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|Featured Members 2016|
OISINEAGH O'DONNELL, DIGITAL MARKETING MANAGER, DAVY
Oisíneagh graduated with an honours degree in marketing management from ITT.
She began her career on the marketing graduate programme in Electric Ireland where she spent her first year on the web development team, learning the fundamentals of websites and their design.
From there, she jumped at the opportunity to join the digital marketing team and it was here that she really gained a love for all things digital. Working on some amazing projects such as digital activations for Electric Ireland's sponsorship of the Web Summit.
Oisineagh worked alongside thebonkers.ie team and managed the build of the switching platform to allow users switch to Electric Ireland from the bonkers.ie website. It was the tracking of online sales and leads from this project, along with managing the AdWords campaigns for the team, where Oisineagh gained a true appreciation for the trackability of digital and the ability to show the return on investment for her campaigns. She then completed the Professional Diploma in Digital Marketing from the Digital Marketing Institute.
After the digital experience gained in Electric Ireland, Oisíneagh took the opportunity to move to Cornmarket Group Financial Services. Straight away she worked on managing the redesign of their complex website that was required to suit each niche market of the Cornmarkets' client base.
After that, she worked alongside the UK senior management team to formulate and manage the digital strategy for Cornmarket insurances entry into the UK market,. This achieved great results from the social and digital campaigns in their first year to market. It was this project that helped Oisineagh to win the "Excellence in Service" award which is given by Cornmarket once annually to a staff member who has demonstrated outstanding commitment to service.
Recently, Oisíneagh joined the marketing team at Davy as the digital marketing manager. She is engaged in bringing and maximising Davy's brand refresh to into the digital world by managing the re-design of the Davy websites. Oisíneagh has also implemented successful content led digital campaigns to drive leads, reduce the age and increase the size of Davy’s database.
MARK HENRY, CENTRAL MARKETING DIRECTOR, TOURISM IRELAND
Mark is an insight-driven, strategic marketer and is an established leader in deploying new media marketing. He leads the Central Marketing Division of Tourism Ireland – the public body responsible for marketing the island of Ireland overseas.
Mark has responsibility for the organisation’s marketing functions on the island of Ireland, with teams based in both Dublin and Coleraine. His remit covers strategy development, research, brand, content, marketing communications, e-marketing, customer service, and cooperative marketing activity with the tourism industry. He has previously led the promotion of national tourism initiatives such as “The Gathering 2013” and “Northern Ireland 2012” overseas. Mark is currently Vice President of the European Travel Commission which unites 32 of Europe’s national tourist boards.
Before joining Tourism Ireland Mark was Strategic Development Manager with the Internet arm of Horizon Technology Group plc. Before that again he was Head of Research & Planning for the e-business subsidiary of eircom. Mark possesses Masters degrees in both Psychology and Business Administration.
Overseas tourism to Ireland reached a record high in 2015 with over 9.5 million visitors to the island (+13% growth over 2014), of which 4.4 million were here for a holiday (+20% growth). Tourism Ireland continues to lead its European competitors with the largest digital footprint of any national tourism organisation and award-winning campaigns that have leveraged the success of ‘Game of Thrones’ and ‘Star Wars’ to create new reasons to visit our wonderful island.
ALINA UI CHAOLLAI, MARKETING DIRECTOR, LARGO FOODS
Alina Uí Chaollaí began her marketing career in the mid ‘90s with the Ward Anderson Cinema group before making a move to Coca-Cola Bottlers Ireland where she worked in a variety of roles spanning customer, channel and brand marketing. In January 2014 she joined Largo Foods as Marketing Director where she has responsibility for defining and executing the marketing strategy of the Largo Foods portfolio of crisps and snacks which includes the iconic Tayto, Hunky Dorys and King brands. She also has responsibility for the KP portfolio which comprises of brands such as Hula Hoops, McCoy’s and the KP nuts range which were integrated with Largo Foods at the start of 2015. Since joining Largo Foods she developed and launched the ‘Make it Superior’ King crisps campaign featuring mixed martial artist Conor McGregor (which won a Shark Award), the ‘Satisfy Yourself with Hunky Dorys’ campaign and most recently the ‘More than just a crisp’ campaign for Tayto which includes three TVCs, outdoor and Tayto’s first ever pop-up shop in Dublin. The campaign was short-listed in two categories for this year’s (2016) AIM awards; winning the brand campaign award on the night.
LAUGHLIN RIGBY, HEAD OF MARKETING, THE IRISH TIMES
As Head of Marketing for the Irish Times, Laughlin is charged with developing and implementing the strategic marketing direction of Ireland’s leading quality newspaper, during a time when the global news industry is experiencing its most significant challenges and opportunities to date, as a result of the relentless consumer adoption of digital news.
Laughlin is a multi award-winning international marketer with 20 years experience in all key disciplines of marketing with particular emphasis on digital marketing, media, tourism and brand management. He has a proven track record in the successful delivery of new marketing technology and results-driven digital communication campaigns.
