Tourism Ireland has announced the appointment of Maxine Hands to the position of Head of Global Media & Digital.
Maxine has taken up the contract post this week and will be based in Tourism Ireland’s office in Dublin. She will be responsible for leading the organisation’s global media and digital team, as well as overseeing Tourism Ireland’s global media strategy, consumer digital platforms and ensuring the first touchpoints for overseas consumers are impactful. Maxine will collaborate extensively with internal teams and external suppliers to ensure the organisation’s media and digital efforts are aligned with business goals – in order to deliver on Tourism Ireland’s ambition to increase the value of overseas tourism to the island of Ireland.
Commenting on the appointment, Aidan Power, Tourism Ireland’s Director of Marketing, said:“I am delighted to announce the appointment of Maxine Hands to the role of Head of Global Media & Digital, following an extensive competition. She brings a wealth of marketing and business experience – spanning media, digital, marketing, consumer insights and market analysis – as well as a very strong track record of achievement. Maxine takes up this key strategic position in our organisation at an exciting time, as Tourism Ireland works to increase the value of overseas tourism to the island of Ireland, sustainably supporting economies, communities and the environment.”
Maxine brings a wealth of marketing and business experience to her new position, having spent more than 20 years in multidisciplinary roles spanning media, digital, marketing, consumer insights and market analysis. Prior to joining Tourism Ireland, Maxine was formerly General Manager of dentsu X and Business Director of Vizeum and dentsu X – working with Irish and global brands such as IKEA, Permanent TSB, Kerry Foods and RTÉ. Over her career, Maxine was also Business Director on L’Oréal, Coca-Cola, General Mills, H&M, British Airways and Tommy Hilfiger.
