Chief Marketing Officer
Mar 2015 - Present
Chief Marketing Officer with full brand, digital & social, CRM, marketing tech and insight/analysis oversight for the business. During the last two and half years consistently beat new customer acquisition targets and materially improved the approach to retention marketing, all of which have enabled revenue targets to be exceeded.
-Efficient international market entries
-Brand ideas and country-specific positioning
-Understanding the fundamental customer and category drivers
-Operational efficiency and scaling
-Digital marketing stack development
-Return on investment modelling using econometric models
-How to maximize reach & frequency efficiency across all media planning
Director of Online Marketing
May 2014 - Mar 2015
Responsible for the direction of online acquisition, CRM, marketing insight, as well as on-site merchandising across all markets of focus for the business.
-Delivering through the line campaign planning
-Developing CRM campaign management capabilities to improve customer revenue and retention
-Site merchandising to drive incremental bets
Learned the real value and importance of "through the line" media planning
Head of Marketing Platforms, Data & Acquisition
Sep 2013 - Apr 2014
-Driving the acceleration of acquisition using online channels
-Making data available in "real time" to facilitate rapid reaction and measurement for CRM and acquisition
-Establishing a social & display media strategy
Learned the value of being brilliant at the basics.
Head of Affilaites, Social & Display Media and Marketing Tech
Jan 2011 - Sep 2013
-Creating a single source of all marketing data within one platform
-Stakeholder management when goals for some can cause challenges for others
-Paid social media strategy and measurement
-Mobile media strategy, tracking and ad serving
Learned how flawed attribution can be and that understanding the incremental impact of marketing performance is what counts.
Financial Spread Betting & CFD Manager
Nov 2007 - Jan 2011
Worked on most areas of a small business within a growing organisation. Experience of product development, client retention and reactivation, product marketing, and cross selling to the core Paddy Power base.
Learned the importance of knowing a product and its positioning within a larger brand product set.
Developer & IT Specialist
May 2001 - Nov 2007
IPSI (subsidiary of Irish Life)
Worked on a variety of products, client launches and projects at a time when the web and webservices were evolving rapidly. Coded numerous applications.
Learned the importance of modular/object based approaches to development.
Web Development Consultant
Jul 2000 - May 2001
Worked for various start ups in Dublin and Belfast that I met at networking events. Did a lot of late night coding & learned about the emerging web technologies.
Learned that it's not just having the idea that counts - success is dependent on putting in the work
Aug 1998 - Aug 2000
Joined the PwC Management Consultancy Services graduate scheme in the technology services division. Worked on a variety of projects in the public and private sectors and contributed to a number of proposals. Became a coder, and trained on technology architecture.
Learned the necessity of having development methodologies and clear specifications for large scale IT development.