Hi there! I am a highly motivated, diligent and results oriented Marketing professional with over ten years experience working across leading global brands.

A little about me…

I am currently the Senior Brand Manager for Coors, the number 1 Light Lager in Ireland and third strongest draught performer in the On-Trade.

I have extensive Marketing and Advertising experience working across leading brands including Coors, Paddy Power, Vodafone, National Broadband Ireland, Bosch, Chadwicks, The Panelling Centre, Bushmills, ŠKODA, MG Motor, Mitsubishi Motors, Energia, Jose Cuervo and Aldi.

I thrive in a fast-paced, deadline driven environment. I am a natural problem solver and decision maker with proven ability to influence across the organisation.

Campaign Experience

Jose Cuervo

Day of the Dead - Bare your Soul Campaign

Día de los Muertos (Day of the Dead), the Mexican tradition whereby the living celebrate life with the dead inspired the Bare your Soul campaign for Jose Cuervo. This campaign celebrates the free spirited nature of tequila through Mexico’s iconic Day of the Dead holiday. The creative consists of living people revealing their souls through movement. The campaign consisted of OOH, a customised Snapchat filter, POS, events and Digital.

ŠKODA

‘Made for Ireland’

It may not be made in Ireland, but everything about a ŠKODA is made for Ireland. This ‘Made for Ireland’ campaign creatively overcomes the challenge that ŠKODA vehicles are not made in Ireland by showing just how Irish ŠKODA really is. The TV ad focuses on real moments of Irish motoring; the rain, the traffic, the rows, the cows and the clampers to bring this creative to life.

ALDI

Play Rugby & Community Games

Aldi Ireland’s variety of ’Play Rugby’ campaigns promote their sponsorship with the IRFU through TV, press and leaflet ads. Aldi Play Rugby is a national IRFU initiative encouraging children to be active and participate in playing rugby. The campaigns involved working closely alongside former Irish former rugby union player and coach, Paul O’Connell. Aldi Community Games aims to provide opportunities for Children to develop an active and healthy lifestyle.

Coors New Coors Glass

A new glass was created and launched by Coors in Ireland this Summer into the On-Trade. This new Coors glass is unique and has been carefully crafted to achieve the perfect nucleation, effervescence and long lasting Coors head consumers love so much. The new glass effectively ensures instant brand recognition, dials up visibility for Coors in the On-Trade and enables Coors to stand out over competitors. The design of the glass showcases Coors distinctive brand assets, with Rocky mountain detail and the Coors Thermochromic ink chapeau on the reverse of the glass.

Coors OOH Campaign & On-Pack

Coors has a strong OOH path to purchase campaign going live during cycle 15 this summer, driving consumers into the Off-Trade to encourage them to pick up a pack of Coors. The campaign creative is consistent across all consumer touchpoints (OOH, Social, Digital, Display, POS and screens in store) to enhance the consumer journey. Formats have been carefully selected to be within close proximity to stores and there is a playful nod to Coors’ TOV as consumers get closer to picking up a pack ‘ITS JUST A SNOWBALL THROW AWAY’. The campaign will achieve 39.2% national coverage for two consecutive weeks at launch, with a frequency of 8.6.

Coors Smarty Pints

Coors Smarty Pints is the freshest pub quiz! A successful activation to enhance Coors’ emotional connection with its aspirational Gen Z consumers. Coors Smarty Pints kicked off its first ever event series in Autumn 2022 and was a huge success and is now also running a Summer series this June. Coors Smarty Pints strives to drive footfall into pubs during off peak times and enhance Coors brand awareness amongst 18-24 year olds. Coors has partnered with MediaCentral to promote the events with weekend takeovers, live mentions on-air/stings, social media posts, street team giveaways and will have Marty Guilfoyle DJ’ing live at its Dublin event.

Paddy Power

For the 2022 Premier League, Paddy Power executed a retail OOH and activation campaign for their stores in Ireland and the UK. The primary objective of this campaign was to increase traffic into stores and of course in the Paddy Power way, this was achieved using the well known Paddy Power tone of voice and humour. OOH placements in close proximity to stores (bus shelters, 6 sheets) were utilised to promote the Paddy Power ACCA offer and drive footfall into stores to avail of this offer via scanning a QR code. Peter Crouch, Paddy Power’s Brand Ambassador, is 6 foot 2 inches in height and Peter Couch’s height was used to plan out how many Peter Crouches away each store was. A store that was 20 metres away was communicated as being 65 Peter Crouch’s away. OOH was localised for each store and this campaign was accompanied by press, radio and football match activations for maximum impact.

Bosch

Bosch launched their new Unlimited7 Vacuum in the summer of 2022. In a busy and often saturated market, humour was used for stopping power and to capture attention. Competitors in the market tend to hero the product in a text heavy ad, which is often lost in this market. The ad also features the famous #LikeABosch tagline seen in all recent Bosch campaigns.

For Bosch’s new home appliance range, colourful and eye catching tent cards and swing tags were created to stand alongside products to encourage purchase.

A suite of recipes were also filmed for social media reels, with chef Graham Herterich featuring new Bosch home appliances.

National Broadband Ireland

National Broadband Ireland (NBI) connect rural communities in Ireland to high-speed fibre broadband, under the 7 year National Broadband plan. National Doordrop brochures were distributed all over Ireland at different stages of the broadband plan, large scale OOH campaigns ran with two varying creative types which could be seen all over Ireland (48 sheets, 96 sheets, Dpods, Bus Shelters, Lightboxes, Telephone box ads) localised to each area/county to inform potential customers of this new high-speed fibre broadband connection.

Running of NBI’s first ever ‘Imagine the Future’ schools competition in conjunction with Ryan Tubridy, which encourages primary school’s all over Ireland to submit a piece of artwork which depicts the way in which they see the future.

MG Motor Ireland

In November 2020, MG Motor was re-introduced back into the Irish market, kickstarting the ‘MG is Back, Recharge your Soul’ campaign. This campaign ran on TV, social, digital (full homepage take overs) and radio with creative showcasing the heritage of MG Motor in conjunction with the new electric and hybrid MG Motor models. MG’s ‘Get More’ campaign injects humour and exaggeration to communicate that with MG, you get more (in terms of spec/trim level) for a lot less (competitive pricing). MG Motor Ireland created an ad that was different from competitors, using bright colours and animation.

Mitsubishi Motors Ireland

From 2017 to 2022, Mitsubishi launched the Eclipse Cross SUV and new Outlander PHEV into the Irish Market. Sponsorships included: Classic Hits, Bohemians and Dublin GAA. The Pajero ceased production, resulting in a countdown campaign and rush to purchase the last remaining models. Mitsubishi Motors Ireland was regularly active with TV, radio, press, digital, social, Google AdWords, Sponsorship and events. Seasonal campaigns with finance offers, new vehicle registrations and spring/winter/summer checks were also managed.

Mitsubishi Motors Ireland

Mitsubishi Motors Ireland launched a number of stand out Aftersales campaigns. In a busy and saturated ad space, it was vital to execute ads with cut through. ‘Just because it fits, doesn’t mean it’s right’ - you can buy spare car parts anywhere, but just because they fit your vehicle, doesn’t mean they are right. This campaign greatly increased sales of Mitsubishi’s genuine parts. The second campaign promotes Mitsubishi servicing and was successful in driving traffic into showrooms for service bookings. You can get your car serviced anywhere, but leave it to the experts or you won’t achieve the best results.