David Pedersen
25 years in B2B marketing at Amazon, Alaska Airlines, and 23andMe. Built COS to give marketers the one piece of data they've never had: whether their content actually reaches the buyers they're writing to.
David has spent 25 years building, scaling, and measuring B2B marketing programs at companies including Amazon, Alaska Airlines, and 23andMe. The throughline across those roles: marketing teams produced enormous volumes of content with no rigorous way to know which buyers it reached and which it missed.
At Whitepages, he grew the paid-search channel from $1.2M to $7M in annual profits, a 5.8× expansion driven not by spend but by a systematic approach to matching message psychology to audience intent. That experience surfaced the underlying problem: even great marketing teams operate without measurement of message-audience fit, leaving most of their addressable buyers cold.
He founded SEMalytics to close that gap. COS (Content Optimization System) is the B2B content scoring platform that measures copy against the buyer's Big Five (OCEAN) profile and diagnoses messaging gaps across seven psychology frameworks, drawing on 860+ peer-reviewed papers. The platform translates academic research on personality, persuasion, and decision-making into actionable rubrics marketers can use before they hit publish.
SEMalytics is an independent, bootstrapped company. The product roadmap is driven entirely by what actually helps customers communicate more effectively, not by growth metrics disconnected from product quality.
Background
Amazon
B2B marketing leadership at scale across multiple product lines.
Alaska Airlines
Loyalty and lifecycle marketing programs for one of North America's most awarded carriers.
23andMe
Consumer-genomics marketing in a category where buyer psychology is everything.
Whitepages
Grew paid search from $1.2M to $7M in annual profit, a 5.8× expansion through systematic message-audience fit.