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Free-From Diets: How to Make the Most of the Opportunities

Posted By Mintel, Tuesday 11 June 2019

Avoiding food allergens and ingredients linked to intolerances (such as dairy, lactose or soya) is quite common in Europe, especially among younger consumers. And there has been a steady increase in the number of free-from claims in European food and drink launches between 2014 and 2019. The percentage of food and drink launches featuring low/no/reduced allergen claims has increased from 12% in April 2014-March 2015 to 16% in April 2018-March 2019, according to Mintel Global New Products Database (GNPD).

Consumer demand for free-from food and drink could boost demand for ingredients that are compatible with free-from claims. Brieuc Sablés au Sarrasin (Buckwheat Shortbread Biscuits) from France, for example, is gluten free made with buckwheat flour and not rice flour that is the typical base of gluten free bakery products:

Brieuc Sablés au Sarrasin

Brieuc Sablés au Sarrasin (Buckwheat Shortbread Biscuits)


Products are coming to market that feature multiple free-from claims, which highlights consumers’ interests in free-from diets and free-from products. The Lazy Vegan Ready Provencale Meal Veggies & Chunky Pulled Peaz prepared meal, for instance, is free from gluten, dairy, egg, meat, soy and all 14 EU food allergens:

Lazy Vegan Ready Provencale Meal

Lazy Vegan Ready Provencale Meal
Veggies & Chunky Pulled Peaz


FODMAP – the emerging free-from diet

With gut health getting more focus, a low-FODMAP (Fermentable Oligosaccharides, Disaccharides, Monosaccharides, and Polyols) diet could emerge as a dietary solution to manage digestive-health issues. The diet was originally designed to help irritable bowel syndrome (IBS) sufferers manage their symptoms by reducing bowel irritation.

FODMAP launches are very scarce at present – especially in Europe, though they are currently more common in Australia and New Zealand.

One such product available in Europe is Arla’s Lactofree Mlécný Nápoj bez Laktózy (Semi Skimmed Milk Drink) in the Czech Republic, which features the ‘FODMAP friendly’ logo:

Semi Skimmed Milk Drink

Arla Lactofree Mlécný Nápoj bez
Laktózy (Semi Skimmed Milk Drink)


What’s driving from free-from diets?

Apart from food allergies or intolerances, other factors are boosting the popularity of free-from food and drink.

Consumers choose to avoid food allergens or ingredients linked to food intolerances because they believe it is better for their overall health.

Some consumers look beyond health, to other reasons, such as ethics. Soy’s link to genetic modification is an example of where consumers cite ‘other reasons’ (beyond health) as why they avoid soy.

In France and Germany, more consumers avoid dairy as part of a general healthy lifestyle and other reasons, than due to a food allergy/intolerance. While more consumers in France, Germany, Italy and Poland say they avoid gluten because of a healthy lifestyle, than a food allergy/intolerance.

…But stricter elimination diets healthy lifestyle diets have been questioned by health authorities.

The British Medical Journal Review found the promotion of gluten-free diets among people without coeliac disease should not be encouraged. While the National Osteoporosis Society say that ‘clean eating’ is sometimes taken to extreme, with complete food groups being eliminated and this risks people missing out on the nutrients that our bones need.


 About Mintel

Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Düsseldorf, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Seoul, Shanghai, Singapore, Sydney, Tokyo, and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.

For more information on Mintel, please visit Follow Mintel on Twitter: or join the Mintel LinkedIn community:

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Marketing Matters… with Una FitzGibbon, Director of Marketing and Communications, Bord Bia

Posted By The Marketing Institute, Wednesday 5 June 2019

Una Fitzgibbon

Tell us a little bit about yourself and your role.

Una FitzGibbon: Bord Bia, the Irish Food Board’s job is to promote the Food, Drink and Horticulture industry, bringing Ireland’s outstanding produce to the world, thus enabling the growth and sustainability of our producers. As a force for insight, reputation building and fostering an entrepreneurial and skills culture in the industry, we contribute to its sustainable growth at home and abroad.

