Íde O’Brien, head of Marketing at Samsung Electronics Ireland, shares her life and business lessons.
Íde is originally from Cork and had her first job stocking shelves in Dunnes Stores. She now leads Samsung’s Irish marketing division.
She joined Samsung Ireland in 2013, where she is responsible for supporting the growth the MX (Mobile eXperience) Division of Samsung in the Irish market.
“Technology as a sector is constantly changing, ever dynamic and evolving, and the wants and needs of consumers change with it”
In her current role, Íde heads up all marketing activities for the Irish business including strategy and planning, brand development and public relations to build awareness and drive purchase intent for the full product range of Samsung products.
Íde played a significant role in Samsung’s recent unpacked launch where they introduced the Samsung Galaxy Fold6and the Samsung Galaxy Flip6 to the market.
Prior to joining the company, Íde was a marketing executive at Microsoft Ireland, managing national campaigns and products launches.
Tell us about background, what journey did you take to arrive at where you are?
My journey began by studying Business & Tourism at college. I wanted a career that allowed me to travel and see the world. In my third year, I fell in love with marketing, and after graduating, I completed my master’s in marketing at the Smurfit Business School. I had some fantastic experiences along the way, including a year-long placement in Austria with Irish Distillers as the Jameson Irish Whiskey Brand Ambassador.
After returning to Ireland, I decided I wanted to work in the tech sector, and after a few years with Microsoft, I joined Samsung in 2013. It has been a fantastic decade watching the brand grow from strength to strength in the Irish market.
“My approach to work has always been ‘pay attention to the little things’ and it has never failed to serve me well”
Why are you doing what you are doing? What need are you meeting? What’s your USP?
Technology as a sector is constantly changing, ever dynamic and evolving, and the wants and needs of consumers change with it. We have to be agile and adapt to the trends, understand where the market is going and how we can provide the best possible products for our customers.
Understanding this is key to my role, as I need to ensure that Samsung, a global brand headquartered in South Korea, is resonating with Irish consumers and appealing to the Irish market while delivering the organisation’s overarching vision, mission and goals. We have the sometimes tricky role of localising the brand for this small, but vital, market and I love to thread that needle, ensuring Irish customers are being catered to under the Samsung banner.
I feel very fortunate that my role is broad, encompassing working with my UK colleagues, the team on the ground here in Dublin, local agencies and channel partners, all to bring the best and most innovative tech to market and make our customers’ lives better through our products and devices.
What are your key skills and qualities that set you apart?
My approach to work has always been ‘pay attention to the little things’ and it has never failed to serve me well.
This encompasses everything I do in my professional life, and in a role like mine with multiple stakeholders, it’s important to always listen to those around you, pay attention to their needs and be observant of your environment. This involves quite a bit of multitasking to ensure that there is a satisfying and collaborative outcome for all.
As a manager and a senior leader in Samsung, it’s important to be aware of my surroundings and my team and listen to and learn from those around me. A monthly check-in call or a simple ‘well done’ at the end of the week can mean a lot in a busy environment and can make a huge difference in your team.
“Take the chance. There is so much to gain from a leap of faith, and it will stand to you for the rest of your career”
What (or whom) has helped you most along the way? Who was your greatest mentor/inspiration?
I have been very fortunate to be surrounded by incredible colleagues and business leaders throughout my career. I have learned so much from colleagues past and present.
To date, my greatest inspiration is my team here at Samsung today, I am very lucky (and proud) to work with such an experienced and knowledgeable team that is constantly surprising me with their innovative ideas and exceptional standards.
What was the greatest piece of business advice you ever received?
Take the chance. There is so much to gain from a leap of faith, and it will stand to you for the rest of your career.
What was the most challenging aspect of either starting or growing the business?
The fast-paced and competitive nature of the industry can be challenging at times, but it is a challenge that excites and drives us.
Our focus is on bringing innovation to the industry and this, along with our relentless customer focus, is how we differentiate ourselves and stay ahead of our competitors.
“AI is bringing completely new experiences and with the technology developing at such a pace this is a hugely exciting time”
How did you navigate your business through the pandemic and what lessons did you learn?
Communication was key. We kept in contact with customers and colleagues as often as needed, which ultimately benefited our organisation. This regular communication flow has continued into our current hybrid world and we maintain our pandemic levels of communication to this day, making us a stronger and more effective team.
How has digital transformation been a factor in your scaling journey and do you believe Irish firms are utilising digital technologies sufficiently?
At Samsung we embrace change – this is what continues to give us our cutting edge in the industry. We were early adopters of digital transformation, which has been pivotal throughout our journey.
There has been, and continues to be, a significant shift for businesses as they embrace digital transformation and new technologies. AI, for example, is being incorporated more and more into our daily lives at work and home. AI is bringing completely new experiences and with the technology developing at such a pace this is a hugely exciting time.
“Don’t be afraid to ask questions! No matter how silly you might feel. Also, never start your day without a plan and a to-do list”
If you were to do it all over again, what would you do differently?
Every step I’ve taken has gotten me to where I am today and I wouldn’t change anything. Of course, there have been stumbling blocks and challenges along the way, but I took these as an opportunity for growth and development.
What advice/guidance do you give new hires and how do you nurture talent in your organisation?
Don’t be afraid to ask questions! No matter how silly you might feel. Also, never start your day without a plan and a to-do list. Just dedicating five minutes to this at the start of the day helps me to be more productive and saves a lot of time in the long run.
As a team lead, I try to create a welcoming atmosphere for my colleagues and compassion goes a long way. A strong work/life balance is a necessity in this industry, even though it can be challenging at times.
What technologies/tools do you use personally to keep you on track?
Samsung recently launched the Galaxy Z Fold6, which has become an absolute necessity for me during the workday. As someone who is constantly multitasking, it’s a game changer – I can have three windows open at once, allowing me to check reports while comparing what’s live on our channels, all while checking my emails. Samsung Galaxy AI has implemented a suite of features that are also helping me keep on track, like Note Assist, which autoformats and summarises my notes and meeting minutes.
In a personal capacity, I love my Galaxy Watch7 to keep track of my everyday wellness and make sure I’m getting enough good quality sleep and getting up to move during the day. My watch is also very handy for quickly checking an email that’s come in if I’m away from the desk.
What social media platforms do you prefer and why?
Personally, I love Instagram, it keeps me up to date on the latest (non-tech related) trends in fashion or food.
I’m a big LinkedIn fan on a professional level. It’s a great way to share insights into what’s happening at Samsung while keeping up to date with business trends and topics.
What are your thoughts on where technology overall is heading and how it will apply to business generally and your business particularly?
AI is certainly the buzzword in tech right now. It’s influencing almost every trend and development in the sector.
When we introduced Galaxy AI earlier this year, we wanted to ensure it was entirely customer-centric and a technology that would enhance the lives of those who use Samsung devices. For us, AI is about offering limitless potential and using the tech for more efficiency so we can have the time back to do the things that matter.
The goal of AI-enhanced features on our devices such as Circle to Search with Google, Note Assist and Transcribe Assist is to put AI in the palm of people’s hands and make their lives a little easier. This will continue to be our approach with AI as we develop and innovate the technology.
Finally, if you had advice for your 21-year-old self – knowing what you know now – what would it be?
Take the chance – and don’t be afraid to fail.
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