Hero background
profile image

David Samuelson

Main Industry: Education



Capstone Publishers
October 2013  - December 2014
As GM, I lead the strategic direction and tactical execution of Capstone’s library business. Launched in 1991, Capstone Press was first among our family of imprints and digital products. Today, we’ve expanded into a publishing house that offers everything from nonfiction, fiction and picture books to interactive books, audio books, literacy programs, and digital media, supporting the learning needs of students through experiences that capture and engage young minds.
September 2012  - May 2013
Achieve3000 is a leader in online differentiated instruction, serving more than one million students across the United States. As Achieve3000 first CMO, I rebuilt the marketing team from two to ten in 6 months, moved the website to a more flexible CMS and streamlined the marketing technology. I developed a strategy now underway to raise awareness through associations, thought leadership, video testimonials and social media. I have transitioned to a consulting role.
Pearson plc
July 2010  - March 2012
I was responsible for global games and augmented reality strategy as part of the digital strategy team for Pearson plc. I explored new global business opportunities for these emerging commercial and education media on behalf of Pearson’s education, trade publishing and information businesses.
Pearson Education
October 2007  - August 2010
I was responsible for the $50+m of export sales for US and UK education product, including textbooks, digital products, and assessment and information products. I also worked with each international region on key strategic product and marketing initiatives, including digital strategies and the Pearson brand strategy. I chaired the International Marketing Council, and sat on the Global Business Council and Content Management Executive Committee, which exist to drive change in these three areas globally.
Pearson Education
January 2005  - September 2007
I was responsible for the communications and marketing for the $2bn US School businesses that comprise curriculum, technology and assessment products and services. The most significant of my accomplishments was developing and implementing a new Pearson brand strategy that has been adopted globally. I also consolidated 14 locally managed US marketing web sites to one centrally managed site with emarketing and customer communications capabilities, My team led our presence and message at large national events and I was responsible for our PR, internal, and external corporate communications working with Pearson plc communications staff. I was also the executive overseeing Family Education Network.
Pearson Education
January 2003  - January 2005
During these years I was instrumental in moving our products from print to digital, helping to lead a ground-breaking history-social studies print and digital textbook program for California. I was active with the state leaders and our staff to implement and launch the program, which took 50% market share. This project grew out of a "textbook of the future" initiative I developed and promoted to top management. I also chaired a cross-Pearson marketing committee promoting best practice and communication for marketing across many business units.
January 1999  - January 2000
Developed and presented a business plan, marketing plan and strategy for a rich-media learning game and activity web site for kids. Received $300k in seed funding from Angel investors.
January 1996  - January 1997
Responsible for development and on-time delivery of seven Living Books CDROM titles, animated storybooks for children, including Dr. Suess, Arthur and Rugrats titles. I maximized resources, improved efficiency and stabilized design, production and QA processes.
January 1994  - January 1996
Responsible for product management and development for on-time delivery of 12 MECC CDROM titles, such as The Oregon Trail, The Amazon Trail, American Girls and one of the earliest online field trip projects called Maya Quest. I implemented a product line structure allowing marketing and development to work more closely together.
January 1991  - January 1994
Led design and product development team for an innovative, relational database-driven, interactive voice response classified advertising system; basically a search engine before the Internet. This start up was funded by Samuel N. Stroum and Microsoft co-founder Paul Allen.
December 1978  - December 1990
Held a variety of positions in the television and theatre industries. Ran my own video production company called Vision Productions. Worked for KING-TV in Seattle producing a kids’ show for which I received three NATAS Emmy awards. Was Director of Education, an actor and director for the internationally recognized Minneapolis Children’s Theatre Company and School.