The FAI has appointed Louise Cassidy, former Head of Grocery Marketing at Dunnes Stores to the role of Director of Marketing and Communications, where she will lead the newly established MarComms team within the Association.

Having initially worked with Dunnes Stores from 2011 in various Marketing roles, Cassidy returned to the Irish brand in 2017, following a stint as Marketing and Communications Manager in Tesco Ireland, to lead a comprehensive restructuring of the food marketing department across the Republic of Ireland and Northern Ireland.

With experience working with some of Ireland’s most iconic brands, she will now spearhead the evolution of the Irish football brand, establishing it on the international stage and shining a light on the development of the sport from grassroots up to the national teams throughout Ireland.

She will bring with her a strong emphasis on customer insights and creating a quality consumer experience. Most recently she was behind the launch of Dunnes Stores’ successful grocery online service and loyalty app, firmly placing digital at the forefront of the business.

She is an honours graduate with a Business and Management Degree from The Dublin Institute of Technology and followed this with a First Class Honours Degree in Marketing from the Michael Smurfit Business School.

“I am delighted to be joining the FAI at such a pivotal and exciting time for Irish Football,” she said.

“As the organisation continues to grow and improve both on-and-off the pitch, I look forward to being a part of the journey in reshaping the brand of Irish football for the long term alongside my new colleagues and the wider football community.”

“My father John has enjoyed a life-long passion and association with this amazing sport, having played for two seasons with St Patrick’s Athletic and for the rest of his career at Bluebell United.”

“As a result, I grew up on the side of the pitch and inherited his love for football and the Irish game – I’m proud to continue this connection by joining this dedicated team in the FAI.”

“We are thrilled to welcome Louise into our expanded and highly experienced Senior Leadership Team,” added FAI CEO Jonathan Hill.

“With her strong background in the wider marketing and digital areas within one of the most competitive business sectors in Ireland, we believe Louise’s skillsets will perfectly complement our existing communications teams and their experience within the football world.”

“We now have a co-ordinated marketing and communications function that will continue our business and cultural transformation.”



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