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Meet David

Hi, I'm David Baker

I'm the founder and principal of Baker Strategy, based in Ann Arbor, Michigan. I help CEOs and CMOs of small and mid-sized companies grow with more clarity and less guesswork. I also help them bring AI into their work in a way that makes sense for their teams.

I've been doing this kind of work since 1996. Along the way, I've learned that the best strategy is one your team can actually carry out, and that the most useful partner is one who sticks around to help.

David Baker presenting the Michigan Economic Outlook survey at the Detroit Economic Club

What I bring to the table

  • Growth strategy grounded in real consulting work

    I started out in program manager and internal consulting roles at AT&T Advanced Data Services (1996–2000). There I led cross-functional initiatives that improved operational performance, including reducing order processing time by 50% across a $140M business line. I then joined Roland Berger Strategy Consultants as a senior consultant (2000–2001). I delivered strategy and market analysis projects for global clients and built growth strategies and financial models that informed executive decisions and long-term planning.

  • Practical AI, from someone who builds with it

    I developed ParlayVu, an AI-powered content-repurposing platform designed for the trades. It takes a single video interview, blog, or social post and turns it into threads, ads, emails, reels, and other assets for multiple platforms, all in the brand's own voice. Building it taught me where AI genuinely saves time and where people still need to lead. I bring that same practical view to your business.

  • Marketing, content, and partnerships that build a brand

    Through Baker Strategy, I've directed marketing and business-development strategy for Artemis Bio-Solutions, a mold remediation, biohazard decontamination, and fire, smoke, and water damage restoration company. That included the "Artemis Insights" video series of on-camera interviews and panels. I also built and managed an alliance network with RamAir International and Microbial Warrior International, creating co-branded content, joint events, and referral pipelines.

  • Sales leadership and customer insight

    At CFI Group, a national customer experience and analytics firm, I worked as a program director and senior consultant (2001–2005 and 2013–2014) and then as national sales director (2014–2015). I led business development and client relationships and achieved top U.S. sales performance in Q4 2014. I also implemented Salesforce-based CRM pipeline and reporting systems that improved visibility into engagement and revenue performance.

  • Research and stakeholder engagement

    I served as Interim Director of Customer Performance at Michigan Medicine. There I presented engagement insights to 20,000+ employees and facilitated cross-functional planning. I launched and led the annual Michigan Economic Outlook survey with the Detroit Economic Club, and each year I present the key findings as a featured speaker at the Club's Michigan Economic Outlook event. I've also partnered with trade organizations, including the Society for College and University Planning (SCUP), on research, programming, and thought leadership.

Education

  • MBA, University of Michigan Business School (2000): International Business and Corporate Strategy; High Distinction; Beta Gamma Sigma Society
  • BA, Eastern Michigan University (1988): Organization Communication; minor in Management

A little more about me

I taught English in China, in Tianjin and Lanzhou, and I even performed Peking Opera on Tianjin TV. These days you'll find me playing tennis or chess, following University of Michigan sports, and, more recently, running. I really enjoy life in Michigan.

What it's like to work with me

  • You work with me directly

    When you hire Baker Strategy, you get me. I'm the person in your meetings, reading your numbers, and answering your calls.

  • We start by listening

    Before I recommend anything, I want to understand your business, your team, and what you've already tried. I've designed and run focus groups, workshops, and executive sessions across nonprofit, healthcare, and commercial organizations, and good advice always starts with knowing the whole picture.

  • You'll always know what's next

    We keep a short, clear list of priorities and review it together regularly. You'll always know what we're working on and why.

  • I fit around your team

    I work alongside your people and the partners you already have. My job is to make your team stronger, not to replace it.

  • We keep going

    Once the strategy is set, I stay involved to help you measure, adjust, and keep improving. That's where most of the value is.

Let's talk