About me

I didn't plan to get into marketing. I was on track to be a lecturer, but the 2008 recession had other ideas. I took an office job to pay the bills and learned marketing from the ground up: not by studying theory, but by being the person who had to get it done.

That path has taken me everywhere: from the public sector to a marketing agency, B2B SaaS companies, and non-profits. I’ve run the blog, managed the website, built messaging frameworks, launched products, handled the SEO, and managed a team. I know what it’s like to be responsible for the strategy, and I know what it’s like to be the person who has to execute it.

Because I’ve been on your side of the table, I know that strategy is useless if it doesn't make a team's job easier. A research report or a set of personas has to be practical enough for a busy marketer to pick up and use the same day. I have no patience for 50-page reports that sit in a folder; my work is designed to be used.

After years of seeing smart teams stuck in execution mode without the time for foundational work, I started AmpliStory. I focus on customer research because it’s the one thing that makes everything else—from messaging and product development to rebrands—work better. It provides the confidence and clarity that most teams are missing.

When I’m not working, I’m usually reading (a lot of sci-fi and horror), doing yoga, or walking my dog near my home in Galway. I believe 90s pop is the only music we really need, and my comfort movie will always be The Mummy (1999).