From Head of Marketing to Recruitment: Orlaith’s Journey to WOW
Jamie Rogers
We’re thrilled to welcome Orlaith McIvor as a Recruitment Consultant on our Marketing team here at WOW Recruitment!
With over 7 years of experience in marketing across Australia and Ireland, Orlaith brings deep expertise in paid ATL & BTL media, marketing strategy, and the ever-evolving digital space. She has held senior leadership roles including Head of Marketing and Brands at Barbeques Galore and Head of Media at Lidl, giving her invaluable insights into how leading organisations build and grow their brands.
Holding both a Marketing degree and a Postgraduate Degree in Advertising & Digital Communications from Technological University Dublin, she’s uniquely positioned to connect exceptional marketing talent with the right opportunities.
We sat down with Orlaith to hear more about her career journey and her insights into the challenges and opportunities shaping Australia’s marketing landscape today.
Welcome to WOW, Orlaith! What inspired you to join the team?
When I first moved to Sydney as a marketing professional, WOW Recruitment really stood out. As I explored moving into recruitment, WOW’s reputation as an industry leader – with a fresh, people-first approach – really spoke to me.
From my first conversation with Jamie and Emily, I could tell WOW was different. Their genuine, collaborative approach to recruitment made me feel instantly aligned. It was clear this was a place where I could grow as a recruiter while staying close to my passion for marketing.
You’ve built a successful career in marketing – why make the move into recruitment?
After seven years in marketing, I was ready for a new challenge. What excites me about recruitment is the chance to combine my industry knowledge with a passion for helping people. I know the impact the right hire can have – not just on a candidate’s career, but on a business’s growth. Recruitment gives me the opportunity to make that connection every day.
What do you see as the biggest challenges in marketing talent right now?
The biggest challenge is adaptability. Marketing is evolving at a rapid pace – it’s more data-driven, more tech-heavy, and new skills like AI, automation, and analytics are in high demand. The talent pool doesn’t always keep pace with innovation, and marketers need to continuously upskill to stay competitive.
Another challenge is balance. Employers want professionals who are both creative and analytical. They must be able to dream up impactful campaigns and measure their performance in real time. Striking that balance is key in today’s results-driven environment.
How can employers attract top marketing talent?
It’s not just about ticking every box on a job description. The best way to attract talent is by investing in professional growth. Offering training in areas like AI, automation, and analytics shows marketers that they can future-proof their careers with you.
Creating an environment where creativity and data-driven decision-making are equally valued is also crucial. Candidates are looking for companies that encourage innovation while supporting them to adapt and grow.
If a business partners with you, what can they expect from your process?
Having worked both in-house and agency side, I know firsthand how the right hire can do more than just fill a gap, it can elevate a candidate’s career while delivering tangible ROI for a business. That balance is at the heart of my process.
It starts with a conversation. I take the time to sit down with my clients, whether they’re looking to fill one key position or scale an entire team, and really dig into their business. This means understanding not just the role description, but the company’s culture, long-term goals, and the kind of people who thrive in their environment.
Because I’ve worked across media planning, buying, strategy, brand building and digital, I know the nuances of different marketing roles, from highly analytical to deeply creative. That insight allows me to translate a job spec into a clear picture of the type of candidate who will succeed, both technically and culturally.
Once that foundation is set, I use my network and market insights to actively seek out talent, not only those with the right skillset, but those who align with the client’s vision and values. I manage the full process end-to-end: sourcing, screening, and interviewing candidates while keeping my clients closely involved and updated at every stage.
For me, recruitment should feel seamless and collaborative. My role is to take the stress out of hiring so businesses can focus on creating exceptional work, while I deliver the top-tier marketing talent that will help drive their success, now and in the future.
What kind of roles are you currently recruiting?
Marketing touches every sector, so the opportunities are broad but we’re seeing huge growth in areas like:
- Retail Marketing
- Data & Analytics
- AI & MarTech Specialisations
- MarTech Sales
- Social Media & Community Management
- Influencer Marketing
- Digital Content Creation
- Customer Experience & CRM Marketing
You can also check out our Events & Experiential Marketing page for a deeper dive into the roles I’m working on right now.
Finally, how can people connect with you?
Whether you’re looking to hire your next marketing superstar or you’re ready for a new role in the industry, I’d love to chat. You can reach me at orlaith@wowrecruitment.com.au.
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