Tom Kinsella

Tom Kinsella

AIB, Chief Marketing Officer

Tom joined AIB in November 2012 where he is Chief Marketing Officer. He is leading the transformation of the Customer Experience and rehabilitating the AIB and EBS brands. One of his key focuses is to transform how the financial sector use digital communications to best serve their customers by delivering world class digital for the AIB & EBS brands and also creating Ireland’s most digitally capable marketing function. Since joining three years ago his team has overseen the development of numerous commercially effective, and award winning, campaigns such as Backing Brave, the campaign in support of SME Customers, Backing Doing for Personal Credit and the multi award winning #TheToughest, which has revitalised the banks GAA Club Championships sponsorship.

Prior to AIB Tom spent 20 years with Diageo where he worked in a wide variety of roles both domestically and globally. He led Budweiser to the No.1 Lager position in Ireland. He developed some of the most iconic advertising in the alcohol sector in Ireland, and led some of the largest sponsorship campaigns, but is most proud of his work on Diageo’s Responsible Drinking campaigns. His last role in Diageo saw him lead the Communications agenda for Baileys globally – working across markets as diverse as China, Brazil and GB.

Over his career he was worked with most of the major agencies in Dublin, London and further afield.

Married with three children he describes himself as a fan of all things GAA and plays golf…badly!


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