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Summary

An experienced Marketing and Communications Manager and lifelong learner, versed in a broad range of professional, educational and cultural contexts. Professional experience working with and developing highly successful teams in sales, digital marketing, communications, education, administration and customer support roles in a variety of industries including marketing, tourism, linguistics, banking, technology and entertainment.

Educational background in business disciplines; excelling at undergraduate level in Marketing and Entrepreneurship degrees, and at postgraduate level in MSc International Business.

Possessing a strong cultural intelligence acquired through extensive travel and work experience throughout Europe and Asia. I have a natural linguistic talent and have made the effort to learn, to varying degrees of fluency, the languages of the countries in which I have worked and spent time, including France, Spain, and Thailand.

My edge is my multidisciplinary skill-set, combining elements of sales, marketing, communications, computing and strategy with a cultural awareness and an acute customer-focused orientation. This enables me to adapt fast to understand how consumers behave within a competitive landscape and to devise strategies for ensuring a unique value proposition is presented, communicated and most importantly, executed upon.

My unique skill set and collaborative work ethic serve as an asset to any organisation wishing to succeed in a competitive, multicultural environment. These skills have been the foundation from which of a multitude of domestic and international business achievements to date have been built; they're the catalyst for my ongoing, passionate pursuit of knowledge and amicable business relationships which have helped me foster enjoyable, rewarding business endeavours in a range of dynamic and challenging environments.

Experience

RightFitz Consulting

2020-04Present

Freelance Digital Marketing Consultant

Strategic SEO, Content Marketing, Amazon Marketing and Analytics Consulting

Wolfgang Digital, Dublin

2015-042020-03

Head of SEO

Directing organic search operations with Europe's fastest-growing, multi-award-winning digital marketing agency, where I lead a team of 19 technical, on-page, off-page SEO specialists and front-end developers blazing a trail for innovative digital marketing on four continents.

Core Roles and Responsibilities:

  • Leading, mentoring and coaching our diverse, multi-cultural SEO team to be the very best version of their professional selves.
  • In-depth, technical website audits and implementation frameworks.
  • Content analysis, planning, strategy and scheduling.
  • Proven, sustainable link acquisition, detoxification, and community outreach capabilities.
  • Demonstration of attributed organic search improvements from a broad range of competitive industries.
  • The utilisation of a robust set of tools for research, correlation, triangulation and validation purposes.
  • Designing and building innovative new tool suites for the execution of and performance reporting on new techniques and processes.
  • Fervently monitoring the competitive landscape of our clients, adhering to best practices and innovating through the bespoke application of proprietary metrics, techniques, and technologies.
  • Building and maintaining strong working relationships with internal and external stakeholders, ensuring transparency, visibility and clear, structured comms from day one.

Key Achievements:

  • Growing a team from one member in 2015 to nineteen members in 2020, with averages annual channel revenues growing 200%+ year-on-year to €2.3m.
  • Winning European and Global recognition as the 'Best Large SEO Agency' with +75% YoY growth through international expansion to the US for an educational client.

BetBright, Dublin, Ireland

2014-012015-04

SEO & Content Marketing Manager

Building on my previous six years working at the forefront of the online gambling industry with Paddy Power, my role at BetBright saw me head up a team of six and help grow this tech startup from a relatively unknown entity to a household name in the business' primary target region, the UK.

Core Roles and Responsibilities:

  • Conducting regular SEO audits on BetBright Sportsbook, Casino, Live Casino, Games, Novaball Lottery and all Dedsert websites.
  • Working with development teams to ensure all relevant website work is carried out with the latest SEO trends and developments in mind.
  • Partnership acquisition planning and strategy.
  • Unique content creation and sports blog management Devising strategies to incorporate social media activity into the overall SEO strategy, serving as the primary day-to-day contact for third-party agencies.
  • Plotting roadmaps and wireframes for quick SEO wins and longer-term SEO projects.
  • Assisting the PPC team in improving quality scores for paid search campaigns.
  • Researching, maintaining and reporting on market analysis/competitors within the sports betting and wider gambling industry.
  • Developing & implementing monthly and quarterly communications plans preparing and delivering creative briefs to graphic design teams Utilising internal and external tool suites to track, measure and report daily/weekly on campaign performance.
  • Forecasting and managing SEO budgets and P&Ls across multiple verticals.

Key Achievements:

  • Growing Organic and Content channel revenues of €9.6m per annum from scratch.
  • Nurturing a strong search engine visibility with first-page Google rankings in the UK for many top-tier keywords and a steady stream of converting organic traffic to each of the three main gaming entities.

Paddy Power, Dublin, Ireland

2011-102014-01

SEO Marketing Executive

As a prominent member of Ireland's first in-house iGaming SEO team, I was given huge responsibility and access to large budgets to help ensure that all company web properties thrived in Google SERPs internationally, with great success.

Core Roles and Responsibilities:

  • Developing and implementing a range of quality, sustainable, dynamic search engine optimisation strategies across multiple business channels.
  • Analysing data and trends to garner an increased understanding of the constantly-evolving nature of the SEO industry and to better prepare for future developments and algorithm updates as they unfold.
  • Identifying and monitoring competitors’ activities and creating productivity and performance reports which enhance our organization’s market position in terms of SERP rankings, customer acquisition, engagement, and retention.
  • Liaising with and constantly learning from both in-house and external digital marketing departments and agencies, enabling me to become a more experienced negotiator and well-rounded digital marketer.
  • Working tirelessly to ensure vital core competencies are gained, maintained and developed to meet and exceed targets, further solidifying a market leadership position on both a national and international level.
  • Training new team members, mentoring graduates and offering a helping hand to anyone in the wider business who can benefit from learning more about SEO.

