Irene Coghlan

B2B marketing leader with 15+ years' international experience across SaaS, AI and enterprise technology companies. I build marketing functions that drive growth, from positioning and go-to-market strategy, through to pipeline and revenue. I partner closely with Sales, Product and executive leadership to drive new revenue, attract investment and build for long-term scale.

From defining the story and positioning to building the plan, I stay close to execution to make sure it delivers. This includes actively testing and applying AI tools to improve how marketing teams operate and scale their output.

VP of Marketing at Orfium (2022-09 – Present)

Built and scaled the global B2B marketing function during a period of significant investment, international expansion, and strategic acquisitions. Owned pipeline growth, GTM and enterprise market positioning.

• Built the marketing organisation from the ground up, hiring and leading a high-performing global team across brand, demand generation, ABM, field marketing, content, and communications.
• Designed an ABM and events strategy in partnership with sales. Led expansion into new market segments, executing a competitor-focused strategy that generated $2.4M in pipeline and $800K in ARR in year one.
• Led a full brand evolution and strategic repositioning, establishing Orfium as a global leader in AI-powered music rights management to support enterprise sales, partnerships, and investor positioning.
• Established events as a primary pipeline channel, with two executive dinners influencing $6M in ACV on under $8K spend, and the broader programme supporting 31 active enterprise opportunities.
• Delivered the first formal marketing and brand strategy for a 20-year-old company acquired in 2023, aligning messaging, demand, and customer marketing to drive post-acquisition growth.
• Integrated Salesforce and Hubspot to build scalable, data-driven growth function with weekly reviews to optimise systems, processes and sales-marketing alignment.
• Led global PR and communications strategy, securing coverage in The Times, top trade press, and major business titles.
• Built and managed a retained agency model across creative, paid media, PR, and web, setting clear briefs, KPIs, and review cadences for each partner and owning the full marketing budget with direct accountability for ROI on all spend.

Senior Marketing Consultant (Contract) at Orfium (2022-06 – 2022-08)

Engaged to assess and build the marketing strategy during a period of strategic transition.

• Delivered a rapid audit across brand, demand, and go-to-market, defining priorities and an execution roadmap for scale.
• The engagement led to a full-time VP of Marketing offer within three months.

Head of Marketing and Communications at Vita Mojo (2020-10 – 2022-05)

Led marketing through a critical scale-up phase with ownership of brand, GTM strategy, demand generation, pipeline growth, and team leadership.

• Tripled marketing-sourced pipeline revenue within 12 months through an integrated demand generation strategy across content, ABM, PR, events, and targeted enterprise campaigns.
• Delivered a full company rebrand and market repositioning to support enterprise sales, investment, and expansion. Website rebuild reduced bounce rate from 67% to 20% and doubled average inbound deal size from £11k to £20k.
• Designed and delivered GTM strategy for enterprise hospitality technology solutions, supporting complex sales cycles across a defined target list of 70 enterprise logos.
• Built events programme as a pipeline driver, including owned hospitality roundtables and strategic tradeshow presence, consistently delivering average deal sizes of £55k versus £20k from digital channels.
• Hired and led a marketing team across growth, content, and field marketing, strengthening sales alignment to ensure measurable commercial impact. Scaled from one person to five.

Global Head of Travel Partnerships at Pollen (formerly Verve) (2019-10 – 2020-09)

Led travel partnerships and product launches on the Pollen marketplace.

• Launched new travel product and delivered six sell-out partner campaigns within six months on the Pollen marketplace.
• Secured and onboarded 10 new brand partners across the UK, Europe, and US within four months.

Global Head of Partnerships & PR at Pollen (2017-09 – 2019-10)

Built the global partnerships function from scratch and led global PR and communications through major scaling and investment rounds.

• Built the global partnerships function from scratch, accounting for 55% of new global revenue, launching integrations with Ticketmaster, Eventbrite, SeeTickets, Stubhub and Paylogic.
• Led global PR and communications through major scaling and investment rounds, securing top-tier media coverage including the Wall Street Journal, Financial Times, Forbes, TechCrunch, and Business Insider.
• Delivered partner marketing programmes spanning content, events, and incentives to drive consistent quality referrals to the sales team.
• Supported Times Tech Track 100 recognition of Pollen as one of the fastest-growing tech companies in the UK, two years running.

Head of Marketing at Verve (2015-09 – 2017-09)

Joined as the first B2B marketing hire and was promoted to build the global partnerships function as the business shifted its growth strategy to partnerships.

• Built the marketing function from scratch as the company scaled from seed to Series C.
• Partnered with Sales on enterprise GTM strategy, funnel conversion, and demand generation, growing the client base from 50 to 350 clients in 12 months.
• Led market sizing exercise that recalibrated total addressable market assumptions, triggering a strategic shift toward technology and brand partnerships.
• Led three rebrands and multiple website launches during a rapid growth phase.

Content Marketing & Communications Manager at Sitecore (2015-01 – 2015-10)

Content Marketing Manager at Thunderhead (2013-11 – 2014-12)

Marketing Manager at The App Business (2013-04 – 2013-10)

Content Marketing Manager at The Active Network (2011-05 – 2013-04)

MA in International Management – Heriot-Watt University (2003-01 – 2007-12)

Postgraduate Diploma in Digital Marketing – Digital Marketing Institute (2009-01 – 2009-12)

Postgraduate Diploma in Digital Marketing, PR and Events Management – Fitzwilliam Institute (2008-01 – 2008-12)