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About the CMO Summit

The CMO Summit is an exclusive, invitation-only event for senior Members of the Marketing Institute.

Hear engaging keynotes from our speakers, who will address the attributes, responsibilities and core skills most important to being a leader in the field of marketing and business today.


The CMO Summit 2017: The Evolving CMO

Date: Wednesday 8th November 2017

Time: 07:30am - 2:30pm

Location: The Foundry @Google


The Evolving CMO

Leader, Strategist, Technologist, Collaborator, Futurist – The multiple roles of today’s CMO

The ability to lead and deliver great innovation through an organisation requires a host of skills that tends to stretch the core capabilities of an organisation. The CMO needs to be strategic, commercial, natural storytellers, data-driven, with an endless curiosity and insatiable desire to learn. Easy?

The CMO has expectations of having authority to create a strategy for driving growth. Reality can be mostly limited to marketing communications, advertising and social media – no responsibility and/or limited influence over product launches and pricing. With technology seen as a catalyst, there is a widening inconsistency in the responsibilities of the CMO role, differing from one company to the next. This is not only happening in Ireland, but on International level too.

Byron Sharp believes the CMO’s job is “to create and develop marketing capability throughout the business. So it’s about leadership, education, and constantly re-evaluating existing systems, procedures, policies and metrics. Understandably, a lot of marketers don’t want to acquire these skills or do this job.”

We must stop and ask ourselves, what is the CMO’s mandate? Does the CMO need to become the ‘Jack of all trades’ and risk being the ‘Master of none’?

At the CMO Summit 2017, you’ll hear some engaging keynotes from our speakers, who will address and divulge the attributes, responsibilities and core skills most important to being a leader in the field of marketing and business today. We’ll challenge you thinking on what is required to be a CMO, how to drive growth, setting strategy that delivers for your business.


For queries relating to the CMO Summit 2017 please contact:

Alison McKenna



Here is the agenda for the CMO Summit. Please note timings may be subject to change. 

07:30   Breakfast & Registration

08:30   Opening Remarks

   Tom Trainor, MII and Meadhbh Quinn, Conference Facilitator

08:45   The Strategist: M3, a model for marketing which fuses digital and classic

    Ashley Friedlein, President of Centaur Media and Founder of eConsultancy

09:30   The Technologist: Data & Creative - the perfect recipe delivering the right results

    Barnaby Dawe, Global Chief Marketing Officer at Just Eat

10:15   The Collaborator: Overcoming turf wars to deliver deliver sustainable and inclusive growth

   Dael Wood, Marketing & Insights Director at Denstu Aegis Network

11:00   Networking break

11:45   The Leader: Leadership is culture

   Tom Kinsella, CMO at AIB

12:25  The Futurist: Peering into the looking glass

   Raja Saggi, Head of B2B Marketing at Google UK

13:05   The Entrepreneur: The Power of Thinking Small

   Cathy Kidd, Global Marketing Director - Kid's Dairy, at Kerry Foods

13:45   Future proofing your marketing team:

The 2017 Salary & Market Survey provides some interesting insights into how marketing is perceived and the expanded remit of the CMO.

Charley Stoney, Group Managing Director at Alternatives

14:00   Closing Remarks

14:15   Conference Close


Speakers Include



Tom Kinsella FMII

Chief Marketing Officer

Tom joined AIB in November 2012 as Group Marketing Director and was appointed to his current role as Chief Marketing Officer and to the Leadership Team in November 2015. Prior to joining AIB, he worked in a variety of roles in Diageo, working locally and internationally across Europe, Asia and the Americas on a wide variety of leading brands including Guinness and Baileys. 

In 2015 he was made a Fellow of the Marketing Institute of Ireland in recognition of his contribution to the profession in Ireland and his achievements in driving brand growth across a wide range of brands.  In 2017 the AIB Group Marketing Team was awarded the prestigious Marketing Team of the Year at the All Ireland Marketing awards.


Ashley_FriedleinAshley Friedlein


Ashley is one of the most influential and connected figures in digital and marketing. He is the author of two best-selling books: the "Modern Marketing Manifesto" which set out his beliefs around how digital and classic marketing should combine and the “Modern Marketing Model (M3)” which redefines marketing for the digital age. 

Ashley is involved in a number of digital businesses and ventures. He founded Econsultancy with Matthew O’Riordan in 1999. Econsultancy helps its customers achieve excellence in digital/marketing and is used by over 600,000 professionals every month. 

In 2016 Ashley invested in Ably and leads sales & marketing. Ashley is on the Digital Advisory Board of Age UK and was on the Digital Advisory Board for the UK Government's Digital Service. He is an investor in ecommerce recruitment specialist Cranberry Panda.


Dael WoodDael Wood 

Marketing and Insights Director
Dentsu Aegis Network

Dael works at the cutting edge of strategy and digital transformation. In the past 26 years, Dael has been in leadership positions in creative agencies, brand consultancies and media & digital agencies. Her experience covers Africa, USA and Europe and she has worked with clients in over 30 categories. 
Since joining Dentsu Aegis Network Dael has worked with clients across all the agency brands; Carat, Vizeum, isobar and iProspect, being appointed to the board in 2009. Her focus has been helping clients build growth strategies through communications that put consumers and customers at the center of that approach. More recently, Dael has also taken on the role of building data based strategy solutions together with a growing team of data and digital specialists at Dentsu Aegis Network.


