20+ years building brands people believe in.
I spent two decades inside major Irish organisations, sitting at board level, owning the commercial outcome, and making decisions that had to work. I left a secure senior role because I wanted to bring that calibre of leadership to ambitious brands that need it but cannot justify a full-time hire. That is what fractional means in practice.
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A brand that has earned the right to be ambitious should not have to settle for a strategy deck and a debrief.
Most consultants hand over a document and leave. Most agencies pitch with senior people and deliver with juniors. I built my career doing the opposite: embedded, present, measured by what the numbers do, not what the slides say.
At Liffey Valley I worked at board level for ten years, driving strategy across retail, events, ESG and brand. Every decision had to deliver commercially. That direct accountability to results is the standard I bring to every engagement now.
AI is part of the same philosophy. I have spent the last year studying how it actually changes marketing, and I bring that to the work rather than selling it as a product. If it does not change the commercial output, it does not count.
Deep knowledge across the sectors that matter.
Retail
Ten years as Marketing Director at Ireland's largest out-of-town retail centre. Full repositioning, retail strategy, placemaking, events and ESG at scale.
Aviation
One of Ireland's most significant airline rebrands and five years managing dual brand identities across revenue, acquisition, retention and government stakeholder relations.
Telecoms
Brand creation from zero, retail concept development, national distribution strategy and integrated campaign delivery across two major Irish telecoms brands.
Destinations & Venues
Places people have to travel to. Visitor experience, events programming and the campaign planning that turns a location into somewhere people choose to spend a day.
Sustainability & ESG
Genuine authority in sustainability marketing. Hines European ESG Award, BREEAM Outstanding and a UCD Level 9 postgraduate in Innovation for Sustainability.
AI in Marketing
A year spent studying where AI genuinely changes marketing and where it is noise. Applied to strategy, content and customer insight, and offered as a structured two-week adoption audit.
Ready to talk about your brand?
A 30-minute conversation. No pitch, no obligation. An honest look at whether there is a fit and what the first step would be.