My Career: ‘Deadlines can be relentless...but I perform well under pressure'

Name: Sandra Murphy

Age: 43

Lives: Cork city.

Job title: Group Brand and Communications Manager, Trigon Hotels

Salary bracket: Enough for a nice lifestyle.

Education background: I hold a degree in Law from University College Cork and a Master’s in Children’s Rights and Family Law from UCC. I am also a qualified Mediator.

Hobbies: Spending quality time with my family, travel, reading, and exploring new dining and cultural experiences.

Describe your job in five words: Strategic, creative, dynamic, visible, collaborative.

Describe yourself in five words: Driven, diplomatic, thoughtful, creative, resilient

Personality needed for this kind of work? You need to be calm under pressure, an excellent communicator, highly organised, and a strategic thinker.

Empathy, adaptability, and the ability to inspire others are also key traits.

A good sense of timing, storytelling, and visual awareness are a must for effective brand representation.

How long are you doing this job?

I’ve been in my current role for over five years, though I have worked in branding, PR and communications in some guise for more than 15 years.

How did you get this job?

I was appointed Group Brand & Communications Manager at Trigon Hotels from my experience.

With a background in operations, HR, and PR, I brought a strong blend of strategic thinking, communications, and leadership to the role.

My deep understanding of the hospitality sector, combined with my experience delivering events and campaigns, positioned me with the experience to lead the group’s brand and communications function.

Do you need particular qualifications or experience?

Yes – while formal qualifications in PR, marketing or communications are generally valuable, real-world experience, a strong portfolio of work, and an ability to manage crisis communications and public affairs are essential. Hospitality sector experience is also a huge advantage, as is an understanding of media and political landscapes.

Describe a day at work: No two days are the same. Mornings typically begin with a scan of the news, email checks, and team updates. From there, I might review PR coverage, finalise press releases, or co-ordinate photoshoots.

I oversee advertising campaigns, contribute to digital content, and develop brand strategy.

I also work closely with the senior management team on internal communications, community partnerships, and employer branding. I attend events, lead brand launches, and support our sustainability communications.

How many hours do you work a week?

I usually work four days per week, though this can increase during major events, launches, or campaign deadlines.

Is your industry male or female dominated?

Hospitality and communications are balanced at Trigon Hotels.

Does this affect you in any particular way?

It motivates me to be visible, supportive, and to mentor others. I’m fortunate to work in a company that values female leadership and is proactive in creating opportunities for all.

Is your job stressful? How? Rate it on a scale of 1–10:

It can be a 7 or 8 during intense periods – particularly during project roll-outs or large-scale events.

However, it’s a fulfilling stress – the kind that comes from working on projects you care deeply about.

Do you work with others or on your own?

A mix of both. I work closely with teams internally and externally, including designers, photographers, agencies, hotel teams, and stakeholders. At the same time, a lot of the strategic thinking and writing is done independently.

When do you plan to retire or give up working?

I have no fixed time-line. I’m passionate about what I do and can see myself evolving in the field of communications for many years to come.

Best bits:

Seeing your work come to life in the public eye – whether through successful campaigns, positive media coverage, or a launch that’s well received.

Collaborating with brilliant teams, representing a brand you’re proud of, and being part of stories that shape a city.

Worst bits:

Deadlines can be relentless, and the workload, at times, intense. But I perform well under pressure so I love the worst bits.

Advice to those who want your job?

Get a solid grounding in communications.

Be curious, build a strong network, stay informed, and never underestimate the power of good writing.

Be visible, authentic, and open to change. Most of all – know your brand inside out and tell its story with conviction.

Any other comments?

Communications is at the heart of every business.

If you want a role where creativity, people, and purpose intersect, it’s a rewarding and ever-evolving career path.