Future Market Leader interview with Muiris Ó Riada, Head of Marketing, IMEA at William Grant & Sons

Muiris is currently leading the marketing function for William Grant & Sons across India, Middle East and Africa managing multiple integrated campaigns for the portfolio (including Glenfiddich single malt and Hendrick’s Gin).

Muiris has previous commercial experience managing the company’s portfolio with leading global travel retail operators in key airports such as Paris, Rome and Moscow. Prior to this he was the Global Brand Manager for Tullamore Dew Irish whiskey for 5 years leading global advertising, packaging and experiential initiatives.

Before joining William Grant & Sons, Muiris held positions at C&C Group and McDonalds.

Why did you choose a career in marketing?

I remember a knowing feeling in my schooldays that business was the profession for me, particularly Marketing. From the outside I was fascinated to know how successful companies were run and specifically the discipline of how global brands were successfully managed. I decided to study Commerce to first and foremost have a wider business appreciation, then furthering my studies with a Masters in International Marketing from the Smurfit Business School in Dublin.

I’ve always enjoyed experiencing varied cultures. I consider myself very lucky to work in the global spirits business where I’ve been able to marry the two, now having worked in about 40 countries around the world. 

What do you think makes a successful career in marketing?

Personally I revel in the sheer variety that working in Marketing brings. No two days are the same; there are constant demands on both your creative and disciplined sides, working with multiple agency specialists or internal departments, not to mention market, competitor and of course consumer matters. So for me the most important aspects to a successful career are insatiable curiosity, passionate leadership and a determination to get things done the right way.

And who is a great example of this?

I have been incredibly lucky to have been part of the Marketing Academy. I have had the privilege of meeting some incredibly inspiring leaders, all with varied backgrounds, yet universally successful within the very wide profession that is Marketing. It’s always hard to pick out your favourites but the highlights for me have been Christian Woolfenden of Paddy Power, Syl Saller of Diageo and Robert Senior of Saatchi and Saatchi. I particularly loved Robert’s mantra of ‘F*ck incrementalism’ – you don’t forget something like that coming from someone like him.

What do you think are the main challenges facing marketers today?

I believe pace and focus are the biggest challenges. With so many distractions and demands on your time internally, with agency partners and consumer media distractions, it’s very hard to ensure you maintain a ruthless focus on your strategic objectives. It’s ultimately about striking a balance between the right levels of flexibility, yet maintaining a clear and focused head. 

How do you keep up with constant stream of innovation in marketing comms?

I believe the Marketing Academy experience is unparalleled. I’ve had world class exposure to marketing comms innovation across faculty days, guest speakers and mentoring sessions. 

To read the rest of the interview please click here

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