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Thank you to the 1,400 leaders who’ve generously done the 7 questions!
I hope reading

7 Questions with Nora Duggan

helps you in your leadership.



Jonno White

7 Questions with Nora Duggan

Name: Nora Duggan

Current title: CMO

Current organization: Taxback International

International Marketer
A results-driven marketing leader who designs and implements strategic plans that drive revenue across multi-channels, delivering on brand growth. An energetic change agent who has directed and led numerous projects transforming organizational capabilities to meet growth ambitions. Proven track record in developing strategic partnerships that add value to all stakeholders and increasing CLV across VAT Compliance Technology, Payments, TV, Telecoms, and Service Industries. Passion for innovation and delivering competitive advantage with a clear ROI. A catalyst for driving high performance in teams with strong leadership skills:

Strategic Marketing Planning: Digital Marketing, B2B Marketing to support sales
Revenue Generation: New Business Development, Key Account Management, Lead Generation
Partnership Formation: Strategic Relationships and High-Value Partnerships
Innovation: Consumer Insights through to Product/Service Development and innovative execution

7 Questions with Nora Duggan


1. What have you found most challenging as a CEO or executive of a large enterprise?

As a result of Covid, we are pivoting our business model. This is an interesting digital transformation for a large business that has been in operation for over 25 years with significant change management required.

2. How did you become a CEO or executive of a large enterprise? Can you please briefly tell the story?

I moved back to Ireland 2 years ago and have a very clear profile of the type of company I wanted to work for - global and in financial services. So when this opportunity with Taxback International came along I 100% knew it was for me. It is a perfect fit in terms of the role challenge and cultural match.

3. How do you structure your work days from waking up to going to sleep?

I go for a run in the morning which stimulates the brain and gives me clear thinking time. I then manage my day with multiple meetings with various teams on the projects we are running. We work in a very collaborative way in our marketing department as we like to draw on various skills and maximize impact with varied ideas for delivery. I do tend to work late but that is time to catch up on emails etc. In Taxback International we are on a very exciting journey and we have no time to waste!

4. What's the most recent significant leadership lesson you've learned?

Only hire the best talent and then lead them shoulder to shoulder - not from behind or in front!

5. What's one book that has had a profound impact on your leadership so far? Can you please briefly tell the story of how that book impacted your leadership?

Eating the Big Fish. When I worked in China I worked for the market no 3 brand. But this book inspired me with ideas and strength to know with the right strategy you can take on those big brands and improve market position.

6. How do you build leadership capacity in a large enterprise?

Autonomy to make decisions and support them if they do not deliver the exact results. Full understanding of why so they can be supported to grow and develop in a safe environment

7. What is one meaningful story that comes to mind from your time as a CEO or executive of a large enterprise so far?

I am building out a new team to support the pivot in our business with marketing to support. I interviewed so many candidates who just did not have the right skills to the point it was taking months to find the right people. But it was the right decision. Having the right talent with the right attitude in your business is critical to driving success!

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