Who is Shane?

I thought you’d never ask…

OK, what’s the short answer?

I’m twenty something, a plannery type, Wexford born and Dublin based and advertising, sport, music & food make up the vast majority of my brain waves.

For speaking, training, career opportunities, freelance or other queries, please get in touch via shaneoleary1@gmail.com or 087 9261844.

What do I currently do?

  • I work within one of Ireland’s leading agencies Target McConnells as a strategist specialising in channel and experience planning. Distribution, platform choice and channel planning are increasingly important considerations, so I operate across departments (planning, creative, interactive) helping to ensure the most effective rendition of a campaign. I also work sporadically on wider brand planning.One of my specialities is helping brands understand how to execute sponsorships effectively across multiple channels.Brands I’ve worked with include Vodafone (sponsorship, enterprise & brand), GAA, Paddy Power, Betfair, Unilever, Diageo, Tesco, Samsung, McCain, An Post and others.I have strong experience in pitching & presenting to large audiences and am a frequent commentator on the Irish marketing scene.

    I was named as a ‘Sport For Business Young Leader 2016’. I was also part of a team that won ‘Irish Sponsorship of the Year’ and ‘Best Integrated Sponsorship’ for Vodafone Centre Stage in 2015.

What projects have I worked on?

  • Lead brand and communications planner on An Post’s ‘Witness History’ campaign whereby red postboxes dotted around Dublin served as ‘beacons’ to tell the forgotten stories of 1916 through smartphone videos.
  • Lead planner on award winning GAA ‘Nothing Beats Being There’ campaign.
  • Managed creation of Ireland’s first music sponsorship content portal ‘Vodafone Centre Stage’, using influencer engagement, video content, live tweeting and digital utility apps to drive Vodafone’s sponsorship effectiveness scores to their highest ever rating.
  • Part of a wider team that create Europe’s first gamified loyalty programme ‘Play or Park’, a multi award winning app that drove sustained business change for Topaz Energy.
  • Managed Knorr Ireland’s Facebook and digital comms from inception, tailoring the ‘What’s for Dinner?’ campaign for Ireland, resulting in increased product sales and nomination for Irish Social Media Award Grand Prix.
  • Lead planner or part of strategic team that won numerous ‘through the line’ pitches for the agency.
  • Advised on digital communication plans for Guinness‘ award winning EDM/CRM programme and Guinness+ app.
  • Grew Colgate‘s Facebook community from launch to 50,000 highly engaged fans, resulting in a sustained rise in brand NPS score.
  • Led Vodafone’s award winning Dublin GAA sponsorship digital activity, creating innovative elements like live match trackers, Facebook ‘Spot The Ball’ competitions and social charity pledge mechanisms.
  • Led Betfair’s Euro 2012 activity, which included an award winning Facebook penalty kick app, resulting in over 100,000 engagements.
  • Managed Samsung Mobile‘s digital & social product launch and sponsorship activity.
  • Oversaw the growth of Vodafone Ireland‘s social channels from customer care utilities to powerful brand engagement channels.

What have I done previously?

  • frequent commentator on the Irish marketing scene (Sunday Business Post, Sociable.Co, Small Business Can, HospitalityeNews, Digital Times, Simply Zesty blog, TheJournal.ie, Brand Republic).
  • former Account Manager and Social Media Manager for Simply Zesty, managing clients/projects including Vodafone Ireland, Vodafone GAA, Q102, Colgate, Paddy Power, Betfair and Samsung Mobile.
  • former Content Producer for Ireland.com (sections include Food and Drink, Tourism and Attractions, Travel, Leisure and Activities)
  • journalist, covering media, technology, sport and marketing (SBP, Irish Independent, TheJournal.ie, Balls.ie)
  • former Communications Manager for Ireland’s biggest lunchtime site mylunch.ie (taken over by the Irish Times Digital Group)
  • collaborator and lecturer with Digital Marketing Institute,
  • foodie by nature, (although my cooking skills do need some brushing up) and enjoy visiting new restaurants, reading some of the brilliant Irish food blogs out there, and sampling new artisan food products
  • graduate of Dublin Institute of Technology (BSc. Business and Management).
  • graduate of Dublin Business School (Diploma in Sports Journalism)
  • devout Leinster Rugby fan
  • not so devout Liverpool FC fan
  • long suffering Wexford GAA fan

What else?

My passions include sport, psychology, books, journalism (have written numerous pieces for different sites and publications including Independent.ie & Sunday Business Post), technology and culture.

Who says what about him?

Shane is incisive and insightful and easily one of the rising stars of Irish adland. He’s the embodiment of what a modern planner/strategist should be: culturally literate, digitally inclined with an eye on the disruptive effects of ad-tech. I was lucky enough to hire and work with him across multiple projects – I look forward to when I get to pester him for a gig!
James Dunne, Head of Planning, In The Company of Huskies

‘STAR PERFORMER – Shane O Leary is without doubt an exceptional talent. He sets himself very high standards and has no fear of being fully accountable for achieving them. Give him an inch of opportunity and he’ll give you a mile of creativity.’
Derek Gallagher, Manager Global Business Operations at Trend Micro

‘A great guy to work with, exceptionally adept in all things social and a first class communicator.’
Paul Fitzpatrick, Vodafone Ireland Social Media Manager

‘I would definitely work with Shane again & would have no hesitation recommending him in the future as a supplier for Digital.’
Emily O’Kane, Channel Marketing Manager at Mondelez International

‘Highly dedicated, keen and very knowledgeable. I enjoyed working with him immensely and would heartily recommend him to any business.’
Ken Fitzpatrick, CEO Digital Marketing Institute

‘Quickly became an integral part of the team. I was impressed by his project management skills, creativity & wide ranging knowledge of online business’.
Peter Kennedy, Head of Digital at Havas Ireland

‘Shane has a creativity and a flair for marketing, that’s demonstrated by his first class honours grades (top of the class in both the project and the exam).’
Kathleen Hughes, Lecturer in Marketing at Dublin Institute of Technology

‘Shane has a strong ability in terms of interrogating the client brief & investigating the motivations of the consumer, always pushing to develop meaningful consumer insights. He also has a really good understanding of the digital media landscape  and how best to utilise this to maximise relevancy for the target’.
Andrea Galligan, Marketing & Communications Manager, Charity Sector

And have you got a generic disclaimer for me that likely won’t hold up in a court of law?


*All views, no matter how stupid, are my own, and not reflective of any company I have previously, currently or may in the future work for or with.*

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