Selected work

Situation & Strategy

• adidas — APAC performanceEssenceMediacom

  I took over the team running the adidas Pacific account with a mandate to change how digital campaigns performed, not to tune them. Read the full case

• PR Power — Bang DigitalBang Digital

  During my time as a Senior Search & Data Executive at Bang Digital, I managed digital marketing for clients like PR Power. The agency handled over $2. Read the full case

• Inceno (Startup)Inceno

  In 2016, I founded Inceno, an Irish startup built to give consumers and restaurant managers a way to verify reviews. Read the full case

• Dublin Institute of Technology (Education & Societies)DIT

  During my Bachelor of Science in Event Management at the Dublin Institute of Technology (DIT), I didn't just want to sit in lectures. Read the full case

• adidas — Global PR AwardEssenceMediacom

  I answered a global brief for a PR campaign that had to be memorable, cheap, and get people talking. Read the full case

• Frank Health InsuranceEssenceMediacom

  A health insurer was fighting for acquisition in a crowded market, but compliance rules meant they couldn't share customer data with us. Read the full case

• World Vision AustraliaEssenceMediacom

  Donor acquisition for a not-for-profit means every dollar spent on media is a dollar pulled from programs. The account had bloated with too many campaigns, and near-duplicate structures… Read the full case

• TEDxHa'pennyBridgeTEDx

  I was the Organiser, Marketing Director, and official Licence Holder for TEDxHa'pennyBridge in Dublin. The goal was to launch an independent TEDx event that stood out in a… Read the full case

Tactics

• adidas — APAC performanceEssenceMediacom

  adidas had no infrastructure for telling those apart, so I built it. A custom script ran weekly against the Google Merchant Center feed and scored every product on… Read the full case

• PR Power — Bang DigitalBang Digital

  We needed to stop repeating manual tasks. I focused on building automated frameworks so we could launch campaigns faster without human error.

• Inceno (Startup)Inceno

  As Founder, my approach was to validate the market quickly with real customers, execute a 12-month plan, and pitch the startup at national and international competitions to raise… Read the full case

• Dublin Institute of Technology (Education & Societies)DIT

  I immersed myself in the DIT Societies Forum. I eventually ran for Vice President and was elected to act as second-in-command for the entire society ecosystem, advising Chairpersons… Read the full case

• adidas — Global PR AwardEssenceMediacom

  We needed a strong visual anchor that anyone could replicate globally on a minimal budget, but that still carried emotional weight.

• Frank Health InsuranceEssenceMediacom

  Instead of fighting a losing battle for data, I looked for a proxy. Existing customers do one thing prospects don't: they go to the login page. Read the full case

• World Vision AustraliaEssenceMediacom

  Consolidation comes before optimization. I cut half the live campaigns and merged the splintered exact, phrase, and broad match variants into single campaigns.

• TEDxHa'pennyBridgeTEDx

  My strategy was a 9-month multi-channel marketing campaign spanning social, email, local press, and content marketing, while securing sponsorships to cover our costs.

Action

• adidas — APAC performanceEssenceMediacom

  That scoring split one massive Shopping campaign into sub-campaigns banded by return. Now budget followed margin instead of volume. Read the full case

• PR Power — Bang DigitalBang Digital

  Working across both SEO and SEM, I built custom tracking and wrote automated scripts to instantly deploy paid marketing campaigns on Google and Bing.

• Inceno (Startup)Inceno

  I designed and tested the UX for our mobile and web apps and oversaw the brand development. I interviewed 140 industry stakeholders and pitched to investors at multiple… Read the full case

• Dublin Institute of Technology (Education & Societies)DIT

  I served for over 3 years as Chairperson and Events Officer for the DIT Fashion Society. I organized castings, rehearsals, and our flagship Vodafone DIT Fashion Show, running… Read the full case

• adidas — Global PR AwardEssenceMediacom

  I pitched placing empty pairs of shoes outside Iranian embassies worldwide. They were a silent representation of the women who disappeared during protests for equal rights in Iran.

• Frank Health InsuranceEssenceMediacom

  I built an exclusion audience using that signal and applied it across Google and Meta, stripping existing customers out of every lower-funnel acquisition campaign.

• World Vision AustraliaEssenceMediacom

  With a leaner structure, I added dynamic search copy so ads matched both the query and the searcher’s city. Read the full case

• TEDxHa'pennyBridgeTEDx

  I built a custom scoring process to help our team filter 170 speaker applications. I also pitched and secured sponsorships from Accenture, CarTrawler, the Dublin Gaiety School of… Read the full case

Results

Each result belongs to its own client, market and period, and they are not measured against each other. Different verticals, different years, different baselines — read them one at a time, not as a ranking.

• adidas — APAC performanceEssenceMediacom

  adidas Pacific became the most profitable market in APAC for digital marketing campaigns, and Shopping ROAS increased 120 percent year on year. Read the full case

• PR Power — Bang DigitalBang Digital

  Cut average campaign launch times by two hours (a 44% improvement). This immediately improved profitability and eliminated copy-paste errors for clients like PR Power. Read the full case

• Inceno (Startup)Inceno

  Secured €13,000 in early-stage funding. Won 2nd Place at the Irish Student Entrepreneurship Fund (ISEF) in 2017. Read the full case

• Dublin Institute of Technology (Education & Societies)DIT

  Won "Best Publicity Campaign" and "Best Event" at the Vodafone DIT Fashion Show (2015). Successfully chaired DIT Societies Forum meetings, handling operations, budgets, and governance for new societies. Read the full case

• adidas — Global PR AwardEssenceMediacom

  Won a global award for the pitch, delivering a concept that was impactful, memorable, and didn't rely on a massive budget.

• Frank Health InsuranceEssenceMediacom

  Cost per acquisition dropped 60% in two months. We didn't change our bidding strategy; we just stopped spending money on people who could never convert as new customers.

• World Vision AustraliaEssenceMediacom

  Cost per acquisition fell 70% year-on-year. The Ad Grants account changed the economics entirely: getting media for free lifts the return on ad spend for the whole account.

• TEDxHa'pennyBridgeTEDx

  Sold out the show in the first 24 hours. Delivered a 937.5% ROI on our marketing budget. Cut event costs by 64% using sponsorship funding, landing us a… Read the full case