Board Member – ISHAA Council (Irish Society of Hearing Aid Audiologists) May 2019 – Present, Dublin, Leinster, Ireland. Responsibilities include maintaining high standards of professional hearing care through continuous professional development, overseeing the integration of the latest hearing aid technology, upholding the highest professional and ethical standards, and engaging in decision-making to enhance hearing care services across Ireland.

Led the global rebranding of Audika across 18 countries, unifying brand strategy and positioning Demant as a leading player in hearing healthcare.• Directed patient acquisition and retention programs for 85+ clinics in Ireland, optimising marketing efforts that contributed to double-digit growth.• Spearheaded the Campaign for Better Hearing, generating a 22% increase in sales within the first year.• Developed a robust 360° marketing approach, increasing revenue from €4M to €28M over three years through integrated digital and traditional marketing efforts.• Championed the Gift of Hearing initiative, which provided free hearing aids to under-servedcommunities, boosting public relations and brand loyalty.• Led the implementation of the “Go Gemba” initiative across hearing clinics, directly observing operations and collaborating to develop tailored,hyperlocal marketing strategies.• Successfully completed this process at 18 out of 85 clinics, customising marketing efforts based on localdemographics and unique business needs.• Achieved a 127% increase in sales at several clinics and grew market share from 25% to 28% by the endof July 2024.• Focused on strengthening brand loyalty and driving sales growth through direct interaction with clinicteams, building strategies that resonate with their specific target audiences.• Developed a scalable marketing model that can be applied across multiple locations to boost performanceand customer connection.• Collaborated with the executive leadership and board members to align marketing strategies with overallbusiness goals, fostering cross-departmental collaboration and business growth.

Successfully restructured Hidden Hearing’s marketing strategy following the transition from UK-based control, establishing a localised approach that increased operational efficiency.• Implemented a data-driven tracking coding system, reducing the cost per lead by 34% and improving the targeting of marketing campaigns.• Initiated the company's first digital marketing campaigns on platforms like Facebook, generating €800K in new revenue from social media alone.• Created and launched the first Hidden Hearing TV campaign, resulting in a 26% increase in brand awareness and significantly enhancing customer reach.• Pioneered the GP Clinic Growth Strategy, negotiating partnerships with GPs that expanded the clinic network from 5 to 56 locations in just three months.• Directed annual budget planning, aligning marketing spend with long-term business goals to ensure optimal resource allocation.I oversee the patient acquisition and retention programmes across the network of over 85 clinics, developing and implementing advertising, PR, branding, direct mail, events and database marketing campaigns.

• Managed a team of six audiologists across the Munster region, responsible for delivering high-quality hearing care and achieving Sales Person of the Year for outstanding service and business development.• Played a pivotal role in the integration of Hidden Hearing into Demant Global following multiple acquisitions, ensuring seamless transitions in both operational and marketing capacities.• Acted as an in-house consultant on marketing strategies, business decisions, and process improvements to enhance overall service delivery and customer satisfaction.

• Implemented and executed monthly advertising schedules to drive brand awareness and increase customer engagement.• Managed cost budgets effectively to ensure financial stability and profitability for 4 branches and 6 field consultants.

This role is the first point of contact that your customers have with your brand and it play a crucial role in giving and delivering that great customer brand experience. People are nervous and apprehensive as they don't know what it is like to get a hearing test. I learnt so much in this role that gave me insight for the future of my roles in hearing healthcare and for building a brand. If you look after your people as a leader they are your brand and if they are happy they will deliver that great brand experience and exceed your customers expectations