Greater Dublin
Global brand and marketing leader with 15+ years in premium spirits and lifestyle brands. I specialise in global brand strategy, innovation pipelines, and integrated TTL campaigns that scale across international markets. My work has repositioned iconic spirits brands, launched new-to-world concepts, and delivered portfolio growth—including tripling category value and driving share gains across 60+ countries. I bring entrepreneurial agility and disciplined execution, having founded an award-winning start-up and led multi-million-dollar portfolios. I build high-performing teams, champion the travel retail channel, and turn consumer insight into distinctive storytelling that drives equity, growth, and long-term value. Expertise: Brand Strategy | Innovation | Travel Retail | TTL Campaigns | Digital Marketing | Portfolio Growth | Team Leadership | P&L Ownership
Leading the development of Proximo’s 2025–2029 Global Travel Retail Strategy, aligning channel trends with company objectives and evolving shopper behaviours. I oversee brand planning and activation across key markets, optimising ROI and building global travel retail strategies for our portfolio of brands. Introducing performance measurement systems to better align commercial strategy with results. Top Skills: Strategic Planning | Brand Activation | Consumer Insights | Budget Management | Performance Optimisation
I led the international marketing for Proximo’s tequila and mezcal portfolio, repositioning Jose Cuervo and 1800 Tequila across APAC, EMEA and Global Travel Retail, with strategies later adopted in LATAM. I oversaw programs that delivered a 122% increase in volume and 186% growth in value (2018–2023), including a threefold increase in premium tequila sales by 2022. My team delivered over 20+ research studies across 12 markets to shape a five-year premium acceleration plan, and developed the “World of Tequila” platform—a global advocacy and training platform that drove engagement with trade and consumers through Proximo and 3rd party distributor teams. Top Skills: Brand Strategy | Market Expansion | Consumer Research | Trade Advocacy | Portfolio Management | Campaign Execution
Two young kids and a growing small business that my wife set up left us stretched so we took some time to re-adjust how we managed everything. We restructured my wife's business www.boldbunny.ie to an outsourced model so that it could continue to grow while spending time with our daughters.
Analysed Hendricks Gin brand positioning and led a price benchmarking exercise across top 10 markets to inform global strategy. Contributed to the annual brand planning process and drove a 20% YoY increase in gifting volume. Further developed a global POS suite that boosted trade and consumer engagement by 114%, strengthening Hendrick’s premium market position.
Identified a market gap in fresh-pressed apple cider and launched Orpens, positioning it as a thought leader in the UK market through targeted distribution and strategic PR. Exceeded sales targets by 30% within 18 months and secured international distribution in four countries. Developed the brand’s strategy, story, and go-to-market tools, earning multiple product and design awards, including the International Cider Challenge Trophy (2014). Led funding, stakeholder engagement, and full commercialisation from concept to scale. Top Skills: Brand Development | Market Expansion | Product Innovation | Business Development | Strategic Positioning | Stakeholder Management
I managed a €4m+ stock purchasing budget, achieving supplier cost savings of 5–15% through strategic negotiations. I also improved operational efficiency by reducing stock days from 65 to 49 within one year, while driving annual sales growth from €5m to €6m. In addition to business development and key account management, I streamlined supply chain processes, ensuring optimal inventory levels and enhanced customer satisfaction across key accounts. Top Skills: Supplier Negotiation, Inventory Management, Sales Growth, Key Account Management, Process Optimisation, Budget Control
Managed a selection of key on-trade accounts across Dublin City. Completed an international executive MBA based in Bordeaux with 1st class honours