headway, BetterMe, and VCs from the likes of Accel, Creandum, Felix Capital, True, and Cherry VC.

Plus 10 fellow founders from our Meta x TRMNL4 StartUp Academy cohort flying in from all over 🌎

We're going live from a speakeasy bar in Helsinki on November 19th @ 4:30-8:00pm

If you're going to be at Slush, there's limited spots left to join us via the link in comments 👇 

Also, hit me up if you want to arrange to meet whilst you're in town.

See you there 🧊 

#slush #livepodcast

Reading The Future of Menopause 2035 by Ultra Violet Agency — and it perfectly captures the cultural shift we’re already living at Valerie.

Menopause is no longer being framed as decline — it’s a new era of vitality, liberation and design-led wellbeing. Women in their 30s and 40s are starting to prepare for perimenopause proactively, seeking smarter, science-backed solutions that fit into their lifestyle.

At Valerie, that’s exactly who we serve: women who want more than symptom relief — they want energy, mood, libido, and the confidence to thrive.

Our use of liposomal delivery, our focus on multi-benefit formulations, and our mission to liberate women to live fully and freely at every age all completely align with this future.

This report is a reminder: by 2035, over 1.2 billion women will be in menopause. 

The brands that win will be the ones that see it not as an end — but as a beginning.

We’re building for that woman.

#WomensHealth #Perimenopause #Menopause #FutureOfWellness

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Dave Morrissey

Olly Johnson

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The Battle

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