I focus on understanding customer needs to drive sustainable growth in my role as CEO and Growth Marketing Lead at Abstract Innovation Limited. Our approach goes beyond executing marketing campaigns by ensuring they are strategically aligned with your core business objectives. Certified as a Google Partner, we deliver full-funnel performance marketing solutions, including Paid Search, SEO, Programmatic, and Partnerships, with each initiative tailored to meet specific strategic goals.This approach has consistently elevated brands, improved customer retention, and earned national recognition for our clients. By focusing on what truly motivates customers, we create strategies that generate measurable, long-term results. At Abstract Innovation, we are committed to solving real business challenges and delivering campaigns that foster meaningful growth and lasting value for your business.

Empowering Irish businesses with world-class Applicant Tracking Systems, Talent Management and HR technology solutions for a more dynamic and effective workforce.

Designed and executed a Client-Led Growth Strategy, merging Acquisition and Retention Marketing, which significantly enhanced client retention and lifetime value.Pioneered transformative AI integrations, contributing an additional seven figures to ARR; prototyped an app-based client offering, setting the foundation for future digital expansion.Fostered strategic partnerships and expanded co-branding efforts, culminating in a 42% brand uplift.Guided the team with a mentorship-focused style, introducing Agile Sprints to optimise project delivery, reducing completion times by a third.Achieved the highest global group ROAS through SKAG-based PPC restructuring, and increased organic traffic by 54% through a continuous SEO enhancements.Streamlined the MarTech stack for efficiency, halving tool costs, while seamlessly internalised Programmatic Advertising to achieve direct brand uplift benefits.

Strategic Leadership: Collaborated with the CEO and co-founders, defining Dimply.ai's brand narrative, resulting in a clearer and more resonant brand positioning.Media Outreach: Strategically secured national coverage for the funding round, leading to enhanced visibility in premier Sunday newspapers, influential dailies, and top-tier tech publications.Branding Initiative: Led a comprehensive rebranding effort, aligning product messaging with brand ethos, enhancing brand consistency and recognition.Sales Collaboration: Orchestrated bespoke collateral development in sync with the sales team, amplifying resonance with key targets and bolstering lead conversion.Marketing Strategy: Positioned marketing as a pivotal strategic driver, shaping and influencing Dimply.ai's growth trajectory during its developmental phase.

Strategic Brand Positioning: Collaborated with a PR agency to craft a high-impact press outreach strategy, securing significant presence for Distributed in both online and offline media regarding #FutureOfWork, remote work, and distributed companies. This targeted outreach resonated with key decision-makers like CTOs and managers of technical teams, especially in legacy companies facing talent acquisition challenges.Category Leadership: Spearheaded the strategy to position Distributed as a category leader in On-Demand Managed Developer teams, recognising the importance of category creation in establishing a defensible market position.Industry Recognition: Drove award application efforts that resulted in Distributed being listed in the prestigious Deloitte Fast50, amplifying the company's stature and recognition in the UK and European markets.Cross-Functional Collaboration: Navigated the dual-natured messaging of Distributed, effectively collaborating with Sales and Talent teams. This ensured a harmonised approach to attracting top-tier talent and resonating with potential clients.Thought Leadership: Managed a robust network of content contributors, working closely with the CEO, to deliver industry-leading content on the Future Of Work and the intricacies of structuring distributed remote companies. Positioned Distributed at the forefront of discourse and innovation in the evolving work landscape.

Marketing team LeadInception of Product Marketing: Spearheaded Firework's maiden product marketing initiatives, devising and implementing clear, strategic messaging on the website. This messaging precisely delineated our product's capabilities, particularly Web Stories and Shoppable Video, and the unique value proposition they presented to our customers.Global Marketing Leader: Led a geographically diverse marketing team across the US, India, Europe, and East Asia, ensuring cohesive and tailored marketing strategies were executed for each distinct market segment.Educational Strategy: Recognising a knowledge gap in our target audience, I championed an educational approach. Through the strategic demonstration of Web Stories and Shoppable Video, I illuminated their transformative potential in enhancing customer interactions.Post-Funding Strategic Expansion: Following Firework's substantial Series A funding round, I orchestrated the expansion of our marketing endeavours, refining our outreach and ensuring our messaging resonated with an ever-expanding audience base.Digital Narrative Enhancement: Grasping the impact of both Web Stories and Shoppable Video, I initiated campaigns that underscored their capacity to elevate a brand's online presence, offering enriched engagement and transactional opportunities.

