I’m a commercially focused digital marketing leader with 20+ years’ experience driving revenue, customer growth, and digital transformation across B2B and B2C markets. I’ve scaled digital revenue from €50K to €50M+, transformed underperforming channels, and led cross-functional teams to deliver real business impact. My work spans banking, ecommerce, fintech, media, travel and retail, and I regularly partner with C-suite stakeholders to shape strategy and delivery. I’m now seeking an in-house leadership opportunity to drive strategic growth at scale, combining data-driven decision making with high‑impact execution and a collaborative leadership style.…

Daniella Morrison Twamley

I’m a commercially focused digital marketing leader with 20+ years’ experience driving revenue, customer growth, and digital transformation across B2B and B2C markets. I’ve scaled digital revenue from €50K to €50M+, transformed underperforming channels, and led cross-functional teams to deliver real business impact. My work spans banking, ecommerce, fintech, media, travel and retail, and I regularly partner with C-suite stakeholders to shape strategy and delivery. I’m now seeking an in-house leadership opportunity to drive strategic growth at scale, combining data-driven decision making with high‑impact execution and a collaborative leadership style.…

Available to hire

I’m a commercially focused digital marketing leader with 20+ years’ experience driving revenue, customer growth, and digital transformation across B2B and B2C markets. I’ve scaled digital revenue from €50K to €50M+, transformed underperforming channels, and led cross-functional teams to deliver real business impact. My work spans banking, ecommerce, fintech, media, travel and retail, and I regularly partner with C-suite stakeholders to shape strategy and delivery.

