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

      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

      Niamh McManus

      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.

      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

      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:  

      • Responsible for traditional and digital marketing campaigns for Longines Irish Champions Weekend. Along with reporting on web performances based on Google Analytics, social analytics, email analytics to identify key trends to enhance future campaigns.
      • 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. 
      • Provides digital support to racecourses for key meetings including social media marketing.

      Zoe Kearney

      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.  

      • Producing engaging content for distribution through the Go Racing 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 festival


          Connect with Zoe on LinkedIn

          Amina Mansoor

          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,

          • planning and delivering CRM strategies across the organisation with a view to retaining existing customers, increasing interest of horse racing and expanding the company brand.
          • Collaborating with other departments and racecourses to ensure marketing investment is maximised by converting raw data into easy to understand formats.

          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

        • Cian Lambe

          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 Downey

          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 responsibilities include;


          HRI Youth Marketing Brands -

          • Devise, implement and develop new marketing initiatives.
          • Work with racecourses to develop race days initiatives and events.
          • Support racecourses on the running of Education Days for Primary Schools.
          • Create above-the-line marketing campaigns to promote HRI Racing Juniors initiatives. 

          Equuip -

          • Supporting EQUUIP’s business objectives through the strategic creation and delivery of content across all key social media channels.
          • Create marketing campaigns to promote Equuip initiatives and to drive Equuip’s strategy
          • Website management

          Follow Heather on Linkedin

          Laura Lacey

          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. 

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