 Barnaby_DaweBarnaby Dawe 

Global Chief Marketing Officer
Just Eat

Barnaby has worked for some of the UK's most iconic brands. He has held senior positions at Sky, The Sun, The Times, Heart and Channel Four. He was fortunate to launch some spectacular shows such as Sex and the City, The Sopranos, 24 and Queer as Folk.

In 2015 Barnaby left the world of content and joined one of the UK's most successful global ecommerce businesses as CMO.   Just Eat continues to see exponential growth in the UK and internationally thanks, in part, to a brand-led marketing strategy connecting millions of hungry customers with great local restaurants in 13 countries.  



 Cathy_KiddCathy Kidd

Global Marketing Director 
Kerry Foods

Cathy has spent her career building some of the world’s most iconic food and drinks brands - from Guinness, Philadelphia, Old El Paso and Häagen Dazs.  Prior to joining Kerry Foods, Cathy worked in General Mills for 10 years, for much of this on the Häagen-Dazs brand, in both regional and global roles.  Her notable successes here include developing and rolling out the brand's first global campaign into 80 markets, launching global and regional innovation and building the brand's sustainability strategy.  She has been with Kerry Foods since May 2015, leading the only regional branded portfolio in the company.   


Raji_SaggiRaja Saggi

Head of B2B Marketing 

Google UK & Ireland

Raja is Head of B2B Marketing in the UK – the biggest market for Google outside the US and the world’s most advanced country in terms of e-commerce and online advertising spending.

Raja’s team is responsible for acquiring new customers for products such as AdWords and Google My Business through a variety of offline, online and partner channels. His team also manages flagship programs such as Google Partners and Think Digital.

Previously, Raja was Head of Business Development for Yell, the world’s largest directory company, where his team managed Yell’s strategic, affiliate partner relationships, and relaunched its ad network.  Before that, Raja worked in Ariba, an SAP company, as a Solution Strategist, devising sales strategies to target blue chip prospects, and prior to that was a technology consultant with Accenture.

Raja has also worked in a variety of commercial and operational roles in startups in the Internet advertising, Internet security and eCRM sectors.

Raja has spoken at conferences and venues such as Buy Yorkshire, Henley Business School and The Leaders Club. He also represents Google for SME related events.  He has a degree in Electrical Engineering from UCL and an MBA from Insead.

Raja is a Trustee for Mind UK, the mental health charity, and an advisor to several tech start ups.


 Charlie Stoney

Charley Stoney

Managing Director

Alternatives Group

 Charley has spent her career providing marketing, consulting and people related services across all industry sectors. Similarly in Alternatives, she combines these skills to spearhead their specialist talent solutions offering. Her experience spans both the UK and Irish markets, over 15 of which have been in leadership roles.  

Before joining Alternatives in 2014, Charley spent over 6 years as managing director of FMI Ltd, Irelands’ leading field management and sales services business.  Prior to that she formed and led McConnells Fusion for 4 years as managing director.  And before returning to Ireland in 2003, Charley held senior sales and marketing roles in a variety of sectors in the UK, including e-commerce, telecommunications, financial services and marketing services.

As MD of the No.1 marketing talent business in Ireland, Charley will share her insights into the Evolved Marketing role, which she and the team are spear-heading on a daily basis.  Her views and opinions are further substantiated findings from the 2017 Salary & Market Insights Survey conducted recently by Alternatives in collaboration with the Marketing Institute of Ireland.


Meadhbh_QuinnMeadhbh Quinn

Conference Facilitator

Meadhbh is a senior creative and commercial marketer with a strong track record of strategic marketing and transformation. Drawing on a passion for consumers and a curiosity of changing trends, she has worked in a variety of different industries throughout her career. Having headed up the brand & marketing function in Virgin Media over the last 3.5 years she has consistently demonstrated an ability to strategically develop & position brands to deliver step-changing commercial results.

Prior to joining Virgin Media she was responsible for building the Meteor brand in Ireland one of the first mass market youth brands notorious for its irreverent and quintessential personality. She has held a number of key commercial roles in media organisations including INM & iVenus, looked after sponsorship for Permanent tsb and has run her own marketing consultancy. Meadhbh is a fellow of the Marketing Institute and a regular adjudicator and conference speaker.


A look back at the 2016 CMO Summit

The Speakers

Hear the speakers from CMO Summit 2016

View Speakers Interviews

What your colleagues thought

"An inspirational day with excellent quality of speakers provoking much varied discussion today and on the horizon" 

Elizabeth Sheehan, Lucozade Ribena Suntory

"The All-Ireland Final of Marketing Thinking"

John Trainor, Onside

"Great day – lots of examples of inspirational challenges to thinking with customer at heart of all presentations"

Deirdre Wafer, LinkedIn

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