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Irish Times
22-05-2025
- Business
- Irish Times
From global brands to boardrooms: A journey of purpose, progress and governance
'Demand excellence and reject mediocrity,' says Niamh Byrne CDir, a seasoned non-executive director, Institute of Directors (IoD) Ireland member, chartered director and global marketing leader. 'Boards should never tolerate 'good enough'. If that has become the culture, it's time to move on. Your role is to be a positive agent of change.' It's advice grounded in a formidable global career across marketing, media and purpose-led leadership – and one increasingly focused on good governance, a shift she credits in part to her involvement with IoD Ireland. Byrne serves as vice-chair of Hockey Ireland, advises the European Chief Marketing Officers Council and sits on the board of Converge, a digital advertising automation specialist, which she secured through IoD Ireland's Board Recruitment Service. A global career rooted in disruption Her global journey began in Dublin with Smurfit Kappa, before she moved to The Ideas Company, playing a key role in the high-profile market launch of Esat Digifone – Ireland's second mobile network operator. 'Esat Digifone captured almost 40 per cent of the domestic market within a year,' she recalls. 'That experience showed me how powerful disruption can be – and it lit a fire in me to pursue it across different industries.' READ MORE Eager to expand her horizons, Byrne relocated to Paris, where she led the development of the first online marketing strategy and booking platform for AccorHotels. Her career then took another international leap when she joined Arthur D Little in Brussels and Paris as director of worldwide marketing. There, a new opportunity emerged: a move to Orange, the French-owned telecoms giant, where Byrne would lead media, brand partnerships and CSR initiatives at a global level. 'Orange treated technology like art and customers like royalty,' she says. 'It was an entirely different mindset – and it shaped how I think about brand experience to this day.' Byrne's time at Orange deepened her belief that corporations could be a powerful force for good. 'Their approach to corporate responsibility was ahead of its time,' she says. 'They championed causes like literacy and showed how businesses can drive real societal impact – not just profits.' That passion for purpose-driven work led her to Comic Relief, where as marketing director she helped deliver Red Nose Day and Sport Relief – two of the UK's largest charity fundraising campaigns. 'It was demanding but deeply rewarding,' she reflects. 'One of the most important things we did was to orchestrate and run the Make Poverty History campaign in order to mobilise the G8 to support the millennium goals. As a result, G8 nations, under pressure from the campaign and its supporters, committed to doubling aid to Africa by 2010. Although these promised weren't fully delivered upon, it taught me the power of aligning campaigning with social movements.' Niamh Byrne CDir, a seasoned non-executive director, IoD Ireland member, chartered director and global marketing leader. Photograph: Peter Houlihan/Coalesce Scaling new heights in Asia and beyond A spirit of adventure soon called again. Byrne joined Digicel Group to launch mobile services across six south Pacific markets – with no licences, no teams and no established playbook. 'We built everything from scratch, including the stores, billboards and the mobile networks' she says. 'We even created an in-house ad agency because the local market couldn't meet our needs. It was intense but incredibly fulfilling – especially as we adopted our two daughters at birth in Fiji during that time.' After five years, Byrne relocated to Singapore, drawn by Asia's digital boom. There she helped Fastacash, a social payments fintech, scale and develop successful commercial partnerships. Later, she transitioned to an AI computer vision technology company before being recruited by Citi in 2015 to lead customer experience, digital banking and marketing efforts across Asia and EMEA. At Citi, Byrne's team won the best digital bank in Asia award and she rose to chief marketing officer, managing more than 500 marketers across 17 countries. 'Managing across diverse cultures and markets taught me that emotional intelligence is just as important as technical skills,' she notes. Returning home and rebuilding roots Returning to Ireland in 2019, she joined a Fintech company, and then seized the opportunity to deepen her expertise further, completing a postgraduate diploma in digital marketing followed by the Chartered Director Programme with the IoD Ireland. 'I needed to rebuild my professional network at home and fully understand Ireland's governance landscape,' she explains. 'IoD Ireland was invaluable – not just for education, but for connecting with Ireland's leadership community.' Advice for aspiring non-executive directors Today, Byrne channels her experience into board roles and advisory work, bringing strategic insight, digital experience, marketing expertise and a commitment to societal impact. Her approach to choosing boards is intentional. 'I always ask: Can I make a real difference here? Do my skills, passion, and values align with the organisation's mission?' This philosophy made joining the board of Hockey Ireland an easy decision. Having played competitively at under 18 level for Leinster and later at Trinity College Dublin, Byrne understands first-hand power of sport. 'Sport teaches resilience, teamwork, leadership. Keeping young people, especially girls, actively playing sport is more important than ever.' Byrne's advice to aspiring non-executive directors is clear and practical. First, she urges people to do their due diligence: 'Would you bet your reputation on this company?' she asks, advising thorough research into past issues, leadership culture and value alignment. She emphasises the importance of prioritising diversity, noting that 'homogeneous boards have blind spots, while diversity of gender, culture, experience and perspective leads to better decision-making.' Boards, she says, must also balance risk and resilience, deploying resources wisely, embracing calculated risks and thinking beyond short-term wins. Emotional intelligence, in her view, is a non-executive director's superpower: 'It's about listening, influencing, and asking the right questions – even the uncomfortable ones.' Preparation is critical too: 'Approach every board meeting as if it were your own company. Legally and ethically, it is.' Finally, she advises directors to leave their ego at the door: 'Bring your expertise, but be ready to learn. Prepare like a pro, listen like a novice.' She also stresses the importance of joy in board work. 'If it doesn't spark joy, you're probably sitting at the wrong table,' she smiles. Ultimately, integrity remains Byrne's guiding star. 'I always ask myself: Would I stand by this decision if it landed on the front page of a newspaper? If not, it's a no.' The power of community Byrne credits IoD Ireland with playing a key role in her journey. 'IoD Ireland is a real career accelerator. Their courses and events keep you ahead of the curve in governance, leadership, and strategy. It's also a unique peer learning environment – full of people who've been in the trenches and know what it takes.' Whether through formal qualifications or regular events, she believes IoD Ireland has something for every leader committed to making a positive impact. For Byrne, board service isn't about prestige or career-building. 'It's about the footprints you leave behind – not just the lines you add to your CV.' Join Ireland's leading network of directors with the Institute of Directors Ireland. Visit