Headquartered in Dublin, Bord Bia has a network of overseas offices in EMEA, Asia and US territories.

I look after the marketing teams based in Dublin and together our job is to build reputation for growth - creating relevance, differentiation and preference through effective marketing at home and abroad enabling producers and the industry to thrive and grow, whilst building the corporate value for Bord Bia in doing so.

This involves insight led strategic planning, brand management, content and advertising creation, digital marketing, customer and consumer activation and experience marketing and ongoing measurement and evaluation - working across the food chain with clients and customers as key stakeholders to bring our brands to life.

I’m married to John, a mother of two boys and my interests include music, the visual arts, historical architecture, cooking and gardening.


Why did you choose a career in marketing?

I was motivated by the long term value of marketing and the fact that it’s a very creative profession where I would be active in solving complex tasks. I was also attracted to the idea of connecting with and influencing a lot of people - predicting customer behaviours and creating and executing work to resonate with people for impact. I was also highly attracted to marketing as a profession that is wide open to innovation. Marketing helps us to think outside the box and to create new approaches for solving different problems. This is something which makes a real difference in the business world. The possibility of adapting and performing with innovation to bring positivity to people’s lives is a continued motivator for me. To be part of changing things for the better.


In your opinion, what is the biggest challenge marketers are facing today? How would you tackle it?

The biggest challenge Marketers are facing is their discipline being silo-ed in organisations and not understood and valued as an integral part of the business to drive its success.

The strategic importance of branding lies not only in effective positioning in the national and international marketplace, but in informing internal arrangements, for example culture, values, behaviours and product and service development to deliver the truth of the brand. Branding is most useful as a point of connection for all stakeholders to drive business forwards.

Whilst branding is commonplace as a tool used by marketers to sell to consumers, it is also a discipline that should be deployed by leaders to aid communication and guide multiple stakeholder impressions and actions. The brand can express vision, purpose and values in addition to communicating differentiation, relevance and value. By doing so, the brand extends its relevance beyond the world of marketing and takes its rightful place as an asset of the CEO and leadership team.

Marketing represents the voice of the customer and marketers know how to influence that customer for business growth. In an age of transparency, brands need to deliver on their reality and business can’t expect marketing to operate in an old mind-set vacuum of surface messaging without aligned business behaviours in an enterprise wide sense.

This can be tackled by marketers’ deeply understanding business, collaborating and working cross functionally with ease and through plain and common language, and always seeking answers to the purpose of their work from the business for alignment by asking why.


What advice would you give to someone starting a career in marketing?

Align yourself from the beginning with great marketing thinkers and business people who value marketing. The liberation of mind and the adoption of creative innovation has helped me in my career. From the early days mentors like Tony Meenaghan (my Marketing lecturer in UCD) and Tim Ambler (Managing Director in Diageo and now fellow of the London Business School) were very important for me in that way.

Be open to converting your academic understanding of marketing through simplified process to deliver great marketing. The practical application of marketing process is what matters in the real marketing world.

I have over the last 2 years with my team built a best practice Marketing Way for more simplified, fast and consistent marketing communications management and we continue to roll it out underpinned by new and effective approaches to digital marketing that is driving our marketing effectiveness higher and closer to business growth.

Being insight led in your strategic planning together with an ability to simplify marketing process for organisation wide and stakeholder wide alignment will drive your marketing to the heights it deserves to occupy.

For me, that has resulted in our marketing communications being agile and fast whilst accurately building on the perceptual strengths of Ireland’s food, drink and horticulture distinguished from our competition in our prospect’s mind.


What makes a great marketer?

Great marketers need to have an understanding of human behaviour and an intuitive sense of how, when and where to speak to different audiences and form deep emotional connections with them through crafted narrative.

In today’s digital realm marketers need to be avid learners with first rate knowledge of the tools and technology needed for digital optimisation and automation solutions that can assist the marketing effort.

