Matt Emma
As an Irish marketing strategist who has led several award-winning campaigns, Mary-Jane Walsh leverages the power of storytelling to shape lives. Walsh’s journey has led her to work with prominent businesses and national transportation agencies, and she now applies those skills as an engineering brand strategist in the United States. Her initiatives continue to generate measurable social impact.
Contributions at Mossteck Fire & Security
Walsh began her career at Mossteck Fire & Security, a small, ambitious engineering company based in Ireland. Here, she served as a marketing and communications manager, leading the company to elevate its market position through brand identity, proposal writing, and strategic communications. While at Mossteck, Walsh focused on bridging the gap between established industrial habits and emerging expectations.
“One of my biggest challenges was earning credibility in the construction sector, an industry that has traditionally undervalued marketing and communications. Early in my career, I had to demonstrate that strategic marketing could be just as vital to business growth as engineering or project delivery,” Walsh reflected.
Proving the Value of Storytelling
Through perseverance, Walsh leveraged her skills in strategic marketing to secure several high-value commercial and public-sector contracts, including a multi-site education authority maintenance contract valued at €500,000, with additional pharmaceutical and healthcare bids bringing the total to approximately €580,000. In doing so, Walsh proved that, even in industrial sectors, storytelling drives success.
Participation in the Public Sector
Following this foundational experience, Walsh’s work attracted the interest of Irish national agencies. As such, she found an opportunity to join the National Transport Authority and lead major public campaigns for Transport for Ireland (TFI). With extensive knowledge of public-sector marketing and infrastructure marketing, Walsh would contribute to projects that reshaped Ireland’s public transport identity.
“My work [spanned] flagship initiatives such as the TFI Young Adult and Student Leap Card, TFI 90-Minute Fare, Connecting Ireland Mobility Plan/TFI Local Link route launches, Town Service Programme, and a TFI Brand Campaign,” Walsh said. “These projects collectively delivered record-breaking patronage and national engagement, increasing public transport awareness by more than 9 percent.”
During her work with the National Transport Authority, the campaigns she contributed to received several awards and accolades. These included a 2025 Silver Shark Award for Best Storytelling Direction alongside Disney and BMW, and a Best Use of Regional Media Award for TFI Local Link at the Irish Media Awards.
Bringing Inspiration From Ireland to the U.S.
Through marketing, Walsh works to build community. Whether helping a fire and security company engage with the people it serves or promoting safe and reliable national transportation networks, Walsh has built trust through communication. Ultimately, her inspiration is to make technical systems approachable and human, something she continues to work toward in the U.S.
Today, Walsh’s professional experience in Ireland serves as the foundation of her career in the U.S. She now works with Fontenoy, an engineering and construction firm in California, where she develops bid-specific marketing collateral for public works contracts across San Francisco. In this role, she draws on her international experience to bring clarity, structure, and high standards to complex proposals.
“My story is about proving that marketing is not just about visibility; it’s about connection. From safety systems and national transport to construction and engineering, my work has consistently focused on helping people see the value of what moves, builds, and protects them,” Walsh concluded.