dmg media Ireland has selected 40 brilliant young minds in the marketing industry as part of the 40 Under 40 series

Lidhan Barrett - senior brand manager, Kraft Heinz

In her role as Senior Brand Manager at Kraft Heinz Ireland, Lidhan Barrett drive all things brand, strategy and comms for our iconic portfolio, delivering through the line campaigns for Heinz Tomato Ketchup, Heinz Beans, and Heinz [Seriously] Good Mayo & Heinz Soup and newer innovation Heinz Pasta Sauces.

She is passionate about storytelling and creativity, and she always exploring new ways to connect and engage with our consumers in a genuine and meaningful way.

Every campaign is underpinned by data and consumer insight, ensuring the company builds brand love while growing market share.

Collaboration is at the heart of her role. From internal stakeholders and creative teams to the media team at Carat and retail partners, there's always an exciting project on the go.

• Hobbies Like most people these days, I love keeping fit and can be found at Platinum Pilates every other day—when I find something I enjoy, I go all in! I joined Headon Boxing at the beginning of the year; it’s the adrenaline boost I crave at the end of a busy day. However, balance is key—I always make time for dinners with friends, travelling with my partner, and a few glasses of rosé. With my wedding around the corner, planning feels like a part-time hobby too!
• Best piece of advice you've ever received Professionally: Know your brands and audiences inside out, and build strong partnerships with your sales, retail, and media teams—it’s amazing what smart collaboration can achieve. Personally: “This too shall pass” is a gentle reminder to savour the good moments and learn from the challenging ones.
• Why you love your job Working at Kraft Heinz is a genuine joy. Our team is small, but focused, work comes first, but there's always room for some fun. We balance strong business growth with levity— from coffee runs, sea swims for the brave, and lunchtime BBQs. It really a unicorn of a workplace, and I feel privileged to contribute to our growing business.
• Motto for life I strive to keep perspective—gratitude transforms the everyday. Appreciate the little things, be kind, and trust that good things will keep coming!

Siobhan Casey - senior brand manager, C&C Group

Siobhan Casey has over nine years experience in brand and customer marketing across global and local markets.

After earning a degree in Business, Economics and Social Studies from Trinity College Dublin, she began her career at Diageo in London, where she held roles within their sales and customer marketing functions.

Following two formative years in the UK, Casey returned to Dublin to lead the customer marketing strategy for Diageo’s beer portfolio in the Irish market, working on some of the country’s most iconic brands.

Driven by a passion for travel and a curiosity for new markets, Casey relocated to Sydney, where she joined Just Eat’s marketing team and gained valuable experience in the tech and food delivery sector.

On returning to Ireland, Casey joined the C&C Group, where she worked within the brand team for premium beers. In December 2023, she was appointed Senior Brand Manager for Bulmers.

Since stepping into the role, Casey has played a pivotal role in revitalising one of Ireland’s most iconic brands. In July 2024, Bulmers launched their new 'It’s Our Time' campaign—a bold step forward in reconnecting Bulmers with a new generation of drinkers.

This was followed by the Bulmers Zero 'Tonight’s Zero, Tomorrow’s Hero' campaign in April 2025, positioning the brand at the heart of moderation and lifestyle conversations among younger consumers.

Beyond campaign work, Casey has also led a major project to refresh and modernise the visual identity of Bulmers, ensuring the brand’s physical presence reflects the energy of its communications.

With a strong foundation in brand strategy, digital marketing, and consumer insight, Casey is playing a key role in keeping Bulmers relevant and resonant with a new generation of consumers.

• Hobbies I’m a proud Galwegian, so I definitely enjoy getting back to the west coast whenever I can. I also love travelling, and getting the opportunity to experience new cultures.
• Best piece of advice you've ever received "Don’t be afraid to work for free in order to gain experience." I started volunteering with my local credit union when I was 15 years old. This experience really taught me a lot, and resulted in me representing Ireland at a Global Credit Union Conference in Australia when I was 19 years old, an incredible experience.
• Why you love your job I love my job because I get to champion an iconic Irish brand with 90 years of heritage. It’s a rare privilege to be able to build on that legacy while bringing fresh ideas to the table.
• Motto for life Good health and the right people around you, everything else is a bonus.