57 - Paddy Power's Michelle Spillane: MII Marketing Champion 2027

In this weeks ep, Daryl is joined in Tinpot Studios by Michelle Spillane, Managing Director of Online at Paddy Power, following her recognition as the Marketing Institute of Ireland's National Marketing Champion 2027. With a stellar 30-year career spanning senior marketing leadership roles at RTÉ, Microsoft, Bank of Ireland, Disney, and Paddy Power, Michelle shares invaluable insights into building magnetic, culturally resonant brands in a fast-moving industry. Together, they explore: 🧲 The Power of Brand Magnetism: Why brands must prioritise distinctiveness and avoid "scaling wallpaper" in an era of automated, high-velocity communications. 💡 Curiosity as a CMO's Hallmark: How deep consumer psychology and relentless curiosity drive effective strategy and commercial problem-solving. ⚽ Behind "The Special One" Campaign: Collaborating with football legend José Mourinho to create an iconic piece of satirical pop culture. ⚡ Managing Content at Scale: How Paddy Power empowers its in-house editorial team to publish agile, culture-led content without corporate bottlenecks. 🤝 Empathetic Leadership: The importance of lending confidence to teams, shouldering the burden in high-stakes crises, and fostering a collaborative culture. Presenter – Daryl Moorhouse Sound Engineer – Sean Byrne 🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin ▶️  Subscribe to our Youtube channel 📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]