Strategy with Soul.
An experienced Marketing Leader with a passion for transforming complexity into clarity, and solving brand challenges that unlock growth.
How I Can Create Meaningful Change.
01
Research and Strategy.
Great creative work begins with understanding the true boss – our consumer. I believe thebiggest insights lie in the smallest details. Digging deep into culture, audience behaviour, andmarket dynamics to uncover the truths that matter, I deliver research and planning direction thatis collaborative and insight-led, helping shape strategies that will create the right foundation forgreat ideas to thrive.
02
Cultural Frameworks.
Digging deep into culture means truly understanding humans and their behavior, as well as theenvironments, contexts, places and spaces which occupy their hearts and minds. Uncoveringtruths that matter around consumers is the foundation to a strong cultural framework, we well asthen exploring and landing the role your brand can credibly play within that space.
03
Winning in Innovation.
Together we will challenge the status quo and identify opportunity where others may see barriers. Whether it's emerging platforms, untapped audiences, or brand potential, we will work together to craft the strategy and identify the moments and innovations worth chasing. A true passion for many years, I believe innovative success comes from spotting the right opportunity to subvert norms and push boundaries.
04
Creative Communications Development.
Behind every standout creative idea is a solid communications plan combining art and science. I work with you to define clear objectives, align creative ambition with strategic purpose, develop and test great communications concepts and build a roadmap for execution that supports bold, boundary pushing ideas.
About me.
With over two decades of senior experience spanning brand strategy, positioning, qualitative research, innovation, global communications and cultural marketing, I’ve built a career delivering standout commercial and creative results across both agency and client-side roles.
Among my client side roles with William Grant and Sons were Global Head of Innovation and Design and Head of Global Communications for Hendrick’s Gin, Global Planning and Innovation Lead for Hendrick’s, Tullamore DEW and many new to world growth brands within the William Grant portfolio.
Earlier in my career, I held senior many agency-side positions where I led qualitative research, strategy and planning for major global brands. As previous Chairperson of the Marketing Society Ireland, I was instrumental in designing and launching the first Irish Market Research Awards, now an annual fixture in the industry.
Aoife Sadlier
I bring the power of creative thinking combined with commercial clarity, as well as energy, leadership, and integrity to each and every challenge. With an expertise in collaborating cross-functionally locally and globally to drive brand desire, commercial results and long-term brand equity, I am passionate about building brands that last by ensuring they are grounded in insight, and brought to life through excellent execution.
Whether I’m working to uncover real human behaviour or insights, crafting a brand narrative or helping a client navigate complex decisions, I bring both intuition and structure to the process. I believe the best work happens when curiosity meets clarity — and when big ideas are rooted in
Copyright Só Sadlier 2025
Research and Strategy.
Great creative work begins with understanding the true boss – our consumer. I believe thebiggest insights lie in the smallest details. Digging deep into culture, audience behaviour, andmarket dynamics to uncover the truths that matter, I deliver research and planning direction thatis collaborative and insight-led, helping shape strategies that will create the right foundation forgreat ideas to thrive.
Cultural Frameworks.
Digging deep into culture means truly understanding humans and their behavior, as well as theenvironments, contexts, places and spaces which occupy their hearts and minds. Uncoveringtruths that matter around consumers is the foundation to a strong cultural framework, we well asthen exploring and landing the role your brand can credibly play within that space.
Winning in Innovation.
Together we will challenge the status quo and identify opportunity where others may see barriers. Whether it's emerging platforms, untapped audiences, or brand potential, we will work together to craft the strategy and identify the moments and innovations worth chasing. A true passion for many years, I believe innovative success comes from spotting the right opportunity to subvert norms and push boundaries.
Creative Communications Development and Testing.
Behind every standout creative idea is a solid communications plan combining art and science. I work with you to define clear objectives, align creative ambition with strategic purpose, develop and test great communications concepts and build a roadmap for execution that supports bold, boundary pushing ideas.
Contact me.
