Like any other 16 year old, I was told to think about what I wanted to do for the rest of my working life and select subjects and courses that would dictate this in school. I didn’t know what I wanted to do, but I knew it had to be something that would let me be creative, work with people (I am a social butterfly!), and more importantly, help other people. Fast forward through some work experience in TV and fast moving consumer goods, I chose the path I am on now. My career kicked off in the construction industry, where I took charge of a multi-million-pound rebrand, redefining a company's image and marketing strategy as it worked with major public sector bodies. It was here that I fell in love with the power of storytelling and the impact a strong brand can have in driving business growth.
A Global Perspective
Like any little sibling, I copied my big sister and followed her over to Australia, living and working in Sydney where I took on a pivotal role with the New South Wales Ministry of Health. Managing communications and events for over 150,000 health professionals across the State, I led campaigns that reached international audiences. This experience sharpened my ability to craft messages that resonate with diverse audiences on a large scale, and I learned how to create communications that caught attention and stayed in the consumers mind.
Returning Home to Make an Impact
Moving back to my native Armagh (well, I have dual citizenship for here and America), I returned back into the fast-moving consumer goods (FMCG) and manufacturing sector as Brand Manager for a #1 pet food brand available in major retailers like Sainsbury’s, Tesco, Asda, and Morrisons across 19 countries including South Korea, Canada, South America and across Europe. I spearheaded the brand’s transition into e-commerce, expanding its reach to platforms like Amazon and revamping their website, leading to an 80% increase in sales thanks to our loyalty programme and website UX in the first quarter.
In this business we also had 3 other brands I looked after. Here I learned the importance of brand architecture within a business, carefully crafting products and sharing the right messages so as to not compete with yourself in the industry.
From Canines to Cosmetics
My next move saw me swapping Golden Retrievers for glam. I led the brand and marketing efforts for two internationally renowned self tan and cosmetics brands, stocked in Boots, Superdrug, Dunnes, and Chemist Warehouse to name a few. Managing their booming e-commerce stores and social media presence, I saw firsthand how digital strategies could turn a brand into a powerhouse. Here we honed the art of influencer marketing and headline stopping events to stand out in a crowded market, along with powerful storytelling to drive home why our product should be picked over another.
Turning Passion Into Purpose
It wasn’t until I was sitting on a beach in Australia visiting my sister who I had left for my move home some years before that I realised I wanted to enter the world of being self employed, owning my own brand and marketing consultancy business. The dream of helping businesses of all sizes create impactful brands and marketing strategies, using my experience spanning industries, markets, and continents very quickly became a reality. I returned home, handed in my notice, and a month later Lauren Toal Brand & Marketing was in business with a Client list - a whirlwind experience that is still going.
“I am genuinely thrilled by the current fusion of technologies reshaping digital marketing. The integration of data analytics, AI and automation is revolutionizing our approach.”
The backend, a part of the DB, also should have some object/file storage. Sooner or later, we also should have DNS so that our services are ready to play with the big cruel world.
The choice of cloud provider was purely based on existing expertise within the team. We already use AWS for other projects, so we decided to stick with it. For sure, it is possible to do everything in the AWS console, but as times go, things become a classic big ball of AWS console, but as times go, mud that everyone is terrified to touch, and no one remembers why this bit exists at all.
Our approach to choosing with whom we work activities to try the most promising one chosen by features, supported languages, and, in the case of providers, pricing.
Let’s Build Something Incredible Together
I don’t believe in one size fits all solutions. I integrate myself into my client’s world, understanding their audience, their vision, and their challenges. Every brand has a unique story, and I thrive on bringing that story to life in a way that drives engagement, growth, and success.
If you want a consultant who actually cares, brings energy and expertise, and is committed to helping your brand shine, let’s work together to do that. Whether you’re a startup looking for guidance, an established business aiming for a rebrand, or a company wanting to elevate your strategy and skills, I’m here to help you make it happen.
Get in touch today to grow your business.
Ready to elevate your brand or bring clarity to your marketing? Whether you’re looking for a one-off consultation or ongoing support, I’d love to hear more about your goals. Fill out the form to get in touch and book your free discovery call—no pressure, just a conversation to see how we can create something great together.
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