The purpose of Horse Racing Ireland's commercial & marketing department is to tell the story of Irish racing in an engaging and informative way. We celebrate the achievements of Irish horse racing on the national and global stage and in so doing increase awareness levels among the Irish population. We work with all racecourses in Ireland to drive ever higher standards in the marketing and promotion of race days and festivals throughout the year. 

    Get in touch with us at: [email protected]


    • Meet the Team

    • Paul Dermody

      As Commercial & Marketing Director at HRI, Paul Dermody leads the overall strategic direction of the team. The critical goals within this strategy include growing the profile of Irish racing and enhancing the experience of going racing in Ireland with the ultimate aim of increasing attendances at racecourses. 
      Collaborating with racecourses and all other stakeholders within the sport and industry is crucial, placing the race going fan at the centre of our commercial and marketing initiatives. 

      Connect with Paul on LinkedIn

      Barbara White

      As Marketing and PR Manager, Barbara overseas the general marketing strategy for Horse Racing Ireland and is responsible for the following areas:

      • National and Regional advertising and media buying
      • Direct marketing campaigns through press, broadcast and online platforms
      • PR opportunities to advance the promotion of HRI and the racecourses
      • Sponsorship opportunities in Irish racing
      • CRM and database management
      • Project management for targeted events and initiatives such as awards ceremonies, championship presentations and ladies day events
      • Management of the Horse Racing Ireland brand

      Connect with Barbara on LinkedIn
      Follow Barbara on Twitter @barbaramwhite

      Aileen Goatley

      As Racecourse Marketing Support Manager, Aileen is responsible for working with the 26 racecourses to evaluate their commercial and marketing needs in order to maximise attendances at race-meetings and increase interest levels in racing. Her role incorporates joint campaign planning with racecourses including positioning, targeting, media planning, promotional partnerships and tactical approaches to different market segments.

      Connect with Aileen on LinkedIn

      Sophie O'Hare

      As Digital Marketing Manager, Sophie plays a key strategic role in developing the digital marketing strategy for Horse Racing Ireland and the 26 Irish racecourses.

      • Manage the digital team to build and maintain HRI’s social media presence across its multiple social channels.
      • Analyze data delivered via digital media activity and overseeing the implementation of campaigns. 
      • Facilitate project planning and the delivery of video and digital asset production for HRI and the racecourses. 
      • Identify trends and insights, and optimise spend and performance based on the insights
      • Brand positioning and strategy, creative design, brand identity, art directing and brand guardianship.

      Connect with Sophie on Linkedin
      Follow Sophie on Twitter @Sophie0Hare

    • Ana-Mari Crotty

       As marketing executive, Ana-Mari is responsible for providing racecourse marketing support to the 26 racecourses along with the marketing of Irish Champions Weekend and other key HRI events.

       Her role incorporates:

      • Liaise with racecourses to evaluate their commercial and marketing needs, providing appropriate support to help them to achieve growth, in particular for racing festivals and long-term development plans.
      • Assist with campaign planning for Irish Champions Weekend and any other HRI events including positioning, targeting, media planning, promotional partnerships and tactical approaches to different market segments.
      • Provide digital support to racecourses for key meetings including social media posts and asset creation.
      • Assist with the planning of the annual Racecourse Seminar to include venue and supplier booking, guest speaker liaison, invitations and response management, reporting and budget control.

      Connect with Ana-Mari on LinkedIn

      Sarah Judge

      As Marketing & Events Coordinator, Sarah is responsible for the marketing and co-ordination of HRI events and the management of the HRI student and education programmes.  

      Her role incorporates: 

      • Management and development of HRI’s youth marketing initiatives.
      • Coordination of the annual HRI Awards ceremony.
      • Planning and implementation of digital campaigns for youth marketing and events.
      • Exhibition, event and trade stand management, including the HRI trade-stand at major UK race meetings. 

      Connect with Sarah on LinkedIn  


      Amina Mansoor

      As Digital Marketing Executive, Amina is responsible for planning and executing digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s) and support the Digital Marketing Manager in the execution and implementation of the overall digital strategy.

      Her role incorporates: 

      • Producing engaging content for distribution through social media channels
      • Social media strategies for Horse Racing Ireland and the 26 racecourses
      • Digital media for events - planning and coordinating social media and campaigns for award ceremonies, trade events and festivals
      • SEO and Google Analytics for company websites and subsidiaries
      • Database capture and analysis for targeted marketing campaign

      Connect with Amina on Linkedin

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