Great marketers have a creative mind with the ability to generate new, actionable, and relevant ideas on how to drive growth for business.

The ability to interpret data, unlock insight and use it to inform marketing work is fundamental to great marketing as is a strategic approach.

Great marketers also have a results orientation to satisfy their growth mind-set. They are relentlessly focused on getting better, building on success, with a test and fail and move on after learning agility through their work.

What sets great marketers apart though is their ability to connect the dots - bringing information from different channels, platforms and parts of the business together into a holistic picture and drawing meaning from it for decision making. They are systemic in their thinking and their approach and highly collaborative bringing the voice and value of the customer to bear on the business for business benefit.


What is your favourite marketing campaign of all time? Why?

This is such a tough one because I’m an admirer of so many great campaigns and over many years. My most recent high level admiration though must go to Under Armour for its Rule Yourself - I Will campaign and its award winning advertising featuring Michael Phelps in 2016. I love the campaign for the sheer brilliance of its redefinition of what matters in athleticism - that an athlete’s greatness is fuelled not by their wins but by their sacrifices. The campaign line of “it’s what you do in the dark that puts you into the light” captures the true meaning of greatness and turns on its head the very reason to engage with a sports brand. I love it also for the true human story that was Michael Phelps at that phase in his life working to regenerate himself to Olympian standard. It gave the innovator and disruptor Under Armour brand a genuineness that the larger Nike and Adidas in all their maturity as brands just missed. For me the insight, tone and feeling the campaign engenders through its biographical, filmic and documentary style is the kind that advertisers will need to engender more, as responsible communicators, in the context of consumers’ lives now and in the future. Tones of inner strength, personal resilience, capacity to regenerate…against all odds. I say this of course in the context of the great challenges of our time since 2008 – the banking collapse, impending global trade wars, socio political division, climate change and the global need for sustainability for individuals, communities and the planet. Brands that provide genuine, real product and service benefits that assist consumers in rising to these challenges can only connect and lock people to those brands while the superficial brands of no substance or irrelevance simply fade away or are wiped out by the anger they ensue in promising below or above their station. There’s much to learn from the Under Armours of this world.


Where do you look for professional inspiration?

My greatest inspiration is my own team – a highly dedicated group of 20 talented professionals who enjoy their work, are insight led, continuous learners and who live the values of Bord Bia every day.

I’m also inspired by great thinkers – like Ries & Trout the original proponents of the concept of positioning, Kotler the great father of modern marketing, John Fanning a huge figure in creative advertising, Seth Godin for breakthrough marketing understanding and Les Binet for reminding us what marketing is ultimately for. I’m currently enjoying Friction by Jeff Rosenblum and Jordan Berg which argues that brands don't simply need clever surface messages or new, shiny technologies. They need a fundamental change in strategy, and vitally systems for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.

I’m particularly inspired by brand influence in the sphere of brand purpose meeting the global challenge of sustainability including but not limited to the poignant words and speeches of David Attenborough, Greta Thunberg and Michael D. Higgins.

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The Consumer Market Monitor - Q1 2019

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Monday 27 May 2019
Updated: Friday 24 May 2019

consumer market monitor Q1 2019UK imports to overtake Irish new car sales for first time

- Second-hand imports set to hit 105,000 in 2019, as new car market falls to 104,000

read report



Dublin, May 27, 2019: The latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School forecasts that in 2019, imported second-hand cars from the UK will overtake the number of new cars sold in Ireland for the first time.

Professor Mary Lambkin of UCD Michael Smurfit Graduate Business School, who authored the report, also reported; “The CMM reveals an overall decrease in car sales in Ireland, as new and second-hand car sales, together with imports, continue to decline from a high of 901,000 in 2016 to just 839,000 this year.

