Fiona Whelan, CMO, Sponsorship Director & Marketing Consultant
Fiona Whelan is an experienced marketing leader, working directly with brands and organisations that scale.
Fiona has a wide range of marketing experience, working with large brands and growing start-up companies.
Fiona holds a Masters in Digital Marketing and Analytics. She is the Chief Marketing Officer, Abodoo, Director of Sponsorship, Swim Ireland, and Director at Brand Fusion Studio.
“When you are a business owner, you suddenly become the person responsible for finance, HR, compliance etc., so it can be daunting. Secure the correct advice, know when to ask for help and set realistic goals and objectives - this puts you in the best position to succeed. Always remember, you are stronger than you know!”
Fiona Whelan
Fiona Whelan, LinkedIn
Tell us about your current role and what you like about your career/role or areas of focus.
I am currently working as a consultant with two amazing organisations, Abodoo and Swim Ireland.
They are both in-house placements which works well, as I have direct contact with both organisations' teams. Both roles came about having set up my own boutique agency, Brand Fusion Studio.
I also work with a number of national and international clients on specific projects and enjoy the variety this brings.
What inspires you, motivates you, helps you to make each day count?
They are several things that inspire me. The people around me particularly inspire me.
I am very fortunate to be working with a very talented group of people who allow me to use my skills and expertise to make a real difference to their organisations. This in itself is highly motivating. Innovation and creativity are very much encouraged which affords me the opportunity to look for new and alternative solutions.
How do you network? What is your prefered way to network?
Pre Covid-19, I would have tried to get to as many events as feasible, but now the focus is on social networks, and from a work perspective, that means LinkedIn.
I also try to keep in touch with my own wider network through email and WhatsApp.
In your opinion, what do you think it takes to be a business owner and which challenges with it?
As a business owner, it is really important to plan your day and ensure you remain focused.
I have learned to be very deadline focussed and spend time at the start of every day, planning my time according to what is required, why and by whom.
It doesn't always work as there are some curveballs on occasions, but it pays to be disciplined.
How do you come across the idea of your business and why?
I had always contemplated doing something like this, and I saw a definite gap in the market in terms of what other consultants and agencies were offering.
How did you plan your business before starting it, and do you have any tips to continue improving business growth?
When I started my business, I was fortunate that I already had clients that I was working with on a freelance basis.
My best piece of advice to anybody looking to start their own business is to plan as much as possible – look at what you can do yourself and what you may need to outsource. It is impossible to be an expert in everything, and it is important to recognise when you need additional support to complete a project.
I now have a number of people that I work with from a design and development perspective, for example. I am honing my skills on the development side but for now, I prefer to let the experts do their thing.
What are the challenges of COVID-19 in your business? Does it have a positive or negative effect, and how have you been managing it?
I count myself as one of the lucky ones as I have been set up to work remotely since the very start.
Previously I would go into the office of one of the companies I was working with if needed, but largely I can work from anywhere.
Also, through Abodoo, I have been introduced to the virtual real estate platform, Yonderdesk, which has been fantastic at staying connected to the team.
Do you have a mentor/coach to support you in your decisions/ideas/challenges, and what is the best advice you have ever received?
I have a very strong network of people that I engage with on a regular basis who allow me to work through ideas and concepts – they provide me with the honest feedback I need when I am working on new projects and need to challenge my thought process. I find this really beneficial, and it has taught me to always consider different options and outcomes before making a final decision or recommendation.
In terms of the best advice I have ever been given, hmm, that's a tough one. I do live by a quote from Albert Einstein, though – "you only fail when you stop trying!"
What are your thoughts on the future of social media and how it affects your business/company?
I think social media will continue to play a key role in my own organisation and that of the organisations I work with.
It is so immediate and responsive and allows for engagement both locally and internationally. It is the way we all do business now, so I can't see it changing any time soon.
What is your favourite social media platform, and why?
From a personal perspective, I'd definitely say Instagram, but for work, it is, of course, LinkedIn.
Both have a role to play and deliver their own benefits.
How important do you think it is to designate tasks to others, and what are the tasks you ask for help with when it comes to your business?
It's not just important. It is crucial!
When working with different teams and different organisations, you need to be disciplined enough to delegate where possible, so the work gets done. Trying to take on too much will always lead to problems. I always want to give 100%, so I need to be on top of my game to do so.
