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

Tara Keenan - campaign and digital manager, Electric Ireland

A passionate advertising and marketing professional with over seven years’ experience in the industry, Tara Keenan is currently campaign and digital manager for Electric Ireland in ESB, managing all above the line and through the line marketing communications for Electric Ireland Residential & Business.

Keenan began her career in MEC (now Wavemaker), a media agency under GroupM, where she spent five years. She worked on many clients including Yoplait & General Mills, Peroni, White Claw, Paramount Pictures, Screwfix & B&Q as well as L’Oreal.

She was involved in two brand launches in Ireland, the first being Screwfix with their ecom and store launch in Ireland. The second being White Claw’s big splash into the Irish alcoholic market, one of the first seltzers to become available in Ireland.

After Covid and some travelling, Keenan decided to change things up and try client side. On her first day with Electric Ireland, she began working on the new creative platform 'Your world, brighter,' which was a huge success and continues to live across multiple campaigns & our Net Zero products.

She's also the designated OLA champion on the ESB marketing team, helping to lead the team to meet requirements under the new Official Languages Act and worked on the winning team for the Gradam Margaíochta na Gaeilge Award at the AIM’s awards in 2024 for Electric Ireland.

Her favourite campaign so far has to be the Christmas brand action in December 2024 alongside our creative agency Publicis. Electric Ireland gifted solar panels to the Father Christmas of Finglas, Dylan Walsh who puts on a spectacular Christmas light display on his house every year to raise funds for local charities.

• Hobbies I’m a big Dubs GAA fan so often head to support them in the football and hurling. Online shopping could be a hobby or maybe an addiction! Yoga, pilates and music.
• Best piece of advice you've ever received “What’s meant for you won’t pass you by," It’s the most cliché yet best advice I got after I did my Leaving Cert, I never knew what I wanted to do but decided to give marketing a go and have never looked back.
• Why you love your job: Every day is different, and I get to work on really exciting campaigns that help guide people to make meaningful change for the planet.
• Motto for life: Life is short, and it is here to be lived!

Eoin Mullen - marketing manager, Dr. Oetker

Eoin Mullen is an accomplished marketing leader with over 15 years of experience managing and growing  consumer brands across Ireland, UK, and Asia.

Currently marketing manager at Dr. Oetker Ireland, he leads the pizza and baking marketing and category function. A member of the local senior leadership team, he is responsible for brand strategy, NPD, agency management, budgeting, and integrated campaign execution.

He has helped drive the pizza brands into double-digit growth over the past seven years, with significant gains in market share, brand equity and consumer engagement.

He has achieved results through insight-led campaigns and best-in-class shopper marketing, notably leading the relaunch of the Chicago Town masterbrand in Ireland, which was shortlisted for Campaign of the Year in the All-Ireland Marketing Awards.

Prior to returning to Ireland, Mullen led brand marketing for Unilever International across Asia, managing iconic brands like TRESemmé, Simple, St. Ives, Magnum, and Pond’s.

He successfully launched several brands into white spaces for Unilever, including Magnum Ice Cream into South Korea. He previously worked in Unilever UK and led the rejuvenation of heritage brand Brut.

Mullen's expertise extends beyond FMCG into the world of sports marketing, having managed global partnerships for Aon with Manchester United FC and Women’s Rugby World Cup 2017 during his time in Aon Singapore. His integrated B2B and sponsorship campaigns creatively linking the companies values with sporting excellence, delivering impactful results for the business.

Mullen holds an MSc in Marketing Practice from UCD Smurfit School and has completed the Marketing Week Mini MBAs in Marketing and Brand Management with Mark Ritson.

• Hobbies I enjoy going to the gym, I am also a member of a rowing club and try to get a row in whenever I can. Love podcasts and listen to anything from business to sport to crime genres.
• Best piece of advice you've ever received Never stop learning.
• Why you love your job I get to shape the future of some incredible brands and create campaigns that connect with consumers. The opportunity to launch new brands is also great fun!
• Motto for life Motivation gets you started, discipline keeps you going.

Rebecca Trevor - head of marketing and consumer sales, Laya Healthcare

Rebecca Trevor has been a dedicated member of Laya Healthcare for over a decade. After three successful years as marketing manager, she recently assumed the role of head of marketing and consumer sales.

Under Trevor's leadership, the marketing team was awarded the All Ireland Marketing Team of the Year following an outstanding year during which Laya dominated market share gains. She led the team to replicate market gains success again in 2024, further solidifying their position in the market.

Throughout her tenure at Laya, Trevor has excelled in various roles across customer care, individual sales, and marketing. She is best known for her insight-led growth strategies and her ability to nurture and evolve brands.

Her team effectively manages brand image and health, driving performance across all Laya businesses, including health, travel, and life insurance. Trevor has been instrumental in steering the Laya brand direction and activating a growing sponsorship portfolio.

Trevor's remit extends across brand and performance, with a particular passion for research and effectiveness. She leverages data to drive decisions and direction, taking complex challenges, distilling them, and delivering structured approaches that can be leveraged over time. She believes that creative work that stands the test of time and continues to deliver outstanding results is the best type of creative.

Trevor holds a MSc in Interactive Media from University College Cork, a BA in Arts, and a mini MBA in Marketing from Marketing Week.

• Hobbies Running, hockey, and tag rugby, and taking part in adventure races around Ireland. My favourite hobby is home interiors though, anything from a DIY project to appreciating all aspects of home decor.
• Best piece of advice you've ever received Always be the 'battery in the room' —bringing energy, enthusiasm, and positivity to every situation.
• Why you love your job It’s a privilege to have such strategic freedom and the ability to see a problem through to a solution.
• Motto for life "Embrace challenges, learn from every experience, and always strive for better."