Goodstuff's Dave Carpenter Joins Active International as Media Director Further Strengthening Leadership Team

Sep. 17, 2025

Global Corporate Trade company Active International, part of  AMS (Active Media Services, Inc.), has hired Dave Carpenter as its new media director. Previously at Goodstuff, where he held the role of managing partner, investment, Carpenter joins the team as Ruth Cartwright takes the helm as managing director.

As part of his new role, Carpenter will focus on evolving and growing digital and automation capabilities across Active International, as the company continues to expand into new markets. Having had a decade at Goodstuff, he spent three and a half years as head of digital, before moving into a managing partner role. There he headed up the investment team, working across all media channels.

Kieron Murphy, chief revenue officer at Active International, commented:

“We are pleased to welcome Dave into Active. Dave will not only enhance our UK Leadership Team, he’ll also propel our very talented Media Team and market offering to new heights. He arrives with a dynamic energy and extensive market expertise that we are eager to leverage within innovative solutions to our clients and partners. Dave’s remarkable experience in steering impactful commercial investments and strategies sets him apart but equally impressive are his exceptional skills in team development, collaboration, and leadership.”

 

With a company focus on inclusion and strong culture, Active International has been recognised by Great Place To Work for four consecutive years across key areas including Wellbeing, Women, and Advertising. The business has also been celebrated in Campaign Magazine’s Best Places to Work every year since the first list was published, reflecting a workplace where people are empowered to thrive and diverse perspectives are truly valued. 

Ruth Cartwright, managing director, commented:

“I’m delighted to see Dave join such a smart and progressive business. With Dave on board, the focus for 2026 remains to deliver our core best in class, innovative commercial choices for clients and partners, plus extending further into digital, automation and AI opportunities. I’m looking forward to working with Dave and the team.” 

 

Dave Carpenter, media director, added:

“I’m excited to join Active International as Media Director, where I’ll be working with an incredible team to help brands unlock greater value and impact from their media investments. It’s a great time to be stepping into a role that blends innovation, scale, and performance – and I’m looking forward to the journey ahead.” 

 

Cameron Swan, UK CEO, contributed:

"It’s not often you get to on board so much proven talent in one month, with Dave joining our senior team alongside our new managing director, Ruth. We’re in a really strong position to accelerate, and our leaders will be a driving force. We have big ambitions across digital, technology and automation and these appointments allow us to set up 2026 as we envisioned."

 

Alongside appointing Ruth Cartwright as managing director and promoting Cameron Swan to UK CEO, 2025 has also seen Active International expanding operations into the north of the UK.