Marketing Procurement

Marketing Procurement as an enabler for growth – Róisín Daetz O’Donovan on bridging marketing and value

A Category Like No Other

“Marketing is different, as a procurement category, it’s broad, it’s strategic, and it can be fragile. One mistake can undo years of work in terms of branding” Róisín Daetz O’Donovan

Róisín Daetz O’Donovan’s journey into Marketing Procurement wasn’t linear, it was almost accidental. Born in Ireland and raised in a family where entrepreneurship was a way of life, Róisín’s early exposure to business came not from textbooks, but from behind the counter of her parents’ restaurant and sweet shop. “You learned the value of a pound—or a penny,” she recalls. “Everything had to have a return.”

That early immersion in cost-consciousness and customer service laid the groundwork for a career that would span industries, continents, and disciplines. Today, Róisín is a seasoned Marketing Procurement professional, known for her ability to translate between creative ambition and financial accountability.

Analyzing, questioning and being curious

Róisín’s academic path began at an Irish-speaking secondary school (“The subject choice was between Economics and German, so I chose German”) and led to the University of Galway, where she studied English literature and psychology. “Literature transported me,” she says. “It taught me to analyze, to question, to be curious.” Psychology, meanwhile, offered a lens into human behavior—though she admits the statistics-heavy curriculum wasn’t her favorite. Still, the combination of disciplines gave her a foundation in critical thinking and research that would prove invaluable in her career.

“There was no ChatGPT,” she jokes. “You had to find the book, the page, the quote, the reference. It taught you how to think and how to identify what you needed.”

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Curiosity and Courage

After university, Róisín took a job at IDA Ireland, a semi-state agency focused on attracting multinational corporations to the country. It was her first taste of the corporate world, and it quickly became a launchpad. She moved to London with the agency, working closely with embassies and senior executives, often as the most junior and youngest person in the room. “You learn to talk to people who are far more senior than you,” she says. “And you learn that it’s normal.”

When the financial crash hit, Róisín pivoted again—this time into pharmaceuticals. A temp role at Takeda in London led to a permanent position in Zurich, where she worked on the coordination of product launch readiness and commercial operations. “Every role I had in my twenties moved me to another country,” she reflects. “I’ve been lucky.”

Procurement – and why Marketing category is different

It wasn’t until a headhunter called that Róisín encountered Procurement. “I didn’t even know what it was, really” she admits. But she took the interview at Mettler Toledo, and despite a rigorous process, she landed the role of Global Category Manager for Marketing and Communication Services.

Her experience on both sides of Marketing—first as a coordinator, then as a buyer—gave her a unique perspective. “Marketing is different,” she says. “As a procurement category, It’s broad, it’s strategic, and it can be fragile. One mistake can undo years of work in terms of branding.”

She emphasizes the importance of understanding Marketing’s nuances: the need for agility, the impact of mergers, the momentum behind campaigns. “Procurement can’t treat Marketing like Packaging or Travel,” she warns. “You need to adapt your language, your behavior, your thinking.”

Procurement – a Bridge, Not a Barrier

One of Róisín’s core strengths is her ability to act as a translator between Marketing and finance. “Stakeholders often ask, ‘Can you help me explain to Finance why I need this budget?’” she says. “It’s not just about cost savings—it’s about optimization, reinvestment, and trust.”

She’s seen firsthand how Marketing budgets are treated differently. “In most categories, savings reduce your budget. In many companies, Marketing budgets are often reinvested. If you don’t spend it, you will lose it next year.” That insight, she says, is critical for procurement professionals working in marketing.

Her approach is rooted in partnership. “You need to understand where your stakeholders are coming from—and they need to understand you. It’s about building trust, not just enforcing compliance.”

The Value of Emotional Intelligence to enable strategic growth

When asked what advice she’d give to future Marketing Procurement professionals, Róisín doesn’t hesitate. “Emotional intelligence,” she says. “It’s the ability to read the room, to adapt, to speak to people in a way they understand, and in a way that makes it clear that you understand them, too.”

She sees this skill as increasingly vital in a world of automation and AI. “Processes will change. Systems will evolve. But the people who thrive will be those who can connect, who can translate, who can see the bigger picture.”

Her mother’s use of Oscar Wilde’s words still echo in her mind: “You know the price of everything and the value of nothing.” For Róisín, Procurement isn’t just about numbers—it’s about understanding value, what those numbers mean, and how they can be used to build something better – for growth!

A Procurement Mindset with a Marketing Heart 

Róisín’s story is a testament to the power of adaptability, curiosity, and integrity. From her family’s small business to global corporations, she’s carried the same principles: be precise, be thoughtful, and never lose sight of the real value behind the figures.

Whether she’s reconciling accounts with a creative agency or helping a stakeholder defend their budget, Róisín brings a blend of analytical rigor and human insight. In a trillion-dollar industry where half the spend may be wasted, Róisín’s voice is one of clarity, conscience, and collaboration. And in a world where Procurement is often misunderstood, she’s helping redefine it—not as a cost-cutter, but as a strategic enabler of growth.