“The latest data represents a significant blow to the Exchequer and the motor industry, as tax revenues from lower sales and dealer profit margins continue to fall.” According to the CMM, there is an average shortfall of €6,000 between taxation on each new car sale (€8,500) compared to tax revenues for each imported vehicle registration (€2,500). 


Affordable UK Imports Drive Public Away From New Vehicles

At its peak in 2007, the new car market topped 180,000, with three times as many new cars sold - in the same year, imported second-hand sales were at just 59,255. Since 2016, new-car sales have followed a steady decline from 142,688 that year to just 127,045 in 2018, with sales down a further 12.9% in Q1 2019 to 50,861. 

By contrast, imported second-hand cars registered for the first time have continued an upwards march from 69,381 in 2016 to 99,456 in 2018, with registrations up a further 4.9% to 25,906 in Q1 2019. This was influenced by sterling’s falling value, which made imported cars more affordable.
Overall, car registrations were flat in 2017 and 2018 at about 220,000. This is forecast to reduce further to 210,000 in 2019, from a recent high of just under 240,000 in 2007.


Economy: Labour Market and Disposable Incomes

In broad terms, the CMM shows strong, ongoing employment growth and rising disposable income, which provide the underlying conditions to support growth in the wider economy. Growth in employment and disposable income will be the main economic drivers in the years ahead, the CMM shows, with numbers employed expected to grow by 2.5% in 2019 and 2% in 2020, adding a further 104,000 people to the current workforce of 2.281 million. Having experienced annual growth of 2.5% in recent years, wages are expected to rise further by 3.6% this year and 3.7% next year as labour-market capacity diminishes.

The increasing numbers employed, together with wage increases, is leading to a substantial uplift in the amount of disposable income circulating in the economy. Disposable income per person exceeded its pre-crisis peak for the first time in 2017, up 5% a year in each of the past four years to a total of €109 billion in 2018. Household incomes are expected to increase by a further 5% in 2019, especially if a Brexit agreement is reached and economic conditions stabilise.

“All of the economic fundamentals in the economy remain strong with continuing growth in employment and modest wage increases being the primary drivers of growth.  The strong growth in consumer spending is creating a welcome multiplier effect by creating further employment in sectors such as retail and hospitability” said Tom Trainor, Chief Executive of the Marketing Institute of Ireland.


Brexit and Consumer Confidence 

As a counterpoint to this, however, consumer confidence weakened in the face of protracted negotiations about Brexit and ongoing anxiety that the repercussions of a hard / no-deal Brexit scenario would damage the Irish economy and employment.

This is reflected in consumer spending, which is forecast to remain sluggish. Spending increased by 3% in 2018 to €104 billion, but slowed to 2.6% in the final quarter, reflecting a weakening of consumer sentiment. The outlook for this year is for consumption to moderate further as worries about a hard / no-deal Brexit and the implications for the economy persist, with growth in confidence limited to 2.1% in 2019 and 2% in 2020. These forecasts assume that consumer confidence will remain subdued, as the risk of a disruptive UK departure from the European Union remains. 

Household deposits in Irish banks grew by 4.3% in 2018 to €4.1 billion, the largest annual increase since early 2008, reinforcing a cautious approach by Irish consumers to their personal finances.

The state of the economy contrasts greatly with the UK, which over the past two years has experienced a weakening in virtually every metric tracked in this monitor, from property to cars to retail and services. In particular, growth in consumer spending has weakened, from an average of 3% in recent years to just 1.6% in 2017 and 1.8% in 2018. Only time will tell whether this downward trend is temporary.  


infographic consumer market monitor q1 2019


About the Author

Mary Lambkin

Mary Lambkin is Professor of Marketing in the UCD School of Business where she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects under the general heading of marketing strategy.  She has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.

