Dave Toby

Director & Co-Founder

David Toby maintains an unsettlingly intense (possibly sexual) relationship with spreadsheets-so powerful that colleagues debate whether he should list Google Sheets as his next of kin. He harbours an irrational fear of the Chinese Communist Party plotting to “optimise” Australia’s resources, which he insists is perfectly reasonable. When not preparing to flee the country over imaginary invasions, he’s calculating the exact caloric intake required to sustain Goku’s Super Saiyan transformation. Despite the eccentricities, his systems keep the entire organisation stitched together.

Overview & Journey

Dave Toby is a Business News 40under40 award winner and Managing Director of Pathfinder Marketing. He has been a recognised leader in Perth’s digital marketing landscape for over a decade, known for combining strategic thinking with deep technical execution.

Dave’s career began in marketing automation and CRM, where he developed a strong foundation in systems, data, and optimisation through hands-on work with HubSpot integrations. After spending six years in client-side marketing manager roles, he transitioned into digital leadership, heading digital teams at established Perth agencies before founding Pathfinder Marketing in 2016.

Today, Dave leads Pathfinder Marketing with a focus on bespoke digital strategies that deliver measurable commercial outcomes. His approach prioritises custom solutions built around business objectives rather than following generic industry trends.

Expertise

Dave’s journey began in marketing automation and CRM, where he cut his teeth on HubSpot integrations and optimisation. After six years in client-side marketing manager roles, he transitioned to digital marketing leadership, eventually heading the digital department at established Perth agencies like Workhouse Advertising before founding his own agency in 2016.

His expertise spans the full digital marketing spectrum, including:

Search Engine Advertising (Google Ads, Bing Ads)
Social Media Advertising & Native Advertising
Search Engine Optimisation & E-commerce SEO
Lead Generation & Email Marketing Segmentation
Marketing Automation & CRM Integrations
Website Development & Landing Page Optimisation
Professional Background

Previous Experience

Managing Director, Pathfinder Marketing (2016 – Present)

Founded and leads Perth’s premier performance marketing agency, specialising in custom digital solutions for business growth.

Head of Digital, Workhouse Advertising (2017 – 2019)

Led digital marketing department growth, achieving 30% quarter-on-quarter revenue increases and expanding the team by 50%.

Previous Roles:

Inbound Marketing Manager, The Quote Company
Marketing Manager, Scope Systems
Various contract roles with Nulsen Disability Services and Ventura Home Group

Achievements

Business News 40under40 Award Winner
Delivered 200% increases in organic search leads for clients
Generated $500K+ revenue increases through paid search optimisation
Consistently improved conversion rates and lead generation across multiple industries

Dave’s approach combines strategic thinking with hands-on technical expertise, believing that success in digital marketing comes from building custom solutions rather than following industry trends.