Experience

Mark Anthony Brands International

• Ireland
• Food & Beverages
• 100 - 200 Employee

• Global Head of Marketing, Glendalough Distillery

  • May 2023 - Present



Goodman Fielder

• Australia
• Food and Beverage Manufacturing
• 700 & Above Employee

• Marketing Manager Premium Loaf & Helga’s Masterbrand

  • Jul 2022 - Apr 2023

  I lead the team responsible for the end-to-end management of the Premium Loaf portfolio at Goodman Fielder, as well as leading the Helga’s Masterbrand. The companies flagship brand, and the No.1 Premium Bread brand in Australia. Key Responsibilities: - Brand Transformation. Incl. Brand repositioning, Range Architecture, Packaging Redesign, Innovation/ Renovation Strategy, Creative & Connections Strategy. - Annual Brand Planning - Performance Management - Product Change. Incl. Innovation Pipeline, Quality Improvement, and Value Engineering - Budget Management - People Leadership Show less



Optus

• Australia
• Telecommunications
• 700 & Above Employee

• Senior Marketing Manager Acquisition

  • Apr 2021 - Jul 2022

  Within my 16 months at Optus I established and led the team responsible for all new customer acquisition at Optus Business. Key Accountabilities: - Team Development: Designing the Acquisition Marketing team structure, defining roles and responsibilities, operating rhythms, campaign development and management processes, performance management processes and reporting, coaching and development, and business connectivity. - Process Development: Establishing the department’s marketing campaign and performance management processes. Including campaign briefing, development, execution, tracking, optimisation, reporting and evaluation. - Annual Marketing Strategy: Leading the development and implementation of the Acquisition Marketing annual plan. - Performance Management: Leading the development and presentation of the weekly demand and marketing campaign performance reports. - Campaign Development & Execution: Full end-to-end ownership of acquisition marketing campaigns, as well as media and production budget ownership for OB. - Optus Leader Talent Program 2022 participant. Show less



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Marketing Manager Rum (Bundaberg Rum, Captain Morgan, Zacapa, Pampero)

  • Oct 2018 - Oct 2020

  For two years I led the team responsible for managing the Rum portfolio. That was inclusive of Bundaberg Rum, Australia’s No.1 Rum and No.3 Spirit TM. As well as Australia’s No.1 Spiced Rum, Captain Morgan, and global premium icons Zacapa and Pampero. For Bundaberg Rum my team acted as the Global Brand Team (GBT) and In Market Team, managing all long-term brand development inclusive of positioning, creative development, innovation, brand architecture. We also managed annual strat planning, in-market delivery of all campaigns and partnerships, and were responsible for the commercial delivery of the Rum portfolio. I also coordinated with the Visitor Experience team at the Bundaberg Distillery to manage all production, direct to consumer (Bondstore & dComm), and our visitor center experience. Show less

• Senior Brand Manager Bundaberg Rum

  • Nov 2014 - Oct 2018

  Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer. It is a business built on the principles and foundations laid by giants of the industry - Arthur Guinness, Pyotr Smirnoff, John Walker, and Charles Tanqueray. The business has a portfolio of over 200 brands – old and new, large and small, global and local, sold in 180 countries around the world at almost every price point, in every category to meet consumer demand.Bundaberg Rum is the biggest brand in the Diageo Australia portfolio, the No.1 Rum brand in Australia and No.3 Spirit. Established in 1888, Bundaberg Rum has been produced at the same Distillery in Bundaberg, Queensland for 130 years. The brand marketing team consists of a tourism team based at the Distillery and the national marketing team based at the Diageo Australia HQ in Sydney. The Bundaberg Rum brand team has end-to-end management covering brand strategy, new product development, brand architecture and pack design, campaign asset development and connection planning.I led the Bundaberg Rum consumer agenda with two Assistant Brand Managers in support, and reported into the Rum Marketing Manager. My core responsibilities were leadership of the Marketing Business Planning process, financial strategic planning and reporting, category strategy and brand architecture, pricing and promotional strategy, campaign briefing and execution support for ABM’s. Show less



England Rugby

• United Kingdom
• Spectator Sports
• 500 - 600 Employee

• Brand Marketing Manager England Rugby

  • Jan 2014 - Oct 2014

  The Rugby Football Union (RFU) is the national governing body of rugby union in England and a Co-operative and Community Benefit Society, which means that it operates to reinvest all profits back into the sport of rugby. The RFU aims to win recognition for the way it governs the sport, ensuring all involved in rugby are appropriately and fairly represented and protecting the sport’s integrity and standing. The organisation generates revenue through a combination of funding from sponsorship, government, ticket sales, merchandise and licensing, hospitality and catering, corporate travel, and television rights. In my role as ‘Brand Marketing Manager’ I was part of the ‘Digital, Marketing and Communications Team’ where I reported into the Head of Marketing. My core responsibilities for the organisation were to define and execute the strategy for the RFU's portfolio of brands (England Rugby; Rugby Football Union) inclusive of brand positioning, values and purpose, tone of voice and aesthetic, fan targeted campaign management incl. production and connection planning, and market research. Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Senior Brand Manager Snacking Category (Pot Noodle, Peperami, Bovril)

