Igoe International
From Planning & Content Architecture to Launch & Optimisation
IGOE INTERNATIONAL
Igoe International Ltd. is the umbrella company representing our portfolio of specialist construction-material brands. Our primary focus is Owl Waterproofing Solutions, which specialises in high-performance liquid rubber waterproofing coatings. We are also proud distributors of Owatrol and Zinga products in Ireland.
As Marketing Manager at Igoe International Ltd., I manage the marketing and digital presence of a diverse portfolio of specialist construction-material brands. My work spans brand development, campaign management, content creation, product communication, website management and distributor support across Ireland and international markets.
OWATROL IRELAND
A French origin brand, specialising in wood-care, metal-protection and surface-restoration products. Igoe International Ltd. is the exclusive distributor of Owatrol in Ireland.
My responsibilities include managing the Irish website, developing product and educational content, coordinating campaigns and supporting online sales growth.
OWL WATERPROOFING SOLUTIONS
A specialist waterproofing brand focused on high-performance liquid rubber coating systems.
My involvement includes brand development, product labels, technical and safety documentation, website delivery, social media, paid advertising, distributor acquisition and multilingual training support.
ZINGA IRELAND
A specialist film-galvanising system for long-term corrosion protection. Zinga was originally invented in Ghent University, Belgium, in the 1970’s and has since been used on thousands of projects throughout the world.
My work includes developing market awareness, producing technical marketing content and supporting campaigns aimed at industrial, marine and construction audiences.
Flagship Case Study
Building Owl Waterproofing from Brand Identity to International Platform
A Complete Brand Ecosystem for a Technical Construction Audience (B2B & B2C)
Taking an Irish brand into new markets...
I designed and managed Owl’s brand identity across product, technical, digital and distributor touchpoints—supporting its expansion in Ireland, the UK, the USA and wider European markets.
Brand Summary
Identity, visual consistency, product architecture, brochures and campaign materials.
Product Labels & Technical Drawings
- A coherent label family balancing brand recognition with practical product information.
- Creation and monitoring of Technical and Safety Data Sheets, application guidance and training content.
Market Presence (Local & International)
- Brand execution across multiple websites, social channels, distributors and events.
- Coordinated with the partners/ stakeholders with their respective digital market presence (Organic & Paid).
International Growth
Distributor Acquisition
I developed partner relationships and the marketing infrastructure required to introduce Owl Waterproofing internationally.
Find
Targeted campaigns, market research and direct partner outreach.
- Zoho CRM
- Lead Generation
- Google Ad
- Meta Ad
Equip
Commercial messaging, brochures, product information and follow-up.
- Newsletter
- Email Marketing
- SMS Marketing
- WhatsApp Marketing
Enable
Product introductions, training and demonstration opportunities.
- One to one session
- Online Training Courses
- On site Training & Demo
Grow
Consistent brand support adapted for regional commercial contexts.
- Liaise with the Stakeholders
- Market Research
Designs & Analytics
Creatives & Performance
Brand & Print Materials
Point of Sales Displays, Header boards, Banners, Exhibition Materials, Vehicle branding etc.
I worked with designers, printers and suppliers to determine the structure, product placement and messaging, ensuring each display remained practical, visually consistent and aligned with the brand identity.
Analytics & Performance
GA4 Looker studio reports, Meta ads, page performance (Traffic growth, Engagement, Conversion rate, Ecommerce revenue, Reach, Impression etc.)
I monitored and evaluated digital performance across company websites, ecommerce platforms, Google Ads and Meta channels using GA4, Google Looker Studio and platform-specific reporting tools. I developed and reviewed dashboards covering website traffic, user engagement, enquiries, conversions, ecommerce revenue and top-performing products and pages. For paid campaigns, I tracked advertising spend, impressions, clicks, click-through rates, leads, acquisition costs and return on advertising spend. I used these insights to identify trends, compare paid and organic performance, refine audience targeting, optimise campaign budgets and creative content, and support data-driven marketing decisions across the brand portfolio.
More
Team Leadership & Cross-Functional Collaboration
Alongside managing marketing strategy and execution, I have led a five-person team comprising a content creator, web developer, social media manager and two marketing interns.
I translated business objectives into clear briefs, assigned responsibilities, coordinated priorities and deadlines, reviewed creative and technical deliverables, and maintained brand consistency across websites, digital campaigns, product documentation and printed materials.
I have collaborated with external designers, advertising specialists, printers, suppliers and international distributors.
I have also supported the HR and General Manager in recruiting marketing assistants and web developers by reviewing applications, shortlisting suitable candidates, preparing role-specific interview questions and participating in the interview and selection process.
My leadership approach combines clear communication, structured project management and hands-on guidance to help teams deliver high-quality work aligned with the company’s commercial objectives.