This month, we’re catching up with Fiona Byrne, who leads marketing across Tirlán CountryLife and GAIN Pet

From building brands in Australia to shaping the future of two growing portfolios here at home, Fiona shares her journey, what keeps her motivated, and why collaboration is at the heart of everything she does.

Fiona’s career path has been anything but linear, and that’s exactly what makes it so interesting. After finishing her studies in Waterford IT, she headed to Australia for what was meant to be a year abroad. Twelve years later, she returned home with a wealth of experience and a passion for retail marketing firmly in place.

“It was in Australia that I really caught the retail marketing bug,” Fiona says. “I got to be part of some incredible growth journeys with brands like Lovisa, expanding from around 30 stores to over 300 across 16 countries, and later DECJUBA, where there was a real focus on purpose, philanthropy and community impact.”

Those experiences shaped Fiona’s perspective on what makes a strong brand. “You really see how powerful brands can be when they’re growing at pace and have a clear purpose behind them.”

Since returning to Ireland, Fiona has continued to build on that experience, including time in the skincare industry before joining Tirlán CountryLife three years ago. “Time has genuinely flown,” she reflects. “What attracted me was the opportunity. The rebrand had just launched, and there was a real chance to help build awareness and shape what the brand could become.”

More recently, Fiona has also taken on responsibility for GAIN Pet, something she describes as “another really exciting growth opportunity,” particularly with the potential of newer products like GAIN Elite.

In her current role, no two weeks (or even days) look the same. Fiona works across everything from shaping strategy and planning campaigns to bringing activity to life on the ground. “It’s about balancing priorities across two brands and making sure we’re focusing on what will have the biggest impact at the right time,” she explains.

While the marketing setup may be lean, the work is anything but. Collaboration plays a huge role in everything Fiona and the team deliver. “Amy Cronin, who joined from the graduate programme, has been a massive support, especially with campaign execution and social content, where the pace is constant,” she says.

Beyond that, Fiona works closely with teams right across the business, from purchasing and commercial teams to colleagues in stores. “Our branch network is a huge part of how marketing comes to life. Whether it’s campaigns landing in-store or feeding back what’s working on the ground, it’s very much a team effort.”

Right now, Fiona and her colleagues are in one of the busiest periods of the year. From supporting peak spring and summer trading to planning ahead for new store launches and product developments, there’s plenty underway.

One of the standout moments in the calendar is always Bloom. “The Postcard Garden sponsorship looks effortless when you’re there,” Fiona says, “but it takes months of planning behind the scenes, from concept and design to logistics and storytelling.”

And it’s not just about the end result, it’s about the people who make it happen. Fiona is quick to highlight the incredible work of teams across the business, from horticulturists carefully nurturing plants months in advance, to colleagues volunteering their time to bring the stand to life.

“It’s a huge cross-functional effort,” she says. “Our horticulture teams lead on the design and displays, our retail colleagues support activity in branches and at the event itself, and there’s great collaboration behind the scenes too.”

This year’s stand had its own special touches, including a beautifully maintained 1957 Massey Ferguson 35, which proved a real crowd favourite. “It definitely attracted plenty of attention, and for anyone wondering, yes, it still runs perfectly… and no, it’s not for sale!” Fiona laughs.

The partnership with the Postcard Gardens is one that Fiona feels is particularly meaningful. “It’s such a natural fit. Tirlán CountryLife is rooted in local communities, and the Postcard Gardens celebrate those communities right across Ireland. The alignment just feels very authentic.”
For Fiona, that sense of connection and community is something that runs through everything the team does. “It’s not just about campaigns, it’s about people across the business stepping in to bring things to life. That’s what makes it feel real.”

A great example of that has been this year’s focus on local marketing, creating tailored content featuring team members from individual branches. “It’s been a brilliant way to connect with local audiences in an authentic way, whether that’s through social, radio or local press.”
Of course, with such a fast-paced role, it’s just as important to switch off when the opportunity arises.

Outside of work, Fiona keeps busy with her local camogie club, both on and off the pitch. “I’m a bit of a fair-weather camogie player,” she says, “but I’ve also recently started coaching the U6 nursery team. It’s equal parts chaos and fun, but it’s a great way to switch off.”

When she’s not on the side-line, you’ll likely find Fiona spending time along the Barrow, enjoying good food and catching up with friends, making the most of the moments in between busy seasons.