Brand new world for Sinead in a tight motor sales market
What's your own background?
I have a Masters degree in International Management and Global Business from the University of Limerick and my career aspirations have always been in the sales and marketing areas.
I spent over six years gaining experience in the retail trade and also built up promotional experience with Red Bull as team leader for the Limerick region.
To gain experience in the international marketing arena I joined the Jameson Graduate Programme in 2010 and was the Jameson brand champion for the Swedish market.
While reading for my Masters I had chosen to study the Toyota Motor Corporation and the changing trends of the motor industry for my dissertation so I have had an interest in the motor industry for some time and was delighted to join Toyota Ireland in January of this year.
What does your job involve?
My role is primarily focused on brand development for Toyota Ireland to strengthen our reputation as the best built cars in the world.
How this is achieved is varied and some of my areas of responsibility include sponsorship, above-the-line campaigns, management of corporate events, management of the dealer network and management of the press fleet.
Are there any trends you notice in people's buying patterns at the moment?
The real demand from car buyers at the moment is value for money.
People have to work harder and harder for their income so when they spend on a new car they expect safety, quality and reliability as well as strong residual values.
How does working in the motor industry compare with the other sectors you have worked in?
Each has been very different and I have gained invaluable experience in all of my working environments.
When working in the food and beverage industry, for example, I learned to be decisive and comfortable with my decision-making as I managed brand events and sponsorship in various settings.
My experience in the automotive industry has opened my eyes to the importance of strategic planning.
Both have tangible similarities in that you are trying to use brand credibility to engage with the consumer.
What do you most like about your job?
Representing a leading global car manufacturer is an exciting task, which I am very proud of, especially at a time when Toyota has returned to the sporting segment with the newly launched GT86.
As a Limerick woman I also take pride in the management of Toyota's sponsorship of the Munster rugby campaign!
What's your dream car?
A Toyota GT86 in lightning red.