deirdremartin.ie | Brand & Marketing Growth Strategist

Business Strategist & Coach

Business Mentor

KBC Bank Ireland

Branch Manager

Relationship Manager

Most coaches and consultants don’t fail because they lack talent.
They fail because their message doesn’t magnetise, and their systems don’t scale.

If you’ve been in business for a while,  and you know you’re great at what you do.
But growth feels chaotic... like you’re trying 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨 and still stuck on a plateau.

Let’s fix that.

Maybe you’re:
👉 Trying to fill a group program, but getting crickets
👉 Pivoting to a new audience and unclear how to position
👉 Sounding like everyone else, even though you’re not
👉 Sitting on offers that 𝘴𝘩𝘰𝘶𝘭𝘥 be selling
👉 Ready to scale, but maxed out and heading for burnout

Here's the truth...
You don’t need more hacks or tactics.
You need a 𝘴𝘵𝘢𝘯𝘥-𝘰𝘶𝘵 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺, 𝘢 𝘮𝘢𝘨𝘯𝘦𝘵𝘪𝘤 𝘴𝘵𝘰𝘳𝘺, 𝘢𝘯𝘥 𝘴𝘤𝘢𝘭𝘢𝘣𝘭𝘦 𝘴𝘺𝘴𝘵𝘦𝘮𝘴.

That’s where I come in.

👋🏼 I’m Deirdre Martin, Ireland’s only 𝐂𝐞𝐫𝐭𝐢𝐟𝐢𝐞𝐝 𝐒𝐭𝐨𝐫𝐲𝐁𝐫𝐚𝐧𝐝 𝐂𝐨𝐚𝐜𝐡, 𝐋𝐞𝐯𝐞𝐥 𝐂 𝐛𝐫𝐚𝐧𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐬𝐭, 𝐚𝐰𝐚𝐫𝐝-𝐰𝐢𝐧𝐧𝐢𝐧𝐠 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐦𝐞𝐧𝐭𝐨𝐫, and soon-to-be 𝐧𝐞𝐮𝐫𝐨𝐬𝐜𝐢𝐞𝐧𝐜𝐞-𝐭𝐫𝐚𝐢𝐧𝐞𝐝 𝐜𝐨𝐚𝐜𝐡.

With 20+ years in customer experience, and a deep understanding in brand psychology and neuromarketing, I help service providers like you:

𝐅𝐢𝐧𝐝. 𝐖𝐢𝐧. 𝐊𝐞𝐞𝐩. 𝐂𝐥𝐢𝐞𝐧𝐭𝐬.
Using brain-based messaging, neuromarketing principles, and clarity-led brand positioning.

💡My signature framework, 𝑻𝒉𝒆 𝑪𝒍𝒊𝒆𝒏𝒕 𝑴𝒂𝒈𝒏𝒆𝒕 𝑴𝒐𝒅𝒆𝒍™, blends:
1️⃣ 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 - Refine your positioning, offers & pricing
2️⃣ 𝐒𝐭𝐨𝐫𝐲 - Craft a message your dream clients 𝘧𝘦𝘦𝘭  in their bones
3️⃣ 𝐒𝐲𝐬𝐭𝐞𝐦𝐬 - Build a client demand engine that scales without burnout

This isn’t fluff. This is strategy rooted in science and story. And it frickin works.

Clients say things like:
→ “10x ROI in under 3 months. My message finally lands.”
→ “We've been Millionized.”
→ “I got featured in Forbes.”

There are a few ways we can work together:
🚀 𝘉𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘈𝘤𝘤𝘦𝘭𝘦𝘳𝘢𝘵𝘰𝘳: A strategic group to help you get clarity, confidence and traction. (€4250+)
💸 𝘔𝘪𝘭𝘭𝘪𝘰𝘯𝘪𝘻𝘦 𝘔𝘢𝘴𝘵𝘦𝘳𝘮𝘪𝘯𝘥™: Hybrid 1:1 + elite group for next-level scale. (€12k+)
📣 𝘗𝘭𝘶𝘴: I deliver high-impact keynotes, workshops, and online programs to support scaling service providers and their teams.

