Fiona Mc Mahon Email & Phone Number

Ireland

County Dublin, Ireland

Bord Bia (Irish Food Board) is the Irish government agency whose mission is to drive, through market insight, and, in partnership with industry, the commercial success of Ireland’s world class food, drink and horticulture industry. Through its global network of over 16 offices around the world, the organisation acts as a link between Irish food, drink and horticulture suppliers and global customers. The company is particular known for its progressive and innovative approach to nation branding and was awarded the most reputable company in 2019.At Bord Bia, I sit within the Strategic Insights & Planning team in The Thinking House, the global insights centre for Bord Bia. I provide insights and strategic direction to the central and local marketing teams for Food Brand Ireland in the development of global brand strategy and assets. Food Brand Ireland encompasses priority sector brands of Irish Beef, Irish Dairy, Irish Seafood, Bord Bia’s quality and sustainability trust symbols of Origin Green and Quality Mark and Bord Bia created event, Bloom. Specific aspects of the role include providing insight and strategic direction on the optimisiation of key creative communication and experiential platforms for both B2C and B2B audiences. In performing my role, I work closely with agency partners to ensure all research investments deliver actionable insight and help embed these into strategy by facilitating brand planning, positioning, communications and innovation workshops. Together with the Strategic Insights & Planning team, I work to make Bord Bia and the companies it supports insights led.

County Dublin, Ireland

William Grant & Sons Ltd. (WGS) is an independent, family-owned Scottish company which distills some of the world’s leading spirits brands including Glenfiddich®, the world’s favourite single malt, Hendrick’s®, the number one super premium gin in the world and Tullamore D.E.W®., the original triple blend Irish Whiskey. The company is particularly known in the industry for its brand building abilities. At WGS, I provide insights and strategic direction to the Global Brand Teams’ of three one million case brands’, Hendrick’s Gin, Sailor Jerry Rum and Tullamore D.E.W. Irish Whiskey in the development of global brand strategy and assets. Other key aspects of the job include consumer audience development, optimisiation of key creative communication, experiential and activation platforms in the on and off trade, as well as innovation opportunity identification and development. In performing my role, I work closely with agency partners to ensure all research investments lead to tangible results. Together with the Planning team, I work to embed an insights culture to inspire transformational action throughout the business globally.

Melbourne, Australia

Gemba is the authority in Sport and Entertainment offering specialised services across Insights, Strategy and Communications. Gemba’s industry leading Insights program delivers proprietary and customised research across the Sport and Entertainment industry, the largest of its kind anywhere in the world. Gemba has offices in Australia, New Zealand, Asia and Europe and conducts research globally. At Gemba, I led a team of Insight Analysts in the delivery of customised quantitative and qualitative client insight programs and consultancy. Managing the delivery, sale and client servicing of Gemba’s Proprietary Research Program and Market Insights Program was also a key part of my role. In performing the above, I managed and grew key accounts by developing relationships and being a trusted advisor to relevant teams. Given Gemba operates globally, I also provided research consultation, support and training for the New Zealand, Asian and European teams.

Melbourne, Australia

IMI International is a full-service market research consultancy with a quantitative focus and a keen interest in the application of advanced analytics. IMI uses its best practices (derived from thousands of consumer-validated research studies) to optimise client’s marketing activations around the world. IMI has offices in Australia, Singapore, Japan, Canada and the US and conducts research globally.At IMI, I drew on my extensive experience in the FMCG and QSR industry to deliver consumer insight to key clients which assisted in strategy development and annual category reviews with retailers. Areas of expertise included communication testing, NPD and category extensions, sponsorship evaluation, usage and attitude studies and segmentation.I also led the development and sale of elements of IMI's extensive proprietary research program specifically 'Event Patronage and Sponsorship', 'Consumer Promotions' and 'Shopper Research'. I was also involved in other proprietary research on Digital Marketing, Social Media Marketing, Mobile Marketing, Cause Related Marketing and Turbulent Times (GFC related consumer sentiment research).

Melbourne, Australia

My role as 'Senior Project Director and Analyst' at IMI was a hands on and dynamic position which saw me manage a range of projects from brief to debrief. In this position, I honed the key skills one needs to become an Insights Consultant specifically, proposal design and negotiation, questionnaire design, project management, people management and leadership, client and stakeholder management and presentation delivery. I also led and championed the redevelopment of IMI's corporate branding in this time.

Dublin, Ireland

As pioneers of the online research Industry in Ireland and exclusive access to the largest online community in Ireland, Empathy Research offers online qualitative and online quantitative market research services assisting clients across FMCG, Telecommunications and Financial Services industries to understand their consumers.After one year at Empathy Research, I was promoted to Senior Research Executive which involved more independent project delivery, client relationship development and management and training of new team members.

Dublin, Ireland

My role as 'Research Executive' in a two person research team was highly dynamic and enabled me to develop a high level of discipline as a researcher. My roles included scripting online questionnaires, managing fieldwork, tabulating data, preparing research reports, managing an online research panel, providing sales support, providing customer service and assisting in the development and implementation of a marketing strategy for Empathy Research.

Masters Of Business Studies: Marketing, Marketing

Bachelor Of Commerce Degree, Marketing

Secondary School Education