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Featured Member: Sheelagh Carroll, Head of Commercial, Kefron

Posted By The Marketing Institute, 07 June 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.



Sheelagh commenced her career in Marketing in financial services, working for Enba, Europe’s first only internet bank. It was the time of the dot com boom, when investment in companies like Enba was high. The company was launching new technology via WAP mobile phones, enabling customers to access banking via their phones.  New creative marketing techniques, such as email and internet marketing were emerging – otherwise known as ‘new media’.  

After the dot com bubble burst, Sheelagh moved to the Document and Information Management Industry and began working for Filestores and Shred-it. She was responsible for the ‘All Island’ Marketing for both brands and was shortlisted for Best North/South Marketing Strategy in The Marketing Institute All Ireland Marketing (AIM) Awards and Best Marketing Strategy with the Chartered Institute of Marketing.  

Sheelagh led a corporate rebrand strategy, bring all group brands under one cohesive brand strategy, including a company name change to Kefron. Kefron provides document and information management solutions in Ireland and the UK. The company has a strong presence in the financial, insurance, legal, public and semi state sectors.  Established in 1989 by Michael Kearns and Tom Hefferon, Kefron employs 150 people and is an Irish home grown success story. Sales grew 25% in the first year of the rebrand through the cross selling of services to new and existing customers, under one brand.

Whilst the recession hit Irish companies hard, it provided Kefron with the opportunity to become more innovative in its thinking.  Driven by a significant piece of market research, the direction of the organisation was evolved through the launch of new digital document management products and the expansion into the UK market.  Sheelagh’s role evolved alongside the business and she now heads up the Marketing, Sales and Key Account functions for both the UK and Ireland.

With the increase of compliance in data privacy and protection, more and more companies are aware of their responsibilities regarding their information management.  The upcoming changes to the EU Data Protection legislation will bring extra governance in this area.

“Looking back to when I started out in Marketing to how Marketing has evolved - the fundamental principles remain the same…understand the market you operate in, know your customers and the challenges they face. What has changed is the sophistication of Marketing Technology. Marketing has become much more scientific, whereby results are much easier to track and measure. Communication is more personal with the growth of business communities, so having a reliable database with valuable content that can speak to these communities is critical – otherwise it is just meaningless noise that people will very quickly disengage from.”

Sheelagh holds a Graduateship in Marketing from the Marketing Institute and a Post Graduate Diploma from the IMI in Strategic Marketing Management.


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