👉 DM me the word 𝐌𝐀𝐆𝐍𝐄𝐓𝐈𝐂 to find out which is right for you.

Let’s build your uncopyable brand, and a business that works for you.

Deirdre Martin

Noone Cyber Services

Chief Executive Officer

permanent tsb

Programme Manager (User Access Management)

Privileged User Management consulting within a leading Irish retail and commercial bank.

• PM for PUM Project activities coordinating  with various IT leads and system SME's to ensure complex privileged user access reviews were performed across key banking systems. 
• Regular reporting to CISRO and the steering team. Governance and TORs implemented.
• Coordinator with project team to document the rationale for sustainable process funding.
• PUM documentation control and collaboration Sharepoint portal. 
• Audit assurance received for three complex PUM review challenges overcome by the team.

Cyber Security Manager, EMEIA Financial Services Advisory

Stryker

• Provide S&C solutions and support to over 30 sites and various divisions across Europe.
• Work closely with all departments in ensuring robust S&C controls and compliance are in place.
• Strong understanding of the Systems, Processes and People Knowledge required to ensure S&C.
• Design and drive S&C models across the business as required.
• Drive continuous improvements and automation across processes and systems.

Segregation of Duties Project (2015)
• Preformed root cause analysis to address a major SOD challenge on an Intl.ERP System.
• Planned and presented the Project Plan and resources required to address the issue.
• Key driver in designing, planning and implementing a solution including an RBA Model for 30+ sites and 9000+ users.
• Provided cross functional leadership and support to all Business Track Leads, and key SMEs to ensure the correct solution was implemented to mitigate all financial risks.
• Planned and ran workshops as required and worked with various managers and departments to change processes where necessary to prevent future issues.
• Worked with external consultants as required in building data analysis database for reporting.
• Ensured Automated PAR (Periodic Access Review) and SOD approval processes implementation.
• Ensured SOD Tool was configured correctly to provide reports as required.
• Planned handover and training processes for the business to ensure all was made operational
• Project was a proven success.

Security and Controls Manager, Stryker Europe

• Designed and implemented a Security & Controls RBA Model for a new RHQ in Europe
• Liaised with all business departments to define access requirements for the ERP system.
• Planned, built & tested the ERP Roles and Responsibilities with the IT Track Leads and key users
• Provided both IT and Business S&C system support for each stage of the project.
• Communicated weekly updates to both the Business and IT Project Leads.
• Reviewed access requirements for Segregation of Duties by setting up a new SOD tool with IT.
• Exported, analysed and documented SOD reports as required for each go-live phase.
• Designed and implemented an Security and Controls SharePoint portal for Europe
• Built an RBA Matrix into SharePoint Portal to provide central visibility for the business and IT.
• Drove improvements to the user access and SOD process to improve efficiency and effectiveness
• Created and implemented IT change controls on the ERP system to ensure SOD
• Reviewed Key Control Rules provided by Finance and built on the CSComply system for monitoring
• Ensured project documentation and approvals existed for both Finance and IT to cover all aspects of user access for Audit, IT Quality and Sox compliance.

