DanielNugent

Wayflyer is an Irish fintech company providing alternative financing to 6,000+ businesses globally. Led content and community, working across brand, editorial, video production, social and events during a period in which Wayflyer was named Ireland's fastest-growing tech company in 2024.

• Produced high-quality long and short-form video content across organic and paid channels, using AI tooling to extend the reach and longevity of each piece of content across formats and platforms
• Managed the full content calendar and editorial strategy, overseeing output across blog, social, video, email and events
• Worked closely with the product and technology teams on the performance and governance of marketing-owned digital properties, using AI to apply best practices across CMS, analytics and website infrastructure
• Concepted and directed Visionaries - a popular sub-brand spanning a documentary series, podcast and flagship annual summit - building genuine relationships with founders at some of the world's most exciting consumer brands
• Led cross-region content collaboration across Australia, Europe and North America - equipping regional teams with localised content to support demand generation and acquisition at scale
• Reported on content and campaign performance to senior leadership, working with technology, data and compliance stakeholders across the business
• Applied AI tooling to content production workflows - speeding up research, scripting, repurposing and distribution - without replacing the human editorial judgment at the centre of the work
• Built an internal AI-powered knowledge base from hundreds of hours of customer conversations, giving marketing, sales and customer success teams instant access to real customer language, objections and insights. Reduced research time and improved the quality of messaging across the business

Founded and bootstrapped a sports and lifestyle consumer brand to €3M+ revenue, selling in 80+ countries as a team of two. Full ownership of the digital platform, marketing technology, data, analytics and P&L.

• Built, owned and managed all digital platforms including Shopify, CMS, email and analytics infrastructure - handling architecture decisions, vendor selection and performance governance
• Developed and deployed bespoke AI tools covering real-time P&L dashboards, cash flow forecasting and expense tracking - replacing software costing multiples of the build cost
• Used AI across the full marketing stack: ad creative generation, landing page design and iteration, localised copy for 80+ markets, and conversion rate optimisation
• Managed international digital expansion across 80+ geographies - platform configuration, localised content, market-specific campaigns and multi-currency operations
• Secured retail partnerships with Selfridges, Retail in Motion and WTL Dubai; received international press coverage in Forbes, CNN and HuffPost

Stepped into the Interim Head of Marketing role following a significant organisational restructure, rebuilding the team and function from the ground up.

• Rebuilt the marketing team and operational function during Wayflyer's most critical growth period
• Managed cross-functional delivery across technology, product, legal and compliance teams in a complex, compliance-aware environment
• Oversaw the governance and performance of marketing-owned digital properties in partnership with the technology organisation
• Introduced structured measurement across channels, tracking content and campaign performance against commercial outcomes

Developed new revenue-generating product opportunities within Wayflyer, taking concepts from internal brief through to live GTM campaigns and performance measurement.

• Evaluated and led the integration of new marketing technology tools to support emerging product lines
• Built the measurement framework for new product marketing initiatives and reported on progress to senior stakeholders

Co-founded an online lens replacement service with 40% equity. Owned the full marketing function and digital platform. Exited in 2021.

SEO strategy for 123.ie, The Open University and Failte Ireland at one of Ireland's leading digital agencies.

Worked on campaigns for Heineken, PlayStation and Pernod Ricard at a New York creative agency straight out of college.