Former People & IT Director at ASDA, Author of “Asda Magic” & Former Chairman of The Institute for Employment Studies
David Smith’s Biography:
David Smith is a leading business speaker, consultant and board-level mentor specialising in leadership, employee engagement and high-performance organisational culture. With more than 35 years of corporate experience, he is widely recognised for transforming workplace environments and driving sustainable commercial performance through a people-centred strategy.
David spent 19 years at Asda, joining the Executive Board as People Director in 2000. During this critical turnaround period, he played a key role in repositioning Asda from a struggling fourth-place retailer into one of the UK’s most successful and admired businesses. Under his leadership, Asda became the Number 1 Best Place to Work in the UK in The Sunday Times employee survey and received major recognition from the Financial Times and Fortune Europe for excellence in people management.
Before joining Asda, David developed his expertise in transformation while working through significant industrial change programmes, including the restructuring of the UK mining industry. His experience in industrial relations shaped his pragmatic yet human approach to leadership, with trust, communication and accountability at the centre. He went on to contribute nationally as a Commissioner for the Equal Opportunities Commission and as Vice President of the CIPD.
Since 2009, David has operated as an author, keynote speaker and consultant supporting organisations in building cultures where individuals thrive and performance flourishes. Today, he continues to mentor CEOs and board directors, deliver in-demand leadership masterclasses and serve as Chairman of the Institute for Employment Studies. His insights remain grounded in lived transformation and proven strategies for unlocking human potential.
Why Hire David Smith?
David brings a rare blend of senior leadership experience and practical transformation expertise. He speaks with clarity and authority on the realities of motivating people, building trust and driving high-performance behaviours that deliver tangible business results. His methodologies were proven through Asda’s award-winning culture and continue to drive positive change for businesses today.
He has worked with major global organisations across both private and public sectors. He is highly regarded for delivering inspiring, actionable content through events, workshops and leadership programmes that leave leaders motivated and fully equipped to improve engagement and performance.
David Smith’s Career Highlights:
Here are some of the key milestones that define David Smith’s inspirational career:
- 2025 – Continued to deliver high-impact leadership and engagement programmes for executive teams internationally.
- 2024 – Recognised as one of the Official Best HR Speakers Ranked on Popularity to Hire by Champions Speakers.
- 2019 – Published Bad Bosses: The 10 Leadership Pitfalls Followers Most Resent, based on research interviews with over 200 senior executives.
- 2018 – Published Performance Management for the 21st Century, highlighting the shift from annual reviews to continuous coaching.
- 2016 – Published Culture Trumps Strategy, demonstrating how people performance drives commercial success.
- 2012 – Released ASDA Magic: The 7 Principles of Building a High Performance Culture, documenting the iconic turnaround of the Asda business.
- 2011 – Appointed Chairman of the Institute for Employment Studies, supporting research and best practice in workforce strategy.
- 2003 – Became Vice President of the CIPD, focusing on organisation and development.
- 2002 – Served as Commissioner of the Equal Opportunities Commission, shaping national policy on fairness and inclusion.
- 1999 – Appointed People Director of Asda Stores Ltd and joined the Executive Board during the retailer’s major transformation.
- 1994 – Became People and IT Director of Asda, strengthening his leadership in modernising the organisation.
Videos
David Smith’s Official Keynote Speaking Videos & Showreel:
Testimonials
“We really enjoyed David’s session last week! The feedback from the participants has been really positive and one of the stand-out sessions that we had. He was very personable and spoke very well. We had around 97% of participants who do not speak English as a first language but David ensured he spoke at a good pace. The content was great and he kept the audience engaged throughout, with people carrying on the conversations well into the afternoon. Please send him a big thank you from myself and Khuong.” – Laura, Executive Assistant, BioMérieux
“The Team were really impressed and inspired. We learned a lot. Your contribution exceeded my expectations, and to be honest, I had pretty high expectations already. Great stuff.” – Marketing Director, Liverpool Victoria
“David was excellent and provided a very good speech – we are already receiving lots of questions about when the next event will be.” – RAF Wyton
“I heard Jim Collins opening Keynote, but you were better. You spoke from the heart.” – Small Business CEO
“Thank you for a truly inspirational and very enjoyable Masterclass. I don’t think I have ever been to such a practical and relevant session.” – HRD Red Bull
Speaking Topics
David Smith’s Official Keynote Topics:
- Effective Execution
- World Class Customer Service
- People Management
- Style of Leadership for Effective Change
- Powerful Business Communication
- Leadership in Tough Times
- The Seven Principles of Building a High-Performance Culture
- Performance Management
How Much Does David Smith Cost to Hire?
How Much Does it Cost to Hire David Smith?
The cost of hiring David Smith depends on your event needs, including format, location and length of appearance. For an accurate quote, contact a London Keynote Speakers Agency booking agent for expert guidance.