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Featured New Member: Shane Lynch, Centra Retail Marketing Manager, Musgrave Retail Partners Ireland

Posted By The Marketing Institute, 14 April 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues. 



Shane Lynch recently took up the role of Retail Marketing Manager for Centra, after holding a number of positions over his 11 year career with Musgrave. Having joined Musgrave on the graduate programme in 2005, Shane has since held positions of Assistant Brand Manager, Brand Manager and Senior Brand manager across the SuperValu and Centra brands.

During Shane’s time with Musgrave, he has seen seismic changes in the Irish food retail industry as well as experiencing great challenges across both Centra and SuperValu brands – challenges Shane has learned so much from in such a relatively short period of time. The crowning achievement to date for Shane, was winning the Marketing Team of the Year award at the AIM Awards 2015 - a vindication of all the hard work and effort the team in Musgrave has put in over the past number of years.

During Shane’s years with Musgrave, he has been part of delivering  award winning communications campaigns, highlights include the launch of the Own Brand, ranges across both brands. 

As Ireland started to turn a corner in 2015, the company saw that the shopper was looking for higher quality and healthier foods, while value for money remained a constant shopper expectation. The company has stayed close to shoppers and that has allowed them to launch major brand activities in 2015 - SuperValu Good Food Karma and Centra Live well. From a communications perspective, the brand has also seen an incredible pace of change with the growth of social and digital media, the trend of personalisation through CRM, the advances in shopper marketing and the need to excite and engage better at point of purchase. 

Centra is Ireland’s leading convenience food retailer with 465 stores nationwide and annual sales of €1.54 billion. All Centra stores are owed and managed by local food entrepreneurs who are passionate about the community they serve.

Shane holds a Bachelor’s Degree from CIT and a Master’s Degree in Food Marketing from UCC.



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