My Philosophy
“In every moment you have two choices, to step forward into growth, or step back into safety.” - A. Maslow
I'm always learning and grow and always looking for ways to innovate, challenge the status quo and grow revenue and profitability. I believe in a collaborative, integrative and iterative approach to business growth and improvement through Marketing and Innovation.
I believe no goal is off limits to a mind and heart committed to achieving it. Most people think that business is all about strategy and implementation, but really, the person is also at the centre of any coaching/marketing strategy/strategic planning for a company.
It is the people that generate the results, so thereby, expanding the capacity of the people leading the companies as well as utilising their strengths for implementation and leadership, the results that you can generate, benefit both the bottom line of the company and the individuals at the helm of it. - M. O’Connor
Career Highlights - Circulum Vitae
Career Highlights - Circulum Vitae
BDO Ireland
Head of Marketing
March 2023 - Present
Brand Awareness and Consideration Growth – Unprompted brand awareness grew from 14% to 33%, prompted from 36% to 74%, top of mind from 4% to 8% in 12 months.
Marketing Strategy - Co-led 3 year marketing and business development strategy for the firm.
Digital Transformation - Oversaw a complete overhaul of BDO Ireland’s website and led firmwide CRM migration to time, including 50% annual cost saving.
Employer Brand Campaign – implemented a successful 2023 graduate recruitment campaign, increasing applications by over 60% (from 660 to 1116) and our marketing campaign was nominated for 2024’s Grad Ireland Recruitment Awards Best Student Marketing campaign.
Go-To Market Planning - led the firm’s Financial Services sector go-to market strategy including brand development, marketing planning, pipeline management and key account strategy.
Business Development - Oversaw proposal development for Financial Services client, deal value over €2 million and implemented business development training program to senior managers, directors and partners..
CareChoice Group
Chief Marketing Officer
March 2022 - March 2023
Business Strategy - Played an integral role as a member of the senior leadership team in the development of corporate strategy including project lead on company culture and innovation analysis.
Brand Development - Led new brand identity and positioning creation including brand guidelines.
Digital Transformation - Project leader on website overhaul and CRM migration.
Commercial Growth - Occupancy grew 15% during my tenure.
Project Management - Oversaw and managed external agencies in the delivery of PR, event and sponsorship activities.
MyMalls
Head of Global Marketing
August 2021 - March 2023
Team Development and Management - Establishing the company’s marketing team in Ireland from scratch.
Marketing Strategy - Led development of company’s global marketing strategy.
Resource Management - project leader on budget management and optimisation of marketing spend.
Commercial Growth - Averaged 10% growth MonM in comparison with previous year.
United Drug - Contract
Resource Management - Led management of United Drug Wholesale division budget.
Digital Transformation - Project leader on two website development projects and played an integral role in the company’s CRM migration.
Brand Strategy Development - Worked with external agencies and played an integral role in the development of United Drug’s positioning statement.
Digital Marketing Campaigns - Project leader on the creation and implementation of digital marketing campaigns to company objectives.
Team Management and Development - Developed team member from senior marketing executive to take on a brand manager position in the company.
Brand and Digital Marketing Manager
May 2021 - February 2022
Marketing Consultant
Self-Employed
January 2012 - April 2021
Brand Management - Included effective brand management for 5 FMCG brands, a physiotherapy practice and an events company.
Commercial Growth - Regularly oversaw and developed plans that resulted in growth in revenue and profitability including improving profitability in a wealth investment firm by 500% in 2 months and growth from $10,000 per quarter to $1.6 million annually in 4 years in a management consulting firm.
Business Development - Helped small businesses generate over $1.5 million in sales.
Product Marketing Campaign Planning - Including launching multiple digital products and physical products using omni-channel marketing campaigns.
Small Business Owner
Self-Employed
January 2005 - December 2019
I ran my own health, fitness and well-being business for 15 years. I started off as a personal trainer building my business to 6-figures in the first 8 months. I followed this by being hired as a strength and conditioning coach at the Australian Institute of sport in 2008 and 2012. I also built, launched and ran my own personal growth program for women after going through my own journey with mental health concerns in my twenties after my swimming career prematurely ended due to injury. I also took on regular contract work as a strategic marketing consultant as outlined above.
Elite Swimmer
Australian Swimming
January 2001 - December 2005
I represented Australia at three World Swimming Championships, winning two silver and a bronze medal as a part of the Australian relay team.
Education
CIM - Level 7 Postgraduate Diploma in Sustainable Global Marketing.
January 2023 - December 2024
CIM - Level 6 Diploma in Professional Marketing.
October 2020 - July 2022
Oxford College of Leadership and Management - Project Management Fundamentals.
July - December 2020
Institute of Leadership and Management UK - Certificate in Leadership and Management.
2013-2014
Masters Level Neurolinguistic Programming.
2012-2013
ASCA - Level 3 Strength and Conditioning Coach.
2008
Certificate 4 in Fitness.
2004