From the outset, I look at a project and identify the key tasks I take responsibility for and what I can delegate elsewhere. Ultimately the buck stops with me though, so I always have oversight of the roles and contribution of others and intervene when required. Ensuring a project is delivered on time, on budget and in the most effective way possible is the outcome I want to achieve each and every time.
What drives or motivates you each day in a work environment?
As I work most of the time remotely, the motivation comes from the task at hand and my own personal motivation to consistently deliver for the organisation I am working with.
I also enjoy the challenge of working and tackling new markets and sectors - I am really motivated to educate myself as much as possible. Knowledge really is power.
What advice would you have for someone looking to get into the same area of work?
In terms of marketing in general, it's such a diverse discipline and one where you continue to grow and learn. The sector continues to innovate and pivot in response to new challenges which means it is never boring.
Of course, I am probably biased because I love my chosen field and could not see myself doing anything else.
What do you feel is the most common reason for people failing or giving up?
I think a lot of people set unrealistic expectations and fail to plan correctly.
Also, when you are a business owner, you suddenly become the person responsible for finance, HR, compliance etc., so it can be daunting.
From the outset, you need to secure the correct advice, know when to ask for help and set realistic goals and objectives - this puts you in the best position to succeed.
What are you most proud of in your life?
On a personal note, definitely my children – all three of them – they've all given me reasons to be proud of them in so many ways. It's not always the big things either, it is often the small wins that make me particularly proud.
On a professional level, I am proud of what I have achieved to date and also the fact that in the last year, I managed to juggle work with a return to college to complete a Masters in Digital Marketing and Analytics.
Outside of your professional work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
Sport plays a big part in my life and the lives of my children. I am passionate about the benefits that sport brings - particularly from a physical and mental health perspective.
I am the chairperson of a ladies basketball club, so that keeps me busy. We are in the process of developing our own 5-year strategy although our biggest focus right now is making sure we create a safe and happy environment for our younger players who will be returning to outdoor training in the next few weeks.
Outside of that, I am also collaborating on a series of academic papers, which will hopefully be published later this year.
When it comes to your life chosen career, is there a phrase, quote or saying that you really like?
I mentioned the quote above from Albert Einstein, which has always kept me focused.
What do you wish you had known when you started out?
It's not always going to be easy, and there will be challenges along the way but always remember, you are stronger than you know!
Hard work and determination will see you through and lead you on a successful journey.
Who do you most admire in business, academic or creative circles?
Oh, there are so many and all for different reasons.
In business, I very much admire and take inspiration from Vanessa Tierney, the founder of Abodoo. I learn from her every day.
Vanessa uses her vast skills, knowledge and expertise to grow and develop the business constantly. She is very much on the pulse of what is happening in the world of remote work and has driven this agenda, even prior to Covid-19. We work very well together and I am enjoying the process of driving the business forward, to new sectors and markets.
The same can be said of Sarah Keane, the CEO of Swim Ireland and President of the OFI. I am always amazed at how Sarah balances her dual roles and leads and drives the Women in Sport agenda as well as many other sports-related issues. She is incredibly knowledgeable in all aspects of sport and is committed to achieving the very best for Ireland's athletes, not just in swimming but across all sports.
On a broader level, I very much, Michelle Mone, the founder of Ultimo, Arianna Huffington, Jacinta Arden and the Collison brothers.
What companies, brands, or institutions do you like or do you think are getting it right?
From a strict marketing and brand perspective, I am going to say Heineken and Paddy Power. I love how the latter takes risks, albeit calculated, and really shows the power of not taking yourself too seriously.
From a sponsorship perspective, I think the Irish rugby team's Vodafone sponsorship is one to really admire. Their activation has been really strong and slick, and it is clear that the two organisations work in close partnership to ensure its success.
How do you define success, and what lessons have you learned so far that you could share with our audience?
Success for me comes with being happy in what I do and confident in the knowledge that I am doing a good job.
Success is also about seeing my clients succeed, knowing that I had a role to play in it.
What skills do you feel have helped you to become successful?
Rather than a specific skill, I think it comes down to grit and determination. I have always had a plan for where I want to be and how I want to develop.
I recognise when and where I need to upskill and immediately take action. Maybe I am unusual but I relish the opportunity to learn and develop. It’s an ongoing process but one which I love.