ANNABEL O'KEEFFE
Summary
- Responsible for spearheading organisational transformation as CEO of Grow Mental Health. This included locating new head office and overseeing brand execution, lighting, flooring and furniture of this office for delivery in a timely fashion whilst ensuring board approval.
- Working in teams: Skilled at fostering relationships, inspiring teams, and forming strategic partnerships across diverse sectors.
- Ideas driven project management: Demonstrated ability to see innovative projects through from start to finish on time and in budget with impactful projects like the High Hopes Choir documentary in Focus Ireland and creation of Look Good Feel Better website including design and implementation
- Starting studying the fundamentals of interior design: Undertook two courses in 2026.
Overview
28
28
years of professional experience
Work History
CEO
Grow Mental Health
08.2023 - 08.2026
- Led the implementation of strategy, created a 2-year change strategy and worked with the Board on a review of the new 2025 strategy. This focused on Grow’s vision, mission and values brought to life through new head office and new external communications
- Worked with sub-committees of the Grow Mental Health Board to ensure full compliance with the charities' regulator's code, and helped the organisation move to full compliance.
- Coordinated with Head of National Programmes on external evaluation, mapping resources, analysing data, and supervising transition to digital reporting to enhance accuracy and streamline processes.
- Embedded a new approach to fundraising by migrating from small, labour-intensive methods to higher targets, with bigger, less frequent events.
General Manager
Look Good Feel Better
01.2018 - 08.2023
- Company overview: Registered charity dedicated to helping people address the outward effects of cancer treatment. Because cancer and cancer treatment can affect every part of you, inside and out.
- Created new website in Wix including design and functionality
- Oversaw organisational operations and transformation during Covid, collaborating with sub-committees of the board.
General Manager
The Sanctuary
01.2017 - 01.2018
- Company Overview: Registered charity providing leading courses in mindfulness and meditation with 14 staff and 20 volunteers
- Oversaw the successful delivery of programmes, courses and events and the reimagining of The Sanctuary (a strategic review of short, mid and long term viability of the charity).
Marketing Manager
Focus Ireland
01.2011 - 01.2017
- Company Overview: Leading homeless services provider including emergency, mid and long term housing, catering, education and training and social enterprise
- Working with a digital agency to implement the complete overhaul of the Focus Ireland website
- Working with management team on cross-organisational auditing of brand, fundraising, marketing and social media activity and reporting to fundraising and marketing sub-committee
- Working with management team on developing and commissioning all marketing materials across the organisation
- Innovatively raising profile of Focus Ireland and changing perception of homelessness with the initiation of a new idea to work with RTE on a documentary
Marketing Consultant
IAPI, Javelin Direct, Campaign, McConnells
01.2004 - 01.2011
- Responsible for the direction of eircom, Thermo King, Toyota, National Gallery, and Anglo Irish Bank.
- Directed the Irish Advertising Awards - SHARKS as Events Director.
- Designed strategies for clients to reach business goals, tailoring according to needs and resourcing.
- Established clear objectives for marketing initiatives, guiding implementation, tracking and optimisation efforts.
- Oversaw the production of marketing materials, from concept to distribution, maintaining brand consistency.
Direct Marketing Manager
Concern Worldwide
01.2003 - 01.2004
- Responsible for line management of a team of 4 including performance management, training and development and health and safety
- Oversaw delivery of fundraising campaigns for Concern Worldwide including SSIA campaign
Account Director
Javelin Direct
01.1999 - 01.2003
- Directed below the line accounts including UNICEF, Sightsavers, Vhi Healthcare, O2 (Three Ireland), An Post, Fallon & Byrne and Toyota
- My notable achievements were change of name from Digifone to O2 below the line resulted in 52% awareness of new brand and developing the Fallon & Byrne branded products
Education
Interior Design courses
Geri's academy and Portmarnock Community SchoolDiploma - Digital Marketing
Digital Marketing Institute
MA - Public Relations
TU Dublin Aungier Street
BA - Mental and Moral Science
Trinity College Dublin
Skills
- Design Led approach
- Excellent communicator
- Experienced project manager
Volunteer Experience
- Grow Mental Health, Board member and Chairperson
- Nurture Africa, Board Member
- Samaritans, Volunteer
References
References available on request
Timeline
CEO
Grow Mental Health
08.2023 - 08.2026
General Manager
Look Good Feel Better
01.2018 - 08.2023
General Manager
The Sanctuary
01.2017 - 01.2018
Marketing Manager
Focus Ireland
01.2011 - 01.2017
Marketing Consultant
IAPI, Javelin Direct, Campaign, McConnells
01.2004 - 01.2011
Direct Marketing Manager
Concern Worldwide
01.2003 - 01.2004
Account Director
Javelin Direct
01.1999 - 01.2003
Interior Design courses
Diploma - Digital Marketing
Digital Marketing Institute
MA - Public Relations
TU Dublin Aungier Street
BA - Mental and Moral Science
Trinity College Dublin