Rory McCall

In my role as Digital Strategist, I act as a point of contact for businesses who are experiencing any form of a digital marketing challenge. The areas which I am focussed on most include:

SEO (Search Engine Optimisation) – I have extensive knowledge of and experience working with various different content management systems. I advise companies on how their company can perform better in the organic SERPs.

I have consulted companies that have worked in airline catering industry, in the pizza base market and laser cutting and metal fabrication industry.

Facebook Advertising – I advise companies on how best to utilise the advanced segmenting and targeting capabilities of Facebook which include Facebook remarketing and lead generation.

I have consulted on this with a company in the catering industry from Dublin and also a Waterford based family fun location.

Both companies have seen a significant increase in leads and traffic to their websites.

Google AdWords – I am a Google AdWords certified professional that has experience rolling out self-created Adwords campaigns as well as liaising with third-party agents such as Wolfgang Digital in Dublin.

I have consulted to a company based in the parcel delivery business based in Wexford who experienced a giant surge in inbound traffic and sales upon utilisation of a Google Search-based campaign.

Some other key skills displayed in this role include:

Delegation and Leadership: It is my responsibility to delegate tasks as part of the project workflow to members working on the project to ensure that the project gets completed in a timely and accurate way.

Project Management:  It is my responsibility to make sure projects get completed in a systematic and organised way and are able to comply with preset timelines.

The majority of consultancy and/or advisory work at RIKON is funded through Enterprise Ireland’s Innovation Voucher scheme.

My responsibilities at Stena Line include:

Campaign Roll Out- The roll out of campaign that included the France EBO (Early Booking Offer), the 2016 Oakwood campaign and the £5.50/ €6.50 “Cheap Day Trip by Foot Product”.

Closed User Groups – Responsibility for the company’s CUGs (Closed User Groups). Closed User Groups are a collection of high value partners that include AA (Automobile Association), AXA and various motorhome and campervan groups. Attached to each CUG is a revenue target to be achieved. 

 Competitor analysis – Responsibility for analysing Irish Ferries and Brittany Ferries pricing and communications strategies.

Ownership of relationship with Tourist Boards- Responsible for relationships with Tourist boards based in Wales, England, Scotland and Wales and Ireland.

Working closely with the company’s third party sales and technical partner – My responsibility was to liaise with and maintain a relationship with Oxfordshire based company Entee in ensuring our systems were technically proficient across both the freight and tourist element of the business.

Utilisation and yield management – My role insured that the ship’s lane metres and cabin allocation were being utilised as profitably as possible. This was carried out through intense competitor analysis

Price monitoring – Responsible for continuously monitoring competitor pricing strategies in the market. This analysis included other ferry companies and substitute products.

Management of all elements of the marketing mix –At Celtic Link Ferries I managed all elements which involved its product, place, price and promotion .

Responsibilities as Business Development Officer at Fleming Medical included:

Campaign Implementation – Creation and implementation of campaigns such as the defibrillator product promotional plan aimed at hotels and GAA clubs in Ireland.
Account Management –To manage, maintain and develop thirty underperforming accounts through regular communication and bespoke offers.