Terry Kelly
Business Development & Marketing Manager @Killeen Castle
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WORK HISTORY
Business Development & Marketing Manager @Killeen Castle
County Meath, IE
Responsible for leading the strategic development and delivery of brand, marketing and commercial initiatives to drive growth, profitability and market positioning across domestic and international markets. My role centred on elevating brand visibility, strengthening commercial performance and advancing the estate’s digital transformation.I refreshed and implemented a unified brand identity across all channels, overseeing the creation of marketing collateral, PR activity and brand communications. I led the development of a new website and booking engine, optimising the customer journey and applying SEO, analytics and targeted Google/Meta advertising to grow organic traffic and maximise conversions.In revenue and distribution, I introduced strategic pricing models, optimised room and inventory management and delivered seasonal distribution strategies. I balanced OTA partnerships with direct sales initiatives to protect brand equity while driving revenue. I also assessed and integrated advanced systems, including PMS, RMS, CRM, and automation tools, to improve operational efficiency, customer engagement, and revenue intelligence.Financial responsibilities included managing annual marketing budgets, developing promotional calendars and establishing KPIs to measure ROI. I produced weekly commercial and performance reports for senior leadership, offering insights and forward-focused recommendations.I represented the estate nationally and internationally, building strong relationships with tour operators, DMCs, tourism boards and corporate clients. These partnerships supported market expansion and increased usage of the estate for residential stays, weddings, events and conferences.Through strategic planning, innovation and strong stakeholder collaboration, I enhanced the estate’s competitive position, delivered measurable commercial returns and contributed to sustainable long-term growth.
EDUCATION
Ulster University
MBA Master of Business Administration, Business, Management, Marketing, and Related Support Services
National School of Exercise & Health Studies
Personal Training and Exercise to Music, Health and Physical Education/Fitness
Ulster University
CMAP Marketing and Advertising Practice, Marketing
Northwest Institute of Further & Higher Education
GNVQ Construction and Allied Services
Ulster University
BSc Business Administration, Business Administration and Management, General
Foyle & Londerry College
GCSE, GCSE
ABOUT TERRY KELLY
With 25 years of experience across the hospitality & leisure industry, I bring a broad and deep skill set spanning sales, marketing, business development, revenue management, people leadership, and operational administration. My career has focused on driving commercial growth, elevating guest experiences, and leading teams through strategic development and digital transformation.I’m a strong believer in continuous learning and personal growth, applying a mindset of constant improvement to both my work and my life. This approach has enabled me to deliver meaningful results, adapt to evolving markets, and help businesses unlock their full potential.I also believe that while no single business can be all things to all people, through collaboration, partnership, and industry networking, we can collectively deliver experiences that meet every need. Building these connections and the opportunities they create, is a core part of my professional drive.from Ulster University.
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