Security and Controls Manager, Stryker RHQ Project

• Designed & Implemented a Security & Controls Strategy for the integration of two new sites
• Implementing a Role Based Access Model to ensure adequate security and controls within the ERP system to mitigate business risk and meet Financial, Legal and Regulatory compliance requirements.
• Planned, designed & tested RBA for Oracle R12, MES, Core and Cognos with all Departments – Finance, IT, Quality, Planning, Sourcing, HR, Training, Engineering, Operations & Supply Chain.
• Represented the ERP business team in all S&C activities; communicated weekly updates to the Leadership Team.
• Liaised with both local and global directors in defining employee’s roles and responsibility requirements. 
• Worked with the Business SME's, to define the corresponding system roles and requirements throughout each phase of the project.
• Planned the Roles & Responsibility requirements with the IT Track Leads per area - involved defining the S&C functional specifications. 
• Ensured all S&C related system change requests and issues were logged and resolved promptly.
• Liaised with both local and global IT Quality and Finance Teams, and External Audit to ensure ERP system compliance with legal and financial regulatory frameworks, particularly SoX.
• Worked with the Finance Team and external consultants on the implementation of an SOD Tool.
• Defined the User Access Role and Responsibility matrix per department for approval prior to Go-Live 
• Ensured the correct IT procedures were followed at Go-Live. Process mapped the S&C Process. 
• Liaised with Training and Business SME’s to define the training requirements per employee role
• Worked with Training system administrator in automating the training requirements per role.
• Liaised with Finance and Sourcing teams to establish financial approval limits per role.
• Analysed SOD Tool with IT and Finance Leads to ensure SOD.
- Received a Global Achievement award for recognition of the work achieved on the project.

Security and Controls Manager, NV Integration Project

Citco Global Securities Services Ltd

• Responsible for managing the Banking Applications Information Security for all European sites.
• Analysed all system access requests to ensure Role Based Access and Segregation of Duties is maintained when granting access to all financial systems. Processed user access requests with IT once Director approval recieved.
• Liaised with the Business Managers and Users on various access requests in relation to any current projects.
• Audited System Access against the current approved Role Based Access Matrix Database.
• Analysed all critical Banking Applications Access with the business to identify high risk functions and reduce the number of users who had access to these. 
• Prepared and published monthly compliance reports to local and European Business and Compliance Managers reporting any audit findings. Then liaised with the IT Service Desk to promptly resolve findings.

European Information Systems Security Officer

Tyco Fire & Building Products

• Primarily responsible for ensuring IT Compliance and Security across eleven EMEA sites. 
• Coordinated yearly Risk Assessments and audit schedules for EMEA with Compliance and IT Managers.
• Visited sites and audited for IT Compliance and SOX Controls in the areas of Information Security, Change Management, Disaster Recovery, User Access and System Applications.
• Audited User Access Rights and analysed Segregation of Duties issues on all ERP Systems in use. 
• Preformed cross checks with IT Managers on all sites prior to Internal or External Auditors visits.
• Liaised with Internal Audit, IT Managers and the corporate compliance team to ensure IT Compliance and Security controls are implemented during ERP System Implementations or upgrades.
• Worked globally with IT and Finance Managers & Internal Audit on implementing SOD System Tools to automate auditing and identify and reduce SOD conflicts more effectively.
• Ran Info Sec Tools across sites to analyse security on network shares and identify risks especially in R&D sites to ensure Intellectual Property was protected.
• Enhanced and standardised compliance processes and procedures across all sites.

Major Achievement: Initiated, Developed & Implemented an EMEA SharePoint Portal to:
• Standardised Compliance Efforts: Streamlined IT Control policies, processes and procedures
• Improved Efficiencies and Effectiveness: Created online Change Management and User Access Forms which could be electronically approved and checked
• Reduced Costs and Findings: Reduced findings, time with auditors and costs in traveling to sites.
• Automated IT Compliance Checklists: ensured compliance controls are met and monitored remotely.
• Hosted Information Centrally: all IT policies and procedures for EMEA in one location.

Received the IT Global Excellence Award 2008 for this; for challenging others to improve products, processes and changing their current work practises to bring improvements across the organisation.

IT Compliance Coordinator EMEA

PepsiCo International, Cork, Ireland

IT Network Analyst       (Nov 2006- Sept 2007)
• General Network and Production Support to 500+ employees and Administration of Back Up Systems
• Main contact for network and production support for one plant and liaised with Plant Managers regularly.
• Coordinated the purchase of IT Equipment and Systems with Vendors for the set up of a new global headquarter site.
• Implemented Server builds and RAID configurations.
• Configured Wireless Bar Coding Production Equipment, Bluetooth & IP Phone Systems.
• Responsible for ensuring current Anti-Virus, WUS updates on all production servers used in manufacturing.

