"Growing up in a Kildare farming family instilled a strong work ethic in me. My parents were not the 'work hard, play hard' sort, but rather the 'work hard, work hard' type."
"My brothers and I were actively involved in the family business. We learned responsibility early on, especially when we were given sheep to sell at the mart after they lambed."
The chief marketing officer at BoI reflects on growing up in a Kildare farming family, where hard work was a core value. The upbringing involved hands-on experiences, such as selling lambs at the mart, which instilled a strong work ethic. This background influences the approach to marketing, focusing on creating a brand that resonates with customers and stands for meaningful values. The emphasis is on ensuring that customers have a positive experience with the brand.
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