If I Knew Then What I Know Now: Aldi Ireland Communications Manager Aoife Sweeney
With over 18 years of experience in Communications, Aoife Sweeney knows what it takes to be a resilient leader. Here, she shares some learnings amassed over the course of her lengthy career.
Aoife Sweeney is Communications and Public Affairs Manager for Aldi Ireland, a role she stepped into back in 2020 — just two days before Covid made its presence felt in Ireland.
With a varied 18-year career across Communications and Public Affairs in both retail and political industries, Aoife worked for Mairead McGuinness in European Parliament when she was an MEP, was Press Advisor to Former Tanaiste and Minister for Business Frances Fitzgerald, worked in Corporate PR and Public Affairs in Wilson Hartnell PR, was Head of Comms for Argos, and also worked for Gaisce – The President’s Award.
Clearly, this is a woman with much experience, and she generously shares her wisdom with us below.
Describe your career in three words…
Rewarding, adaptable and impactful.
What is one lesson you have learned in your career that you wish every woman knew?
A valuable lesson I have learned over the years is the importance of self-advocacy, confidently communicating your own achievements and aspirations to gain recognition and create new opportunities in your career. By sharing my own journey with my current and past team members—highlighting both challenges and my successes—I hope I have inspired them with my passion and commitment for Communications and Public Affairs. Most importantly, the power of mentoring those who are starting out. Offering guidance and support will help them navigate their careers, while leading by example through strong work ethic, teamwork, and integrity reinforces a positive influence on them.
Do you feel your early training and career set you up for your current role, and if so, how?
For sure, my professional and personal experiences over the last 18 years working in Communications significantly contributed to the success in my current role. Skills gained in crisis communication, leadership, strategy, and importance of stakeholder engagement are essential and invaluable as your career evolves. Additionally, understanding the nuances of the Communications/Public Affairs industry as well as the retail sector through past roles equipped me with tools to navigate challenges effectively. I was also extremely fortunate to have some amazing mentors and a career coach throughout my career who guided me and gave me opportunities to really challenge myself.
What does this role entail?
My role involves developing and implementing a strategic corporate communication and public affairs strategy that aligns with the company’s goals and enhances its reputation. Key responsibilities include building media relations to secure positive coverage, engaging both internal and external stakeholders, and working closely with government bodies and representative organisations as well as managing communications during crises to protect the company’s image. Additionally, the role encompasses monitoring public policy issues to ensure ALDI is at the forefront when it comes to legislation, etc.
What is the most underrated quality essential for leadership in your opinion?
Empathy is often an underrated quality essential for leadership. It enables leaders to understand and connect with their team members on a personal level, fostering a supportive and inclusive work environment. Empathetic leaders can better address concerns, motivate their teams, and cultivate strong relationships, ultimately leading to enhanced collaboration and overall success. This quality helps in building trust and loyalty, which are crucial for effective leadership.
What defines a resilient leader?
In my opinion, a resilient leader possesses key characteristics including adaptability to changing circumstances, emotional strength to inspire confidence, problem-solving skills to navigate obstacles, a clear vision for long-term goals, empathy to support team members, determination to persevere through challenges, and a commitment to continuous learning from experiences. These qualities help guide their teams effectively through challenges while maintaining motivation and morale, contributing to sustained success.
What is your advice for anyone building a team?
I’ve had the privilege to manage many teams and people down through the years and to build a successful team you really need to focus on diversity, set clear goals, encourage open communication, delegate responsibilities and empower the team by giving ownership, cultivating a supportive culture of collaboration, investing in training and development and recognising the contribution they make and impact they are having. This then allows for a high performing team that effectively achieves its objectives.
How best can a leader support and motivate a team?
A leader can motivate their team by clearly communicating goals, providing necessary resources to enable them to do their job well, fostering open communication, recognising achievements and celebrating their success, supporting their development, being approachable, leading by example, and strengthening team bonds by organising off site days or team lunches.
Is there any life, business or career advice that you were given but (thankfully) ignored?!
Given the nature of my role, in my early years I was often advised to play it safe and avoid taking risks. While caution can be important, especially in Corporate Comms, ignoring this advice can also lead to growth opportunities. Embracing calculated risks can often lead to valuable experiences, new skills, and unexpected successes in both personal and professional life. This mindset encourages exploration and resilience, which are key to advancement and fulfilment. Oprah was advised early in her career to conform to traditional media practices. She chose to take that risk and create her own path by focusing on authenticity and connection with her audience, which helped her build a media empire and become a cultural icon, so she is living proof!
What’s the most valuable piece of financial advice you ever received?
Two valuable pieces of advice that I received are: Prioritise saving and investing early, regardless of the amount. This will provide you with opportunity and allow you to get ahead from a young age. I bought my first home at 30 and by always having a budget and understanding my spending habits, it afforded me this opportunity. Secondly, the importance of a rainy-day fund. Establishing this emergency fund gives you peace of mind and allows for better decision-making during uncertain times. Six months after moving into my first new home, I was made redundant, and that rainy day fund saved me!
Work-life balance. What are your thoughts?!
Work-life balance is crucial for well-being and productivity, enabling us all to fulfil our professional duties while also prioritising personal interests and self-care. Achieving this balance then reduces stress, enhances job satisfaction, and improves our overall health. I’ve been very fortunate in my career over the past few years to work in a company that fosters this culture, promotes flexibility and respects our personal time.
What has been your most proud moment in your career so far?
I certainly have a few career highlights over the past 18 years if you look at my CV from getting to work with some big brands in the retail industry to working with well-respected politicians in the European Parliament and more recently with the Irish Government, all of whom inspired me to become the professional I am. However, the opportunity to mentor and inspire young PR professionals through the PRII or the companies I’ve worked with has been by far the most rewarding and proudest moment for me. Helping them grow in their careers and leading by example, showing them how to work harder and smarter, with a commitment to excellence, and trying to be a positive influence on them has been the most gratifying.
Having a five-year plan – yes or no?
Yes, having a five-year plan can be very beneficial. It provides a roadmap for setting and achieving long-term goals, helping you stay focused and organised in your career. However, it’s also important to remain flexible, allowing for changes, challenges and new opportunities that may arise along the way. I could write a book on this! Balancing a structured plan with adaptability can lead to greater success and fulfilment.
What’s your ‘go-to’ quotation for inspiration?
I have two favourites, but I also like to reflect daily on The Head Plan and Roxie Nafousi’s ‘52 mantras to raise your vibration’, which was kindly gifted to me by a former member of my team!
“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” — Albert Schweitzer.
“Believe you can and you’re halfway there.” — Theodore Roosevelt
If you knew then what you know now, would you do anything differently?
I think my experiences over the past 18 years have certainly opened my eyes to what I would tell my younger self. For example, education is important but it’s your work experience that will define you. Build your network and know the importance of actively engaging with your stakeholders. Embrace all the challenges that come your way and take them as a learning. Every experience shapes who we are today, so appreciating the journey is also important. Finally, early in your career, find yourself a career coach who will guide, inspire and challenge you to become the best version of you! I’m forever indebted to mine and she still guides me to this day!
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