Maria Behan Doyle

Tell us more about your background

My career has been primarily focused on tech and eCommerce, and I have specialised in leading commercial and customer strategies on a global scale. 

After spending many years overseas, I returned home to take on the role of CEO at RetainGrow, a company that helps large organisations retain customers and drive growth from their existing base. Becoming CEO of RetainGrow allowed me to pull together different aspects of my professional and academic experiences.

I have held global roles at companies like Expedia Group and Vodafone UK, where I gained deep expertise in tech and digital strategies across international markets—well before “digital transformation” became a buzzword. Throughout my career, I have focused on driving efficiencies that have resulted in millions of dollars in cost savings, leading huge global expansion programmes and consistently delivering double-digit year-on-year growth.

I hold degrees in International Marketing, Japanese, and Law, which were an ideal mix of skills for scaling companies. Completing an undergraduate degree in Japan brought me down a process engineering path, where I became a Lean Six Sigma Black Belt. Applying these principles to eCommerce rather than manufacturing was groundbreaking and spring boarded my career in tech.

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

“Be a decent human”. It is not more complicated than that for me. Decency to your team, customers, suppliers, community, environment……It is the essence of building success in every way.

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

I grew up in a village shop and it has undoubtedly shaped my whole career. In corporations I looked like I was delivering millions by using complex AI based analytics. The secret was I was treating a huge, global organisation like a village shop – look after your customers, build a community, take care of your staff their families depend on you, your suppliers are your friends you are in it together, manage your money or you won’t survive.

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

A group, the leadership team when I was at Hotels.com. It is not the obvious achievements of growing to >$10 billion revenue, 1 million hotel partners etc it is how that was achieved. They brought together a global team of smart people and empowered everyone to relentlessly deliver results. No politics, no self-promotion, a unified group striving for better in every way. I was unleashed across the whole business, finding what was broken and working with all teams to fix it. The experience gave me knowledge of every inch of a complex business and a vision as to how a positive culture delivers for everyone.

What are the biggest business challenges or/and opportunities that you have seen over your career to date? And how did you help to overcome or/and optimise these? 

Saving millions in operational cost whilst not only maintaining quality but improving it. No matter what industry you are in competition is increasing all the time, there are always external factors impacting, improving margins is the only thing Leaders can control. Technically we use data, a double dose of common sense and a red pen to find critical opportunities. Overtime our data approach became AI based and my red pen became electronic, but my Irish SME mindset is the same. “Treat it like it’s your own money” has been a superpower to delivering major transformations.

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

Ensure tech investments are what the company needs and are not tech for tech’s sake. Every company is different. It is not about deploying the “latest thing” it is about deploying the tech which best suits your needs and systems. We constantly see companies who are weighed down with unnecessary complexity which soaks up endless resources. The 4cs test can be helpful: Commercials: does the projected ROI include indirect costs? Customers: will it increase complaints and churn? Colleagues: will it make life harder for our teams? Competitors: is it really core? Will it make us slower to adapt to changes?

What do you hope to gain from your membership with the IoD?

Become part of the business community in Ireland. I have such a strong Irish accent nobody ever realises that I have barely worked in Ireland and have a tiny network here. Although I feel lucky for the depth of global experience I gained, the downside is I was never anywhere long enough to contribute to the wider community. I see so many Irish companies who have massive global potential but lack the insight to scale internationally, operate efficiently across multiple channels and reach their growth potential. I hoped my global experience could add value and in turn have the support of like minds.

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

Think BIG, adding value to organisations. The most successful companies have dynamic boards, members with diverse experience who collectively make a huge contribution. Ensuring compliance is obviously essential but it is also basic, to enable leadership teams succeed your contribution has to be greater.