B2 Awards Top Jury

DAVID GALBRAITH

Vice President, Global Brand and Marketing
Mack Trucks

BIO

David Galbraith joined Mack Trucks in 2021 as the Vice President of Global Brand & Marketing.  There he is responsible for marketing, branding and advertising strategies and executions leading to greater brand recognition, improved consumer & dealer sentiment and increased demand for Mack’s products and solutions.   

Prior to Mack Trucks, David spent 28 years in the automotive and technology sectors, serving in a variety of marketing and product leadership roles at Volkswagen, Dell and IBM.  David earned his BS in Information Systems & Operations Management from the University of North Carolina, Greensboro and his MBA in International Marketing from American University in Washington, D.C. 

Q&A with David Galbraith

Please provide one word that defines great B2B brand leadership today.  

“Timing” – Like great comedy, integrated marketing campaigns require great timing. Even if you have great creative, if you miss your audiences… wasted. 

Please share one trend you are watching closely. 

Perhaps not a trend, but everyone is watching AI, but aside from that, I watch ambassadorship pretty closely. 

In one sentence – What will it take to make an entry worthy of a B2 Award?  

Everyone has a valid opinion here, however, I will be looking for smart, thoughtful campaigns that resonate with target audiences. 

What advice would you offer to teams preparing submissions for the B2 Awards?  

Simply do your best. 

Why do awards programs like the B2 Awards matter to the health and progress of the marketing industry?   

By recognizing greatness now, you expect better later. 

What distinguishes exceptional B2B marketing from work that is simply “good”? 

I believe exceptional B2B marketing does a better job reaching not only the intended audience but goes beyond that and helps shape the brand. 

How do you balance creative ambition with commercial accountability when assessing great B2B work? 

By collaborating with the executive team at the beginning and ensuring the brief is aligned. 

A key section of the case study submission is dedicated to how teams brought their big idea to life; for you as a judge, what details would you consider critical for entrants to include? 

What is the pain point or customer insight they are addressing. What was the defining marketing challenge they had to overcome to bring this message to life.  

How have your expectations of great marketing evolved over the past few years— and how does that shape how you evaluate work today? 

Great marketing in the B2B space, in my humble opinion, identifies a valid resonating theme and delivers it in different ways. Great marketing ideas should have the ability to come to light with more than one story.  

When reviewing submissions, what signals tell you that a program is driving real, sustainable business growth? 

It’s my belief that sustainable business growth is dependent on programs that are a win/win for both (or multiple) parties. Everyone must realize the value. 

Get to know the 2026 B2 Top Jurors.