Agency Expert, Digital Evangelist and Brand Strategist

Siobhan Lavery works with agencies and brands; assessing their business needs and providing practical action-oriented support and guidance.  From agency evaluation and driving operational efficiencies to strategic planning and campaign delivery, her wealth of experience influences agency and brand performance.

About Siobhan

Siobhan Lavery is passionate about advertising & marketing in a digital world. A key player in the Irish digital industry, Siobhan has relentlessly driven the digital agenda and has an accomplished record in empowering Ireland’s leading brands make meaningful connections in a world transformed by technology.

She has over 20 years proven business, commercial, strategic and leadership acumen across every sector. Since 2000, she was a key driver behind the growth of Digital Agency ICAN, through expansion, client retention, targeted account wins and strong cost control.  ICAN was awarded Agency of the Year 4 times during her 7 years as MD and has been widely recognised for creative, innovative and results driven work. Clients included permanent tsb, Paddy Power, Zurich, Microsoft, Facebook and Temple Street hospital. Awards included The Cannes Lions, Kinsale Sharks and DMAs.

Siobhan started her career with the Irish Trade Board, undertaking feasibility studies and market entry strategies for companies looking to export across Europe, before becoming Sales and Marketing Director of one of her placement companies.

Her vast experience has led her here.  Siobhan is SL Consulting and enjoys working with agencies and brands on external positioning, internal operational functions, marketing and sales strategies. 

Agency Service

Agency Evaluation

Siobhan works with agencies to deliver an outside perspective and actionable insights thereafter; helping evaluate current operations and proposing a roadmap for consolidation and growth.  Services include:

  • Agency Positioning
  • Brand Collateral and Documentation
  • Client and Service Evaluation
  • Talent, Competency and Cultural Review
  • Workflow and Operational Gap Analysis
  • Pricing, Margins and Systems Review
Agency Service

Business Generation

Siobhan helps analyse and evaluate current sales goals, tactics and results.

Services include:

  • Audit of Current Systems used in Targeting, Managing and Communicating Services
  • Existing Client Health Checks and Profitability Reviews
  • Market Evaluation & Positioning
  • Target Customer Identification & Profiling
  • Sales Tools/Systems Evaluation and Recommendations
Agency Service

Pitch Advice

Siobhan has vast experience co-ordinating and writing pitch and tender documents. More importantly she has a deep understanding of what can win a pitch and/or tender.

Services include:

  • Careful Evaluation of Brief
  • Detailed Q & A
  • Co-ordination of Market Research to fill any gaps
  • Co-ordination of Cross Agency Team to Develop Strategic Response
  • Help tell a Compelling Strategic & Agency story
  • Pitch Presentation and or/or Documentation Design
  • Considered Pricing & Rate Card Development
Brand Service

Pitch Consultancy

Siobhan will help guide you in setting up an effective process for both your business and agencies alike. Her vast experience in an agency means she knows how to structure a remuneration agreement that is both motivating for an agency and stays focussed on your business objectives.

Services include:

  • Ensure you meet with most Relevant Agencies for your requirements
  • Assistance in Scoping the Agencies’ Roles and Responsibilities
  • Chair Chemistry Sessions to get a real sense of Cultural and Experiential Fit
  • Work with you to produce a set of criteria that will allow you to fairly evaluate agency shortlist
  • Co-develop A Brief that Challenges and Evaluates Agency Thinking
  • Make Recommendations on the Final Choice Of Agency and Help Negotiate The Basis Of Their Terms of Business
Brand Service

Advertising & Marketing Consultancy

With over 20 years advertising and marketing experience, Siobhan remains passionate about ensuring a non-biased approach to planning and ensuring each channel is fully optimised from both a creative and media perspective.

Services include:

  • Audit of Communication Activity
  • Creative and Media Review
  • Strategic Planning
  • Advertising & Channel Strategy Development
  • Digital Marketing Strategy
  • Work with Clients’ Agencies to bring vision to life
Brand Service

Digital Training

Siobhan has lived and breathed Digital for over 18 years and has worked with brands from all sectors delivering digital strategies. Her Digital training therefore is less theory led but born out of actual experience.

Services include:

  • Introduction to all key digital marketing specialisms from Mobile and Social Media to email, Content and Performance Marketing
  • Understand how to Effectively Strategize and Implement Campaigns
  • Delivery of High Level Strategies that meet your Brands Specific Goals
  • I love working with Siobhan. She brings great energy and discipline to projects. She gets to the heart of the problem quickly and delivers solutions that add value. She’s a great problem solver and very commercially focused.

    I’ve been very lucky to work with Siobhan on and off over the last 15 years. I always look forward to meeting her and seeing what new angle and solution she has uncovered. She is brilliant to work with – great fun, but always gives you the tough truth you need to hear.

    I would highly recommend Siobhan.

    Sharon Smyth, Standard Life
  • We worked with Siobhan on the launch of our new range of oral care products. Siobhan spent a lot of time getting to know the brand and digging through, testing and confirming what our messaging should be. Siobhan has been excellent in distilling down our messaging and helping to streamline the production and messaging on the launch of our new range of products. We worked with Siobhan on the production of our tv ad which we were very happy with and also she oversaw the same ad being used in every format necessary. Siobhan was very thorough, responsive, diligent and very much worth our investment at this crucial part of our brands journey. Highly recommended

    Dr Lisa Creaven, Spotlight Oral Care
  • We contracted Siobhan to take an in depth look at our digital media business, Siobhan’s insights have helped us on the road to transforming our business both internally and externally. Thanks to Siobhan’s thorough review of our team, our culture, our sales materials and our work processes we have a much better understanding of what we need to do differently and better in order to continue growing our business. Siobhan brought real clarity of thought to what we should be doing in order to retain key staff and clients. Critically she developed a strategic route map to best grow our business in a sustainable manner. We wouldn’t hesitate in recommending SL Consulting to other businesses.

    Dermot O'Reilly
    Director at Sing
  • I worked with Siobhan for five years and in that time was always impressed with her leadership, energy, persistence and knowledge. Siobhan works as a real partner, taking the time to listen and understand the business ensuring the delivery of great results. I look forward to working with Siobhan again in the future.

    Lorna Farrell
    Head of Customer Marketing, permanent tsb
  • Siobhan is a class act and true professional. She helped create ground breaking social media campaigns for Bulmers Irish Cider and also for the Tall Ships festival event which helped to attract 500,000 visitors to Waterford. An excellent planner with a winning instinct, Siobhan never failed to deliver for my projects

    Stephen Kent
    Chief Commercial Officer, Bus Eireann
  • I have been a client of Siobhan’s on and off for the past 10 years. Siobhan’s enthusiasm and passion for digital is infectious. Throughout the years she has educated me in the changes of the digital world and has kept me up to speed on what’s hot and what’s not. She is a strong strategic thinker but most importantly delivers ideas and produces results. A woman with a wealth of knowledge in media, her approachable personality and down to earth talking is a real asset for any client.

    Michelle Noonan
    Digital Marketing Manager, Vodafone