FI
FarmAI Ireland→
Nobody was explaining AI to Irish farmers in plain English. So I built the first independent editorial that does — automated pipeline, quality filters, and growing.
18 years of doing the hard stuff.
Enterprise. Hypergrowth. Turnaround. Three countries. Drinks, media, tech. I'm not a specialist — I'm the person you call when the problem doesn't fit neatly into one box.
Revenue & Growth
- →4x'd a startup's revenue in 4 years
- →Rebuilt a business from 50% revenue loss
- →Created new revenue streams in roles that didn't exist before
Teams & People
- →Built marketing and sales functions from zero — twice
- →Hired and led teams across multiple markets
- →Managed enterprise-scale portfolios and national accounts
Go-to-Market
- →Took a single product to 12+ SKUs and national distribution
- →Won enterprise contracts against multinationals on a fraction of the budget
- →Opened 7 markets including international expansion
Brand & Innovation
- →Managed global premium brand portfolios
- →Negotiated major sports and entertainment sponsorships
- →Built innovation pipelines from consumer insight to shelf
Turnaround & Change
- →Inherited a broken business — no CRM, no budget — and rebuilt it
- →Recovered a collapsed customer base through retention strategy
- →Drove adoption in organisations resistant to change
AI & Technology
- →Builds real AI products that industries use
- →Automated content, data pipelines, workflow integration
- →Not advising on AI — shipping with it
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Samac Consulting
All of this experience. One person. Available to your business.
Fractional commercial leadership for businesses that are too important for a freelancer and too lean for a big agency.
Work
A few of the businesses I've built, scaled, and turned around.
GBS
Georgian Bay Spirit Co.
Joined as one of the earliest employees. Built marketing and sales from scratch, hired the team, launched multiple product lines, and expanded from one province to national distribution.
D/R
DrinksGenius / Richmond Marketing
Inherited a business that had lost half its revenue. Rebuilt through targeted retention, new brand partnerships, and over 100 new SKUs — with no CRM and no marketing budget.
Gorey Whiskey Club
Founded and built an independent whiskey community in south-east Ireland — events, tastings, and a growing membership.