Niamh is a seasoned international marketer with deep experience in the mobile telecom and technology sectors. Niamh joined Citi as Head of Regional Customer & Digital Experience, APAC & EMEA in November 2015. Niamh’s focus was on building a customer first, mobile first culture, delivering personalized, consistent and compelling Omni-channel customer experiences across 17 markets, with a particular focus on building a new mobile experience. Niamh was focused on driving integration of Citi’s digital banking services with social media and messaging partners across Asia. In December 2017, Niamh was appointed as Head of Marketing for the region, with overall responsibility for the brand and marketing across all channels and product lines, with a strong focus on digital marketing and driving adoption of Citi digital experiences across 17 markets, ensuring that Citi continues to build on its position as a global brand leader in consumer banking.
Prior to joining Citi, Niamh worked at an AI startup, focused on offering state-of-the-art flexible and scalable deep learning solutions for a wide variety of industries. As COO, Niamh was responsible for Operations and for commercializing the strategy, with the focus being to connect online and offline consumers and brands. In July 2012, Niamh re-located to Singapore from the South Pacific, and joined a Fintech startup that enables users to transfer monetary value through social networks. As VP Marketing, she was responsible for building the brand across global vertical market sectors, and developing partnerships with commercial brands.
In 2006, Niamh was appointed as Group Marketing Director of Digicel Pacific, the leading mobile operator in the South Pacific & Caribbean regions. Niamh was responsible for the commercial and brand launch of Digicel operations in six Pacific Island nations including Papua New Guinea and Fiji. Digicel was the first mobile network to deploy mobile money services in the region, and has had a significant impact on driving GDP growth throughout the region through the introduction of widespread and affordable mobile communications.
In 2001, Niamh joined Orange Plc. as Group Head of Media, and was subsequently appointed to the role of Director of Media, Brand Partnerships and Corporate Social Responsibility. Niamh spent over four years at Orange working across Europe driving strategic content partnerships in entertainment, music and sport, and managing Orange’s relationships with key strategic media partners throughout Europe. Niamh co-created and launched Orange Wednesdays, one of the UK’s longest running and most successful loyalty programs, and the Orange Playlist, a first-in-class advertiser funded music program promoting Orange content.
Niamh’s early career highlights included senior marketing positions in management consulting and mobile operators in London, Paris, Dublin and Brussels. A particular highlight was a role as Head of Marketing at Comic Relief in London, leading marketing across Sport Relief, Live8 and Make Poverty History. Niamh holds a BA Honours degree in Business Studies, Economics and Political Science from Trinity College Dublin, and an advanced diploma in French. Niamh is the Vice Chair and Board Director of the Irish Chamber of Commerce, Singapore, and she volunteers with the Citi YMCA Youth Group in Singapore as a mentor and coach.