David Petherick

David Petherick

Edinburgh, Scotland, United Kingdom
15K followers 500+ connections

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Experience

  • Doctor David Petherick Graphic

    Doctor David Petherick

    Edinburgh, Scotland, United Kingdom

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    Edinburgh, Scotland, United Kingdom

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    Location-Independent

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    From Scotland to the world

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    Edinburgh, Scotland, United Kingdom

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    Scotland, United Kingdom

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    Scotland

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    From Scotland to the world

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    From Scotland to the world

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    Kyiv, Kyiv City, Ukraine

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    Edinburgh City, Scotland, United Kingdom

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    Wherever required, virtual or in person

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    Edinburgh City, Scotland, United Kingdom

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    Milan Area, Italy

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    Scotland

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    Edinburgh, United Kingdom

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    Glasgow, United Kingdom

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    United Kingdom

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    Amsterdam Area, Netherlands

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    United Kingdom

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    Greater New York City Area

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    United States

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    United Kingdom

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    Edinburgh, United Kingdom

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    Edinburgh, United Kingdom

Education

  • University of Edinburgh Business School Graphic

    University of Edinburgh Business School

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    Agile Marketing | Future of Marketing | Data in Business | Digital Transformation

  • Activities and Societies: Writer, Columnist, Photographer, News Editor, at award-winning weekly "Student" Newspaper, Deputy Editor, "Midweek" weekly.

    Left English degree to become University's Print Room Administrator, after spending a lot of time taking old-school analogue photographs and writing for the imaginatively titled 'Student' newspaper.

    This was an interesting time, as it was at the cusp of the change from analogue to digital printing and typesetting.

    Was awarded ultimate accolade by New Musical Express (NME) when they lifted my two-page 'postcards' article about New Order / The Wake tour, and copied the article…

    Left English degree to become University's Print Room Administrator, after spending a lot of time taking old-school analogue photographs and writing for the imaginatively titled 'Student' newspaper.

    This was an interesting time, as it was at the cusp of the change from analogue to digital printing and typesetting.

    Was awarded ultimate accolade by New Musical Express (NME) when they lifted my two-page 'postcards' article about New Order / The Wake tour, and copied the article format exactly, a month after my original was published. Orchestrated and stage-managed iconic "520 Black Balloons" demonstration against student tuition fees - 7 column photo in National press resulted, and the government actually backed down.

  • Activities and Societies: Debating Team, Treasurer of Literary and Dramatic Society, 2x Winner House Photography Competition, Winner of numerous Russian language prizes.

    Orchestra Manager & Photographer for multi-concert trip to Italy, including Venice & Florence when 17, producing 500+ slides with a BBC sound recording as an AV documentary.

Licenses & Certifications

Volunteer Experience

  • One Tree Planted Graphic

    Ambassador

    One Tree Planted

    - Present 4 years

    Environment

    There is no Planet B. We all live on the same planet, and it's in crisis. Many scientists consider that we are at a tipping point.

    One Tree Planted is a reforestation charity. It's a non-profit organisation focused on global reforestation. It's on a mission to make it simple for anyone to help the environment by planting trees. Projects span North America, South America, Asia, Africa and Europe. It planted 57.2 million trees in 2022.

  • Scottish EDGE Graphic

    Assessor

    Scottish EDGE

    - 5 months

    Economic Empowerment

    Assessor for the #EDGE16 Creative / General strand. Entries closed on 27th February 2020 for this funding round to award over £1m in funding. See https://scottishedge.com for further information.

    The Doctor is In has been a supporting partner of Scottish EDGE since 2017.

  • Edinburgh Napier University Graphic

    Facilitator

    Edinburgh Napier University

    - 1 month

    Economic Empowerment

    Conceived, facilitated and chaired a public lecture featuring Professor Bill Buchanan of Napier University and Professor Richard Demarco OBE. Audience included the Lord Provost of Edinburgh.

  • Maggie's Centres Graphic

    Liaison

    Maggie's Centres

    - 5 months

    Health

    Worked to develop ongoing support program between Maggie's Centre in Gartnavel Hospital, Glasgow and First Vehicle Leasing. Delivered first cheque for £2250 within 3 months of project start.

Publications

  • What to do when your skills don't match your, er, skills...

    LinkedIn

    Take a look at the skills listed on your profile. Then take a look at your job title. Is there a natural match between the two?

    If not, here are some tips for exactly how you can fix that, along with a few examples of disconnected profiles I've come across. #thedoctorisin

    See publication

  • 30 Tips in 30 Days for a Better Linkedin Profile (Flashcards)

    LinkedIn

    During the month of May/June 2017, I wrote a daily series of short, useful, actionable LinkedIn tips to improve your LinkedIn Profile. Here, I link to flashcards containing full links all articles in the series for your convenience. #30x30 #thedoctorisin

    See publication

  • LinkedIn Updates its Privacy & Settings Interface: Screenshots, Analysis & Video

    LinkedIn

    LinkedIn has completely overhauled the Privacy and Settings interface for your LinkedIn Profile. You may not see this feature active on your LinkedIn Account yet, but you probably will soon.

