Fiona Curtin

Head of Innovation

Heineken

ith more than 25 years of brand/portfolio management, innovation and international marketing experience across the tourism, FMCG and banking sectors, Fiona Curtin is an accomplished senior marketing executive. Her career started with the Irish Tourist Board in Germany, and she subsequently joined Heineken in their Berlin head office, where she managed the Murphy’s Stout and Murphy’s Irish Red rollouts in Germany.
 
Following a stint in sponsorship with Murphy’s in Ireland and a successful launch of Coors Light, she moved to C&C Ireland (now Britvic) to a Marketing Manager and portfolio role across Ballygowan, Club and Miwadi. She spearheaded the revamp of the Club Soft Drinks portfolio and launched Club Energise, achieving almost an 18-percent share of sports drinks within 18 months. 
 
At AIB, as Head of Brand and Advertising, she oversaw a number of strategic campaigns, most notably the launch of the “Customer First” integrated campaign, using real customers in communciations which proved to be recession-proof and drove differentiation versus other retail banks. Other campaign experience while at AIB included “The Surfer,” sponsorship management of the Ryder and Solheim Cup campaigns, the launch of the mobile banking app, and a very successful first-time buyer mortgage campaign, which achieved more than 30-percent share of market.
 
She then moved to Irish Distillers/Pernod Ricard and worked on the Irish whiskey portfolio, launching the revamped PADDY Irish Whiskey new packaging and the flavored whiskeys, as well as crafting the Jameson strategic innovation roadmap.
 
Currently Head of Innovation at Heineken Ireland, she is responsible for Heineken Ireland’s Innovation Strategy to drive incremental growth for customers and offer choices within beer and cider for consumers. She spearheaded the successful launch of Orchard Thieves and is now leading the rollout of Heineken Light, Orchard Thieves Light and Desperados Nocturno with the team.
 
Curtin is an active member (and previous President) of the Advertising Association of Ireland. She also served on the Marketing Society Committee and is an ASAI Board Member.
 
A graduate of UCC and UCD, she holds a bachelor’s degree, master’s degree in technology management and innovation, and an MBA. She is a qualified Business Coach and Chartered Director.