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I am a passionate marketing leader with over fifteen years’ experience across a strong & varied background in complex global organisations throughout Ireland, the UK & Australia. My experience spans Higher Education (UCC), Drinks (Heineken & Britvic), Ice Cream & Hair Care (Unilever), Beauty (L'Oreal), Retail (Colonial First State) and Tech Wellness (Therabody). I specialise in building SMALL brands to become strategic growth drivers for organisations. I have delivered leadership, vision & tangible results, with advanced digital marketing experience and training, confident delivering the full marketing mix. Specific areas of interest include Strategic Development & Execution, Creative Communications, and Data-Driven Digital Marketing. I am adept at leading teams, shaping multi-channel strategies, and turning insights into action to drive measurable impact.…I am a passionate marketing leader with over fifteen years’ experience across a strong & varied background in complex global organisations throughout Ireland, the UK & Australia. My experience spans Higher Education (UCC), Drinks (Heineken & Britvic), Ice Cream & Hair Care (Unilever), Beauty (L'Oreal), Retail (Colonial First State) and Tech Wellness (Therabody). I specialise in building SMALL brands to become strategic growth drivers for organisations. I have delivered leadership, vision & tangible results, with advanced digital marketing experience and training, confident delivering the full marketing mix. Specific areas of interest include Strategic Development & Execution, Creative Communications, and Data-Driven Digital Marketing. I am adept at leading teams, shaping multi-channel strategies, and turning insights into action to drive measurable impact.

Deirdre O'Shea

Brand Strategist, Marketing Strategist, Copywriter, +7

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I am a passionate marketing leader with over fifteen years’ experience across a strong & varied background in complex global organisations throughout Ireland, the UK & Australia. My experience spans Higher Education (UCC), Drinks (Heineken & Britvic), Ice Cream & Hair Care (Unilever), Beauty (L'Oreal), Retail (Colonial First State) and Tech Wellness (Therabody). I specialise in building SMALL brands to become strategic growth drivers for organisations. I have delivered leadership, vision & tangible results, with advanced digital marketing experience and training, confident delivering the full marketing mix. Specific areas of interest include Strategic Development & Execution, Creative Communications, and Data-Driven Digital Marketing. I am adept at leading teams, shaping multi-channel strategies, and turning insights into action to drive measurable impact.…I am a passionate marketing leader with over fifteen years’ experience across a strong & varied background in complex global organisations throughout Ireland, the UK & Australia. My experience spans Higher Education (UCC), Drinks (Heineken & Britvic), Ice Cream & Hair Care (Unilever), Beauty (L'Oreal), Retail (Colonial First State) and Tech Wellness (Therabody). I specialise in building SMALL brands to become strategic growth drivers for organisations. I have delivered leadership, vision & tangible results, with advanced digital marketing experience and training, confident delivering the full marketing mix. Specific areas of interest include Strategic Development & Execution, Creative Communications, and Data-Driven Digital Marketing. I am adept at leading teams, shaping multi-channel strategies, and turning insights into action to drive measurable impact.

Available to hire

I am a passionate marketing leader with over fifteen years’ experience across a strong & varied background in complex global organisations throughout Ireland, the UK & Australia. My experience spans Higher Education (UCC), Drinks (Heineken & Britvic), Ice Cream & Hair Care (Unilever), Beauty (L’Oreal), Retail (Colonial First State) and Tech Wellness (Therabody). I specialise in building SMALL brands to become strategic growth drivers for organisations. I have delivered leadership, vision & tangible results, with advanced digital marketing experience and training, confident delivering the full marketing mix.

Specific areas of interest include Strategic Development & Execution, Creative Communications, and Data-Driven Digital Marketing. I am adept at leading teams, shaping multi-channel strategies, and turning insights into action to drive measurable impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Work Experience

Associate Director of Stakeholder Engagement, Alumni & Development at University College Cork

March 1, 2024 - Present

Lead a nine-person team delivering alumni engagement and stakeholder initiatives across Communications, Events, Volunteering and Philanthropy. Introduced two new roles (Head of Transformational Philanthropy and Advancement Officer for Students & Young Alumni). Developed a Multi-Channel Engagement Strategy leveraging email, newsletters, impact reports, magazines, social media, print and digital platforms. Implemented Data-Driven Personalisation and analytics to tailor communications and measure impact. Led high-impact events and developed structured volunteering, mentoring and donor engagement programs; drove Regular Giving and Legacy activities and stewarded donor recognition programs.