  • Nov 2012 - Dec 2013

  Unilever is a British-Dutch multinational consumer packaged goods (CPG) company co-headquartered in London, United Kingdom and Rotterdam, Netherlands. Its products spread across categories such as food, beverages, cleaning agents and personal care. It is the world's 5th largest CPG company, selling over 400 brands into 190 countries worldwide. For a year I lead the Snacking Category Brand Building team, spending my time predominantly on Pot Noodle, but also working on Peperami (incl. Unilever’s divestment of the brand) and Bovril. With Pot Noodle being a UK local jewel, the team had end-to-end control of the brand. From brand strategy, new product development, brand architecture and pack design, campaign asset development and connection planning. I reported into the Snacking Marketing Manager in this role and had two direct reports, a Graduate Trainee and Assistant Brand Manager. I was promoted to Senior Brand Manager in September of 2013. Show less

• Brand Marketing Manager Unilever International

  • Mar 2011 - Nov 2012

  In 2011 I was promoted to the role of Brand Marketing Manager for the Unilever UK&Ireland Export Department. This role consisted of two main components, traditional export marketing of UK brands into international markets where the local Unilever Company was not selling them (Eg. PG Tips, Colman’s, Marmite), and the management of personal care ‘Incubator Brands’ across the UK and Irish markets (Eg. Brut, Pond’s, Signal). I reported into the Head of Export UKI and had one Brand Manager reporting into me a one Sales Assistant. Unilever Export was rebranded to Unilever International in 2012. Show less

• Graduate Trainee/ Assistant Brand Manager Skin Category (Vaseline, Dove, Pond's)

  • Jul 2008 - Mar 2011

  I joined the Unilever Ireland business in 2008 as a Marketing Assistant for the Tea Category on a three month contract. I was due to return to University to study my masters at the Michael Smurfit School of Business UCD in September, but was offered a permanent Graduate Trainee role with Unilever in August which I decided to take. For three years I worked full time as an ABM on the Skin Category, managing Vaseline, Dove and Personal Care Gifting, while completing my graduate training in the UK. After two years I completed my graduate traineeship and continued to work as an ABM until my next move became available. Show less



Insights by Kantar

• United Kingdom
• Market Research
• 700 & Above Employee

• Field Researcher

  • Jan 2008 - May 2008

  I worked as a 'Field Researcher' for Millward Brown during my undergraduate studies carrying out Door-to-Door and intercept interviews for both private and public sector studies. Surveys which I have been involved in include "The Irish Household Consumption Survey 2007", public opinions into "An Garda Siochana" and "An Post". I worked as a 'Field Researcher' for Millward Brown during my undergraduate studies carrying out Door-to-Door and intercept interviews for both private and public sector studies. Surveys which I have been involved in include "The Irish Household Consumption Survey 2007", public opinions into "An Garda Siochana" and "An Post".



Ulster Bank

• United Kingdom
• Banking
• 700 & Above Employee

• New Start Ups: Central Team

  • Jun 2007 - Nov 2007

  I joined the Corporate Banking Department to conduct research into the company's 'Speciality Sectors'. These included 'Pharmaceuticals', 'Women in Business', 'Accounting', 'Franchises', and 'New Start-Ups'. Shortly afterwards i was offered a position on the 'Start-Ups' central team and this new team was the result of a promotional launch by Ulster Bank targeting potential new start-ups throughout Ireland. The role of this team was to set up new current/ credit accounts for new Start-Up businesses in Ireland and creating credit facilities where appropriate. As a result we worked very close with the "Business Lending Unit" and Commercial / Relationship Managers. A new 'Application Tracking' Database was then to be implemented for the team I was approached for the role. This new position required me to quickly gain an in-depth understanding of the new system and work closely with database experts to ensure the system was tailored completely to the team's requirements. After implementation I was then in charge of the weekly reconciliation of figures, to ensure the database was in sync with the branch systems. When reconciled I would run 'Activity Reports' for Senior Management to show the week in / week out performance of the new promotion. I personally wrote the existing user guides for the "Application Tracking" database and for the production of 'MI' Reports. Show less



TK MAXX

• Retail
• 700 & Above Employee

• Front Line Manager

  • Sep 2002 - Dec 2006

  Front-Line Manager – Worked independently as operational manager and reported to Senior Managers. I supervised operations and floor staff involved in the store. My primary role was the organisation and management of the cash operations within the store, including the cash registers and the customer service desk. I had regular input into the development of policies & procedures, and daily operational plans were a constant task. Developed valuable team and one-to-one skills, dealing with staff and management to meet and surpass targets in a busy and pressurised environment. Built up a substantial knowledge of the current Irish retail system, in both operations and merchandising, and worked my way up through all the various stages within the store in the space of three months to achieve my management role, including cash office training. Continued to work there through my college years as a general operative and occasionally filled in when they were in need of management assistance in periods of increased demand, such as Christmas. Show less