About UCD Michael Smurfit Graduate Business School

The UCD Michael Smurfit Graduate Business School is Ireland’s leading business school and research centre offering world-class business programmes that equip students to become future industry leaders. It is the only business school in Ireland, and one of an elite group of schools worldwide, to hold the ‘triple crown’ of accreditation from three centres of business and academic excellence—EQUIS, AACSB and AMBA. 
Academic programmes at UCD Smurfit School consistently rank among the world’s best and are accredited by the most internationally respected organisations. The Masters in International Business Management is ranked 7th in the world by the Financial Times and the school is ranked 24th among leading European business schools.
Engagement efforts have resulted in one of the world's top, business school, alumni communities with over 75,000 professionals around the globe in over 35 international chapters. Along with academic administration, leadership derives from two advisory boards, the Irish Advisory Board and the North American Advisory Board.
The UCD Michael Smurfit Graduate Business School is one of four constituent parts of The UCD College of Business and offers postgraduate courses, including the MBA and a wide range of MScs in business, to approximately 1,300 students per year. The Michael Smurfit Graduate Business School opened a campus solely dedicated to graduate business education in 1991 and grew most recently with a new centre for PhD research in 2017. 


About The Marketing Institute of Ireland

The Marketing Institute is the professional body for Ireland's marketing people. It exists “to enable marketers to build great brands and great careers”. It does this by sharing best practice, insights and expert content, building the community of marketers, and aiding marketers in career progression. The three themes of content, community and career underpin all Institute activities. The Marketing Institute also owns and operates the All Ireland Marketing Awards, the CMO Summit, and DMX Dublin, Ireland's largest marketing conference.

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A Day in the Life of... David Kirby, Head of Marketing at Bosch

Posted By The Marketing Institute, Wednesday 22 May 2019

David Kirby Bosch

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.

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A Day in the Life of... Conor O'Donovan, Head of Marketing & Communications at Enterprise Ireland

Posted By Administration, Wednesday 15 May 2019

Conor O'Donovan

What does a Head of Marketing & Communications at Enterprise Ireland do?

The most important element of my role is to lead the Corporate Marketing & Communications function to support the achievement of Enterprise Ireland’s organisational objectives, which are to build the scale and expand the reach of Irish companies, to grow exports and jobs, and to add economic value to the country.

Enterprise Ireland is the Irish Government's trade and export agency responsible for helping Irish companies to start-up, innovate and scale globally. Last year Enterprise Ireland invested €23m in start-up companies.

That makes it a broad and varied role, which involves leading global PR and communications - making sure that an awareness of the innovation and capabilities of Irish companies is built across the world - helping to drive digital transformation strategies so that we keep up with important technologies, and rolling out marketing campaigns to ensure we are reaching Irish companies and their potential customers. The role involves engaging teams in a range of sectors in Ireland and overseas from farming to fintech, as well as engaging the media and B2B audiences at home and abroad, to ensure Irish businesses are supported to compete internationally.


What were your key career moves to get to your current role?

I graduated with a B.Comm from UCD and began my career with Enterprise Ireland on its International Graduate Programme, based in the UK, which gave me a great grounding in international marketing and business development. I subsequently went into a family business in the private sector which we developed and sold, and later worked with a start-up tech company. More recently, I was director of communications and marketing with the Society of Chartered Surveyors Ireland, the largest representative body for the property and construction sector in Ireland.

While I was there, I was lucky enough to win the Irish Times / UCD Smurfit Graduate Business School MBA Scholarship following a national competition. My MBA thesis was on a market entry strategy for a new fintech start-up company that Enterprise Ireland had invested in. Meeting the founders and working on the market strategy reignited my interest in entrepreneurship and international business, which led me back to Enterprise Ireland and this role.

In a way, it feels like I have come full circle and am fortunate to be able to bring my start-up, SME and large organisation marketing leadership experience to drive marketing and communications programs with the ambitious aim of significantly growing Irish business.


What is the biggest challenge you face in your role?

The biggest challenge facing our clients is Brexit and the uncertainty it represents. Enterprise Ireland has been preparing for a hard Brexit since before the UK voted to leave the EU in June 2016.

