Cathal is Co-Founder and Head of Strategy at Distinctive BAT. His focus is on helping brands achieve greater levels of distinctiveness. With experience spanning client-side roles in marketing and insights, as well as positions in creative and digital agencies, Cathal takes a pragmatic approach to transforming data and insights into actionable strategies.

His global marketing experience includes working with renowned brands such as Hendrick’s Gin, Tullamore D.E.W., and Glenfiddich during his time at William Grant & Sons as Global Marketing Effectiveness Manager. This background equips him with a deep understanding of the internal and external challenges brands face in pursuing distinctiveness across markets. Cathal leverages this expertise in both client engagements and public research, driving meaningful outcomes for the brands he works with.

With 20 years experience in marketing, Cathal feels old, however all this experience adds up in helping his clients succeed. Before his working life, Cathal achieved a BSc in Marketing from TUDublin and is originally from Sligo on the west coast of Ireland.