Convenience Retail

Leading the way in digital and social for Applegreen, a convenience food and beverage retailer and operator of petrol forecourts and motorway service areas with a major presence in Ireland, the UK and US.

  • Driving multiple communication strategies through various touch-points, with a focus on Digital Marketing.
  • Management of brand strategy for Social Media platforms and roll out across ROI, NI, UK and US.
  • Develop engaging campaigns aligned with trading and brand priorities using interactive and creative content.
Some of the 566 site locations

Sales Increases

Category: Food - Deli

New product launch campaign (Vegan Sausage Roll) successfully saw 9,000 units sold in launch week (week 18). Sales went up by 17% in week 20, and net sales maintained for two weeks of the campaign. Increased website visits by 200%. Increased Instagram audience by 11%. Social reach 0.5 million people.

Category: Drinks - Coffee

Event campaign (Coffee @ Bloom in the Park) successfully saw 2,000 coffees sold. Increased engagement by 10%. Increased Instagram audience by 6%. 12,000 Facebook video views. 37,000 Instagram Stories views.

Online Audiences Increases

Instagram Followers
Facebook Likes
Twitter Followers
0 %
Website % Increase


Through the Line & Above the Line

Integrating Below the Line strategy with Above the Line for successful Through the Line FMCG campaigns that drive sales.

Leading external agencies on creatives and performance marketing.

Campaigns include:

  • #TheVegan – Vegan Sausage Roll 
  • #ApplegreenPriceDrop – Summer Fuel Sale 
  • #Happy247 – Birthday Celebration

Below the Line

Develop digital-only engaging campaigns aligned with trading and brand priorities using interactive and creative content.

Campaigns include:

  • #DriverReviver – Road Safety
  • New Store Openings
  • Car Wash 
  • #MothersDay
  • #Easter
  • #Bloom2019 & #Taste19 – coffee
  • #StrangerThings #AirLounge
  • #ElectricPicnic



Management of the content calendar.

Plan and develop engaging content.

Use gaps in calendar for real time marketing opportunities.

Ensuring consistent posting for audience growth.


Created content for consumer and corporate campaigns.

Manage the websites for: Ireland 🇮🇪 UK  🇬🇧 and US 🇺🇸


Loyalty | trade | hashtag holidays | brand partner content – Burger King | Freshii | Chopstix | Costa Coffee | Just Eat | Lavazza | Subway | Welcome Break | influencer content, and user generated content.


#EarthDay | #Pride | #RoadToSustainability | #Charity | #TeamApplegreen | #WellBeing | #WomensDay |


SEO and social for – Fuel Card | Dealers (Franchise)

Management & Measurement


Management of the Social and Digital budget.

Monitoring and forecasting future expenditure.

Project Management.

Digital Agency Management.

Management of direct reports.


Monitor all contents performance.

Track and tweak campaigns if necessary.

Prepare reports and infographics for campaign performance.

Prepare comparative analysis and social sentiment reports.

Measure sales in line with marketing activity.

Work Samples

Reactive Marketing – Love Island

Reactive Marketing – All Ireland Hurling Final

Engagement – Competition – Taste of Dublin

Advertising – Competition – Ploughing Championships

Reactive Marketing – Product Promotion Cycle of Offers