Strategy with Soul.
Solving brand challenges to unlock growth with care, clarity and intent.
How I Create Impact.
01
Research and Strategic Planning.
Great creative work begins with truly understanding people. I bring the ability to think deeply about and their motivations and believe the biggest insights lie in the smallest details. Digging deep into culture, hum behaviour, and market dynamics to uncover the truths that matter, I deliver research and planning direction that is collaborative and insight-led, helping shape strategies that will create the right foundation for great ideas to thrive.
02
Winning in Innovation.
Whether it's emerging platforms, untapped audiences, or hidden brand potential, together we'll pinpoint what's worth chasing and create tangible steps to unlock insight around these opportunities. I work with you to make the right choices and maximise your resources to avoid waste. I don't believe in playing it safe - real impact often comes from subverting norms, and always comes from challenging assumptions and making bold deliberate moves.
03
Creative Communications Development.
Behind every standout creative idea is a solid communications plan combining art and science. I work with you to define clear objectives and align creative ambition with strategic purpose, develop and test great communications concepts and ultimately build a roadmap for execution that supports brave, boundary pushing ideas.
04
Cultural Frameworks.
Digging deep into culture means truly understanding people and their behaviour, as well as the environments, contexts, places and spaces which occupy their hearts and minds. After establishing the foundations of a strong cultural framework for growth, I deliver a strategy that aligns with cultural values, creates greater human relevance and lands the role your brand can credibly play within that space.
About me.
Aoife Sadlier
With over two decades of senior experience spanning brand strategy, positioning, qualitative research, innovation, global communications and cultural marketing, I’ve built a career delivering standout commercial and creative results across both agency and client-side roles.
Previous Senior Marketing positions held include Global Head of Innovation and Design and Head of Global Communications for Hendrick’s Gin. Additionally, I was Global Strategic Planning and Innovation Lead for Hendrick’s, Tullamore DEW and many new to world growth brands within the William Grant & Sons portfolio.
Earlier in my career, I held many senior agency-side positions where I led qualitative research, strategy and planning for major global brands across many industries including fmcg, retail, alcohol, technology and finance. As previous Chairperson of the Marketing Society Ireland, I was instrumental in designing and launching the first Irish Market Research Awards, now an annual fixture in the industry.
I bring the power of creative thinking combined with commercial clarity, as well as energy, leadership, and integrity to each and every challenge. With an expertise in collaborating cross-functionally locally and globally to drive brand desire, commercial results and long-term brand equity, I am passionate about building brands that last by ensuring they are grounded in insight, and brought to life through excellent execution.
Whether I’m working to uncover real human behaviour or insights, crafting a brand narrative or helping a client navigate complex decisions, I bring both intuition and structure to the process. I believe the best work happens when curiosity meets clarity, and when big ideas are rooted in real meaning.
I don't deliver off the shelf solutions, but bring the power of creative thinking combined with commercial clarity, energy, authentic leadership, and integrity to each and every challenge. I always deliver thoughtful and carefully considered work from a human persective and craft meaningful strategy beyond business metrics alone.
With an expertise in collaborating cross-functionally locally and globally to drive brand desire, commercial results and long-term brand equity, I am passionate about building brands that last by ensuring they are grounded in insight, and brought to life through excellent execution.
Whether I’m working to uncover real human behaviour or insights, crafting a brand narrative or helping a client navigate complex decisions, I bring both intuition and structure to the process. I believe the best work happens when curiosity meets clarity, and when big ideas are rooted in real meaning.
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