The Commercial and Marketing Department
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
Get in touch with us at: [email protected]
Director of Commercial & Marketing
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
Racecourse Marketing Support Manager
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
Insights & CRM Manager
As CRM & Insights
Manager, Niamh leads the development and execution of all CRM activity and is
responsible for overseeing the implementation of the HRI & Racecourse Data
Warehouse project. A key delivery is optimising existing and new customer data
sources, collating them into useful insights for the Commercial & Marketing
team and thus driving better understanding of our customers.
Digital Marketing Manager
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
Sr. Marketing Executive
Ana-Mari is Marketing in HRI. She 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:
Marketing Engagement Executive
Zoe's activities include planning and implementing digital (including email) marketing campaigns and designing digital marketing campaigns, maintaining and supplying content for the organization’s website(s) and supporting the Digital Marketing Manager in the execution and implementation of the overall digital strategy.
Connect with Zoe on LinkedIn
As a CRM Executive, Amina supports
the CRM Manager in optimising data sources and collating them into useful
insights. Her primary responsibility includes, but not limited to,
Amina also manages
and maintains HRI’s multiple websites, handling all elements of SEO duties
while working together with racecourses to ensure they utilise their digital
channels and ecommerce portals efficiently.
Amina worked in the digital team as a digital marketing executive before moving into CRM executive role.
Connect with Amina on Linkedin
Digital Marketing & Design Executive
Cian’s role as the company’s in-house designer is to contribute to and interpret briefs visually – this means creating graphics, videos and animations for social media, web, email, print and more!Core responsibilities lie with supporting the Digital Marketing team and ensuring that the supporting creative required to promote events and campaigns is on-brand and engaging.
As a brand guardian, Cian monitors and protects the brand visually – making sure the company’s brand guidelines are being adhered to both internally and externally. Cian also acts as a design resource for the larger organisation and HRI racecourses.
Heather’s role is as a Marketing Executive working to grow and develop HRI’s youth
marketing brands; HRI Racing Juniors and HRI Racing 25. Heather also works with
the EQUUIP team to develop and promote content for those working within the
horse racing industry while also supporting programs to attract new people
into the industry through their digital and content marketing plans. Key
HRI Youth Marketing Brands -
Follow Heather on Linkedin
PA to Commercial & Marketing Director & CEO of HRI Irish Racecourses
Laura is the glue who holds everything together. An outstanding administrator with excellent organisational skills Laura supports Paul Dermody, CEO HRI Irish Racecourses & Director of Commercial and Marketing and each of the teams therein.
The annual HRI Awards honor the many tremendous achievements of the horse racing industry both at home and abroad
HRI Awards 2020
For all the latest news and reviews
HRI publications including Factbooks, Annual Reports, Provisional Summaries and all other published documents in easy-to-download formats.