What I Do

Brand Strategy

Positioning, audience clarity and sharper identity systems for organisations and projects.

Marketing Thinking

Campaign ideas, content structures, audience growth plans and practical communication strategy.

Business Analysis

Research, writing and strategic thinking on revenue, partnerships, governance and long-term growth.

My Projects

Bit o’ Red Route – Sligo Rovers

Objective
To create a marketing concept built around the identity of the “Bit O’ Red” and the supporter culture of Sligo Rovers F.C.

Approach
The concept explored how fan identity, club symbolism and regional pride could shape a series of digital and matchday activations linked to the club’s nickname and heritage.

Outcome
The project highlights how clubs can use their symbolic language and supporter culture as a foundation for fan engagement, merchandise ideas and storytelling content.

Bohemians – Creative Campaign Pitch

Objective
To propose a creative marketing idea that aligns with the strong cultural identity of Bohemian Football Club.

Approach
The concept focused on storytelling and heritage-led content. The idea explored how music, community culture and the atmosphere around Dalymount Park could be turned into a distinctive campaign that blends football with Dublin’s cultural identity.

Outcome
The proposal illustrates how clubs with strong cultural positioning can translate that identity into marketing campaigns that resonate beyond matchday audiences.

Kit Launch Concepts

Objective
This series explores how football kit launches can function as powerful brand moments for clubs. Rather than treating jerseys purely as equipment, the projects examine how visual design, storytelling and presentation can turn a kit release into a cultural and commercial event.

Approach
Each concept focuses on a different club identity and visual language. The work combines kit design, colour systems, sponsor integration and launch graphics to simulate how a modern club campaign might appear across social media, merchandise and promotional materials.

The concepts draw inspiration from contemporary football design, streetwear culture and supporter identity, creating visuals that feel more like creative campaigns than traditional kit announcements.

Projects in this series include concepts for Cork City F.C. and Cobh Ramblers F.C., each exploring different aesthetic directions while maintaining the club’s core identity.

Outcome
The series demonstrates how kit launches can be positioned as brand storytelling opportunities. By combining design thinking with marketing presentation, the work highlights how clubs can generate stronger engagement, merchandise interest and visual identity through creative kit campaigns.

Cobh Ramblers – 2026 Home Kit Concept A heritage-led design built around claret and blue with subtle Celtic pattern detailing and a collage-style launch aesthetic.
Cork City – Alternative Kit Concept A bold experimental palette and geometric pattern system designed to position the kit as a modern fashion-style release.

ABOUT ME

I’m interested in how football clubs, brands and organisations grow through better marketing, clearer positioning and smarter commercial thinking. My work sits at the intersection of sport, strategy and storytelling. Sometimes that means writing about the business of football. Other times it means exploring creative ideas around branding, fan engagement or sponsorship. What ties it all together is a curiosity about how organisations build identity, audience and momentum over time. I’m a published contributor with RTÉ Sport, writing about the structures, incentives and decisions shaping Irish football. I’m also Marketing & Editorial Lead at Boardroom Ball, where I help shape the platform’s editorial direction and audience growth. During that time the newsletter grew from 50 to over 1,000 subscribers, maintaining a 56% average open rate and generating more than 100,000 LinkedIn impressions on its most successful campaign. My role also includes integrating sponsors into the publication in a way that supports revenue while protecting editorial credibility. I’ve also appeared on TicketCo’s Don’t Forget Your Tickets Podcast, discussing football marketing, fan culture and the business behind the game.

Qualifications

BA (Hons) Business & Law – TU Dublin

Certifications:

HubSpot Certified
Google Digital Marketing Certified
Sports Marketing Certified
Sport Sponsorship Certified
Social Media Marketing Certified

Tools

I regularly work with:

Adobe Creative Cloud
Canva
Wix

These tools allow me to turn ideas into visual concepts, campaign mockups and portfolio projects.