Experience

BoyleSports

• Ireland
• Gambling Facilities and Casinos
• 500 - 600 Employee

• Head of Brand Ireland and International

  • May 2022 - Present

  Implement the brand development and customer experience strategy for BoyleSports in Ireland and new international territories which allows BoyleSports to grow their market share, brand reputation and improve our overall end-to-end customer experience across digital and omni-channel products. Define, develop and implement long term brand positioning strategy for BoyleSports in with a view of capturing optimal share of the Ireland digital betting and gaming market and new international markets.Lead the development of the Brand Strategy from a customer and creative perspective to deliver market specific creative communications Lead the development of the brand, acquisition and retention integrated communication plans ensuring alignment with broad brand strategy Develop and deliver the advertising strategy and positioning, ensuring that there is a balanced approach between brand development and performance led activity Show less

• BoyleSports Head of Digital/Marketing

  • Jan 2017 - Aug 2022

  • Digital marketing owner for all digital/marketing teams;• Leading and implementing the digital strategic planning process for the business across all regions and channels;• Led the restructuring of the digital marketing function creating in-house teams for Paid Search, Paid App, Programmatic, Paid Social, SEO & built out the affiliate team;• Coordinating and driving weekly digital meetings & planning with all teams including SB, ACQ, Gaming, PR, Content & CRM to drive strategy & objective goals around key events;• Ownership of the entire marketing budget & digital forecast for the business (new & existing) with weekly & monthly targets;• Direct media buying and management of agencies, PHD in Ireland & BBJ&K in the UK;• Campaign analysis and evaluation for Senior Management weekly & monthly including all performance KPI’s;• Key Stakeholder in all strategic decisions in BoyleSports including international growth;• Implemented best practice frameworks for all performance channels;• Implemented campaign planning and briefing processes/ways of working for all teams ensuring fully integrated digital campaign activation;• Implemented performance measurement framework for digital channels resulting in budget efficiency improvement;• Created strategy & implemented digital marketing strategy for PPC, display, social, Affiliates and SEO;• Defining the business communication strategy with CTA’s bespoke to user interactions or stage of the funnel;• Working closely with brand and creative stakeholders to manage above the line media budgets to ensure continued market share growth in Ireland, brand consideration & growth within the UK;• Driver of key sponsorships including Birmingham, Coventry, World Grand Prix & Grand Slam darts;• Yearly market forecasting of budgets and targets with rational. Show less



Paddy Power Betfair

• Ireland
• Entertainment Providers
• 700 & Above Employee

• Paddy Power Acquisition Manager

  • May 2016 - Dec 2016

  • Lead the acquisition team & report directly into the Head of Brand Marketing to plan and execute the new acquisition strategy in order to deliver against business goals and achieve acquisition business targets through digital, retail and other relevant departments. • Own the customer proposition and customer experience, offer creation, offer mechanics, terms and conditions, set up and functionality, duration, performance and reporting across all marketing channels. • Work with Paddy Power Betfair’s wider analytical teams e.g. Commercial Insight and Analytics, Marketing Science and Insights, in order to understand the performance of the business and act accordingly. • Own the PP acquisition budget, managing and flexing as necessary across the year, including having mitigation plans in place to ensure budget and CPA targets are delivered. • Communicate acquisition strategy and develop collaborative relationships with the wider departments and ensure all teams are aware of plans/changes to plans – across commercial, digital, trading, planning and marketing teams of both brands and ensuring coordination across PP and BF to ensure synergies & ROI. • Co-ordinate messaging across digital and ATL campaigns such as TV & print and build commercial analysis based on performance. • Test and optimise customer journeys in order to deliver best in class performance • Utilise customer insights and analytics to continuously improve promotional proposition, communication and creative display. • Undertake business improvement projects that improve Paddy Power’s promotional offering & customer journey and report performance based on ROI, conversion etc. • Work with the Insights team to pull together month end and quarter reports. Show less



Paddy Power Bookmakers

• Operations & Proposition Lead

  • Oct 2015 - May 2016

  • Drive strategic innovation and development for both the SB and eGaming teams, including offers and products for new and existing customers both free bet offers, enhanced offers and retention offers.• Providing strategic direction for the online channels on new and underutilised acquisition channels based on internal analysis and evolving industry landscape to shape growth and direction• Work closely with Commercial and Planning in order to determine the most appropriate strategy for SB offers from a volume and pricing basis• Design and manage the execution of weekly enhanced offers including reporting on performance on both a weekly and monthly basis for online acquisition.• Liaise with the Risk team on an on-going basis in order to unearth and resolve any abuse from particular offers. Providing the guidance to the SB and eGaming managers in terms of how this should be managed• Complete ongoing competitor and industry analysis Show less

• Affiliate Account Manager

  • Aug 2013 - Oct 2015

  Management of top performing & brand partners in Paddy Power.Full responsibility of all Paddy Power’s acquisition promotion’s. Development, management and execution of innovative promotional campaigns and development of all relevant supporting materials – creative, copyrighting, tracking and reporting for ATL & BTL.Recruitment of Key Accounts, negotiation of commercial’s and account management.All aspects of Affiliate marketing including procurement, liaising & advising on how to achieve optimum results. Ultimately performance is measured on acquisition & ROI achieved in comparison to strict targets. Development of KPI reports for senior management and presenting results on all aspects of partnership performance including delivery, conversions, acquisition, revenue, customer value and ROI.Negotiating contractual details and monitoring bottom line ROI from individual partners on a continuous basis.Development of KPI reports for senior management and presenting results on all aspects of partnership performance including delivery, conversions, acquisition, revenue, customer value and ROI.Liaising with premium partners at industry events throughout the year.Customer Service and relationship management.Management of Finance for all Partner’s. Show less



Maxus Global

• United States
• Advertising Services
• 200 - 300 Employee

• Account Manager

  • Sep 2011 - Aug 2013

  Media Buying, Planning and Management. (TV, Digital, Press, Radio & Outdoor) Developing and delivering marketing/media plans within key objectives a Working with in-house designers to produce materials of visual impact and within brand guidelines and objectives. Presenting, researching, briefing, liaising, reporting and networking with a range of clients and brands such as GAA, Ubisoft, Fiat, SMA and UCD. Strategic planning and creative thinking across multiple media channels. Customer Service and relationship management. Show less



Quinn Insurance, Inc.

• United States
• Insurance
• 1 - 100 Employee

• Broker Account Manager

  • Jul 2007 - Aug 2010

  Dealing and negotiating with large commercial property and fleet policies for larger clients of Quinn Insurance. Liaising with brokers via email and phone on a daily basis, answering broker queries regarding policies as they may arise, managing and negotiating contracts. Implementation of daily tasks such as 365 reports for regional broker managers using vlook-ups and PowerPoint . Working as part of a large diverse broker team in order to achieve desired targets, maintain high levels of quality and retain future business through relationship building with brokers in UK. Training and coaching new team members. Show less