Michele O'Briain - Experienced marketing professional

Marketing Consultant at Michele O'Briain Consultancy



Current location


Work category




Michele O'Briain's Professional Experience

2011 - Present

Michele O'Briain Consultancy - Marketing Consultant

Providing marketing advice & support to help businesses/non-profit organisations to deliver their business objectives, grow sales & profits & improve customer satisfaction.

Projects completed for An Post Postfone, Clanna Gael Fontenoy GAA Club, Rock Photography, birthwithease.ie, The National University of Ireland, conceivewithease.ie, Sandymount Business Network, Shane McCarthy Photography, St. Matthew's School & tapwithease.ie

Key Skills
Artwork & print management Budget management Business Development Communications Content Management System customer insight Digital Marketing Direct marketing Email campaigns Event Management Marketing Marketing plans Merchandising online content photography Project Management Promotions Social Media strategy Website Design
2008 - 2010

O2/Tesco Mobile - Head of Marketing

Responsible for the marketing of Tesco Mobile - Ireland's first M.V.N.O., through the Tesco retail chain, Tesco Mobile website and Facebook page.

Key duties included introducing new propositions, relaunching the brand, redesigning our website, launching our Facebook page, advertising and media planning, in-store marketing and point of sale, handset selection and customer insight.

Key Skills
advertising Budget management customer insight marketing communications Media Campaigns point of sale Promotions Public Relations Team coaching and management
2002 - 2007

Shop Direct Ireland Ltd (now Littlewoods) - Marketing Director

One of five Irish board members with responsibility for the strategic direction and implementation of all online and offline marketing activities for Ireland’s leading online and catalogue retailer.

Key duties included expansion of the business, devising and executing web strategy from a start up position, developing web content, implementing an online account management system, P.R., marketing savings and change management.

Key Skills
Account Management Marketing strategy
1991 - 2002

Shop Direct Ireland Ltd (now Littlewoods) - Marketing Manager

Part of a management team of four with responsibility for all marketing of Family Album/Kays mail order brands and the launch and initial growth of new brand Family Hampers.

Built a new hamper business from zero to £3 million in three years, developed new follow up customer mailings and promotions, introduced new customer payment methods, sourced and promoted mobile phones and negotiated third party deals while holding this position.

Key Skills
1989 - 1991

Shop Direct Ireland Ltd (now Littlewoods) - Marketing Executive

Gained first experience of direct marketing in this position with responsibility primarily for adapting U.K. mailings and promotions for the Irish market for Family Album and Kays mail order brands.

Key Skills

Michele O'Briain's Education and Qualifications


Certificate - Content Marketing


Content marketing best practices and research.
Generating content ideas. Long term content strategy. Content creation framework. Repurposing content. Promoting content. Measuring & analysing content.


Certificate - Email Marketing


Email marketing best practices and research.
Email design & functionality. Email deliverability. Email analytics. Email optimisation & testing.


Certificate - Inbound Certification


Stages of inbound methodology. Optimising websites for search engines. Fundamentals of Blogging. Amplifying content with social media. CTA's. Landing pages.


Masters/PostGrad - Digital Marketing

Digital Marketing Institute Ireland

Postgraduate Diploma in Digital Marketing incorporating Search Marketing, Mobile Marketing, Social Media, Email Marketing, Digital Display Advertising, E-commerce, Google Analytics and Digital Strategy and Planning.

I prepared a detailed Digital Marketing Plan for a local small business as part of the certification of this digital marketing course.


Masters/PostGrad - Strategic Marketing

University College Cork

Topics covered - Strategic Market Planning, Market Research, Buyer Behaviour, Segmentation, Targeting and Positioning, Branding, Pricing, Finance, Digital Marketing Strategy and Tools, Innovation, Integrated Communications and Leadership and Top Team Management.

I prepared a detailed Strategic Marketing Plan for a new online printing company as part of the certification for this programme.


Diploma - Digital Marketing

Digital Marketing Institute Ireland

Diploma in Digital Marketing including SEO, PPC, Web analytics, Affiliate Marketing, Email, Digital Display Advertising, Social media marketing and planning.

Course project was a proposed launch campaign for a new MVNO entering the Irish market targeted at foreign nationals.


Masters/PostGrad - MA

Trinity College Dublin


Bachelor/Degree - BSc Mgnt

Trinity College Dublin


Higher Diploma - Adv Dip Mk Tech

College of Marketing & Design

Michele O'Briain's Additional Information



Marketing, mobile communications, direct marketing, social marketing, business start ups, GAA plus swimming and walking to keep me healthy.