Jun 2023 – Jun 2024 · 1 yr · Los Angeles, California, United States · Hybrid

• Executive Producer of the documentary “EVERYBODY’S BUSINESS”, with two-time Oscar-winning director Ben Proudfoot that will change the way you think about the world of B2B.
• Launched at Cannes 2024 and streaming worldwide now!

Dec 2010 – Aug 2015 · 4 yrs 8 mos

• Led marketing for the Irish Hotels Federation and its consumer brands, managing a team of five, with full responsibility for strategy, execution, and performance.
• Key Achievements:
• Drove double-digit growth in traffic and revenue for IrelandHotels.com (2012–2014), building a multi-million-euro booking platform.
• Launched a new consumer product via an integrated campaign, generating €250K in sales in 4 weeks; shortlisted for AIM Marketing Award.
• Delivered €150K in cost savings by streamlining guide production and expanding global distribution to 23 countries.
• Secured commercial partnerships with brands incl. Electric Ireland, GloHealth & Pippa O’Connor—unlocking new audiences and brand equity.
• Increased web conversions and engagement via data-driven SEO, PPC, CRM, and UX improvements.
• Core Responsibilities:
• Owned end-to-end brand, marketing, and e-commerce strategy across all channels.
• Planned and executed multi-channel campaigns, on time and on budget.
• Managed content strategy, creation, and performance across digital and print.
• Led team recruitment, coaching, and performance management.
• Controlled marketing budget and full P&L accountability.
• Oversaw website optimisation, analytics, and conversion rate growth.
• Directed annual production and promotion of Hotel & Guesthouse Guide.
• Managed external agencies, suppliers, and research partners.

Nov 2007 – Nov 2010 · 3 yrs · Dublin / London / Paris

• Key Achievements:
• Conceived, achieved buy-in and launched a successful new product category, which grew to account for over 5% of gross sales
• Planned and built a brand new website, resulting in increase of over 300% in visitors and 500% in franchise applicants
• Helped grow the Juice and Smoothie bar Franchise from a handful of bars to over 100 retail locations in 15 different countries around the world, through a combination of savvy brand building decisions and commercially driven marketing
• Main Duties:
• Created a multi-sensory brand experience for consumers to appeal not just to taste but all senses
• Developed creative, integrated campaigns with demonstrated ROI in the “healthy snacks” market
• Organised and managed large scale marketing events in key UK & Ireland shopping centres to create brand awareness, educate customers about our products and drive sales
• Conducted market research such as focus groups, and formulated customer surveys: extracted and analysed customer data
• Partnered with Operations to maximise all cross-functional opportunities and in-store programs
• Created all content for the website, social media sites, customer database and all other marketing output
• Supported the franchisees in deploying localised marketing plans, linked to global initiatives: created guides & videos to assist rollout

Jun 2005 – Sep 2007 · 2 yrs 3 mos

• Planned, researched and assisted in the execution of the first Employer Branding campaign including TV, radio and print media
• Worked with marketing agencies (TBWA) to develop concepts, coordinate launch and produce marketing materials
• Researched training courses and wrote copy for submisson to have McDonald’s internal training courses accredited by external bodies
• Completed submission which lead to McDonald’s being named in the Irish Independent’s Top 50 Companies to work for.