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“I had a permanent opportunity and an interim opportunity and I took the interim opportunity.” It’s a rare and magical thing when a brand becomes synonymous with a country – but think of Ireland and your mind will likely wander to Jameson, Dairygold and Avonmore. These are just some of the brands that have achieved this very special place in the national psyche – and they’re...

There is no blueprint for a successful marketing campaign. What works for one campaign might not gain any traction for another. The challenge for marketers is to study, analyse and understand why something worked and try to replicate that success with new trends, technologies and creatives. It’s a skill that Dervila McGarry has refined through years of working with high prof...

Carmel O’Boyle: 'Growth Is Key At LogMeIn – And Flexible Talent Helps Us Scale The Business Quickly' ‘It was really the need to grow and scale quickly that made Alternatives so appealing’ Regardless of the size of your business, expanding into new markets will always present unique challenges. Carmel O’Boyle, Senior Director of International Marketing for LogMeIn, is no stra...

"I Do Feel Like I’m Living The Dream’: How Paula Thomas Built An Incredible Career On Flexible Contracts" Flexible working is about just that - flexibility. And where there’s flexibility there’s freedom, autonomy and ownership. But those things don’t come easy; for freedom there must be trust, for autonomy there must be responsibility and for ownership there must be discipli...

The Alternatives Career Trajectory Series We have collated and updated all our career hints, tips, advice and insights from the last 18 years of helping marketers build their careers. Now we’re delighted to share this with you through our Career Trajectory Series of 5 instalments. This series has been especially designed to help you on your career journey. Whether you’re sim...

The Alternatives Career Trajectory Series We have collated and updated all our career hints, tips, advice and insights from the last 18 years of helping marketers build their careers. Now we’re delighted to share this with you through our Career Trajectory Series of 5 instalments. This series has been especially designed to help you on your career journey. Whether you’re sim...