From Customer Service to Marketing Strategy: Rebuilding a Career Abroad

When I first landed in Ireland, I had one suitcase, a portfolio filled with marketing campaigns and a head buzzing with ideas. Back home, I had built a solid career in marketing, SEO strategies, social media calendars, sales campaigns, you name it. But starting fresh in a new country wasn’t just about packing up and moving. It was about letting go of a title, swallowing some pride and stepping into the unknown.

My first job in Ireland was as a homecarer. This experience transformed my perspective on empathy, patience and the true meaning of service. Working closely with vulnerable individuals not only taught me humility, but also changed me deeply as a human being.

Eventually, I found a receptionist role at Gardiner House Hostel in Dublin, which became the springboard for my return to marketing and communications. Like many others who move abroad, I started where opportunities were more accessible: homecarer, restaurants, customer service and mostly in the hospitality industry. It was stable, social and, truth be told, humbling.

Working at the front desk of a hostel or answering guest emails may seem far from marketing, but this phase taught me something crucial: customer service is marketing: live, raw and unfiltered.

Every guest was a mini focus group. Every complaint was feedback. Every compliment was a branding win. I began to notice patterns, understood what travellers really cared about and how brands could emotionally connect with their audiences. My passion reignited.

My earlier experiences as a homecarer and restaurant staff had already shaped my communication style and ability to build rapport. These strengths became essential as I began the role for social media, content writing and other tasks in the hostel. Soon, I was managing full account, website management, OTAs channels and blending first-hand customer insights with marketing strategy. That front desk became my marketing lab. I spent two years in a “half–receptionist, half–marketer” role, until I was finally transferred full-time as Marketing Executive with the support of the Marketing Manager who believed in my potential.

My time as Marketing Executive at Canbe Hospitality was when everything came full circle. I began applying everything I had learned from my earlier roles: empathy from homecare, agility from restaurant shifts and adaptability from the front desk. Working with Canbe meant understanding hospitality from both sides — the one designing the message and the one delivering the experience. I worked closely with the marketing team to manage content, SEO strategies and online visibility across multiple properties, making sure that every post and blog reflected the warmth that guests already felt on arrival.

Alongside my work at Canbe Hospitality, I also collaborated with a few small companies in the hospitality and service industries. These independent projects allowed me to test new ideas, build stronger digital identities and help smaller brands compete with limited resources. Each project, no matter the size, reinforced one central truth: marketing is never about scale but about connection. Whether it’s a hostel, café or guesthouse, there’s always an authentic story waiting to be shared.

Getting back into marketing wasn’t just about showing what I could do, it was also about dealing with moments of self-doubt. Sometimes I wondered if being honest and dreaming big would hold me back, or if I’d fit in without sounding too “corporate“. At times, I worried about not being local enough, but eventually, I found my place and learned the ins and outs like a true Dubliner.

Looking back, each job, homecarer, restaurant staff and receptionist, shaped me in its own way. These roles taught me that genuine conversation and kindness can be just as important as technical skills. A good surprise? The more I let my real self shine through, the more it helped me connect, build trust and grow, both in life and at work.

Customer experience is marketing: Your time in customer service isn’t a setback. It’s frontline insight. You’re not starting from zero. Even if you change countries, your knowledge and intuition don’t reset. Communication matters more than dreams. You can be a dreamer, but you need to learn how to frame your ideas for different audiences. Self-sabotage is subtle. It can come dressed as honesty, modesty or “being real”. Recognise it early.

And, pro-tip: you need allies. Mentors, former colleagues, even online communities. They’ll remind you of your worth when you forget.

I’ve been back in marketing for a few years now, stronger for having taken the long road. I didn’t just rebuild my career, I rewired how I see it. Now, I know that being multi-skilled is an advantage. That working in hospitality made me more empathetic. That my honesty isn’t a flaw, it just needed structure.

Today, each step, from homecarer to restaurant staff to receptionist, is integral to my marketing approach. These experiences taught me resilience, adaptability and how to connect meaningfully with people, both in person and through campaigns.