Over the last 11 years I have worked with some of the most exciting and dynamic brands in the UK and UAE, managing their digital strategies and digital projects, most recently involving Sitecore. I am now living in London working with Sagittarius and helping clients fully utilize Sitecore to offer omnichannel personalised experiences to customers. I’m a 2023 and 2022 Sitecore Strategy MVP.

SAGITTARIUS – Sitecore Optimisation Consultant

May 2022 – Present

London, United Kingdom

At Sagittarius I am involved in all things Sitecore and I sit in the middle of our designers, our developers, and the client, to make sure that all projects get the most out of Sitecore features.

I help in pitching and implementing new Sitecore tools with both current clients and new clients, and you’ll generally find me working on strategic projects around personalisation and content.

I also deliver training on Sitecore, both internally and with clients to help them fully utilise their Sitecore tools.

HORIZONTAL DIGITAL – Digital Strategist

August 2019 – April 2022

Dubai, United Arab Emirates

Horizontal Digital is an award-winning USA-based global digital agency that helps clients succeed through strategic web design and digital marketing. We anticipate the challenges that keep our clients awake at night – improving the customer experience, growing income while reducing costs – as well as the threats and opportunities that new technologies and disruptors bring.

My role as Digital Strategist is to work hand-in-hand with our clients to deliver custom, ROI-based solutions that truly unlock the context marketing power of the Sitecore digital experience platform. I am tasked with initiating and executing digital strategy roadmaps for clients such as Emirates NBD, DP World and Emaar to embrace the challenges and opportunities of the current digital economy.

SERVICEPLAN MIDDLE EAST – Digital Project Manager

September 2016 – August 2019 (3 years)

Dubai, United Arab Emirates

Serviceplan is the largest and most diversified owner-managed agency group in Europe, comprising more than 2,800 employees spread across 30 locations worldwide.

My role has involved managing the digital activities of clients such as Danone Nutricia, BMW, MINI, Toyota, Nespresso, Commercial Bank of Dubai, Bridgestone and MAN Truck, involving projects across Web Design and Mobile App Development, Content Creation, SEO, CMS Management, User Database Management, Email Campaigns and Digital Display Campaigns. I have also been involved in pursuing new digital projects involving mobile technology and Virtual Reality among others.

McCOLLINS MEDIA – Business Development & Digital Strategist

October 2014 – September 2016 (2 years)

Dubai, United Arab Emirates

McCollins Media is a young and dynamic boutique Digital Brand Activation agency specializing in all things Digital Media, from Website Design and Mobile App Development, to Digital Marketing, Social Media, PR and Video Production.

My role involved winning new clients and bringing their web, mobile and digital projects to life, as well as growing a number of in-house mobile projects that have been developed by the company over the last number of years.

At McCollins Media, I have won and managed the accounts of brands such as Kcal Healthy Fast Food, MMI Dubai,Energizer, Bin Hendi Enterprises, Elevation Burger, Banana Boat, West 14th Steakhouse, Schick, Richy’s, and Recke Appliances.

MOBIBUS – Business Development & Mobile Project Management

November 2013 – October 2014 (1 year)

Dubai, United Arab Emirates

Mobibus is an innovative smartphone app development platform that enables users to design and build their own mobile applications from scratch. While at Mobibus, I was tasked with product managing the DIY App Maker platform and growing user volume.

I also project managed the design and development of custom-built mobile applications for some of the most exciting companies in the UAE including the Dubai Lynx Festival of Creativity, Axiom Telecom, Mazda, Mall of the Emirates, Six Continents Abu Dhabi and many more.

MODEVA INTERACTIVE – Digital Marketing Executive

April – October 2013

Dublin, Ireland

After completing my MSc. in Dublin, I worked on a short-term basis with Modeva Interactive before returning to Dubai. At Modeva, I was involved in the development and launch of a number of different web applications as well as growing user volume through digital marketing initiatives across a number of different channels including PPC and Social Media, as well as Print and TV advertising.

Dissertation for MSc. International Growth – UCD Michael Smurfit Graduate Business School

July 2012 – March 2013

Between working with CR2 Solutions and Modeva Interactive, I completed my Dissertation on Millennial attitudes to smartphone payments for an MSC. in International Growth at UCD Michael Smurfit Graduate Business School.

CR2 SOLUTIONS – Marketing & Business Development Executive

January 2011 – July 2012

Dubai, United Arab Emirates

As a part of Enterprise Ireland’s ‘Graduates for International Growth’ programme (now renamed GradStart), I worked in CR2’s marketing department, helping facilitate the sale of ATM, Internet and Mobile banking solutions to banks in over 70 countries around the world. Working from Dubai, UAE I dealt with prospective banks, organised international road shows and developed the website, marketing material and case studies.

ONLINE THOUGHT LEADERS – Digital Marketing Executive

January – December 2010

Dublin, Ireland

During 2010 I was part of a small team involved in the development of two Dublin-based web start-ups, EasyDeals and Local Search Marketing, which involved working in a dynamic environment across Web Design and Development, Online Advertising, Web Consultancy, Social Media Consultancy, Search Engine Optimisation, PPC Marketing and E-mail Marketing.

In 2011, EasyDeals was acquired by My Deal Page and the founders went on to form Newswhip and The Search Mill.



MSc. International Business Growth – Upper Second Class Honours

UCD Michael Smurfit Graduate Business School – 2011 / 2013

As a part of Graduates for International Growth I completed an MSc. in International Business Growth at UCD Michael Smurfit Graduate Business School. This involved modules in Market Entry & International Growth, Developing Value Propositions, the International Sales Process, Industry Analysis & Identifying Cultural & Societal Factors.

My MSc. dissertation was about the attitudes of Irish Millennial consumers towards smartphone payments and what this mean for banks and third-party players in the industry. It was awarded a First Class Honours.

BSc. Marketing – First Class Honours

Dublin Institute of Technology – 2005 / 2009

My undergraduate degree involved studying Marketing Theory, Consumer Behaviour, Advertising, Management, Sales, Business Policy, New Venture Creation, Communications, Economics and many other modules as well as extensive group case study and presentation work. The degree also included a semester-long Erasmus exchange programme in Fachhochschule Wiener Neustadt, Austria in 2007.

My BSc. dissertation was titled ‘Irish Student Downloader’s Behaviour and Attitudes Towards Music Downloading’ and was awarded a First Class Honours mark. You can download it here.

Introduction to Web Design & Advanced Web Design

FÁS – 2009 / 2010

During 2009 and 2010 I completed two part-time courses in web design through FÁS Training and Employment Authority. These courses gave me the skills and competencies needed in basic website design and development, covering web authoring using XHTML, CSS and PHP using Adobe Dreamweaver.

Art, Graphics & Printmaking – FETAC Level 5

Ballyfermot College of Further Education – 2004 / 2005

In 2004/2005 I completed a year-long, full-time portfolio course at Ballyfermot College of Further Education. The course involved Photography & Photo Imaging for Fine Art & Graphics, Communications & Media, Graphic Design, Art History & Appreciation, Figure Studies and Painting & Printmaking.


• Digital Marketing • Business Development • Web Design • International Business
• Account Management • Creative Direction • Content Marketing • Event Planning
• UX / UI • E-Commerce • Online Advertising • Email Marketing
• Social Media Marketing • Photoshop • Adobe InDesign • Customer Service
• Search Engine Optimization • HTML • CSS • PHP
• PPC • Google AdWords • Facebook Ads • Market Research