David Burford

Examiner
DISC Type : cs

Chief Executive Officer at WILDERNESS WAY

Greater Nottingham, United Kingdom

Overview

As CEO of Wilderness Way, David Burford leverages his ACA accreditation and extensive leadership experience in M&A, refinancing, and operational transformation to drive strategic growth. He previously led CARE Fertility through significant acquisitions and business expansion, building on a strong foundation in corporate finance from his time at KPMG.

He applies his comprehensive financial and operational expertise to a social enterprise that uses outdoor adventure to support disadvantaged young people, aligning his professional skills with a mission-driven purpose.

Personality Overview

Process Oriented

Unexpressive

Tough To Convince

Being observant comes to them naturally.  They are heavily focused on quality and prefer doing things the right way, even if it takes time. They tend to have clarity about their needs and constraints, and are unlikely to over-promise.

Topics They Care About

Strategic Growth
Focuses on executing growth strategies, including acquisitions and investor relations, to expand an organization's impact and reach.
M&A and Refinancing
Has direct experience leading acquisitions, integrating new clinics, and negotiating complex refinancing deals to transform business operations.
Social Enterprise
Currently leads Wilderness Way, a charity supporting disadvantaged youth, demonstrating a strong commitment to corporate social responsibility.

Media Appearances

A huge announcement – we’re extremely delighted to welcome our new CEO David Burford. Featured in Wilderness Way Facebook Page

See Now

Work History

10-2025
Chief Executive Officer at WILDERNESS WAY
4-2025 - 10-2025
Career transition at Career Break
10-2018 - 4-2025
Chief Executive Officer at CARE Fertility
2014 - 10-2018
Group Finance Director and COO at CARE Fertility
8-2006 - 4-2014
Progression to Senior Manager at KPMG

Education

ACA from ICAEW
AAT from Association of Accounting Technicians

More Information

Social Presence :

Prographics :

Exp : 25 Location : Greater Nottingham, United Kingdom Job Level : Leadership Designation : Chief Executive Officer at WILDERNESS WAY
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Insights For Selling To David

During A Call Or A Meeting

DO's

  • Spend time addressing concerns around risk and change, they will have them even if they don't express them
  • Ask them which other stakeholders would be important for this purchase decision
  • First of all, focus on building their confidence by sharing examples, case studies etc.

DONT's

  • Avoid getting into storytelling mode, especially when they ask specific questions
  • Don't rely on relationship building even if they act pleasantly
  • Don't be very accepting if that is your natural style, stay firm

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with David is

  • Adoption by others is very important to them, followed by confidence in ROI.
  • Will you ever get a clear answer from David

  • They don’t say no often, they push out the decisions or keep going around in circles.

Insights For Deal Planning

    How fast (or slow) will David move?

  • They don't like to hasten, so their speed of decision-making may be slow.
  • Can David take some risk or not?

  • They have little willingness to take risks, and prefer making calculated decisions.

You And David

Personality Compatibility


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