Fionnuala Behal
London,United Kingdom
Summary
Strategic transformation leader with over 20 years of international experience in rewards, incentives, and loyalty solutions. Proven track record in driving digital transformation from paper to card to SaaS, leading cross-functional teams, and scaling programs across European markets. Expertise in executing commercial turnarounds and providing hands-on leadership as a subject matter expert. Fluent in French and Spanish, enhancing communication in diverse environments.
Overview
32
32
years of professional experience
6
6
years of post-secondary education
Work history
Managing Director (Turnaround & Transition)
Waterford English Language Centres
Ireland
01.2015 - 01.2025
- Delivered three-digit growth & restored profitability.
- Executed full succession transition enabling owner retirement.
- Ensured 100% continuity of international client base.
Commercial Director – Corporate Solutions
PrePay Solutions (Edenred/MasterCard JV)
London
01.2011 - 01.2014
- Spearhead corporate solutions strategy as executive team member.
- Oversaw productisation of digital reward and incentive solutions across 12 countries.
- Managed Edenred’s global account, guaranteeing robust governance with HQ and operational alignment across subsidiaries.
- P&L owner for multi-million revenue stream; cross-functional (IT, Ops, Finance & Legal) collaboration and resource optimisation.
- Formed and directed high-performing team of 8, encompassing delivery and customer success
- Achieved sustained double-digit revenue growth by expediting time to market.
Regional Sales Director – Southern & Continental Europe
PrePay Solutions (Edenred/MasterCard JV)
London/Europe
01.2009 - 01.2011
- Led expansion of prepaid & reward solutions in Spain, Portugal, France, Italy & Germany.
- Built partnerships, pipeline and GTM sales & delivery plans.
- Generated substantial new gift card revenue with leading retailers (BP Aral, Sonae, Solred) establishing footholds in new markets.
International Marketing & Development Director / Manager
Edenred (Global HQ)
Paris
01.2003 - 01.2009
- Led major digital transformation (paper → card/stored value).
- Directed cross-functional delivery across HQ & subsidiaries.
- Developed market research & product GTM frameworks.
- Delivered workshops internationally for market readiness & best practice sharing.
Relationship Marketing & Partnership Manager
Accor Group (HQ)
Paris
01.2001 - 01.2002
- Managed on-boarding of strategic partnerships for France’s first multi-brand travel loyalty programme (2M+ users).
- Built launch and co-marketing plans, ROI models & scaling frameworks.
Project Manager – “RestauPlanet” Digital SaaS Pilot
Edenred (formerly Accor Services)
Paris
01.2000 - 01.2001
- Piloted SaaS reservation & CRM platform with Opentable.com for introduction to French market.
General Manager
Celtic Group Hostels
Dublin
01.1995 - 01.1999
- Directed all facets of daily operations, guaranteeing seamless functionality of organisation.
- Discovered new business opportunities, facilitating market expansion.
Marketing Coordinator
IHH
Dublin
01.1993 - 01.1994
- Oversaw production of promotional materials, ensuring high-quality output.
Education
MBA - International Business (First Class Honours)
NEOMA Business School
Reims 01.1999 - 04.2000
BA (Hons) - International Marketing & Languages
Dublin City University
Dublin 01.1989 - 04.1993
Diploma - Executive, Leadership & Team Coaching
Barefoot Coaching
United Kingdom 01.2015 - 04.2015
Skills
- Digital evolution
- Project management
- Team management
- Market entry strategy
- Client relationship management
- Stakeholder engagement
LANGUAGES
French: C1+ (Fluent, oral & written)
Spanish: C1+ (Fluent, oral & written)
Accomplishments
- Led Edenred’s reward & incentive product line development worldwide supporting organic growth launches (Germany, Benelux, Chili, India, China…) and external growth initiatives (Creative Incentives-South Africa, Leboncadeau - France, Capital Incentives - UK, RID-India).
- Drove double-digit revenue growth for Edenred Corporate Solutions while accelerating delivery of reward/incentive solutions across 15 European countries, reducing launch cycles from 12 to 4-6 months and building standardised, scalable delivery process for future migration.
- Secured several high value gift card deals with major retailers in new geographic markets through strategic partnership and multi country and multi-disciplinary team coordination.
- Established high value partnerships for France’s first multi-brand mobility loyalty scheme (2M+ cardholders).
- Executed a financially successful and structured wind-down of family business, ensuring optimal profitability and smooth closure.
- Led the scaling, redesign and modernization of SME operations with new people, new programmes and new clients.