IT Support Analyst		 (June 2004 – Sept 2005)
• Responsible for various desktop, application and printer support to over 400 users. 
• Configured and setup Servers and documented many user guides and install procedures
• Setup Infrastructure and Application Accounts and also provided Helpdesk Cover to two manufacturing plants.
• Responsible for implementing new SOX IT Controls created and building in procedures into the role.

SOX IT Implementer  (May 2003 – Dec 2003)
• Developed, designed, tested and introduced SOX IT controls covering all areas with the IT Security Coordinator 
• Worked closely with Internal and External auditors to identify and resolve control weaknesses or deficiencies and how best to effectively create and implement a SOX Control Framework following best practises of ITIL and Cobit.
• Worked closely with IT Management in documenting processes, training and implementing SOX Compliance.
• Extensive business knowledge of SOX Compliance within the IT industry after successful implementation.

IT SOX Implementer & Network Analyst

Time Inc.

TimeInc South Pacific, NSW, Sydney, Australia          			        	
IT Network Analyst
• Provided Network Support to both a Windows and Mac integrated environment to various departments for 6 of Time Warner Publishing Companies including Time Magazine and Instlye

IT Support Analyst

Legal Aid, NSW, Sydney, Australia

• Managed the day to day running of the Helpdesk providing cover to 700+ users across all NSW sites
• Responsible for the supervision of all Helpdesk staff and creating and organising weekly rosters
• Liaised with Department Managers and contractors on a daily basis 
• Responsible for the purchase and Asset Management of IT equipment
• Coordinated weekly Network meetings to discuss and communicate  second and third level Support issues
• Responsible for desktop, application and printer support and Active Directory Accounts

IT Helpdesk Administrator

National University College of Ireland Galway

•  Tutored first and second year NUIG Graduates on MS Office applications, Web Design Java Script.
•  Tutored Final Year NUIG Graduates on ASP programming, SQL, and Database web interaction.

Lab Demonstrator and Tutor

Identity Access Management Consultant | Role Based Access Specialist | Workshop/Training Facilitator

Are you managing your organisations user access lifecycle effectively?
Are you in control of your employees system access privileges and are they compliant?
Are your Joiners, Leavers, Movers processes administered in a timely manner?
Do you encounter persistent user access audit findings at a cost to your organisation?
Do you find segregation of duties a challenge to identify and manage?
Do you need assistance planning an effective identity access management model?

There are some simple and effective ways to address your organisations identity access lifecycle challenges, ensure user access compliance and prevent costly user access audit findings.

Please reach out if I can assist at aoifenoone@gmail.com or call me at 00353876548426.

Additional information on services offered:

Identity Access Programme Management:
Do you need assistance getting cross functional leaders on board with your IAM Programme? Do you need someone to help your organisation build collaborative engaged teams and help define your user access requirements? Are you addressing your user access security requirements when introducing new systems during projects or integrations? 

Role Based Access Control:
Do you have clear system access requirements defined for all of your employee roles? Do your managers understand the system access requirements they review and approve for their staff? Do you have a clear knowledge base of access requirements available to assist managers? I have experience and knowledge from new system integrations to access remediation projects across various multinational and financial service industries.

Segregation of Duties Specialist:
Having difficulty in defining segregation of duties rules and understanding where SOD conflicts exist on your organisations key financial systems from legacy to new systems? Does this cost you time and time again on audits and wasted time trying to remediate? There are many ways to simply this to save you time and unnecessary costs in addressing. 

User/Identity Access Management Training/Workshop:
Do your people managers understand the key elements of user access management, and the importance of adhering to user access policy and procedures? Do you need assistance in rolling out a training and awareness to your organisation and key stakeholders? Let me help you to change old habits and risky user access cultures. Remember it only takes one user account to be compromised to cost you the integrity of your organisation.

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The Battle

Deirdre Martin

Aoife Noone

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