SEO Leadership:Established Intercom as the definitive authority on pivotal topics, including "customer support", "chatbots", and "conversational support".Engaged in extensive collaborations with in-house web developers, product marketing teams, and a selection of the industry's leading B2B SaaS agencies and freelancers.Email Campaign Mastery:Orchestrated impactful email campaigns through rigorous A/B testing, achieving enhanced delivery penetration, open, and click-through rates.Prioritised content quality, implementing strategic streamlining to optimise email delivery without compromising content integrity.Product Development & SEO:Championed SEO best practices within product development, steering teams towards customer-centric solutions that bolstered their SEO metrics.Led an initiative to ensure Intercom provided an unparalleled on-site experience, effectively safeguarding and enhancing the SEO performance of our customers.Strategic Alignment & Vision:Ensured SEO and growth marketing strategies resonated with Intercom's overarching business objectives.Introduced long-term strategies, solidifying Intercom's dominance for key search terms whilst pioneering category creation for nascent, high-potential terms.

Consultant to Fáilte Ireland's Digital Ecosystem project, I orchestrated a transformative strategy to elevate brand engagement and refine the digital landscape for Irish domestic tourism. Highlights include:Strategic Expansion:Crafted and executed a targeted content, search, and outreach strategy, propelling Fáilte Ireland's resonance among Irish families planning getaways. The result: increased engagement and active holiday planning via Fáilte Ireland websites.Data-Driven Insights:Leveraged audience surveys, analytics tools, and search performance metrics to shape offerings. Precise alignment with traveler preferences ensured a meaningful impact on holiday decisions.Unified Digital Experience:Seamlessly integrated Search, Local Search, Map Search, and Accommodation Search across Fáilte Ireland web properties, amplifying user experience and spotlighting partner accommodations.Interdisciplinary Collaboration:Orchestrated cross-functional collaboration between content, brand marketing, and external agencies. A cohesive approach delivered holistic execution.Strategic Vision and Execution:Enhanced internal understanding of search dynamics and devised a meticulous migration plan for a new website, preserving and optimizing SEO performance.This consultancy at Fáilte Ireland showcased my adeptness in crafting strategies, fostering collaboration, and driving transformative initiatives in the realm of Irish domestic tourism.

I led strategic initiatives that catalysed the company's market entry and exponential growth.Strategic Market Penetration:Strategically guided LetsGetChecked's expansion into new markets, leveraging insights from existing operations. I orchestrated a comprehensive entry strategy that encompassed nuanced consumer behaviors and competitive landscapes, fostering an agile and adaptable approach to our expansion.Precise Scaling and Overcoming Challenges:Streamlined the scaling process by orchestrating continuous testing and optimization, resulting in effective marketing media spend expansion. Addressing the intricate rules surrounding medical-based advertising in various geographic areas, I navigated challenges adeptly to ensure our expansion adhered to regulations while achieving optimal results.Leadership and Talent Nurturing:In a startup environment, my leadership was instrumental in identifying and harnessing team strengths. I strategically aligned specialists' capabilities to maximize their impact, nurturing a culture of continuous learning. This approach empowered team members to drive results and charted clear career trajectories.Agile Digital Evolution:Spearheaded the in-housing of digital channels such as Programmatic Display and Affiliate Management, enhancing our responsiveness and agility. This tactical shift expedited learnings across diverse channels and markets, culminating in accelerated growth initiatives.Elevated Brand Visibility and Impact:Strategically positioned LetsGetChecked as a pioneering At-Home Health Testing solution, fostering elevated brand visibility. This strategic approach effectively communicated our value proposition, resonating with our target audience and propelling our market presence.My tenure as Interim Chief Marketing Officer at LetsGetChecked signifies my commitment to orchestrating strategic market entry, fostering team excellence, and driving transformative growth within the MedTech realm.

