As Head of Digital Channels I am a key member of the Commercial leadership team, holding overall responsibility for all Digital Channels to ensure maximum return on investment for Iarnród Éireann (IÉ). The role is key in maximising opportunity for IÉ to develop its reputation, income, audience and impact via the use of digital and social engagement. I am responsible for our digital strategy to ensure IÉ is making the optimum use of digital communications to meet its strategic aims. This role involves leading a team focused on delivering revenue growth and customer information in the most cost-effective manner and ensures our digital platform is robust and delivers measurable and meaningful impact. DIGITAL LEADERSHIP• Deliver digital revenue targets set (2022 - €68M)• Develop upsell and cross sell opportunities (2023 – Dublin Express) • Accessilbity (2023 - 94%)• Enable IÉ to optimise performance, influence and identify and embed new ways of working digitally• Advice to the Senior Leadership and key stakeholders • Ultimate responsibility for growth and development of the IÉ customer digital adoption (2023 - 74% tickets)• Protect and enhance online reputation (2022 - 88% satisfaction rate) and corporate brand• Oversee analytics, social media monitoring and user testing • Inform strategic direction and development• Monitor trends in developments, user behaviour and various compliance criteria DIGITAL STRATEGY• Develop and embed a digital strategy in collaboration with key stakeholders which supports strategic aims through the effective use of digital channels and media• Collaboratively determine targets/KPI’s on key areas of digital success• Oversee content planning and strategy for the website and social media, helping colleagues across all stakeholders to translate their aims into effective digital activities • Ensure IÉ investment in digital infrastructure or agency work is strategic and offers maximum value for money

I am responsible for managing the Iarnrod Eireann website, apps and online pricing. I lead a dedicated team who are responsible for UX, new product development, content and online pricing. 2015: Performance> Revenue up €2.3M (9% growth)> Abandoned cart rate 21% to 12%> 45k customer visits daily> 17% average bounce rate> Website Customer Satisfaction rating 85%

Website, revenue optimisation, yield managment, website content, website UX

Customer Service, ticket distribution, taxsaver sales, refunds administrator