Outdoor Hiking, Watersports, Food & Culture.
Sabine Sheehan
Senior Brand & Marketing Manager In The Irish Whiskey Industry
Naas
Summary
I am a dynamic professional who possesses excellent communication and business development skills. I am dedicated to building good rapport with both internal and external stakeholders through positive engagement. I am highly committed to providing outstanding results and delivering on what is expected.
Overview
16
16
years of professional experience
12
12
years of post-secondary education
3
3
Certifications
2
2
Languages
Work History
Senior Brand & Marketing Manager
Inis Tine Uisce Teoranta
Dublin
2023.05 - Current
- Leading the brand team and internal stakeholders to develop a full rebrand of current spirits portfolio (Whiskey & Gin) .
- Current role is mapping out event marketing, communications, digital media, and brand promotion to launch in market next year.
- Developed recap reports to communicate competition trends, product positioning and competitive analysis within the Irish whiskey sector.
- Collaboration with Commerical team to identify target markets , customers, and distributors to promote products and iopen new markets.
- Key communicator and educator on whiskey legislation and compliance to our internal stakeholders, Board and distributor partners regarding brand benefits, products and services.
Senior Brand Manager & Global Brand Ambassador
Lambay Irish Whiskey Company
Dublin
2017.06 - 2023.04
- Spearheaded strategic brand development , company set up and distribution plans for multiple product lines to launch in the global market and drive brand awareness.
- Managed and oversaw all creative projects to drive quality, accuracy and deadline management.
- Created a new whiskey tourism destination and positioning for Lambay Island as one of the top 10 "Rough Lux " travel destinations with Failte Ireland/ Tourism Ireland.
- Analyzed and monitored customer feedback and market trends to make informed decisions about product and brand messaging.
- Cultivated relationships with key stakeholders, board of Directors, international market leads, distributors and industry influencers to create positive brand identity and experiences.
- Oversaw preparation of marketing copy, images, videos, emails, podcasts and other collateral.
- Managed full 360 digital strategy including website build, content curation, agency management and e-commerce that achieved sales goals for increased website traffic and brand awareness.
- Wrote and distributed press releases to increase brand visibility.
- Represented and launched the brand in markets USA, Japan, UAE, Russia , EU and Ireland.
- Coordinated with design and media teams to develop high-quality creative assets.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Led team of sales personnel, brand ambassadors, internal stakeholders and new staff offering mentoring and coaching to build knowledge and skills.
- Achieved industry acknowledgement as Irish Whiskey Ambassador of the Year 2021 and Global Irish Whiskey Brand Ambassador 2021 with Icons of Whiskey.
Sales and Marketing Manager
Irish Distillers Pernod Ricard
Dublin
2007.08 - 2017.06
- Spearheaded successful branding initiatives, sales strategies and public relations approaches to position the Jameson Brand Homes as leader within the whiskey tourism sector.
- Implemented, executed and strategically expanded business partnerships within the Irish Tourism and Trade sector - welcoming over 350,000 visitors to both Jameson Distillery Midleton and Midleton Distillery, Co.Cork annually.
- Key company representative and ambassador at Trade & Tourism events nationally and internationally advocating whiskey tourism in Ireland B2B & B2C.
- Executed sales & marketing strategies and developed marketing collateral in close collaboration with Jameson International marketing team in Irish Distillers.
- Support to Managing Director as marketing executive for PR/ Media events and trade events.
- Represented Jameson Brand Homes within global Pernod Ricard group.
Education
Higher Learning Certificate. - Future Learn; Managing People & Workforce
University of Reading
Online Course 2015.08 - 2015.10
Accredited Certificate in Irish Whiskey - Whiskey Production;
Irish Whiskey Academy
Midleton, Co. Cork . 2014.05 - 2014.06
Higher Diploma - Digital Marketing & E-Commerce -
Dublin Business School
Dublin, 2009.02 - 2010.02
Higher Diploma in Sales & Retail Management -
Institute of Foreign Affairs
Stuttgart , Germany. 1994.01 - 1996.12
Associate of Applied Science - Applied Chemistry
LImerick Institute of Technology
Limerick 1989.01 - 1991.08
Leaving Certificate - Secondary Education
Ard Scoil Mhuire
Limerick 1984.08 - 1989.09
Skills
Effective communicator
Accomplishments
- Achieved Icons of Whiskey Award 2021 by lobbying both internal colleagues and external customers from global whiskey markets to advocate me for my work as Irish Whiskey Global Brand Ambassador.
- Raised charity funds in excess of £30,000 for Simon Community in 2004 - with Celebrity Trek Across the Sahara.
- Achieved TV role as competitor on Treasure Island ,2003 with RTE
- Represented Germany as German Rose of Tralee 1993
Certification
Certificate in Proficiency in Personal Saftey Survival Techniques
Interests
Timeline
Senior Brand & Marketing Manager
Inis Tine Uisce Teoranta
2023.05 - Current
GS1 Ireland L1 & L2 Barcode Training & Legislation
2021-02
Certification in Infection Prevention Control for Tourism Business
2020-07
Certificate in Proficiency in Personal Saftey Survival Techniques
2019-07
Senior Brand Manager & Global Brand Ambassador
Lambay Irish Whiskey Company
2017.06 - 2023.04
Higher Learning Certificate. - Future Learn; Managing People & Workforce
University of Reading
2015.08 - 2015.10
Accredited Certificate in Irish Whiskey - Whiskey Production;
Irish Whiskey Academy
2014.05 - 2014.06
Higher Diploma - Digital Marketing & E-Commerce -
Dublin Business School
2009.02 - 2010.02
Sales and Marketing Manager
Irish Distillers Pernod Ricard
2007.08 - 2017.06
Higher Diploma in Sales & Retail Management -
Institute of Foreign Affairs
1994.01 - 1996.12
Associate of Applied Science - Applied Chemistry
LImerick Institute of Technology
1989.01 - 1991.08
Leaving Certificate - Secondary Education
Ard Scoil Mhuire
1984.08 - 1989.09
Similar Profiles
Eoghan DugganEoghan Duggan
General Operator at TineGeneral Operator at Tine
Sacorya SmithSacorya Smith
Butcher at Grocerind & Inis KitchenButcher at Grocerind & Inis Kitchen
JOSEPH KEENAN TABATJOSEPH KEENAN TABAT
Extrusion Process Technician at Novelplast TeorantaExtrusion Process Technician at Novelplast Teoranta