Birra Moretti.

CAMPAIGN OBJECTIVE:

To deliver Birra Moretti’s first ever media campaign in Ireland, led by a global TV advert - to win the hearts of the Irish consumer, solidify the brands place as a game changer brand and Ireland’s fastest growing lager.

MY ROLE

Creative Production & Strategic Brand Alignment

  • Acted as the primary point of contact for creative agency stakeholders, leading the creative production process by providing clear, insightful briefs and constructive feedback to ensure all assets aligned with the brand’s strategic positioning.

  • Adapted global assets for the Irish market, tailoring content for local relevance.

  • Creating new social assets to capitalize on reactive marketing moments using modern design tools.

Campaign Performance & Data-Driven Optimisation

  • Led campaign measurement and KPI tracking, with a primary focus on paid social media performance.

  • Worked in weekly collaboration with media agencies, tracking campaign performance against industry KPI benchmarks, conducting A/B testing, and optimizing creative based on performance insights.

  • Developed a comprehensive reporting framework, translating complex campaign data into actionable insights to inform future strategy and maximise ROI.

COVID-19 Recovery & In-House Social Media Management

  • Spearheaded a proactive crisis response strategy when pub closures halted agency-led marketing efforts, pitching and executing a plan to bring social media management in-house.

  • Took full ownership of content strategy, asset adaptation, community management, copywriting, and performance tracking, successfully maintaining brand engagement and visibility without agency support.

  • Marketing Institute of Ireland, AIM winner for ‘Best Brand Campaign’

  • Double digit market share growth.

  • Achieving global recognition, I was invited to present my in-house social media strategy to over 40 international Birra Moretti markets,

  • I was praised for revolutionising Heineken’s social agency practise with several activities remaining in-house post pandemic, resulting in massive cost savings for the business and allowing more agency time for more high priority creative work.

RESULTS

Coors Beer.

CAMPAIGN OBJECTIVE:

Deliver the first brand campaign for Coors in 6 years, led by a multi-million euro TV advertisement to achieve the following:

  • Communicate the name change of Coors Light to Coors.

  • Activate new global brand attitude ‘’Keep it Fresh’’ positioning, as well as ‘’Rocky Mountain Cold’’ functionality.

  • Resurrect the brand from being a ‘Dad’s drink’ and win younger markets.

  • Protect market share against fast growing competitor, Rockshore Lager.

Example of social asset created

MY ROLE

Market Positioning & Strategic Direction

  • Adapted the global "Keep it Fresh" positioning for the Irish market, working with insights teams to ensure relevance for younger audiences.

  • Delivered clear, strategic briefs to external agencies, outlining market context, brand vision, and execution plans.

Creative Production & Digital Activation

  • Led the development of a social activation, email CRM campaign, and multi-platform digital assets, ensuring content aligned with brand personality.

  • Managed integrated content production for MRPI & Tesco screens, collaborating with creative agencies from ideation to final delivery.

  • Assisted in localising the global TVC asset for the Irish market.

Social Content Strategy & Performance Optimisation

  • Launched and refined the brand’s return to social media through a 6-month A/B testing strategy, comparing functional (cold) vs. personality-driven ("Keep it Fresh") creative.

  • Developed a content calendar to align with reactive moments, DOOH & TV bursts, and retail activations.

In-House Social Media Management

  • Successfully pitched and executed an in-house social media strategy in response to pub closures, reducing costs while maintaining engagement.

  • Took full ownership of content strategy, community management, copywriting, campaign analysis, and KPI tracking.

  • Coor’s solidified its position as Ireland’s No.3 draught brand, surpassing all industry benchmark KPIs.

    The name change was seamlessly executed, with research confirming no confusion or loss of loyal customers.

    The ‘Keep it Fresh’ positioning drove double-digit growth in key brand equity metrics, including perceived quality and brand loyalty.

RESULTS