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Leading at the intersection of strategy and reality
I’m really proud to lead internal communication at Boots Ireland, supporting nearly 2,500 colleagues across our stores and Support Office. The role sits right at the intersection of strategy and reality. On any given day, I’m helping leaders land complex messages, supporting teams through change, celebrating great work, and making sure people feel informed, respected and part of something bigger. I’ve held comms roles across tech, construction and insurance before joining this brilliant retail business.
Being part of a professional community really matters to me. IoIC membership keeps me sharp. Having access to peers, best practice and honest conversations about what’s actually working (and what isn’t) helps me sense-check my thinking and keep raising the bar. Whatever stage of your career you’re at, there’s always something to learn and, just as importantly, brilliant people to bounce ideas off.
From illusion to impact: why internal communication matters
Earlier in my career, I had what many would consider a dream job. I spent about 75% of my time on the road, travelling across the US, Asia and Europe for a tech company, working as part of a small team assessing communication, culture and engagement across dozens of sites.
It really brought a well-known quote to life for me: “The single biggest problem in communication is the illusion that it has taken place.” Seeing that gap between what organisations thought they were saying and what people heard opened my eyes to the importance of internal communication, and the responsibility that comes with it. The work we do really matters.
What I enjoy most is the impact. When communication is done well, you can feel it. Confidence grows, confusion drops and momentum builds. There’s nothing better than hearing a colleague say, “That actually made sense” or “I finally understand why this matters.” We’re so lucky as communicators, we get a front row seat in our organisations, we see the mergers, the growth, new products, the people challenges and the opportunities. What a privilege.
How IoIC membership has contributed to my professional development and career growth
IoIC has helped me move from being a good practitioner to a more confident, strategic one. The events, learning and community conversations have pushed me to think beyond tactics and into influence, ethics and leadership. I’ve made some great pals along the way too, which always helps.
The IoIC Ireland network in particular has been invaluable. It’s a generous, smart group of people who are open about sharing lessons, scars and successes. It’s a reminder that you’re not alone in the work, even when it feels messy.
A proud moment in my career
I have very fond memories of working at Irish Life, a large insurance company in Ireland. It was a time in my career in comms where I had an incredibly supportive leader and was part of a truly brilliant organisation.
Not long into the role, the Managing Director handed me the three-year plan, already signed off by the Board, and told me he was heading off on holidays for a couple of weeks. His ask was simple (and slightly terrifying): could I come back with a full engagement and communications plan when he returned?
I spent that time reading, decoding and really trying to understand the strategy, until I landed on a small number of key messages that colleagues could genuinely get behind. From there, I built a strategic narrative and focused heavily on engaging line managers.
Watching that work move from a Board pack to something that was genuinely lived across the organisation is still my proudest moment. It relied on brilliant people, strong executive buy-in and leaders who modelled the behaviours every day. Both the MD and I have since moved on, but we bumped into each other at a music festival last year. The first thing he said to me was, “Grow, Guide, Build”, the slogan from that campaign. That’s when you know a message has really stuck.
Advice for those starting out in internal communication
Practice your craft. Writing really matters. Clear writing leads to clear thinking, and clear thinking builds trust and influence.
One of my favourite ideas about writing is the line often attributed to various great minds: “If I had more time, I would have written a shorter letter.” Less really is more. But getting to less takes effort. It takes practice, editing and being ruthless with yourself.
It’s something I constantly work on, whether I’m writing an email, a speech, a leader update or a social post. Different formats, same goal: clarity.
And finally, learn the business of your business properly. Internal communication exists to serve the purpose of the organisation. In a commercial business, that means supporting value for shareholders. In a charity or community organisation, it means helping deliver real outcomes for the people it exists to serve.
We’re not here to make things pretty or to jazz things up. We’re here to help connect organisations and people, so they function, focus and move forward.
A fun fact about me you might not know
My very first job was dressed as a giant rabbit at a stately home in the west of Ireland. A solid foundation for a career in communications… I peaked early.