Key Achievements:

  • Sportsbook site had achieved strong organic growth, with over 2.5 million organic hits per day, driving €12m+ organic revenue per month - more than double than when I'd commenced my role two years previously, an achievement which has helped me understand many of the guiding principles which I hold dear to this day.

Paddy Power, Dublin, Ireland

2008-042011-10

Customer Support Escalation Manager

Before my foray into the world of SEO, I spent four years gaining the first-hand experience of what it's like for users of a global online gambling service, working as an escalation manager in the customer service call centre at Paddy Power whilst simultaneously studying my way through a Bachelors degree and Masters.

  • Delivering award-winning customer service.
  • Responding promptly to all customer queries via telephone, email, online chat, and social media channels.
  • Responsibility for making process/product improvement recommendations to management.
  • Ensuring that all customer records are kept in accordance with company policy and in compliance with the Data Protection Act.
  • Communicating and coordinating with internal departments towards achieving KPIs.
  • Assist in the training and continuous empowerment of both new and existing staff.
  • Managing escalations Successful secondment periods undertaken within operational Development and SEO teams, acquiring valuable insight into high-level decision-making and business expansion strategies.

Upon completion of my studies, I was then able to commit to a full-time role in the Online Marketing Group of Paddy Power and commence my full-time role in the SEO team which I'd successfully seconded within for a three-month trial period.

EDS Group, RBS, Danske and Ulster Bank, Dublin, Ireland

2006-102008-04

EIS Field Technician

  • Receiving consignments in excess of 100,000 cheques and bank drafts daily.
  • Sorting, processing and filing financial documents.
  • Operating EIS machines to clear cheques and drafts.
  • Logging and monitoring financial data on the database.
  • Error reporting and problem-solving.
  • Working as part of a dynamic team to meet strict deadlines.

Living Films, Suratthani, Thailand

2006-062006-09

Movie Extra

  • Fascinating experience working with production staff and crew on a major production - the epic screenplay 'Blackbeard' for the Hallmark Channel.
  • Assistance in the translation of dialogue from English to Thai.
  • Adopting a diverse range of roles as part of the background crew.

Absolute Travel, Hat Jomtien, Thailand

2005-012006-06

Sales Representative

  • Identifying customers' needs.
  • Conducting sales presentations.
  • Touring customers throughout property portfolios.
  • Arranging flights, car-hire, and hotel bookings.
  • Closing deals, taking orders and documenting transaction details.
  • Consolidating sales and ensuring customer satisfaction.

Assumption College, Ubon Ratchatani, Thailand

2004-072005-01

English Teacher

  • Preparing and devising lesson plans.
  • Teaching classes of students ranging from ages 4-16.
  • Organizing English Programme events and sporting activities.
  • Supervising students on school tours.
  • Translation of Thai lessons to English.
  • Preparing, supervising and correcting exams.
  • Providing extra-curricular, pro-bono support to students with learning difficulties.

20:20 Logistics, Dublin, Ireland

2003-022004-07

Assembly Operative

  • Assembling and packaging mobile phone handsets.
  • Repairing defected devices and re-packaging.
  • Operating a forklift in the warehouse to collect orders.
  • Filing invoices, collection, and delivery reports.
  • Cleaning and clearing the production area for the following day’s work.
  • Meeting strict deadlines.

T. McCann Building Providers, Dublin, Ireland

2001-072002-11

Sales Assistant

  • Stocktaking in-store and warehouse.
  • Operating EPOS and processing invoices.
  • Managing exterior sales yard.
  • Operating a forklift in the warehouse to collect orders.
  • Loading customers' vehicles with goods.

Education

University College Dublin, Michael Smurfit Graduate School of Business

20102011

MSc International Business

  • Finance
  • Research
  • Economics
  • Negotiation
  • International Business
  • Global Competition Strategy

Dún Laoghaire Institute of Art, Design and Technology

20082010

BA (Hons) in Business and Entrepreneurship

  • Law
  • HRM
  • Sales
  • Finance
  • Marketing
  • Enterprise
  • Accounting
  • Strategic Mgmt
  • Information systems

Rathmines College

20062008

HND Business and Marketing

  • HRM
  • Strategy
  • Economics
  • Accounting
  • Advertising
  • Sales Mgmt
  • Common-Law
  • Organisational Behaviour

Top Skills

Strategic SEO Management

Devising and delivering sustained, proven organic traffic growth strategies for websites based on technology, relevance and authority.

Leadership and Development

Leading, motivating, supporting, training and developing world-class digital marketers and developers to peak performance and results.

Online Marketing Integration

Integrating paid and earned marketing channels to deliver robust multi-channel digital marketing results via organic, paid, social and direct.

Certifications

  • Google Analytics Individual Certification

  • Google Ads Search Certification

  • Certified Marketing Partner - WooRank
  • Python Programming for Beginners - Udemy

  • Gamification - The Wharton School
  • Landing Page and Copywriting Design - Udemy

  • Paediatric First Aid - Heartsafety Solutions

Portfolio

Personal Interests

A family man at heart, when not upskilling on the latest online marketing trends and techniques, I commit my time to the fulfilment of my young family's lives.

Team sports, music, education, travel, science and adventure are at the heart of how I shape my personal life and have contributed largely to building cherished interpersonal relationships throughout my professional career also.