As a key member of the CI Coop’s Executive Leadership team, David plays a pivotal role in shaping the organisation’s vision and driving strategic direction across marketing, communications, and member engagement. With a strong commitment to Cooperative values, David champions initiatives that enhance member participation, strengthen community connections, and modernise the Coop’s approach to customer experience.

In 2025, David is leading the launch of Coop Mobile and driving a digital transformation to create a more seamless and engaging experience for members. By prioritising member satisfaction and infusing creativity into branding and marketing strategies, David ensures the Coop remains dynamic, forward-thinking, and responsive to the evolving needs of its community.