Starting out as an brand manager with Unilever, Laughlin’s career highlights include producing the ground-breaking marketing campaign “Australia’s Nature Coast” for Queensland Tourism in 2014/15, creating the marketing strategy for Ireland’s biggest ever tourism initiative “the Gathering”, being founder of travelshake.com, a social media platform for the tourism with industry members from 75 countries worldwide and during a period of unprecedented tourism growth, managing the global “Ireland” brand and creating discoverireland.com, a network of 20 international websites at Ireland’s national tourist board, Tourism Ireland.
FIONA CURTAIN, SENIOR INNOVATION MANAGER, HEINEKEN
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.
DERMOT MULLIGAN, MARKETING MANAGER, BORD GAIS ENERGY
Dermot joined Bord Gáis Energy in 2008 and currently manages the company’s marketing department.
With over 18 years’ in the industry Dermot has a wealth of experience and has held positions in various sectors, including Marketing Manager at GE for four years.
At Bord Gáis Energy, Dermot is responsible for developing and implementing marketing strategy for the residential, business and energy services divisions. This involves developing and delivering campaigns to support commercial and brand targets in what continues to be one of the busiest switching markets in the world.
In addition to being part of the world’s most successful energy switching campaign ‘The Big Switch’, Dermot led the launch of the Bord Gáis Energy Rewards Club, the largest energy rewards programme in the Irish market.
Dermot has been with Bord Gáis Energy during a period of significant change as the company was sold to Centrica in 2014. This presented opportunities for the company and the Marketing team and brought access to exciting new smart energy management technologies. In 2015, Dermot’s team executed a marketing campaign to mark the launch of Hive Active Heating, which allows consumers to manage their heating and hot water from their smart phone, tablet or laptop.
The Bord Gáis Energy Marketing team has received numerous awards across all marketing disciplines, including the highly valued AIM Award for Integrated Campaign of the Year 2014 and Marketing Team of the Year 2013.
Dermot holds a Bachelors Degree from UCD and is a graduate of the UCD Michael Smurfit School of Business where he completed a Masters in Marketing Practice.
SHEELAGH CARROLL, HEAD OF COMMERCIAL, KEFRON
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.
DARAGH BYRNE, COMMERCIAL DIRECTOR, UTV IRELAND
Daragh has been working in the advertising industry for over 15 years. Following his graduation from UCD, he began his career at All Ireland Media (now Carat Ireland), where he worked with a variety of leading brands, including Dunnes Stores and Diageo. Since his media agency days, Daragh held management roles within print and radio organisations – moving on to pursue his passion for the television broadcasting sector, where he has spent the majority of his career. Prior to his current role, Daragh was Group Director of Sales for TV3 where, under his leadership, the commercial team won the ‘Sales Team of the Year’ Award at the prestigious Media Awards.
In 2014, Daragh was appointed Commercial Director of UTV Ireland, which was recently acquired by ITV plc, as part of their acquisition of UTV Media plc’s television assets (UTV and UTV Ireland). With a team of 25, the UTV Ireland commercial department is responsible for working with leading brands in devising communication solutions that deliver real business results across airtime, brand partnerships (incorporating licensing) and digital. Daragh and his team pride themselves on innovation and being brave – a culture which is encouraged and fits perfectly with that of ITV. As a core member of UTV Ireland’s senior management team, Daragh plays a key role in the strategic development and ongoing growth of Ireland’s newest television channel, where he continues to introduce new and innovative platforms for clients to reach their target audiences, on and off screen.
Daragh is also Board Director at TAM Ireland - (Television Audience Measurement Ireland Ltd). TAM Ireland oversees an accurate and effective audience measurement system for the whole of the television advertising industry.
JOELLE COGHLAN, GLOBAL MARKETING MANAGER, DELL
Joelle currently serves as the Global Marketing Manager for Dell’s Telecommunications vertical business and has over 18 years working in the IT sector in both sales, technical and marketing roles.
She is extremely focused on listening and working with Dell’s customers and teams in the communications vertical space, but has expertise in the OEM solutions business and global brand and product marketing management.
Joelle is based in beautiful Ireland, serving global markets and working with the Dell ecosystem of partners, NEP's and service providers. She has a BSc, MBA, and is a scholarship candidate for an MSc program right here in Dublin’s Institute of Technology (DIT), specializing in Data Analytics and Digital Marketing, which is delivered by The Marketing Institute and DIT.
BARRY GRAY, HEAD OF MARKETING & PROPOSITION AT BOI PAYMENT ACCEPTANCE
Barry joined BOI Payment Acceptance (BOIPA) in April 2015 to initially head the marketing team and as the business has grown rapidly Barry has also recently taken on responsibility for propositions. BOI Payment Acceptance is an alliance between EVO Payments International - a US payments business, and Bank of Ireland and entered the Irish market in January 2015. BOIPA also entered the UK market last April and the business is also selling into the UK market through the Independent Seller (ISO) channel. BOIPA provide card and eCommerce payment solutions to all sectors of the SME and Corporate markets and have already won numerous awards for their unique customer proposition.
