David is a Senior Lecturer in Marketing at the University of Bedforshire and co-ordinates the MSc Suite and is module leader in Direct and Interactive Marketing and lecturer in International Business and Retail Management. He is the business department's regional consultant offering business guidance and operational advice to local companies in association with the chamber of commerce. David has completed a BA (Hons) degree in Business Studies and two Master degrees: one in International Business Analysis and another in Management and Business Research Methods. He holds a PhD in Strategic Management and Culture in September 2009.

Apart from the job at the University of Bedfordshire, David has his own company (Holliman Consulting) and offers a range of consultancy services to firms from a cross section of industries in the profit and not-for-profit sectors. He has delivered management consultancy to firms based in the UK, the US, and across Europe.

In 2004, David was an Advisor to the Major's office, City of Louisville, Kentucky. He advised the Governor of the State of Kentucky and the Major of Louiville on international issues, resulting in being given a key to the city and bestowed with the title of Kentucky Colonel (the highest non-military award) by the state governor. Previously, David worked as a marketing and sales manager for Dutch and Italian export companies managing their international operations within the UK market.