Ireland
Leading a €2 Billion business, 160 stores and a team of 15 for the Most Reputable supermarket in Ireland. Grown market share by 50% by increasing penetration and average spend. Own Customer Experience, including loyalty, eCommerce and market segmentation. Invest a multi million Euro marketing budget, including €1m+ Digital Marketing budget. Created first Retail Media strategy and partnerships. Strategically market all Aldi exclusive brands, including Mamia and Lacura, making Mamia the #1 Nappy Brand in Ireland. Created Kevin the Carrot, the most effective Christmas campaign of the past 3 years in Ireland & UK.
Marketed this €620m business through its sale to 3Mobile for €780m. Pre acquisition responsible for the creation and delivery of the marketing plan, O2 Consumer, O2 B2B, O2 Money, O2 Priority and partnerships with The IRFU and Live Nation, ensuring that we efficiently deliver footfall/traffic, acquisition, retention, revenue and brand KPIs. Supported by a team of 9, key results include; reaching the highest O2 brand consideration scores ever; launching O2 Flickit, the first mobile to mobile card transfer; Creating The O2 Big Ad for Small Business Competition, achieving the highest ever sales of fixed line services; Digital results include; #Thirteen in honour of Brian O Driscoll, collecting 12,500 photo submissions and 25M Twitter views; the most Youtube views ever for an Irish ad (1.3m); the first telco Cyber Monday campaign, all driving an increase in online sales of 28% YOY.
Lead this €90m innovative Irish businesses marketing strategy, responsible for Tayto, Tayto Park, Hunky Dorys, King, Perri and Sam Spudz brands in Ireland, UK, China & Libya. Large campaigns include The Mr. Tayto Election Campaign, Mr. Tayto Looking for Mrs. Tayto and Mr. Taytos Autobiography, The Man Inside The Jacket. The results of which saw Tayto move from the 8th to the 5th largest grocery brand by value. Hunky Dorys ‘Rugby Girls’ Ad Campaign achieved the highest outdoor advertising recall in Ireland since 2001 (94%) resulting in Hunky Dorys moving up 29 places, from the 70th largest grocery brand by value to number 41. New product launches include Tayto Velvet Crunch, Tayto Bistro, O Donnells Handcooked Crisps, Hunky Dorys Nuts and Hunky Dorys Tortillas. Rebrands include Tayto & Hunky Dorys core range. Brand migrations include Perri and Sam Spudz