    The changes are far-reaching. This is a complete redesign.

    See publication

  • How to avoid your LinkedIn Account being hacked

    LinkedIn

    How to avoid your LinkedIn® Account being hacked using two-part authentication. 3rd update of this popular article.

    See publication

  • How to choose the perfect LinkedIn Photo

    The Doctor is In

    How to make sure the photo you use on LinkedIn shows the best version of you - scientifically, using crowdsourcing.

    See publication

  • How to remove distractions from your LinkedIn profile

    The Doctor is In

    Did you know by default you advertise your competitors alongside your own profile? Here's a 1-minute fix to make sure people focus on you.

    See publication

  • LinkedIn unveils Analytics for Publishing on LinkedIn

    LinkedIn Official Blog

    My article describing the newly unveiled Publishing Analytics was featured in its entirety on the Official LinkedIn Blog.

    See publication

  • How to claim your public profile URL on LinkedIn

    Doctor LinkedIn

    Here’s a simple three-minute fix to to enhance your personal brand and your search visibility online, by creating a custom URL for your LinkedIn public profile.

    See publication

  • Age of Conversation 3: It's time to get busy

    Channel V

    Most business books take 200 pages to explain one basic notion. Not Age of Conversation. Since this is a collaborative book by over 170 people, pretty much every page contains a stand-alone insight. This is a perfect book to pick up in lost moments to quickly read a couple of thought-starting entries. Even better, because the 170 marketing, PR and communications experts actually communicated while they were writing this, after a while it turns out the stand-alone insights are all connected to…

    Most business books take 200 pages to explain one basic notion. Not Age of Conversation. Since this is a collaborative book by over 170 people, pretty much every page contains a stand-alone insight. This is a perfect book to pick up in lost moments to quickly read a couple of thought-starting entries. Even better, because the 170 marketing, PR and communications experts actually communicated while they were writing this, after a while it turns out the stand-alone insights are all connected to form an interesting collection, where many ideas build one greater story.

    In addition, all the proceeds went to an outstanding charity.

    Other authors

  • Age of Conversation 2: Why don't they get it?

    Lulu

    This book is a daring challenge to the business community. Gone are the top-down, command and control messages that held sway through the 20th Century. In are a raft of new techniques that start with listening, responding and action that set the scene for a continuing and evolving dialog about brands, experience, business and community.

    Other authors
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Courses

  • C++ Programming

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  • CSS

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  • DSE Assessor

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  • Future of Marketing at University of Edinburgh Business School

    January-April 2023

  • HTML

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  • Web Site Internationalisation

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Projects

  • The Doctor is In partners with Scottish EDGE

    - Present

    Doctor David Petherick is pleased to announce that The Doctor is In is now an official Supporting Partner for Scottish EDGE, the UK’s biggest entrepreneurial funding competition.

    All Scottish EDGE finalists will now have access to an in-depth one-to-one Doctor’s Surgery and follow-up Prescription to improve their online presence on LinkedIn, covering their key personnel’s personal profiles, their company profiles on LinkedIn, and their strategy towards leveraging this powerful business…

    Doctor David Petherick is pleased to announce that The Doctor is In is now an official Supporting Partner for Scottish EDGE, the UK’s biggest entrepreneurial funding competition.

    All Scottish EDGE finalists will now have access to an in-depth one-to-one Doctor’s Surgery and follow-up Prescription to improve their online presence on LinkedIn, covering their key personnel’s personal profiles, their company profiles on LinkedIn, and their strategy towards leveraging this powerful business network.

    David Petherick is also now an assessor (aka judge) for this important funding competition.

    See project

  • LinkedIn® Live Profile Fix™ at 24 Royal Terrace Hotel, Edinburgh

    During a live thirty-minute or one hour face to face meeting, I work with you and rewrite the key areas of your profile, editing and amending, and ensuring that all of your settings are at their optimum. You don’t even need to bring your laptop. And you get a great cup of coffee, or a glass of wine if your prefer. Tuesdays, Thursdays daytime. Wednesday Evenings & Saturday Afternoons.

    See project

  • Web site launch for First Vehicle Leasing

    Project managed launch of completely new web site design and functionality, working to maintain high SEO rankings for existing site. Delivered within 75 days of start, managing SEO, design, technical, sales and marketing and content management teams. Transitioned to new email provider and optimised enquiry, sales and landing pages to raise conversion rate, with a positive impact on the company's bottom line.

    See project

  • Edinburgh Festival Twitter Account - @edinburghfest

    - Present

    Created over 1.1 million Twitter impressions over a 31-day period covering activities at the Edinburgh Festival in 2015.

    See project

  • LinkedIn® Classic Profile Makeover™ by David Petherick

    - Present

    The Classic LinkedIn Profile Makeover, or Full Profile bypass in LinkedIn Doctor's language: I make it much easier for the right people to find you online at LinkedIn®, and to like what they see. I deliver visibility, legibility and credibility. That’s it.

