Elaine Robinson

Tell us more about your background

I am currently the Managing Director of 123.ie, a leading insurance provider in Ireland. Prior to this, I worked in ESB where I led the Data and Analytics team, winning a number of industry awards. I’ve also held senior executive roles in Eir and Meteor and started my career in Ericsson.

My career spans almost 25 years across the telecoms, utilities and financial services sectors, where I’ve held a variety of senior positions in engineering, product development, strategy and analytics. My multi-industry, cross-functional experience allows me to bring a unique perspective and I am skilled in building high performing, data driven teams, with a strong focus on customer experience.

I have a degree in Applied Physics from DCU, a MSc from Queen’s University Belfast and an MBA from Henley Business School. I have also completed the Diploma in Company Direction with the IoD, as well as studies in Artificial Intelligence and Coaching.  

What is the one characteristic that you believe every leader should possess?

Authenticity. It’s the one characteristic I always look for. Is this person being authentic? While it may seem cliched, I believe that by being an authentic leader, you inspire trust and a culture of openness and honesty. Over my career, I have found that leaders who are truly authentic are better able to navigate challenges, inspire others and drive sustainable success. Different situations will call for different styles of leadership, but irrespective of the situation or the style, you need to be authentic, and it’s something I hope I always bring to my own leadership.

What is the most important lesson, from your personal or business life, that has guided you the most in being a business leader?

Choose your battles!  I learned that invaluable lesson from raising my kids, and it absolutely applies in business as well. Not everything is worth a pitched battle, so choose them wisely. And if I could add another lesson I’ve learned – it’s that you should never underestimate the human capacity to resist change. Having led numerous complex transformation programmes over my career, acknowledging and addressing this resistance proactively is essential. Successful transformation is not just about strategy and execution, but also about how we guide and support our teams through the transition. By prioritising people, we can navigate change more smoothly. 

How has membership of IoD Ireland helped you feel more equipped in your role as Managing Director at 123.ie?

I’m an active member of the IoD and I always try to attend events when I can. Not only are they valuable networking opportunities, but I always learn something new. They are a great way to get a current perspective on key issues and best practices. I’ve also completed the IoD Diploma in Company Direction and this has really helped me in the area of corporate governance and equipped me with the right skills to be able to ask the right questions and be a more effective board member and leader. 

Is there someone who has had a major impact on you as a leader? Why and how did this person impact your life?

I’ve been fortunate to work with a great number of really interesting and inspiring people. Early in my career while I was working in telecoms engineering, a senior manager made a significant impact on me by persistently encouraging me to pursue an MBA. He saw potential in me that I hadn’t yet recognised in myself, and believed that the broader perspective gained from an MBA would be invaluable in my career. His belief in me became the catalyst for my first major career pivot, and I’ve always appreciated that push. Now, I am committed to spotting and nurturing talent in others, even if it means encouraging them to step outside their comfort zones.

What are the biggest business challenges that you have seen over your career to date? And how do you help to overcome these?

Balancing short-term business objectives with long-term strategic goals is a challenge that I’ve encountered in almost every role. Key to addressing this challenge is establishing a strong strategic vision— our North Star—that guides all decision-making. The world of personal insurance is faster moving than you might think! So without this clear direction, it can be easy to lose sight of our ultimate goals. And when addressing any challenge, or making any decision, I believe the key to success lies in using data to inform our decisions and ensure we prioritise effectively. Clear vision, good data, and timely decisions – these for me are key.

How do you think business leaders can best prepare for the future?

I have to admit that I’m a bit of a nerd, so I’m quite passionate about keeping up with emerging technologies and emerging trends. I think it’s really important that leaders avoid insular thinking and that echo-chamber that we can sometimes find ourselves in. By actively engaging with what’s happening in the external world, we can better anticipate disruption but also identify opportunities. With the current pace of change, it’s an imperative that we remain agile and innovative. That learning mindset is important to me. I love having curious people around me who are not afraid to challenge.  

What advice would you offer to new or aspiring directors in Ireland?

My top tip is always around building and maintaining your network. This holds true for every point in your career. Actively engaging with peers and industry professionals is invaluable. And people are generous with their time and support - in Ireland we are always willing to meet for that coffee when asked and it’s something that I consistently appreciate and value. And lastly, if you haven’t already done so, I’d highly recommend the IoD Diploma.