David Pemsel is Founder & CEO of ScienceMagic.Inc. ScienceMagic.Inc is a company that believes fundamentally in the unique power of the connection between Magic, the art of real engagement through storytelling, communication and creativity; Science, the intelligent use of data and AI to inform strategy and identify business-building opportunities and Experience, the creation of digital product, technology and interfaces that connect directly with the consumer.
In his previous role as CEO of Guardian Media Group, David was responsible for the remarkable digital transformation of the business by adopting agile working methodologies and putting data driven, customer centric practices at the heart. This resulted in The Guardian going from a forecast loss of $100m in 2015 to its first operating profit for 25 years in 2019.
The three-year business plan to transform the Guardian that David implemented has been described as one of the most significant media turnarounds in recent history and has laid the foundation for how quality journalism could be funded around the world.
David joined GMG in 2011 and was appointed chief commercial officer in 2012. A year later he took on increased accountability in the newly created role of deputy chief executive, with responsibility for leading commercial operations in the UK, the US and Australia, and integrating them as one global organisation. In 2015 he was appointed CEO of Guardian Media Group (GMG) taking on the responsibility for leading the commercial and financial business strategy. In addition, he was founder and Chairman of GMG Ventures, a 42m fund making early-stage investments in innovative businesses in the media technology sector.
Prior to joining GMG, David worked in many senior roles within the media industry, including launching Shine Entertainment in 2000, before becoming Group Marketing Director of ITV plc in 2005.
David is a non-executive director of The British Fashion Council and a voting member of BAFTA, he was voted media leader of the year in 2019, regularly speaks on leadership at the London Business School.