I’m now seeking an in-house leadership opportunity to drive strategic growth at scale, combining data-driven decision making with high‑impact execution and a collaborative leadership style.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Fractional CMO & Digital Consultant at YourCMO
March 1, 2023 - Present
Providing strategic marketing leadership and consultancy to digital-first businesses seeking growth, transformation or commercial reset. Delivered tailored ecommerce and digital strategies; advised on customer journey optimisation, digital brand development, CX and UX strategy; implemented data frameworks to improve digital performance tracking, attribution, and retention strategies.
Digital Marketing Director [FTC] at The Marketing Department
June 1, 2021 - January 1, 2022
Led digital transformation and revenue-driving strategy for a portfolio of post-pandemic online businesses. Leadership: Reporting to MD, managing team of four in-house digital specialists and three external contractors. Crafted digital retail business strategy to power growth from €53K in 2021 to projected €1M+ annual revenue by 2024. Directed multi-channel campaigns across ecommerce, content, social, search and CRM for diverse sectors. Streamlined internal digital processes, reducing waste and improving delivery timelines.
Digital Strategy Consultant – Freelance at Freelance
April 1, 2020 - June 1, 2021
Delivered high-performance consultancy for publishers, fintech, and retail brands. Developed strategic growth strategy for major Irish publisher to drive +89% membership YoY. Built GTM strategy for challenger fintech brand.
Senior Digital Consultant – Key Programs at Bank of Ireland
September 1, 2017 - March 1, 2020
Group digital expert advising on CX, social, content, analytics, and GDPR across multiple departments. Defined digital ‘wealth’ segment strategy. Advised on GDPR & DSAR implementation across the Group. Partnered with internal teams to embed data-led digital solutions, improving conversion and compliance.
Head of ThinkBusiness.ie – SME Strategy at Bank of Ireland
June 1, 2016 - September 1, 2017
Scaled ThinkBusiness.ie from MVP to a high-performing, commercialised platform. Commercial responsibilities: €800k PA budget. Leadership: Led team of 4 managing digital, editorial, analytics, MarTech stack and communications. Cut ad spend by 76% YoY while increasing organic traffic by 105%. Increased monthly unpaid users by 80%. Mentored team through transition to BAU.
Head of Social Media at AIB Group
September 1, 2015 - June 1, 2016
Designed, developed and implemented Social Media strategy for AIB Group to meet business goals and commercial objectives. Commercial responsibilities: €2M PA budget. Leadership: Led a team of 7 managing content, paid social, analysis, commercialisation and social tech (2 remote UK executives). Launched global content product (LinkedIn Elevate) and developed first-to-market content and community strategies; established reporting and data visualisation assets.
Strategic Digital Marketing Manager at Paddy Power
March 1, 2014 - September 1, 2015
Turnaround performance of the challenging eGaming suite of digital products. Commercial responsibilities: €2M PA budget. Leadership: Led team of 3, managing budgeting, analytics, and digital marketing. Drove profitable customer acquisition for 8 eGaming P&Ls via bespoke digital strategy and management of digital channel teams. Ownership of online marketing budgets and commercial deliverables, working with SMT to deliver key business metrics. Led multi-partner business projects across marketing technology, product development and analytics. 2015 YTD: Customer Acquisition +9% YoY; 2015 YTD Online Marketing spend -12% YoY; 2015 YTD CPA -10% YoY.
Digital Planning Manager at Paddy Power
November 1, 2012 - March 1, 2014
Head-hunted to create the first Digital Planning function for Paddy Power. Commercial responsibilities: €15M PA budget. Leadership: Led team of 2 managing digital acquisition, planning and attribution. Established partnerships and BAU readiness across digital platforms; created data-driven reporting and budget processes to drive increased CLTV and profitable acquisition.
Online Marketing Manager at Jurys Inn Group
January 1, 2012 - October 1, 2012
Developed Jurys Inn digital marketing strategy to drive digital-first approach and direct revenue. Commercial responsibilities: €1.5M PA budget. Leadership: Led team of 3 managing social, digital PR, content, PPC and display. Delivered £30M in Direct digital revenue in 2012 and on track to exceed total revenue of +£50M (9.77% YoY growth).
Senior Online Account Manager at Microsoft Advertising - IE Market
January 1, 2008 - December 31, 2011
Hired as one of two to relaunch Microsoft Advertising Ireland. Partnered with key brands on awareness and DR digital activity. Revenue targets exceeded in FY09, FY10 and trending +25% to target on departure.
Search Account Manager at Bing | Microsoft Advertising - UK Market
January 1, 2006 - January 1, 2008
Recruited from competitor for Bing UK market launch to drive performance key brand and agency accounts. +40% personal port folio value growth in FY09.
Digital Editor at Yahoo - UK Market
January 1, 2003 - January 1, 2006
Successfully generated optimum ROI and KPI achievements utilizing client digital assets and paid search strategy.
Property Renovation Manager at Property Renovation Management
February 1, 2022 - March 1, 2023
Strategic career break to manage property development projects, hone leadership, and return refreshed to launch consultancy.
Digital Strategy Consultant at Freelance
April 1, 2020 - June 30, 2021
Delivered high-performance consultancy for publishers, fintech, and retail brands. Developed strategic growth strategy for major Irish publisher to drive +89% membership YoY. Built GTM strategy for challenger fintech brand.
Head of Social Media [FTC] at AIB Group
September 1, 2015 - June 30, 2016
Designed, developed and implemented Social Media strategy for AIB Group to meet business goals and commercial objectives. Commercial Responsibilities: €2M PA budget. Leadership: Led a team of 7 managing content, paid social, analysis, commercialisation and social tech (2 remote UK executives). Lunched global content product and developed reporting assets.
Strategic Digital Marketing Manager [eGaming] at Paddy Power
March 1, 2014 - September 30, 2015
Turnaround performance of the challenging eGaming suite of digital products. Commercial Responsibilities: €2M PA budget. Leadership: Led team of 3 managing budgeting, analytics, and digital marketing. Drove profitable customer acquisition for 8 eGaming P&Ls via bespoke digital strategy and management of digital channel teams. Ownership of online marketing budgets and commercial deliverables, working with SMT to deliver key business metrics.
Property Renovation at Guinness Trust property renovation
January 1, 2011 - December 31, 2011
Project-managed complete renovation of historic Guinness Trust property.

Education

MA English Literature at The University of Edinburgh
January 11, 2030 - February 3, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Financial Services, Media & Entertainment, Travel & Hospitality, Retail, Software & Internet, Professional Services

Skills

Experience Level