Dave is a Marketing Lecturer with the Dept. of Management & Marketing at University College Cork, where his teaching largely focus on the areas of Digital Marketing Strategy and Social Media Marketing Practice, covering topics such as; Search Engine Marketing, Digital Advertising, Content Marketing, Social Media Tools & Tactics, Data Analytics, Social Media, Branding, among others. His current research focuses on the consumer culture theory dimensions of marketplace cultures and consumer identity projects. His current ethnographic study uses play as theoretical lens to study the socio-cultural dynamics of football fandom, with implications for sports marketing theory and practice. Dave is also interested in the proliferation of digital consumption and creation of digital experiences which yield liberatory potential for consumers. In particular, gamification (digital play) has become a popular tactic among digital marketers, with implications for; Search Engine Marketing, Digital Advertising CTR, Website UI/UX, App UI/UX, Social Media Marketing, and more modern technological advancements such as VR (Virtual Reality) and AR (Augmented Reality). Since graduating with a BComm from University College Cork, Dave has engaged in a number roles as a marketing practitioner and consultant, working in industries such as; sport, healthcare, online gaming, digital-out-of-home, cloud computing, food and retail. His involvement as a marketing consultant is primarily centered around the development and implementation of digital marketing strategies and tactics, including; app design, web design, campaign management, digital advertising, digital branding, and social media marketing.

Dave's teaching largely focus on the areas of Digital Marketing Strategy and Social Media Marketing Practice, covering topics such as; Search Engine Marketing, Digital Advertising, Content Marketing, Social Media Tools & Tactics, Data Analytics, Social Media, Branding, among others. His teaching takes a critical look at the role of digital media and its impact across organizations and society, highlighting many of the unintended consequences of a digitalized consumer culture.