In my role as Head of Digital (Acquisitions Marketing) at BetBright.com — 888 Sport, I orchestrated transformative initiatives that redefined customer acquisition, website development, and strategic partnerships. My accomplishments highlight a strategic mindset and a keen focus on team leadership:Strategic Restructuring for Optimal Outcomes:Engineered a comprehensive overhaul of the cost and channel attribution model for new customer acquisitions. This intricate restructuring enhanced operational efficiency and resource optimisation, delivering superior results.Customer-Centric Empowerment through Web Focus:Assumed holistic ownership of the website, executing a pivotal shift that placed the customer at the core of all development objectives. Seamlessly integrating SEO priorities into each web and app release amplified organic search visibility and customer engagement.Cultivating Industry Influence and Collaborative Partnerships:Represented BetBright at industry events, strategically cultivating alliances that positioned the brand as a formidable presence in current and emerging markets. This endeavour fortified market influence and laid foundations for sustained growth.Strategic Leadership Amplified through Collaboration:Led an interdisciplinary team spanning Email, PPC, Affiliate, Display, Content, and Social Media functions. My strategic leadership underpinned effective customer acquisition campaigns, consistently achieving monthly digital marketing targets.Talent Enrichment and Agile Excellence:Elevated talent by curating a diverse cohort of digital marketers across various experience levels. This holistic approach not only optimised team performance but also fostered a culture of growth. Additionally, in-housing PPC and Programmatic Display functions enhanced agility and ROI focus.

As Head of Acquisitions Marketing, I navigated performance marketing, agency partnerships, content coordination, and affiliate engagement to achieve impactful outcomes:Strategic Budget Allocation and Performance Enhancement:Managed up to €100k monthly across channels, elevating Lead to SQL ratios from 15% to 28% in final H2 with XSellco.Holistic Collaboration and Partner Empowerment:Orchestrated content strategies with Content Development team, and fostered affiliate relationships for enhanced market presence.Insight-Driven Forecasting and Channel Innovation:Collaborated with BI team for data-driven forecasting, reporting, and identification of novel marketing channel opportunities.End-to-End Agency Management and Creative Excellence:Oversaw agency partnerships from negotiation to delivery, and led creative design of marketing assets.Mastery in Paid Channels, Automation, and SEO Excellence:Managed diverse paid channels (PPC, Display, Social, Email) and harnessed Marketo for automation.Pioneered SEO standards for top eCommerce positions within Amazon/eBay realm.Agile Technical Implementations and Collaborative Leadership:Spearheaded technical implementations and tag management, collaborating effectively across functions.My tenure as Head of Acquisitions Marketing exemplified strategic acumen, collaborative leadership, and impactful outcomes.

I held a pivotal role in shaping and executing an integrated marketing strategy and roadmap. Working closely with the leadership team, I led the implementation of the Marketing plan, collaborating within the Product Development Team using SCRUM project management. Strategic Leadership and Accountability:- Defined and executed an integrated marketing strategy and roadmap, ensuring alignment with business goals.- Led the delivery of key operational objectives as part of the Product Development Team, emphasizing SCRUM methodology.Cross-Functional Collaboration and Resource Management:- Managed vital internal relationships with Product Development, IT, and Analyst Teams, ensuring optimal resource availability for successful Marketing plan execution.- Fostered collaboration across various business units to gain clarity on Marketing roadmaps and their impacts on the overall business.Vigilant Monitoring and Clarity Advocacy:- Constantly monitored and tracked delivery schedules, proactively addressing any deviations that could impact roadmaps.- Advocated for full clarity on business requirements, technical solutions, and estimates, challenging stakeholders to ensure precision.Culture of Innovation and External Partnerships:- Cultivated a culture of collaboration, idea sharing, and innovation within Online Marketing, fostering a dynamic environment.- Managed external relationships for maximal benefit to Online Marketing and Bankhawk as a whole.My tenure as Head of Marketing and Digital Strategy showcased my strategic acumen, collaborative prowess, and leadership in delivering impactful outcomes.

Developed a digital marketing strategy for Bankhawk Analytics. Developed Bankhawk's marketing proposition. Delivered a video concept to better communicate Bankhawk's product offering and worked with their web developers in providing a better conversion from www.bankhawk.com

Working with the Web Development Team of EMC23 on numerous small and medium E-Commerce websites. Primarily working on Joomla migration from Joomla 1.5 to Joomla 2.5, CMS updating, E-Commerce shop design, web design, Social Media network establishment, Google Adwords, Facebook Adverts and related Online Media campaigns.

Teaandtoast.ie is a website founded in 2010 with the aim of livening up the debates going on in Ireland at the moment. It features articles by people from all walks of life, all age groups and political traditions with an emphasis on building a fairer, more democratic and more sustainable country.2011, Blog of the Year, Student Media Awards