David Farmer Email & Phone Number

Amsterdam, Nl

Accelerating the growth of Versuni’s business through driving consumer demand and awareness of the Philips Home Appliance portfolio and scaling distribution in North America are my primary responsibilities. It’s an exciting time to serve as a transformational leader with Versuni, a PE-funded, global consumer powerhouse at the intersection of consumer demand and innovative products. We are just at the beginning of building a team, establishing a foundation, and introducing new products that improve consumers’ lives.As CEO of North America, I’m responsible for the overall performance and market penetration of the entire portfolio of Versuni products for brands including Philips, Baristina, L'OR, and more. I lead the executive team responsible for product development, branding, commercialization, supply chain, finance, and talent acquisition and development in the U.S. and Canada. Our goal is to further strengthen EBITDA driving innovation and positioning the organization to achieve sustainable growth.For products, my goal is to maintain Versuni’s market leadership for fully automated espresso machines while driving market penetration for other high-end kitchen appliances in our portfolio. In the next 18-24 months, we will create major inroads for many household appliance categories.We’re scaling up hiring to bring in the top talent needed to continue developing insightful products that align with consumer demands. Versuni is on the cusp of massive growth and scaling, with ample opportunities for career development and leadership.

Bedford, Massachusetts, Us

I was responsible for developing and executing iRobot’s global GTM strategy and operations. In practice, this role was about putting consumers first and driving value by transforming the company’s product from a robotic vacuum cleaner to an outstanding user experience. I led commercialization efforts to align sales, marketing, operations, and product teams to optimize profit, volume, and segment share across multiple routes to market.I was ultimately responsible for B2B/wholesale, B2C/retail, and DTC channels through eCommerce and subscriptions in key markets around the world. Based in Boston, I oversaw GTM operations across global markets in the U.S., LATAM, APAC, and EMEA Regions.My accomplishments included leading cross-functional teams to drive profit, volume, and segment share through diverse market channels. During a highly volatile 16-month attempted acquisition by Amazon, I rationalized the portfolio and marketing activation across the Regions, inspiring and preserving talent, optimizing media investments, and selecting key R&D initiatives.

Bedford, Massachusetts, Us

For this expatriate assignment, I led the transformation of iRobot’s largest distributor into a robust direct team (DTC and retail) across seven countries. My efforts resulted in the conversion of 40% of the legacy B2B export business while maintaining growth strategies for more than 20 B2B distributors in additional countries.I led consumer insights, product portfolio, communications, product marketing, and advertising teams in the Region across 20+ countries - ensuring alignment with channel and customer requirements. I established fundamental go-to-market processes such as annual planning, portfolio assortment, creative development, audience/media strategies, analytics, and brand management. We achieved significant market success in Poland, Italy, the Nordics, and other regions through the implementation of a strategic segmentation playbook. My hands-on leadership and strategic approach consistently drove market performance and growth, leveraging consumer insights and data-driven marketing strategies to optimize channel and customer engagement.

Bedford, Massachusetts, Us

I led iRobot’s Global Digital practice, scaling the business from $500M to over $1B through universal shopper insights. My team was responsible for over $80M in global digital media activation, CRM, and the end-to-end eCommerce experience across platforms such as Salesforce/DTC, Amazon, and Alibaba.As Senior Director of Global Digital, I managed operations in Boston, London, Tokyo, and Shanghai and led the end-to-end Digital Center of Excellence team. Our work transformed the marketing technology suite and acquisition/retention campaigns across the Americas, EMEA, and APAC.I accelerated worldwide digital growth by implementing a multi-year expansion strategy, infusing a playbook for commerce platforms that optimized media, audiences, content, and attribution analytics. Additionally, I established digital marketing and commercial operations in China on JD.com and Alibaba within 20 weeks.I also led the integration of two $150M international distributor acquisitions in Japan and Europe, enhancing our global footprint and market reach. My leadership and strategic vision consistently drove digital growth and innovation, leveraging data-driven insights to optimize marketing performance and customer engagement.

Bedford, Massachusetts, Us

I served as the general manager responsible for the end-to-end DTC business, with full P&L ownership of marketing, technology, and commercial operations for 15 websites in North America and EMEA, spanning three warehouses, nine languages, and six currencies.As General Manager of DTC, I led annual planning and day-to-day operations for a global operation generating annual revenue of $50M. I architected and built a MarTech DevOps framework, enabling the global expansion of the domestic U.S. website to more than 12 countries. This involved building and scaling all acquisition, retention, commerce, and content capabilities, unlocking incremental revenue.I successfully doubled revenue by transforming assortment, campaigns, people, processes, and the marketing technology stack. My strategic leadership and hands-on approach drove significant growth and operational excellence across the global DTC business.

Bedford, Massachusetts, Us

Recruited to establish a consumer retail marketing discipline for a brand transitioning from the science and military sectors to a consumer focus, I operationalized what was believed to be an impossible strategy. I pioneered a transformative omnichannel approach, growing revenue from $80M to over $250M and significantly expanding profits, which were reinvested in advertising for the next phase of growth.As Senior Manager of Americas Marketing, I was tasked with building a domestic consumer marketing team that achieved a pivotal three-year turnaround. I was responsible for product marketing, channel marketing, and advertising, driving substantial revenue growth.I dramatically expanded margins by rationalizing the product and distribution portfolio while rewriting trade terms with retailers. This effort earned me the peer-nominated Chairman’s Award in my first year. Additionally, I led the geographic expansion into LATAM, focusing on key markets such as Brazil, Chile, and Mexico.My strategic leadership and innovative approach were instrumental in transitioning the brand to a consumer focus and achieving remarkable growth and profitability.

Adjunct appointed to instruct 3 credit semester-long courses in Marketing and Management at Bentley University, Middlesex, UMass.

Framingham, Massachusetts, Us

Recruited to manage go to market activities in US Consumer Sales division. I architected and built omnichannel shopper marketing plans for a variety of product categories. My primary assignment covered new distribution, mass merchants, and the warehouse club channel. Each were particularly delicate trade partnerships for Bose' premium profile. Harmony in the overall market required sincere discipline to promotional planning and savvy positioning of lifecycle products and value-added bundles.

Alpharetta, Georgia, Us

Hewlett Packard (hp) retained MarketSource to execute their consumer go to market strategy across national retail. I built a team of 25+ remote field marketing reps serving BestBuy, Staples, Costco, Circuit City and other shopping destinations. We crafted and led thousands of in-store product demonstration experiences for Printing, Photography, TV and other categories.

Dallas, Tx, Us

As a B2B sales manager, I built a sustainable revenue generation plan serving mid-sized corporate customers in the northeastern U.S. My responsibilities included lead generation, appointment booking, technical presentations, dealer agreements, and day-to-day account management.

Us

I worked full time throughout my undergraduate studies in a big-box retailer. Starting as an Associate and steadily advancing to supervisory roles, I learned the fundamentals of winning at shelf, customer service, team management, and supply chain. 20+ years later these elements remain essential at the core of what I do.

Master Of Business Administration - Mba, Finance, General

Bachelor Of Business Administration - Bba, Finance, General