The MenoPal is FemTech startup that will revolutionise validation and care for Perimenopausal and Menopausal Women.We are building the world’s first comprehensive deep learning platform dedicated to Women navigating Menopause.

Performance Marketing & E-commerce Growth ExpertAs Founder & CTO of FX Commerce, a boutique performance marketing agency, I leverage over two decades of experience scaling DTC brands to craft winning e-commerce growth strategies. My perspective is unique. Having worn multiple hats – brand owner, licensee, distributor – I understand the dedication and resilience required to succeed in e-commerce. This translates into a keen ability to see challenges from the brand owner’s viewpoint and develop strategies that turn adversity into growth opportunities.As CTO, I lead a high-performing team of marketing experts. Together, we utilise data-driven paid social advertising campaigns and build integrated tech solutions to accelerate profitable growth for our clients. Our focus is on measurable results, not vanity metrics. This approach has led to a 7-figure monthly spend on campaigns, all driven by achieving tangible success for our brands.Expertise: Client marketing and business strategy, scaling and optimising paid social campaigns, scaling, and optimising paid search campaigns, email and SMS strategy design and leveraging data science methodologies to drive actionable insights and strategic decision-making. Notable Clients: Hudson’s Bay, Galleries Lafayette, YNAP, Net-A-Porter, L’Oreal, Abercrombie and Fitch.

FashionX was a high-end fashion and beauty distribution company based in Dublin, Ireland. With a focus on the Direct-to-Consumer (D2C) market, FashionX helped ambitious brands scale both domestically and internationally. As Founder & CMO, I spearheaded the introduction of premium international brands to the European market. I led the development and implementation of effective sales and marketing strategies, ensuring these brands flourished across wholesale, retail, and online channels. Once successfully scaled, we returned distribution rights to respective brand owners while nurturing ongoing marketing partnerships.Identifying a growing demand for high-quality marketing consultancy amongst our luxury network, I established and nurtured a team of skilled performance marketers. Our team's expertise encompassed Paid Social, Search, Email, and D2C marketing strategies. Our holistic expertise garnered trust within the industry, leading to contracts supporting major department stores and luxury brands across the US and EU.In 2020, I made a strategic decision to divest our remaining D2C brands and pivot our focus to launch FX Commerce. This move allowed us to leverage the vast expertise cultivated at FashionX to empower other brands to achieve similar success.Notable D2C Brands: Yummie, Perspective, Wildfox, Jeffrey Campbell Shoes, EvisuNotable Resellers: Macy’s, Saks, Hudsons Bay, YNAP, Net-A-Porter

Initially established as a B2B wholesale entity, 192West primarily sourced renowned American brands for exclusive distribution in the European market. Over 17 years, I led it’s remarkable growth, transforming it into a leading player in the European fashion distribution landscape, with a primary objective of securing coveted reseller, licensing, and brick-and-mortar retail rights for exclusive American brands. To achieve this, I developed a robust reseller network, cultivating relationships with over 1,200 retailers across Europe. I fostered brand visibility and growth at bi-annual trade shows in major fashion capitals like London, Milan & Paris, alongside strategic collaborations with over 25 independent agent showrooms.From our Dublin headquarters, I oversaw the management of all facets of the business in-house. This included sales, marketing, and efficient logistics operations. A critical factor in our success was securing high-profile celebrity endorsements. Collaborations with renowned figures like Cameron Diaz, Kim Kardashian, and others further boosted brand visibility and fueled sustained growth, solidifying 192West's position as a trusted name in European fashion.Notable Brands: Ed Hardy, Christian Audigier, Wildfox, Junkfood Clothing, Jeffrey Campbell, Carhartt, Stop Staring, Nuvula.Notable Resellers: Selfridges, Galeries Lafayette, Harrods, KaDeWe, De Bijenkorf, El Corte Inglés, Globus and Brown Thomas.

I was appointed the role of Principal Consultant of IT Security at BT (following BT's acquisition of The Cara Group). This positioned me in a large, global team at a pivotal moment – as IT security became a critical concern across the global IT infrastructure.I led the design and implementation of critical infrastructure of highly secure and classified networks, including those for governments, SCADA systems, ISPs, and commercial clients worldwide. This role encompassed defense, counteraction, and comprehensive monitoring of critical infrastructure.My role facilitated the collaboration with global players in the IT Security industry including heads of Computer Crime in USA and UK Government Departments in addition to the European Space Agency, Interpol, and a multitude of military organisations.In my final project, I led the development of a comprehensive strategy to safeguard confidential information for the world's largest bank, encompassing over 106,000 desktops across 22 countries.Prior to my departure, my specialty was PCI Compliance, ensuring credit card fraud protection. Additionally, I focused on Penetration Testing – ethically hacking systems to identify vulnerabilities. As a side project, I also designed the equivalent of a software-based DDOS system to prevent bots from functioning during hyped sneaker and clothing drops, the app was adapted by Supreme and later Nike and Adidas.Notable Clients: Facebook, Google, Department of Defence, European Space Agency, Interpol, MOD, Intel, AMD, Nvidia, Bank of America, JP Morgan.

Transitioning through roles at the Cara Group, I contributed to pivotal technological shifts.Beginning as a Hardware Engineer, I navigated the transition from mainframe to server-based computing, managing migration and engineering for large-scale complex computing platforms. Advancing to Senior Engineer, I led teams in designing and maintaining server farms for enterprise clients, facilitating migrations to modern infrastructure. Later, as an e-commerce consultant, I led the design and implementation of e-commerce solutions for major corporate and government clients, ensuring seamless integration, security, and functionality.Notable Clients: Apple, Aer Lingus, C&C Group, Diageo, IBM, Google, AOL, eBay, PayPal, Department of Defence, Allianz, AIB Bank, Department of Finance and Department of Agriculture.