The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.
With over twenty five years of brand/portfolio management, innovation and international marketing experience, across tourism, FMCG and banking sectors, Fiona Curtin is an accomplished senior marketing executive. Her career started with Bórd Fáilte in Germany and she subsequently joined HEINEKEN in their Berlin head office where she managed Murphy’s Stout and Murphy’s Irish Red launches in Germany.
Following a stint on sponsorship with Murphy’s in Ireland and a successful launch of Coors Light, she moved to C&C Ireland (now Britvic) to a portfolio role across Ballygowan, Club and Miwadi. She spearheaded the revamp of the Club Soft Drinks portfolio and launched Club Energise, leveraging the GPA connection, resulting in one of the first brand campaigns to hero GAA stars on TV and achieving almost 18% share of sports drinks within eighteen months.
At AIB, as Head of Brand and Advertising she oversaw a number of strategic campaigns, most notably the launch of the “customer first” campaign, using real customers in communications which proved to be recession proof and drove differentiation versus other retail banks. Other campaigns while at AIB included “The Surfer”; the Ryder and Solheim Cup campaigns; the launch of the mobile banking app and a very successful first time buyer mortgage campaign.
She then moved to Irish Distillers-Pernod Ricard and worked on the Irish Whiskey portfolio, launching the revamped PADDY Irish Whiskey new packaging and the flavoured whiskeys range as well as crafting the Jameson Innovation roadmap.
Currently Head of Innovation at HEINEKEN Ireland, she is responsible for HEINEKEN Ireland’s Innovation Strategy to drive incremental growth for customers and offer choice within beer and cider for consumers. She spearheaded the successful launch of Orchard Thieves in 2015 and is now leading the rollout of Heineken® Light, Orchard Thieves Light and Desperados Nocturno with the team.
Fiona is an ASAI Board Member and member (and previous President) of the Advertising Association of Ireland. She also previously served on the Marketing Society Committee.
A graduate of UCC and UCD, she holds a BA (Hons), MSc in Technology Management and Innovation and an MBA. She is a qualified Business Coach and Chartered Director.
READ ABOUT OUR OTHER FEATURED MEMBERS HERE