Lucia Creedon

55+ Campaign

• Gained strong skills in strategic planning and consumer insight application, designing a high-impact, always-on PR campaign tailored to the 55+ audience.
• Developed experience in setting clear KPIs, aligning cross-functional teams, and managing multiple stakeholders across agencies and brands.
• Strengthened ability to lead independently, drive cross-brand collaboration, and ensure consistent brand representation across complex workstreams.
• Learned to navigate and optimise agency relationships, fostering efficient ways of working to deliver measurable results (+15M media coverage).

Project Supersonic

• Built skills in narrative development and internal stakeholder engagement, generating excitement and buy-in across commercial and marketing teams.
• Led ideation workshops, honing abilities in creative facilitation, cross-functional alignment, and cultural brand positioning.
• Gained confidence in working across non-marketing functions and learned to influence beyond direct remit, despite project cancellation.

Spritz Launch

• Demonstrated proactive leadership by defining a new sampling strategy for the product's unique proposition, overcoming traditional blockers.
• Strengthened ability to lead cross-functional teams (marketing, e-comm, sponsorship, agencies) towards a shared vision and commercial goals.
• Built experience in social strategy development, aligning brand messaging with cultural relevance across campaign tease, launch and sustain phases.
• Gained valuable skills in internal engagement—motivating, educating, and aligning teams to drive launch success across the business.

Eurovision:

• Leading the global digital, C&E and media planning for this year's Sponsorship campaign of Eurovision – working collaboratively with both agencies and 5 local markets to deliver breakthrough results across content creation, media planning, brand partnerships and on-the-ground activation, taking learnings from last year's campaign and jumping on new opportunities' to stretch the partnership further and drive the brands accessibility journey globally.

Strategic Planning:

• Project delish – supporting the development and roll out of a global research project outlining the language of treating + how Baileys can use these indicators to improve its communications to the consumer, through collaboration with multiple market planning & brand teams with an external research agency .
• Gained a strong grasp of brand strategic thinking and delivered key learnings to further drive the brands journey into the treating space.

Innovation

• Leading the content creation in collaboration with markets to launch Baileys LTO's across markets globally including Europe & Africa. Process includes finding a suitable occasion in market to link to the launch, supporting markets in developing content plans surrounding the LTO by taking learnings from other markets, and working with ATL & BTL content agencies to create toolkits for launch.

Global Content Creation:

• Lead the development of social + SEO content for markets to use for their Spring Summer campaigns globally + delivering and presenting these to markets.
• Project included defining micro, macro & everyday treating occasions globally to create content for markets to own these locally, jumping on predicted treating trends and creating content around these, working with a multi-agency team to shoot dynamic & engaging content that meets our standards and is rooted in our brand semiotic space, & optimising this content for SEO & Website for amplification in market.

Brand Management:

• Gained strong experience in brand management for Gordon's by leading media (both traditional and digital) & managing the Gordon's OKR in Q4 (a cross functional internal team which work collaboratively to deliver Objective Key Results for the brand.
• Lead media campaigns for London Dry & 0.0%, working with the GBT to create new TVC content for the Irish market, supported the brands presence in culture through a series of OT Disco Brunches, lead experiential & C&E campaigns to unlock the brand with a new demographic in summer, as well as holding responsibility for overall brand activity planning across all channels in the calendar year.
• Key results of the brands performance includes 0.0% being in the top 10 gins (including alc) in Ireland, and London Dry performance turning into growth in Q4 for the first time in F23.

Digital Media:

• Lead digital media for Ireland's luxury portfolio (Roe & Co Irish Whiskey, Tanqueray & Ketel One).
• Lead the path of introducing Roe and Tanqueray to Pinterest as a platform as well as Ketel One to Meta with paid spend which the brand had not had exposure to in the Irish market before.
• Held sole responsibility of ensuring all content met and exceeded KPI's and actively looked for content and media channel builds to optimise the reach of assets and build awareness for the brands. Channels included social. digital OOH & OT digital screens, and precision marketing campaigns to support OT/THT activity.

C&E:

• Lead brand activations & C&E campaigns for Gordon's & Smirnoff at two of Ireland's largest music festivals. This workstream included activation design and brand experience creation, influencer & brand partner selection, gifting & hosting at the festivals, jumping on opportunities to stretch this activity through digital & traditional media channels, OT and THT activity & leading a cross functional & multi-agency team to deliver these projects and full M&E to report back learnings.
• Both activations delivered exceptional results, greatly surpassing sales & consumer sentiment levels vs LY (consumer sentiment levels for the Gordons Disco Bar rose by 53%) , and served as an unlock for the spirits portfolio to gain space in top music festivals across Ireland in Summer F25