Michelle Spillane is the MD of Paddy Power Online, bringing together the Paddy Power Brand, Marketing and Commercial teams. Over the past seven years at Paddy Power, Michelle has played a key role in driving the brand’s growth trajectory by delivering bold, culturally resonant campaigns that have put the customer at the heart of everything they do. From the headline-grabbing Darts sponsorship, Paddies TV ads, content and collaborations, all of which have sparked real customer conversations and engagement. Michelle’s work has helped shape Paddy Power into one of the UKI’s most loved entertainment brands, not just for its creativity, but for the way it connects with and creates enduring relationships with our customers.
Spillane joined the company from Irish public-service broadcaster RTÉ, where she had served as Director of RTE Global, RTE’s international commercial arm Marketing for four years. Earlier in her career, Michelle spent time as Chief Marketing Officer for the Irish division of Microsoft, as well as Head of Marketing for Bank of Ireland. In addition, she spent two-and-a-half years as Marketing Director for the ITV Worldwide arm of UK commercial broadcaster ITV.
