What's your own background?
I spent five years in the University of Limerick where I completed an undergraduate degree in business studies and a master's in marketing, consumption and society.
I have previously worked in the commercial and marketing side of the sports industry in Ireland.
I also spent time in London working in advertising with Saatchi & Saatchi. While there I worked on the Toyota Motor Europe account, where I began my journey into the world of the automobile industry.
What does your job involve?
On a daily basis I deal with the media and plan the PR and communication strategies for upcoming projects and launches. This also involves managing the car fleet programme for the Irish motoring journalists.
I also oversee all sponsorships for BMW and MINI as well as the management of all internal and external launch events.
Does the current economic conditions make it more difficult for you to do your job?
It provides a more challenging environment for some aspects of my job.
It requires you to step outside your comfort zone and think outside the box to get the maximum benefit from your investments in sponsorships and events.
How have BMW's sales been affected by the recession in 2012?
While the automobile market as a whole is down, sales for BMW Group will be ahead of last year and we will further increase our share of the executive car segment.
What do you most like about your job?
It's very dynamic and diverse.
One day I am managing branding for sponsorship projects and events and then, next day, I could be travelling across Europe for a car launch with motoring journalists.
What's the most difficult part of your job?
Declining sponsorship opportunities isn't my favourite task.
If you could work in another industry, what would it be?
The sports industry.
If you had a limitless budget what would be your dream car?
M5 in Monte Carlo blue.