    See project

  • LinkedIn® Profile Surgery™ by David Petherick

    Anytime, anywhere Profile Surgery: I interview you for 60 minutes by phone or skype, and then rewrite your LinkedIn Headline, Summary and key elements of your profile for you, and send you the results within 72 hours. I deliver visibility, legibility and credibility. That’s it.

    See project

  • Live presentation: Learn the Russian Alphabet in 75 Minutes

    As a sponsor of the prestigious 'Nicholas and Alexandra' exhibition, I gave a presentation to members of the public that lasted 75 minutes. At the end they had all learned how to read Russian.

  • Negotiating for promotional use of Max Headroom

    I negotiated with the production company responsible for the virtual character 'Max Headroom' for the rights to use his image in advertising for The Edinburgh Festival Fringe Club. And got to use the image for the customer without charge.

  • Web site development and launch for EnergySys

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    Designed, programmed and launched new web site and associated blog to incorporate company's new visual identity and allow easy editing and updating, building on the WordPress platform.

    Other creators
    See project

  • Implementing new visual identity for EnergySys

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    Fired incumbent, created longlist of agencies after evaluations and interviews, shortlisted. Then selected new agency with MD from 3 finalists. Briefed and managed project from start to completion for entire new visual identity for EnergySys. Implementation included internal and external report, spreadsheet, document and powerpoint templates, business cards, promotional usb gifts, newsletters, screen backgrounds, display ads, web site template, exhibition materials.

    Other creators
    See project

  • Interview with Amazon CTO Werner Vogels

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    This interview, set up well in advance, but recorded in one take live at The Next Web Conference, talked about the Amazon Kindle, then in a very early iteration. In the middle of the interview, Vogel dropped a bombshell announcement that he was not really authorised to make public. He's very careful when he talks to me now.

    Other creators

  • CLICK HERE to Schedule a Call with David Petherick

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    Schedule a ten minute free Zoom call with LinkedIn Doctor, David Petherick.

    See project

Honors & Awards

  • Doctor h.c. of Business Counseling

    CCU Institute (USA)

    Honorary Degree. Doctor honoris causa of Business Counseling.

  • #5 In League Table of App Content Contributors

    Turing Fest

    A minor award: Added content and opinions to Turing Fest official app during two-day conference in Edinburgh.

  • LinkedIn Specialist

    LinkedIn Brasil

    David Petherick, especialista em LinkedIn: arquivos de áudio e vídeo no perfil podem ser uma boa ideia pra contar uma história. #DicaDoDia

  • #2 Most read Content

    B2BMarketing.net

    My B2B Blogs became very popular for this London based B2B Marketing Industry web site, with one particular blog "Ten Marketing Phrases you need to stop using now" reaching the #2 spot for the year, albeit only appearing in May.

    Number 2 Blog of 2012: and most read Top 10: http://mzs.es/2012

  • Top pick & most read Google Knol Awards

    Google

    Top pick and a most read award for a Google Knol (item of Knowledge) explaining how to learn the Russian Alphabet in 75 minutes. And then, Google retired Knol. Sigh. The content is available as a download under my 'Publications' section above or directly at http://mzs.es/75

  • Language Ambassador

    Scottish Government

    Promoting language learning within primary and secondary schools, as well as in Tertiary education.

  • No Jargon Award

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    Awarded for Digital Biographer web site

  • Special Commendation

    English Speaking Union

    Commended in ESU public speaking final with Mr Evan Williams when asked to stand in for an absent team at 20 minutes notice. Basically, we won, but we had to lose because we were replacements. However, the judges talked us up rather nicely. Trivia: in the audience that night was the future Minister of Health for Scotland, Susan Deacon.

Languages

  • Russian

    Limited working proficiency

  • Spanish

    Elementary proficiency

  • Scots

    Native or bilingual proficiency

  • LinkedIn

    Native or bilingual proficiency

  • US English

    Full professional proficiency

  • English

    Native or bilingual proficiency

Organizations

  • EdinburghFestival.org

    Director

    - Present

    The largest arts festival in the world takes place every August in Edinburgh. Our web site offers a concise, focused gateway for all of the Edinburgh Festivals, and our hugely popular @edinburghfest Twitter account, with over 41,000 followers, provides an engaged and active audience in Edinburgh year-round. Twitter impressions for @edinburghfest reached over 1.1 million in August 2015. That's a number for verified, real people reading tweets, as measured by Twitter official analytics…

    The largest arts festival in the world takes place every August in Edinburgh. Our web site offers a concise, focused gateway for all of the Edinburgh Festivals, and our hugely popular @edinburghfest Twitter account, with over 41,000 followers, provides an engaged and active audience in Edinburgh year-round. Twitter impressions for @edinburghfest reached over 1.1 million in August 2015. That's a number for verified, real people reading tweets, as measured by Twitter official analytics. Edinburgh. Festival. Wooh! News, Tips, Gossip, Celebs, Authors, Announcements, Beer, Reviews, Freebies. Year round updates for all Edinburgh Festivals. ● email: [email protected] ● web: https://edinburghfestival.org ● twitter: https://twitter.com/edinburghfest

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