The people and purpose that drive our business

Who we are

We began our strategic marketing consultancy back in 2007, in response to the challenges faced by marketing directors in driving strategic change.       

Their task has become ever more complex, through a combination of:

  • fundamental shifts in how consumers engage with brands
  • fragmentation of the means of communicating with consumers
  • greater emphasis on marketing return on investment 
  • more diverse stakeholder engagement requirements

Yet short-term commercial pressure continues to increase, and management time is consumed by day-to-day details,  leaving little time to focus on the big issues that can make a difference.

And that’s where we can help - giving you a dedicated resource to solve these strategic challenges, marrying our expertise with your team’s knowledge and supporting you in implementing the strategy.

Our own backgrounds as former client-side marketeers ensures our solutions are grounded in commercial and organisational realities, and we have the know-how to engage and enrol the wider organisation in a winning strategy. 

We operate as a network of affiliates, each with specialist skills, and put together the most appropriate team to suit client needs on each assignment.  

We also work closely with affiliates in specialist disciplines such as research and insight, graphic design, copy writing, web design and social media.  

Click here to read more about our Experience & Expertise

Our Team

We’ve a dedicated team of Qualified Professionals with deep industry experience and technical expertise to manage a multitude of tasks ranging in complexity and size.

Donogh Lane

Donogh Lane

Donogh is founder and managing director of Brand Led Growth, and has led assignments in numerous geographies and sectors.  He has particularly strong experience in beer, spirits, food, banking, insurance, charities and tourism.  His client side experience has included leadership roles in organisations such as Reckitt Benckiser (UK), Diageo (Ireland, Africa and Global) and Pernod Ricard (Global).

Frances O'Reilly

Frances O'Reilly

Frances has a strong track record in developing and launching innovation, and in innovation management systems.  Her sectoral experience includes food, beer, spirits and tourism.  She has formerly held senior roles in Kelloggs (Europe) and Diageo (Ireland, Africa, Global).  Frances also runs her own brand consultancy called Brand Focus.

Karen Waring

Karen Waring

Karen combines agency planning experience (Lowe, Euro RSCG), AMV and client side marketing experience (Diageo, Interbrew) and has a depth of experience in sectors including casual dining, personal care, beer, food and motors.  Karen also runs a planning consultancy Cat Sat On The Mat.