Sarah McDonald
Dublin
Summary
Senior Director of Digital & Demand Generation at Diligent Corporation, with over 15 years of experience in B2B and B2C marketing. I lead brand and performance campaigns that build awareness. I have a proven track record in managing multi-million-dollar budgets and leading cross-functional teams, enhancing conversion rates, and aligning sales and marketing efforts for maximum impact to keep campaigns aligned and effective. I take a hands-on approach to data and optimisation, and enjoy shaping messaging that resonates and performs. I’m comfortable leading teams, managing stakeholders, and balancing strategy with execution.
Overview
15
15
years of professional experience
Work History
Sr. Director, Digital & Demand Generation
Diligent Corporation
Dublin
05.2022 - Current
- Lead digital and brand marketing strategy for Governance, Risk, and Compliance products across AMERS, EMEA, and APAC, driving pipeline growth and brand visibility in key markets.
- Planned and drove execution of campaigns across web, social, email, and third-party channels—working with internal teams and agency partners to shape messaging and ensure a consistent brand presence.
- Focused on building brand awareness and engagement in new and existing markets through targeted, always-on campaigns and top-of-funnel activity.
- Improved conversion rates by creating personalized user journeys and running regular tests to optimize performance at each stage of the funnel.
- Led the adoption of AI tools to sharpen targeting, support faster content development, and improve reporting—giving clearer insights into campaign performance and audience behavior.
- Manage a global team and multi-million dollar budget, ensuring campaigns are effective in driving business impact, maintaining positive ROAS, and remaining aligned with brand goals.
- Regularly present market performance insights and campaign impact to executive leadership, connecting marketing activity to business outcomes.
- Oversee day-to-day operations including planning, prioritisation, and working closely with sales and product to stay aligned and deliver joined-up campaigns.
Head of Digital Marketing
Zahra Media Group
Dublin
09.2020 - 04.2022
- Led digital brand strategy and campaign execution for Everymum and Easy Food, growing awareness, audience engagement, and direct traffic.
- Delivered integrated campaigns across email, social media, SEO, and partnerships, ensuring brand consistency and audience relevance at each stage.
- Managed strategy and performance across up to 30 monthly campaigns, using insights to improve creative and channel mix.
- Introduced first-party data and lifecycle strategies to support lead generation and retention efforts.
- Mentored a team of digital marketers, helping to improve campaign planning, execution, and reporting.
Digital Marketing Director
From6 Communications
Manama
02.2016 - 01.2020
- Led digital strategy for clients across aviation, retail, FMCG, finance, and property, helping to build stronger brands and grow reach across the Gulf region.
- Delivered full campaign strategy and launch support for ila, Bahrain’s first digital-only bank.
- Developed and rolled out the digital transformation plan for Bahrain Islamic Bank, leading to a 60% increase in digital investment, and strong campaign returns.
- Ran regional social campaigns for Costa Coffee across Bahrain, Oman, Kuwait, and Saudi Arabia, growing engagement above 15% month on month.
- Directed digital marketing for the launch of SalamAir, Oman’s first low-cost airline, driving awareness and customer acquisition from day one.
- Led website and mobile UX design projects to improve user experience and support campaign goals.
Head of Client Services
Lumen Digital
Cape Town
12.2014 - 02.2016
- Led digital transformation for Diageo and Heineken across 10 brands, improving tech adoption and campaign performance.
- Audited client digital activity, and developed strategies to strengthen brand impact and user experience.
- Managed the delivery of digital campaigns using agile methods, keeping projects on time and within budget.
- Managed a team of 12 across content, design, and social media.
- Handled budgets and execution across SEO, CRM, paid social, and SEM.
- Tracked results and used insights to guide creative and media decisions.
Digital Account Director
M&C Saatchi Abel
Cape Town
10.2013 - 11.2014
- Led digital strategy and campaign delivery for clients in FMCG, fashion, finance, and e-commerce.
- Managed major accounts, including Heineken and Takealot, with a focus on growing brand awareness and digital engagement.
- Delivered targeted campaigns to support sales growth and customer retention.
Account Manager
M&C Saatchi Abel
Cape Town
02.2010 - 09.2013
- Managed day-to-day campaign planning and delivery for brands like Heineken, Lil-Lets, and Old Mutual across digital and ATL channels.
- Oversaw campaign planning, budgets, and post-campaign analysis.
- Developed briefs, coordinated creative, and supported strategy through competitor research and market insights.
Education
Bachelor of Commerce - Marketing Management
Stellenbosch University
South Africa01.2008
Digital Marketing Certification -
University of Cape Town
South Africa01.2011
Post Graduate Management Programme - Marketing and Advertising
Red & Yellow Advertising School
South Africa01.2009
National Senior Certificate -
Fairmont High School
South Africa01.2005
Skills
- Brand strategy, creative development, and integrated campaign execution (digital, ATL, social)
- Global demand generation and funnel optimisation (acquisition to retention)
- Paid media (Google Ads, Meta, LinkedIn, TikTok), SEO/SEM, and email marketing
- Organic and paid social, influencer campaigns, and content partnerships
- AI-powered content creation, testing, message optimisation, and digital storytelling
- A/B testing, CRO frameworks, and audience segmentation
- Revenue operations, pipeline forecasting, and CAC improvement
- Budget ownership (greater than $10 million), media spend tracking, and ROI optimisation
- Cross-functional leadership and stakeholder alignment (Product, Sales, Marketing)
- Team building, coaching, and agency/vendor management
- Sponsorship activation and go-to-market strategy planning
- Data-led decision making, test-and-learn execution, and performance reporting
References
References available upon request.
Timeline
Sr. Director, Digital & Demand Generation
Diligent Corporation
05.2022 - Current
Head of Digital Marketing
Zahra Media Group
09.2020 - 04.2022
Digital Marketing Director
From6 Communications
02.2016 - 01.2020
Head of Client Services
Lumen Digital
12.2014 - 02.2016
Digital Account Director
M&C Saatchi Abel
10.2013 - 11.2014
Account Manager
M&C Saatchi Abel
02.2010 - 09.2013
Bachelor of Commerce - Marketing Management
Stellenbosch University
Digital Marketing Certification -
University of Cape Town
Post Graduate Management Programme - Marketing and Advertising
Red & Yellow Advertising School
National Senior Certificate -
Fairmont High School
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