Brandshapers is the partner of choice to design and deliver innovative sales, marketing and distribution strategies for consumer brands looking to take over the Irish market. Donna Ahern talks to Liam Dooley, the company's managing director.
Brandshapers works with consumer brands across many categories, including food and drink, baby, health and wellness, health and beauty and non-food, supplying Ireland’s leading retailers in the grocery, convenience, wholesale, food service and pharmacy sectors.
How would you describe your role?
As an outsourcing provider, our clients trust in us to deliver success in Ireland. My role is to ensure that we are delivering on this promise across all areas of the business.
I’m very lucky that we have a great team of people who make this happen every day.
A large portion of my time is also spent working with prospective clients to identify the challenges they are facing, and how Brandshapers can support them to achieve their growth aspirations.
What was your first job, and what did you learn from it?
It was a summer job where I worked as a general assistant to a satellite TV installer.
Working closely with someone who was self-employed really gave me a strong sense of the drive and determination needed to be successful.
What do you enjoy most about your current job?
Seeing the positive difference that we can make in delivering success for our clients and for the retailers we work with.
Where do you see yourself in five years’ time?
In my current role, but with the company double the size it is currently!
What is your advice to people starting out in the industry?
Firstly, I would advise them to try to get experience in as many areas of the industry as they can. I’ve worked on the shop floor and then moved all the way up to a retail brand’s head office and I’m now in sales and distribution.
It really helped to get a well-rounded view on how the industry works.
Secondly, stay up to date with what’s happening in the industry.
Retail moves at a fast pace, with new trends emerging all the time, so investing in visiting stores, talking to as many people as you can, and following industry publications is time well spent.
What do you think the government could do to help business in the current climate?
With the global crisis caused by the Covid-19 pandemic, forming a stable government is now more important than ever.
With the devastation already seen across so many industry sectors, and the number of people who have lost their jobs, a substantial economic stimulus package is badly needed to ensure that businesses continue to trade and that everyone gets back to work as quickly as possible.
What advertising campaign have you most enjoyed in recent months?
I really enjoyed the Cork Dry Gin ‘Accidentally on Trend’ campaign from late last year.
I think it was a great example of using a brand’s traditional heritage to take advantage of a new growth trend and maintain relevance in a category that has been dominated by new entrants.
What was your favourite grocery brand when you were growing up, and why?
Kellogg’s Rice Krispies were my breakfast of choice for many years.
The free collectible toy in every box was a big draw.
What is the best piece of advice that you’ve been given?
Control what can be controlled and everything else will follow.
It’s easy to spend time focused on the things that are outside our control but, for the most part, while we may need to be aware of these issues and have contingencies in place, by focusing on the things we can control we’re far more likely to be successful.
What do you like to do in your spare time?
We have recently welcomed a new puppy, a miniature Schnauzer named Wade, into our house, who has turned out to be a great distraction at the end of a busy day.
How much time do you spend on social media in an average week?
Approximately 1 hour to 1.5 hours per day.
Twitter, Facebook or LinkedIn?
LinkedIn for business; Instagram for everything else.
Most likely to say.
Yeah, no problem at all.
Least likely to say.
That’s not my job!
In association with Retail Staffing
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