Barry is a graduate of UCD, Smurfit, UCC and the Institute of Bankers and has spent most of his career prior to BOIPA working in Vodafone and Bank of Ireland. A marketing and product champion at heart, in the past Barry has led product teams ranging from mobile productivity solutions like Blackberry to an array of financial products including the current account, credit and debit cards and also mortgage propositions.
Having previously spent all his career working for the established market leaders in both Bank of Ireland and Vodafone Barry is now relishing the challenge that comes with working for a new start-up business taking on the incumbent players. After a stellar first 15 months in business BOIPA have already firmly established themselves as the go-to partner for card payment acceptance in the Irish market.
RUTH MCENTEE, HEAD OF SALES, LARGE CUSTOMERS, IRELAND AT GOOGLE
Ruth has been working at Google for over 10 years. In her current role as Head of Sales for Ireland, she leads a team of digital consultants to top Irish companies in the Travel, Retail and CPG space.
Previously, Ruth worked in Google London in both the YouTube and Google Search teams, developing Search & Video strategies for traditional UK retailers and online only brands. Ruth is currently a chair of the IAB video council.
SHANE LYNCH, CENTRA RETAIL MARKETING MANAGER, MUSGRAVE RETAIL PARTNERS IRELAND
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.
KAREN HOWLEY, SUBSCRIPTIONS MARKETING MANAGER, RTÉ DIGITAL
Karen Howley joined RTÉ Digital in 2015 to market the state broadcaster’s freemium online TV service for the Irish Diaspora, RTÉ Player International.
She graduated with a BSc in Multimedia in DCU in 2007, and began her career as an Online Producer with TV3 in 2007. From there she moved into the start-up space, working with live-streaming production and subscription-based online TV service Aertv. During these years, she witnessed a sea-change in the digital marketing space as content marketing and user-centric product design rose to the fore.
Since Karen joined RTÉ, she has looked after campaigns that use key content milestones in the Irish television calendar to connect with the Irish Diaspora. Her most recent digital campaign focused on communicating RTÉ’s impressive 1916 offering on RTÉ Player internationally.
Karen’s multi-skilled background in media, content and technology has allowed her take advantage of new opportunities and rapidly change course using agile digital marketing tactics. Most recently, she produced one of the first Facebook Canvas Ads for RTÉ Player, winning excellent engagement with RTÉ’s social audience.
Karen champions personalisation across marketing channels and it is apt that she now finds herself as a key driver of RTÉ Digital’s CRM strategy. Throughout her career, she has enthusiastically supported digital convergence and she is well versed on all trends in the online TV landscape.
ENDA LYNCH, COMMERCIAL & MARKETING MANAGER, MUNSTER RUGBY
Enda Lynch, Commercial and Marketing Manager with Munster Rugby, is responsible for the ongoing commercial performance of one of Europe’s leading rugby clubs.
Previously Enda was sponsorship manager for O2, one of Irelands’ largest telecommunications companies and significant sponsor rights holders in Ireland, covering Irish rugby, The O2 and Cork GAA.
A sponsorship veteran, Enda worked across a number of sponsorships for brands both domestically and internationally for over 10 years including Vodafone and Digicel prior to joining Munster Rugby.
SIOBHAN LAVERY, MD, ICAN
At aged 35, Siobhan Lavery became the youngest female to be appointed MD of an advertising agency in the Irish market. Her career in ICAN began as an Account Executive in 2000. She became Account Manager a year later and after a year out to travel the world, resumed work as an Account Director. She was keen to look further afield and set about targeting the UK market. The UK gave her real insight into how to do and sell digital well and reinforced her opinion that digital was here to stay. At 30 she became Business Development Director in charge of meeting agency targets and growing the business. At 33 she became Deputy Managing director and two years later was appointed Managing Director.
She has witnessed the emergence of digital media, the dot come bubble bursting, the market highs of the Celtic Tiger, the market lows that followed and the unprecedented growth of digital - a media that she has an unwavering passion for. During this time, she has been a key player in the Irish digital industry, relentlessly driving the digital agenda whilst always being at the heart of ICAN’s continued commercial and business growth. She continues to empower many of Ireland’s leading brands, strengthening their presence and growing their business in what has become a digital world. In late December 2014, she opened the doors to the next chapter in ICAN’s growth; an NI office nestled in the Cathedral Quarter in the heart of Belfast.
ICAN is Ireland’s leading, digital first advertising agency. Their impressive client list boasts major brand names including permanent tsb, Ryanair, 123.ie, Tesco, RTE, C&C and Linwoods.
Siobhan holds a Bachelors Degree from UCD and a Masters Degree in International Marketing and German from DIT.