Expertise

Three ways I show up.

Career at a glance

15+ years, seven ventures.

All Teaching Entrepreneur Professional Marketer

Education & recognition

MBS, DkIT — 2023 Book published — 2025 ECIE peer-reviewed publication — 2023
01

How I Operate: Full-Funnel Growth, AI-First & Exec-Aligned

I don't hand off strategy and wait for someone else to execute it. I build the systems, run the campaigns, and sit at the table with sales, leadership, and the board to make sure it all ladders up to revenue.

1

Full-funnel GTM & demand generation

At Cora Systems, I own full-funnel growth marketing across US and EU markets in pursuit of a €26M revenue target — running ABM programs built directly with sales to accelerate pipeline on long, complex enterprise deals. This isn't new to me: as Head of Demand Generation at Virtuoso Learning and CEO of my own venture, GoPlugable, I ran the same full-funnel discipline — working with sales to deliver qualified leads, owning social and content, and at GoPlugable, managing both B2B and B2C acquisition plus the PR strategy behind a product launch. Earlier still, I built the inbound engine at Saltmangotree that grew to account for 70% of new agency business.

2

AI-first execution

I use AI to build, not just to report. At Cora, that's meant creating a competitor-comparison tool for prospects evaluating PPM software — a scoring questionnaire that benchmarks us against alternatives and recommends the best fit, now running as a lead-gen hook in active campaigns. Beyond that, I build AI-assisted dashboards, campaign tooling, and marketing assets directly, rather than briefing a data or dev team and waiting. Growth marketing, to me, increasingly means shipping the product, not just the campaign around it.

3

Exec & board-aligned

I've reported into CXOs and worked directly with boards across multiple roles — building quarterly plans, KPI documentation, and revenue-facing reporting for teams answerable to the board. I speak in pipeline and revenue because that's who I've always reported to, not because it's the language I'm supposed to use.

4

Integrated, full-service builder

I've run this at scale before. What started as a digital agency at Saltmangotree grew into a full-service integrated marketing operation — brand positioning, packaging and design, social, media planning, and strategy for major international brands — under a team of 25, through to acquisition by a French group.

02

Founder Pattern Recognition

I've started more than seven companies. One clean exit — my advertising agency, acquired by a French group. Some that scaled well. Some that failed. That range is the point: pattern recognition doesn't come from one lucky win, it comes from seeing the same decisions play out differently across multiple ventures.

Building and scaling

I've launched an FMCG food brand and built a 20-person sales team from nothing. I've raised funding from investors and venture capital for that business, and again for an EV-charging venture in Ireland — this time through accelerators and angel investors, working directly with ecosystem stakeholders including Enterprise Ireland and support networks across Europe and India. Different capital sources, different regulatory environments, different growth mechanics — I've had to relearn the fundamentals each time, which is exactly the muscle EIR work draws on.

Knowing when it works and when it doesn't

Not every venture succeeded. I've sat inside the failures as closely as the exit, and that's taught me more about the real risk points founders face — where the plan breaks, where the team breaks, where the market doesn't show up the way you expected.

Advising other founders

I built a startup community of around 2,000 people across three cities in Kerala, India, connecting early-stage founders with SMEs, corporates, and the local ecosystem — part professional, part volunteer. That work was about giving founders the know-how and the network I wish I'd had earlier: fundraising, positioning, and the practical mechanics of getting a first version of something into the market.

I've built, raised, exited, and failed. I'd like to put that pattern recognition to work helping the next founder navigate it faster than I did.

03

Teaching & Applied Education

Teaching is the reason I did my Master's in Business & Entrepreneurship in the first place — not a pivot, the plan. Across 15 years as an entrepreneur, I've made time for it throughout: guest lecturing, inspirational speaking at events and B-schools, talking entrepreneurship to students and founders alongside running my own ventures.

For the last 2-3 years, that's become a formal, ongoing part of my work. I've delivered Level 8 and Level 6 business modules — marketing, sales, and digital marketing — including designing the course content itself: what to cover, how to structure it, assignment design, marking, exam boards. My longest stint has been at Independent College Dublin, alongside teaching Level 6 students and evening classes for existing business owners through local education boards including Louth and Meath, delivering certified digital marketing courses built for practical, immediate use rather than theory.

My approach

Marketing can't be taught, only learned. I teach from real examples — mine and my students' — and build in hands-on work wherever I can, rather than leaning on theory alone.

I'm looking to keep growing into this — exploring part-time and visiting lecturer roles at Level 9, with an eye toward teaching full-time eventually. Entrepreneurship and marketing are where I want to keep teaching.