Experience

Mark Anthony Brands International

• Ireland
• Food & Beverages
• 100 - 200 Employee

• White Claw Hard Seltzer- Global Head of Digital and Media

  • Jul 2019 - Present

  • Developed global strategies and toolkits across content, paid media, e-commerce, etc to ensure best in class practices were conducted in each market and throughout the consumer journey. • Delivered a global digital strategy across White Claws strategic markets by assessing audience size, building channel strategies, media effectiveness and assessing competitor’s landscapes to drive fame, WOM, and trial. • Created a best in-class mobile communication and content strategy across social and web for +15 markets globally for launch, mid, and mature markets. • Managed a cross-discipline team to develop White Claws content strategy. Directed creation of various content types across paid, owned, and earned across each digital consumer touchpoints to grow awareness and trial of White Claw. • Worked with key markets and stakeholders on the strategic reposition of White Claws creative platform • Collaborated with key stakeholders in each market to deliver go-to market strategies to drive awareness, talkability and trial.



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Senior Digital and Content Manager

  • Jan 2015 - Jul 2019

  • Managed the entire digital ecosystem for Guinness Storehouse, Guinness Western Europe, Roe & Co, and Smithwick's to drive digital change and strategic planning with all activity focused on a lift in revenue, engagement and talkability. • Partnered with Airbnb and launched a global campaign under their Night@ platform that saw over 17 million social media impressions, 1 billion media impressions and 58% increase in competition entries vs other Night@’s. • Led the delivery of the new build of www.guinness-storehouse.com, from end to end, project management, creative development and approval, managing agencies, partner marketing teams and external suppliers. o Developed a mobile first e-commerce platform that grew total ticket sales online from 25% to 41% YOY with a 64% growth in total revenue o Built strong UX strategy while constantly A/B testing that increased conversion rate from 4.1% to 12.8%, an overall increase of 212% YOY • Strategically implemented new content and performance marketing strategy to drive brand awareness, deepen consumer engagement, brand affinity, and ultimately achieve a stretching sales KPI o Created an agile content plan that regularly tested new formats and types of content while uncovering new trends through keyword research, gap analysis’, and data insights. o Strategically developed a performance marketing plan that targeted and retargeted consumers throughout the whole user journey to drive traffic and transactions on GSH.com which saw a growth of transactions by 34% YoY. o Developed a next generation social media content marketing strategy across various social platforms that saw a total reach of 94 million vs. 53 million in F18. o Sparked conversations that prompted followers to share user-generated content that shift earned vs. owned content across all channels, which resulted in a 1064% increase in engagements and brand mentions.



Self Employed

• Dublin, Ireland

• Digital Marketing Consultant

  • Jan 2014 - Jun 2019

  -Consulted with Dublin Brewer ‘start up’ business on end to end development of craft beer portfolio -Developed digital marketing strategy to promote brand, recruit and retain customers and generate new revenue -Created a calendar of quality and engaging content to establish a dialogue with customers; average campaign increased number of covers by 20% (vs. same night previous 4 weeks, Larder Restaurant) -Utilized various social platforms and networks, including local influencers and business community, to amplify limited marketing budget via advocacy/word-of-mouth -Implemented and analyzed effective benchmarks to measure the impact of social media campaigns, reported on effectiveness and made recommendations to improve future results -Oversaw application of design across digital and social ecosystem to ensure consistent and impactful brand identity (including Facebook timeline and profile, display ads, landing pages, Twitter profile) -Developed and implemented a strategy to proactively encourage, capture and respond to online customer reviews www.ilvicolettorestaurants.ie www.thewine-workshop.com www.thelarder.ie



Fyne Ales

• Argyll, Scotland

• Marketing and Export Manager

  • Jun 2012 - Oct 2013

  Created marketing and business strategies to access new markets and revenue streams -Led product and brand development of five new core products key to the business’ growth strategy, contributing to an incremental +35% annual sales (2013 vs 2012) -Bold ‘Sanda’ IPA range, designed to refresh the traditional ale brand for a new wave of craft beer enthusiasts, highlighted by industry design blog Oh beautiful beer -Worked with digital agency to define the Fyne Ales brand proposition, and evolve website into an effective hub for content and engagement: traffic +81% with very high conversion rates, doubling e-commerce sales on site -Led activation of ‘Fynefest 2013’, a brand-owned beer, food and music festival, including social content, ticket and product sales, and event production in partnership with local community and suppliers. As a result of marketing campaign, tickets sales reached 1500 vs 1200 previous year and significantly increased beer sales -Developed a content and social engagement strategy that consisted of newsletters, blogs, press releases, and copy for all new and existing products -Built a Search Optimisation strategy involving link building, keyword search, content management, and blogging -Tracked and analyzed insight data to capitalize on lead generation and website sales -Analytics showed a 65% increase in activity on social platforms (followers, likes, retweets, shares), plus increased salience in craft beer channels, including invitation to participate in Craft Beer Rising



University of Glasgow

• United Kingdom
• Higher Education
• 700 & Above Employee

• Business Consultant

  • Jan 2012 - May 2012

  • Led and managed a team of business students to develop a market expansion strategy for a company in the software engineering industry • Conducted a critical analysis of the existing business model, carried out a detail market analysis, formulated a market entry strategy • Prepared a business report and presentation for the client • Led and managed a team of business students to develop a market expansion strategy for a company in the software engineering industry • Conducted a critical analysis of the existing business model, carried out a detail market analysis, formulated a market entry strategy • Prepared a business report and presentation for the client



Maldron Hotel

• Dublin, Ireland

• Revenue Manager

  • Mar 2009 - May 2011

  • Developed a sales and marketing strategy in cooperation with the sales department • Tracked, monitored, and analyzed KPIs to effectively achieve revenue targets • Established a pricing strategy to create new revenue streams and optimize customer sales • Implemented marketing strategies by utilizing social networks and local media to compete against our competitive set • Increased room revenue of transient guests by 32% • Developed a sales and marketing strategy in cooperation with the sales department • Tracked, monitored, and analyzed KPIs to effectively achieve revenue targets • Established a pricing strategy to create new revenue streams and optimize customer sales • Implemented marketing strategies by utilizing social networks and local media to compete against our competitive set • Increased room revenue of transient guests by 32%



Hotel Monaco

• Alexandria, Virginia

• Operations Manager

  • Jan 2008 - Feb 2009

  • Department Head responsible for purchasing and developing standard operating procedures, as well as staff management, hiring and training • Budgeted accordingly based upon P&L reviews • Developed monthly training to foster development and cross train with other departments • Opened Kimpton Groups 43rd Hotel • Drove room revenue by proactively seeking new business customers • Department Head responsible for purchasing and developing standard operating procedures, as well as staff management, hiring and training • Budgeted accordingly based upon P&L reviews • Developed monthly training to foster development and cross train with other departments • Opened Kimpton Groups 43rd Hotel • Drove room revenue by proactively seeking new business customers



Westin City Centre

• Washington D.C. Metro Area

• Assistant Front Office Manager

  • Apr 2007 - Jan 2008

  • Developed and communicated sales and operation strategies to create effective customer service. • Applied and ensured the application of the sales strategy to maximize occupancy and average room price. • Trained and developed Front Desk Agents. Prepared staffing schedules, completed payroll, and monitored labor costs to budget figures. • Supervised the operational activities of the hotel front desk within hotel guidelines to provide the highest standard of courteous service while permitting acceptable profit levels.