adaptive appoints Cathal Gillen as new Managing Director, eyes further international growth


Dublin – (13.04.21) adaptive has appointed Cathal Gillen as Managing Director. This key appointment follows a period of expansion in Ireland and internationally.


Established in Dublin in 2016 as an analytics start-up, adaptive has grown to become a leading analytics and performance marketing consultancy with specialities in Pay-Per-Click advertising, Paid Social, SEO, CRM and Google Analytics Consulting. The company’s client list includes a diverse range of businesses in Ireland, UK, USA and Canada.


“It is on the back of our growth during the past year and our desire to continue to offer excellent service to our clients that we are delighted to welcome Cathal to adaptive. He brings with him a wealth of experience and a fantastic attitude that I am sure will drive further expansion and help us to solidify our position within our specialties,” said Brian Maher, Chief Executive and founder.


“Five years after the company was founded and four years since our first hire, we are now in a position where clients come to us because they know our reputation as specialists in the areas of data analytics and performance marketing. Although the events of last spring definitely threw us a curve-ball, 2020 turned out to be a transformational year for us; that translated into growth in our revenue and expansion of our team,” continued Brian.


Cathal joins adaptive from William Grant & Sons where most recently he was Global Marketing Effectiveness Manager, working across brands including Hendrick’s Gin, Glenfiddich and Tullamore D.E.W. Prior to William Grant & Sons, Cathal spent several years working with digital agencies ICAN and eightytwenty. As a result, Cathal brings to adaptive senior industry experience from both the agency and client sides.

“I’m thrilled to be joining adaptive and building on the great work already achieved by the team,” commented Cathal. “adaptive’s phenomenal growth to date is testament to the strength of the offering, the team, and of course the results that clients have benefitted from. I look forward to helping to support our clients’ revenue growth strategies, as well as building the profile of the consultancy both here and globally as we create a world-class offering out of Dublin”.


Brian further commented: “We are all about understanding data and translating that intelligence into an advantage that drives growth. Essentially, we use analytics expertise to give our clients the intelligence they need to really understand what is happening, then we link that into our performance marketing offering so that our clients can take full advantage of their new understanding of their data. Cathal’s appointment reflects our ongoing ambition here, his experience will help us to further maximise our client’s investment in performance marketing while being conscious of the wider marketing picture. ”


adaptive is the only consultancy in Ireland to concurrently hold certification as Premier Marketing Partner by Facebook, Premier Partner by Google and Analytics Partner by Google. Based in Dublin, adaptive serves not just the Irish market but clients across the globe that seek specialist knowledge in the areas of analytics and performance marketing.


“We provide a very specialist service offering and as we grew we wanted to retain that focus. Rather than expanding by widening our service offering, we have looked to offer what we do best into international markets. Initially, when we looked outside of Ireland, we took on clients in the UK, then across Europe and two years ago, we began to grow our business in the US. The US is now one of our biggest markets and overall, international business now accounts for a greater proportion of our revenue than domestic business,” said Brian. “Cathal has the international view that we value here at adaptive and we are excited to see where we can take the company with him as our new managing director.”