Hey there.
I'm David. Paid media leader, builder, writer, and speaker.
Director of Paid Media @ NP Digital · Montreal
I've been working in digital marketing for 15 years and building with AI since the launch of ChatGPT in 2023.
When ChatGPT first came out, I was mindblown. I remember showing it to my team at Decathlon — we were all genuinely floored. It felt like introducing the internet to someone for the first time. I thought: wow, this thing can write content for you.
Fast forward to today, I'm building tools, solutions, and agents that work while I'm sleeping. It's a whole new world we're living in, and the pace of change is unbelievably fast. My work today looks dramatically different than it did six months ago.
What I do now
I've been with NP Digital as Director of Paid Media for two years, managing global brands and a team of paid media experts. Most of my day-to-day now sits closer to the AI innovation lead role I've grown into inside the agency — building internal tools, designing workflows, and pushing how an agency actually adopts AI.
Three beliefs shape almost everything I do in this work.
AI enablement is two jobs disguised as one. The first is innovation — testing models, building workflows, shipping agents, exploring what’s possible. The second is change management — getting an organization to actually adopt, trust, and sustain any of it.
Most of us only do the fun half. If either side is zero, the result is zero.
"We need more people." "This is going to take time." Those defaults should be over by now — at least at a baseline level of growth.
At stable workload, with no exponential growth on the horizon, the real constraint isn’t headcount or hours. It’s tokens. Teams that figure that out operate at a different speed than teams that don’t.
AI is here to stay. The sooner you experiment and become an expert, the more success you’ll enjoy down the line — because AI knowledge and agents compound over time.
Every new model is significantly better than the one before. The cost of waiting isn’t standing still — it’s falling behind a curve that’s accelerating.
Why I write and build
Writing forces me to think and organize my ideas clearly. It's also something I genuinely enjoy doing.
I'm also passionate about building tools and projects that solve real problems. I spend a lot more time shipping than planning. It's how I learn, experiment, and grow.
How I got here
Born and raised in Montreal. French high school. CEGEP in health sciences — wanted to be a doctor, then a dentist, then quietly realized that wasn’t the path. Switched to business at Concordia (John Molson). Started in accounting, moved to finance, graduated. Took six months off in Tel Aviv working in tech consulting and with a few Israeli startups. Came back to Montreal with a much better appetite for risk and not much in the way of marketing experience.
Applied to every job posting on the Concordia alumni board. One was a Search Marketing Analyst role. Went to both rounds of interviews without understanding what search marketing was. They hired me anyway. On my first day I still didn’t know what it was. By the end of the first week, I was hooked.
Grew a lot here. Ran complex paid media across multiple categories. Learned what good performance work looks like at scale.
Went client-side. Within six months I’d built a digital team from scratch and was promoted to Head of Acquisition — paid media, SEO, and CRM all reporting to me. That was where ChatGPT first landed in front of me.
Decathlon Canada wasn’t profitable and made cuts. I was in that round. Took the summer off — biking, training, time with the kids. One of the best summers of my life.
Joined later in 2024. The role has since evolved to include AI innovation, building internal tools, and driving AI adoption across the agency. That’s where I am now.
What I'm making right now
Most of my non-day-job time goes into things on this site or adjacent to it:
Weekly Substack on AI for marketing teams. Frameworks, anti-patterns, what’s working in practice.
AI-powered operating system for media planners. Built because nothing existing solved the planning problem well.
Free tools on this site: a readiness scorecard, time-savings calculator, prompt library, use-case finder.
Context-aware QR codes. Built after SocialWest 2026 because typing my name into other people’s phones got old.
Frameworks I use with teams — the Three Layers of AI ROI, the 4-Stage Marketing Maturity Model, the four workflow spokes.
All of it lives at the intersection of paid media, AI, and building things teams will actually use. That intersection is small. It's the most interesting place to be working right now — at least for me.
What else is true about me
Married since 2018. Two kids.
CrossFit five days a week — for nearly a decade. The training keeps me focused and grounded; the discipline of showing up under load is the operating system for everything else.
Soccer every week with my local synagogue, and coaching my son’s soccer league. The community is the thing.
Where to find me
Two best ways to follow what I'm doing or get in touch:
Last updated: June 2026. Views my own, not my employer's.