Brexit also reflects one of the largest professional challenges faced in this role. Since 2016, we have been implementing marketing and communications programmes in Ireland and internationally to support Irish exporters to respond to the challenges and opportunities that Brexit presents. As an Agency, we must always stay ahead of the curve in terms of market volatility, trade risks and innovation and future technology trends, to be ready to support Irish businesses when they need it to pre-empt and respond to global trends in an agile way.

Recognising the need to support Irish exporters through Brexit, we developed a Prepare for Brexit campaign and launched a website, which has been cited by the European Commission as an exemplar of advanced contingency planning for Brexit. I am delighted that we have been shortlisted as a finalist for the All Ireland Marketing Awards.


What key skills do you need to be effective in your role?

A number of skills are essential in this role. Strategic thinking is critical at a time when the pace of change in international business is more rapid than ever. Enterprise Ireland has an ambitious strategy.  

In order for the organisation to achieve its ambitions, the Marketing & Communications function needs to be laser-focused on supporting the delivery of that strategy even as the landscape around us changes. Leadership, operations and communications skills are also critical in order to deliver this.

Stakeholder engagement skills are important as we engage with people right across the organisation, across the business community and client base, and across Government.

Problem solving and a strong grounding in finance are also skills that I must bring to my role on a daily basis. 

Importantly, a strategy can’t be delivered alone, so you must empower people, and motivate your team and everyone in the organisation to help get the job done.


Describe a typical working day.

My days are usually very varied and very busy. I am in the office early working on plans and catching up on emails which can often come through overnight from colleagues overseas. We have 34 international offices (and rising) and a key focus for the marketing team is implementing international digital marketing campaigns to promote Irish exporters to international B2B buyers across 31 of sectors and markets through our platform.

Depending on the day of the week, I will usually spend the rest of the day in meetings, with the communications and marketing team, with cross-functional teams with colleagues from across the organisation on a range of initiatives and upcoming campaigns and events.

On a typical day, I might meet with the IT team to define how we improve our digital presence, review pitches from our agency to ensure our campaign messaging will be clearly understood, present plans and performance to senior stakeholders, engage with Government departments around upcoming job announcements or to discuss international communications plans around upcoming trade missions or trade events.


What do you love most about your role?

The best part of my role is getting to work with fantastic people right across the organisation who are passionate about the Agency’s purpose – which is to help Irish exporters to grow their businesses in Ireland and overseas. These exporters are champions of Irish industry and, while they aren’t all household names, they employ over 215,000 people in towns, cities and villages across Ireland – roughly the same as multinational companies located here.

The jobs they provide are the lifeblood of the economy and each new jobs announcement by a small or medium-sized business we support is a cause for celebration. Getting to see those companies bring their latest innovations - across agritech, medtech, AI, robotics and digital technologies, and construction - to the world stage is amazing.

We are a small country that makes a big impact and the companies that Enterprise Ireland champions are central to that success.


Looking ahead, where might your career path lead to next?

I am enjoying my work and enjoy supporting the important contribution Enterprise Ireland is making to Irish businesses and the wider economy. I have my hands full at present!


To whom do you look for professional inspiration in your role?

It’s inspiring to work with one of Ireland’s great CEOs at Enterprise Ireland. Julie Sinnamon’s vision, commitment and passion set the tone for the whole organisation and her belief in Irish business is beyond compare.

Our board is filled with the best of Irish business acumen, from those who built impressive careers in multinationals to those who steered family businesses and tech companies to huge success.

Our client base of Irish entrepreneurs is hugely inspiring. These are the founders and their teams who have developed businesses and crossed the globe to win new business in new markets. Every week I’m amazed by the exceptional founders and leaders of Irish SMEs that we work with. 

In general, I am inspired by the professionalism, commitment and willingness to go the extra mile for Irish businesses that I see across Enterprise Ireland from our leadership team, to colleagues across the agency in Ireland, to our overseas teams who aligned to our mission to grow great Irish companies with global ambition.

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