Experience

Richmond Marketing

• Ireland
• Food & Beverages
• 100 - 200 Employee

• Marketing Director Red Bull

  • Oct 2020 - Present

• Marketing Manager Red Bull

  • Oct 2019 - Sep 2020



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Senior Innovation Project Manager

  • Oct 2018 - Sep 2019

  - Leading cross-functional teams in the concept development, marketing, commercial and supply plans for new innovations across Europe.- Worked on multiple successful innovation projects including Rockshore Apple Cider (launched in Ireland), Baileys Red Velvet Cupcake (launched in Ireland & UK) and Captain Morgan Tiki (launched in UK, Czech Republic & Germany).

• Senior Brand Manager- Johnnie Walker

  • Feb 2017 - Sep 2018

  - In this role I worked within the European Marketing team with responsibility for leading the key brand campaigns for Johnnie Walker across the Europe Partner Market (EPM) business. - EPM is made up of over 30 countries, each with their own individual opportunities and challenges. Many of these countries have strict marketing restrictions for alcohol.- I was the key interface and support for the brand teams across EPM, working closely with them to implement the Global growth drivers and ensuring they were locally relevant.- Working hand in hand with our Customer Marketing and Commercial teams in order to bring to life at scale all campaigns in stores and bars in each country.

• Brand Manager- Carlsberg & Tuborg

  • Jun 2015 - Jan 2017

  - Diageo in Ireland produces, sells and markets Carlsberg under license from Carlsberg International. - I was responsible for all Product Communications in above the line (primarily Digital, TV & OOH), Festival Activation, the Off Trade Channel and Innovation across the Carlsberg portfolio.

• Brand Manager- Sponsorship & Events

  • Sep 2014 - May 2015

  - Responsible for all Diageo's leading Sponsorships in Ireland. These included Sponsorships with the IRFU, FAI, Galway Races, Punchestown Races, Listowel races and Cork Jazz Festival- My role was to manage all aspects of the Sponsorship activation. Coordinating with the Rights Holder, Activation Agency, PR Agency, Sales and Quality teams.- Building and maintaining long lasting relationships was key, as well as contract management and negotiation.

• Brand Manager- Guinness, Kilkenny & Smirnoff Ice

  • Oct 2013 - Aug 2014

  - Accountable for leading the key growth driver for Guinness in Indonesia- Guinness Arthur's Day.- This breakthrough campaign for the brand culminated in four concerts across four cities, with over 20k consumers attending the events. The campaign resulted in massive improvements in brand equity and repositioning the brand as modern & progressive, step changing consumers impressions of Guinness as old and out dated. - Supported the implementation of smaller in bar events throughout the year and in the Off Trade with limited edition packaging. - Innovation Project Manager for Guinness Zero which was a new to world non-alcoholic product launched in 2014. The product served as an alternative to soft drinks during occasions when alcohol wasn’t relevant for consumers and increased the occasions & awareness for the overall Guinness trademark.

• Assistant Brand Manager- Guinness

  • Dec 2011 - Sep 2013

  - Indonesia is a dark market for the advertising of alcohol brands and is restricted to Digital and Social Media as the key forms of communicating with consumers. - Indonesia is also one of the largest countries in the world for the use of Facebook & Twitter, particularly through mobile. - My primary role was to develop and implement a Communications Strategy for Guinness to support the two key growth drivers for the brand, with the pinnacle being Guinness Arthur's Day. - The main focus of this was through Digital, Social, PR, Influencers and Partnerships.



Scholar of The Farmleigh Fellowship

• Singapore

• The Farmleigh Fellowship

  • Jan 2011 - Dec 2011

  - The Farmleigh Fellowship is an initiative co-funded by the Irish Government and participating sponsor companies. The aim of the Fellowship is to create a critical mass of highly skilled professionals with first-hand experience of business in Asia and who will develop greater business connections between Ireland and Asia. - As part of the programme the participants undertake a masters in Asian Business through University College Cork and Nanyang Technological University, Singapore. - This included a four month internship with my sponsor company Diageo, based in Indonesia.