Work Experience
Fine Gael- Paid Media Specialist
Developed and executed high-volume, geo-targeted ad campaigns for national political campaigns with a six-figure budget. Designed innovative paid media strategies across Meta, YouTube, and search platforms. Managed daily organic content and graphic design for Instagram, Facebook, Twitter, and TikTok, driving engagement and increasing brand visibility. Directed paid media for An Taoiseach Simon Harris, including targeted election campaigns that garnered national recognition on RTE Radio One.
Vosyn AI- Msc Product Marketing Intern
Collaborated on press releases and corporate communication materials to articulate strategic initiatives for an AI voice synthesis startup. Created LinkedIn and Twitter content to build brand presence. Collaborated with the software team to translate complex product features into clear, impactful messaging for Vosyn’s website.
Chanelle Pharma- Digital Marketing Intern
Managed Facebook ad campaigns and email marketing efforts for an indigenous pharmaceutical company, optimising performance through data analysis. Conducted performance reporting and provided recommendations for improved digital marketing results. Attended trade shows, improving communication skills by interacting with customers. Delivered a comprehensive presentation to management on opportunities for digital growth.
Master's Projects
Establishing PWC as a Market Leader in Generative AI Services
Led a comprehensive research project aimed at positioning PwC as the definitive leader in Generative AI services within the Irish market. This involved conducting primary and secondary research to analyze PwC’s GenAI offerings, target market opportunities, and competitive landscape. We surveyed C-suite executives to uncover knowledge gaps and decision-making priorities, revealing the importance of simplicity and actionable insights in AI adoption. By crafting C-suite-centric marketing strategies and showcasing PwC’s expertise, the project delivered a roadmap to enhance brand credibility, differentiate services, and drive growth in emerging sectors like fintech and aviation.
The Influence of Country Code Top-Level Domains (ccTLDs) on Consumer Trust
Conducted an in-depth research project examining how country-specific domain extensions (e.g., .fr, .ie) impact consumer trust in e-commerce platforms. Designed and executed an experimental study with 200 participants, exploring the relationship between ccTLDs, country-of-origin perception, and website trustworthiness. Key findings revealed that domains associated with trusted countries (e.g., .fr for France) significantly enhanced trust and leadership perception, particularly when integrated into website headlines. Delivered actionable recommendations for businesses, including emphasising domain origins in website design and leveraging immersive virtual events to strengthen brand credibility.
Rebranding BetterHelp: A Strategic Marketing Plan for 2024-2025
Collaborated on a comprehensive marketing plan to rebrand BetterHelp, addressing challenges in consistent branding, creativity, and brand activation. The plan emphasized emotional resonance and top-of-mind awareness, encapsulated in the tagline: “Better Help. Better Life. Better You”. Key strategies included a 75/25 focus on brand building versus activation to balance long-term engagement with immediate conversions. Developed a multi-channel campaign structure targeting diverse demographics (ages 18-50) across platforms such as Meta, TikTok, YouTube, Google Search, and LinkedIn.
Freelance Projects
Transforming Count On Us Tax: Website Development and AI Chatbot Development and Integration
Delivered a complete digital transformation for CountOnUsTax.ie, a Irish accountancy practice. Designed and launched a modern, user-friendly website that enhanced the firm’s online presence and accessibility. Developed and integrated a custom AI chatbot, AccountMate, to streamline customer service by providing instant responses to FAQs, lead generation, and improving overall client engagement.