We caught up with Mallaidh McGoona, an International Graduate currently on the Bord Bia Talent Academy International Graduate Programme. Mallaidh took us through her programme experience, and why prospective applicants should consider it for the next step in their career. Read more below.
Being a part of Bord Bia’s International Graduate Programme has been an exciting journey, full of invaluable opportunities and experiences. As a digital marketing graduate, I have had the chance to work on high-profile campaigns, assist in the amplification of our many trade shows and events, and immerse myself in the dynamic world of Irish food and drink marketing, both at home and internationally, and much more.
A World of Opportunities
One of the best things about being part of Bord Bia’s International Graduate Programme is the range of opportunities it provides. From the moment I started on the Digital team, I was given responsibility and trust, which allowed me to take on real-world projects with a genuine impact – this was a change from working on mock projects in college!
A highlight of my experience was working at Bord Bia Bloom this past June. Working on Bloom, Ireland’s largest gardening festival, gave me hands-on experience in campaign planning, event promotion, and digital marketing execution. It was an incredible opportunity to see how such a prestigious event comes together, from planning to reality.
Additionally, I had the opportunity to work on the new Bord Bia Talent Academy campaign, which also involved a full rebrand and curating of a new suite of assets to use. I had the chance to travel on-site to the shoot with the creative agency working with our team on the campaign and got to work alongside my team from the very start of the campaign.
From Studies to Strategy
Before I joined the International Graduate Programme, I had worked in customer service for over six years while completing my Bachelor’s degree in Digital Marketing. This experience honed my communication skills and gave me a deep understanding of customer needs, which has been valuable in my current role. Alongside my customer service work, I also worked on client projects during college, focusing on areas like client communication and content creation—skills that seamlessly transferred to my work on Bord Bia’s Digital team.
To gain more hands-on experience, I managed social media accounts for start-up businesses in my local area while still attending college and working part-time. This exposure allowed me to test and apply what I was learning in real-world settings, particularly in content strategy and audience engagement. These earlier experiences proved essential as I stepped into a more complex role at Bord Bia, equipping me with the confidence to take on larger projects from day one.
The Most Enjoyable Aspect of the Programme
Without a doubt, the most enjoyable aspect of the programme for me has been the diversity of the projects and the areas you are working on with the team. As the digital graduate, there are many rolling objectives that I have a responsibility to complete, such as curating content for our social media channels, regular website updates and amendments, assisting with campaigns and more! Alongside this, we also work on many campaigns across other teams and provide support from a digital perspective. The variety of which has kept me constantly engaged and learning.
Another highlight of this programme has been the supportive network within Bord Bia and the wider UCD programme coordinator team. The Talent Academy offers a fantastic environment where the graduates’ learning and development are prioritised. Whether this is through training sessions, workshops, or simply mentorship from more experienced colleagues, there is always an opportunity to grow.
Biggest Learning
The biggest learning for me has been the importance of adaptability and resilience. Working in digital marketing, especially on new campaigns, requires the ability to adapt to rapidly changing environments. Markets shift, campaign ideas evolve, and consumer trends fluctuate, which means being able to pivot quickly and efficiently has been crucial to the success of what you’re working on. Learning to embrace these changes rather than resisting and staying in a comfort bubble has been a key point in my professional and personal growth.
Overcoming Challenges
A challenging area I have worked on during the programme has been navigating cultural differences while working on content creation, website communication and international campaigns. Being tasked with promoting Irish food and drink in various marketings through different means, it became clear that a one-size-fits-all approach wouldn’t work here. Each market has its own unique preferences, consumer behaviour and cultural nuances. Having to adapt our digital strategies to align with local cultures while still maintaining the core messaging of Bord Bia’s brand was challenging, but very interesting. It meant deepening my research on different consumer trends, working closely with our overseas offices and becoming more flexible in my execution.
Why You Should Apply
If you’re passionate about the Irish food and drink industry and are looking for a career that offers global exposure, hands-on experience, and endless learning opportunities, then the Bord Bia International Graduate Programme is for you. The programme isn’t just about getting a job; it’s about building a career with a strong foundation of skills, experience, and international networks.
What sets this programme apart is the real responsibility graduates are given from the start. You won’t be sitting on the sidelines watching—you’ll be actively contributing to high-impact projects that help shape the future of Irish food and drink globally. Plus, with Bord Bia’s commitment to sustainability and innovation, you’ll be working for an organisation that is constantly pushing boundaries and leading the way in responsible marketing.
Interested in the Bord Bia Talent Academy International Graduate Programme? We are currently recruiting for the 2025 programme. Click Here to learn more.