Irish Times
13-05-2025
- Business
- Irish Times
How IoD Ireland is shaping the future of governance
As boardrooms across Ireland face increasing pressure to strengthen oversight, embrace diversity and navigate fast-moving risks, the question of who sits at the table has never mattered more. Helping organisations make thoughtful, future-focused board appointments is a growing area of work for the Institute of Directors (IoD) Ireland. Its discreet and tailored board recruitment service is now a trusted partner to many Irish organisations – from scaling private firms to long-established financial institutions – as they seek to strengthen their governance for the long term. 'Boards today are expected to do more than supervise – they need to anticipate change, reflect stakeholder expectations and lead with purpose,' says Caroline Spillane CDir, chief executive of IoD Ireland. 'That's why getting the right mix of people around the boardroom table is so important.' A tailored, people-focused approach The board recruitment service is led by Spillane in collaboration with Caroline Kinsella, director of board and member services and Darren Clarke, business development manager. Together, they work closely with client organisations to understand their goals, board composition, governance priorities and company culture before scoping any role. READ MORE 'Whether it's finding an independent non-executive director (INED), appointing a new chair or selecting a new committee member, we are seeing boards become more intentional about their composition,' says Spillane. 'Every board is different. Some are preparing for growth, others are responding to regulatory shifts or refreshing their skills mix. Our role is to listen closely and introduce candidates who can add real value.' Caroline Spillane CDir, chief executive of Institute of Directors Ireland So where does IoD Ireland find these directors? The answer lies in its membership – a who's who of senior leaders, board-ready executives, and chartered directors across sectors. This access to seasoned professionals, combined with a high-touch recruitment process, has helped IoD Ireland stand apart in an increasingly competitive board search landscape. What makes the service stand out, clients say, is both its professional process and its access to IoD Ireland's broad and experienced membership – a network that includes chartered directors, board chairs, and senior executives from diverse sectors. Paul Kearns CDir, chief executive of Kefron, describes the experience as both efficient and considered. 'We were impressed by the calibre of candidates, all of whom offered insight and experience relevant to our needs. IoD Ireland took time to understand who we are as a business and that made all the difference.' Recruitment grounded in real relationships IoD Ireland's process covers everything from initial scoping to discreet outreach, interview co-ordination and post-placement support. And while the structure is professional, the experience is always personal. The service has also been instrumental in helping organisations navigate succession planning, board refreshment, and committee chair appointments – issues that are growing in importance as stakeholders push for transparency, diversity and better oversight. 'It's always about chemistry as well as credentials,' says Spillane. 'Even highly experienced candidates may not be the right match unless they align with the organisation's ethos and strategic direction.' That sentiment was echoed by Cól Campbell of Bewley's, who worked with IoD Ireland to appoint a new board member. 'What stood out was the care taken to understand our culture,' he says. 'The candidate we ultimately appointed wasn't just qualified – they connected with our purpose.' Supporting governance with depth and discretion Discretion is a core principle of the service, something that clients consistently highlight. From regulated sectors to family businesses, many appreciate the quiet professionalism and straightforward, focused process. Spillane adds that what sets IoD Ireland's approach apart is not just process, but trust: 'Confidentiality and credibility are central. Our clients trust us to manage this process with integrity and care, and our reputation as a member-based organisation helps build that trust.' Sheila Duignan, Chair of GVS Prepaid, says the experience exceeded expectations. 'IoD Ireland offered a bespoke and strategic approach. Their access to experienced professionals and well-managed process allowed us to identify an outstanding candidate.' And for Roger Conan, chair of BCP Asset Management, the outcome was both smooth and impactful. 'We were looking for experienced INEDs and committee chairs,' he says. 'The members introduced to us were exceptional and well aligned to our needs. We would absolutely recommend the service.' Helping boards prepare for what's next For Spillane and her team, the work is ultimately about supporting better governance – by helping boards reflect, refresh, and evolve. 'Board recruitment is one part of a broader conversation IoD Ireland is helping to lead: how boards can evolve to meet new expectations and long-term challenges. There's a strong appetite for directors who bring experience and perspective – people who are digitally fluent, risk-aware, and values-driven,' she says. 'The good news is that IoD Ireland has real depth of talent in its member community'. As organisations prepare for a more complex governance environment, board recruitment is increasingly viewed not as a one-off process, but as an ongoing conversation. IoD Ireland's approach – practical, discreet and grounded in real understanding – is helping shape those conversations with clarity and care. IoD's board recruitment service is Ireland's leading independent resource for connecting organisations with highly experienced leaders, non-executive directors, and chairpersons. Contact IoD Ireland to learn how our Board Recruitment service can support your next strategic appointment. Learn more at