Global Marketing Manager at Glendalough Distillery, Mark Anthony Brands International

August 1, 2022 - March 1, 2024

Launched and steered the global marketing and communications strategy for Glendalough Irish Gin, coordinating creative, media, PR and activation agencies across Ireland, US, Canada, Australia and Europe. Shaped best-in-class consumer communications across digital, social, DOOH, partnerships and retail. Implemented briefing standards and market toolkits to ensure consistency; owned data insights agenda to inform commercial strategy across 25+ markets; collaborated with market leads to grow market share and ROS.

EMEA Marketing & Partnership Manager at Therabody

December 1, 2020 - July 1, 2022

Led long-term communications strategy for professional athlete and influencer partnerships across Europe, establishing clear, technology-first messaging adaptable to market needs. Built and nurtured influencer and athlete relationships representing diverse demographics (Gen Z & Millennials). Optimised digital processes and plans to drive partner content and site traffic; increased e-commerce revenue by 121% YoY; developed robust reporting on campaign results and ROI and structured resource needs; managed a team of 4 direct reports (3 remote).

Senior Brand Manager Birra Moretti at Heineken Ireland

April 1, 2019 - December 1, 2020

Led Birra Moretti’s growth trajectory, collaborating with UK and Romania markets to develop assets for a global launch. Focused on digital advertising and data-driven marketing to strengthen Ireland’s market positioning; launched Birra Moretti Zero and contributed to Heineken Ireland’s Zero Alcohol agenda. Managed end-to-end budget and cross-functional teams to deliver integrated campaigns.

Brand Manager – Birra Moretti, Lagunitas, Tiger Beer at Heineken Ireland

January 1, 2017 - April 1, 2019

Owned portfolio strategy for Birra Moretti, Lagunitas and Tiger Beer; led acquisition/transition of Lagunitas into the market (+69.4% ahead of annual target). Repositioned Tiger Beer with a 360-campaign and led Tiger Street Eats experiential event. Managed multiple agencies and cross-functional teams to deliver global-local brand ambitions.

Global Brand Manager at Britvic Soft Drinks Ltd.

May 1, 2014 - December 1, 2016

Led Purdey’s global ‘#Thrive On’ TTL 360 campaign with Idris Elba, driving 68% volume growth and 34% revenue uplift. Defined domestic UK market position and brand playbooks for international markets; steered end-to-end brand development, guidelines and communications assets; managed cross-functional teams across PR, media and agency partners.

Marketing Executive at L’Oréal Ireland

August 1, 2010 - October 1, 2011

Marketing Executive responsible for supporting Irish market initiatives; collaborated on asset development and campaign execution to strengthen brand presence in Ireland.

National Digital & Campaign Marketing Executive (Contract) at Colonial First State Global Asset Management

January 1, 2012 - July 1, 2012

Contract digital and campaign marketing role supporting national marketing initiatives in Australia; contributed to digital campaigns and asset deployment.

Merchandising and Store Design Executive (Contract) at L’Oréal Australia

July 1, 2012 - October 1, 2012

Contract role focusing on in-store merchandising and store design to support brand presentation and product launches in the Australian market.

Brand Activation Manager Ice Cream at Unilever Ireland

March 1, 2013 - May 1, 2014

Led brand activation for ice cream portfolio across Ireland and the UK; collaborated with internal and external agencies to develop asset creation, launches and trade activation.

Digital Project Manager at Unilever United Kingdom (Toni&Guy)

March 1, 2013 - May 1, 2014

Managed digital projects for Toni&Guy within the UK market; coordinated cross-functional teams and partners to deliver on-brand digital activations.