What does a Head of Marketing at Bosch do?
Bosch Home Appliance division (BSH) is a global organisation with four key brands in Ireland; Bosch, Siemens, Neff and Gaggenau. I lead the marketing team in Ireland which is made up of Brand, Trade, Training and Showroom teams and I ensure that we put our energies into activities that fully support the business. Within the marketing team, our focus is B2B and B2C so the role is what I’d call ‘full loop’ as we get to play a pivotal role for sales, from end to end.
What were your key career moves to get to your current role?
I graduated with a Bachelor of Business and always had a flair for marketing which eventually led me to a marketing agency where I worked on new product launches for Heineken brands. Then I went on to create and launch my own food brand called Tully B’s which had six SKU’s. I joined Bosch in 2014 as Marketing Manager and progressed to Head of Marketing. I’m a passionate and energetic guy which Bosch celebrates and my role allows me to be creative which is a big requirement for me. I’ve also upskilled alongside my roles: Diploma in Event Management, Consumer and Customer Psychology and Digital Marketing. I’ve benefited from continuous development and always challenge myself to innovate within my role.
What is the biggest challenge you face in your role?
I work in an increasingly competitive market so keeping our brands front of mind requires continuous team building and development, motivation and adaptability to ever changing consumer and customer needs. The complexity of the industry makes it an exciting and energetic space where agility and flexibility are an absolute must.
What key skills do you need to be effective in your role?
As with any business really, it’s key to focus on relationship building, sound industry knowledge, self-drive, strategic thinking and an ability to execute and manage change. There are so many facets to our business and it’s fast paced, so being able to diligently prioritise is essential.
Describe a typical working day.
I like to exercise first thing, whenever possible, as it gives me a clear head and nicely sets the tone for the day. I’ll start work with a review of sales and my diary for the day and week.
I spend a chunk of time working with the different teams and areas to support the progression of plans, a portion of my own time and I’ll also have calls with UK or Germany on various topics. I meet and talk to colleagues in Ireland and further afield on a daily basis as this is the backbone for making things happen.
The way in which we market to consumer has evolved dramatically in recent years. Ongoing I am involved in multiple digital initiatives that are not widely used in our industry so it is a very exciting space. We also run traditional and digital Brand and Trade campaigns across the year.
We have some key brand partnerships too like Avonmore and Bosch, Neff and Taste of Dublin, Neff and Airfield Estate and Bosch and FoodCloud, so the team are always busy and deliver amazing results off the back of their hard work.
Most importantly I believe in working smarter so I can spend evenings with my Wife and little girl Lucy.
What do you love most about your role?
Bosch and Siemens are massive global brands so it’s a privilege to be in my position. Digitalisation is changing the whole industry and we invest heavily into this area so it’s brilliant to be part of it because it’s so interesting. And learning from my colleagues every day is a gift.
Looking ahead, where might your career path lead to next?
Over the last 5.5 years, my role has changed so much for many reasons. The digitisation of products in our industry will soon become the new norm through the Internet of Things and I can see my role or career developing with this trend.
To whom do you look for professional inspiration in your role?
I’m extremely fortunate to work with a brilliant team and individuals across the business whom I constantly learn from. Outside of work I look to books and podcasts like Tim Ferris, Finding Mastery or anything with inspirational entrepreneur’s and thought leaders’ stories.