With over 15 years of marketing experience under her belt, Alma Birbilaite wanted to find a company that felt grounded and values-driven with a great company culture. Now working as Brand and Communications Manager at Cairn, it’s safe to say it ticks all her boxes.
I’m Alma Birbilaite, originally from Lithuania and living in Ireland since I finished my degree in computer science. The plan was to stay for a year, but that was in 2007, and Dublin has been home ever since. While I had the technical skills, I quickly realised that computer science wasn’t what I wanted to do. I’ve always been drawn to creativity, storytelling, and culture, so I pivoted into marketing, completed a Master’s in the field, and never looked back.
I’ve spent over 15 years working in various marketing roles — mostly within the tech sector — across everything from early-stage start-ups to global companies. Alongside that journey, I also explored a more holistic path: I trained as a yoga teacher, studied wellness practices, and even considered leaving the corporate world behind entirely. But in the end, I realised I thrive here.
After COVID, when the tech world became increasingly unstable, I had the opportunity to pause and rethink. I stepped away from the industry, took a well-earned break, and when I was ready to return, I was looking for a company that felt more grounded, values-driven, and had a great culture. That’s when I found Cairn.
Today, I’m Brand and Communications Manager at Cairn, Ireland’s leading home and community builder. Our purpose — to build sustainable communities where people can thrive — really resonates with me. I lead corporate brand strategy and collaborate with a brilliant team to deliver thoughtful, impactful campaigns.
Cairn’s culture was a huge draw. While construction is a traditionally male-dominated industry, Cairn actively supports and champions women — through our Women in Cairn network, female sponsorship programmes, alternative career pathways, and truly family-friendly benefits and flexible work. It’s a place where women can lead, grow, and belong.
I’m also a mum to a curious, joyful four-year-old girl, who helps me see the world in new ways every day. It means a lot to be part of a workplace that values both ambition and care — in the communities we build, and in the people who build them.
Daily routines
On weekdays, I aim to wake around 6am and always try to get seven hours of sleep — it doesn’t always happen, but it’s a priority. I usually start the day with 10-15 minutes of meditation or breathwork in front of my red light therapy lamp (I’m a bit of a biohacking nerd), followed by a quick stretch.
Then it’s coffee — ideally in bed or in the garden with some background jazz — and a few quiet moments to journal or read a couple of pages. Starting the day slowly and mindfully, taking care of myself first, is non-negotiable.
I don’t usually eat breakfast at home, as that time is spent with my daughter — we always make space for a cuddle, a chat, and getting her ready for crèche. That morning connection matters just as much as any wellness ritual.
I think it’s important to give yourself a quiet start before stepping into the chaos of motherhood, work, and everyday life. When I start calm, our mornings are calm — and the whole day tends to flow more smoothly and feel more enjoyable. Of course, life happens, and on the days when the train schedule dictates everything, we shift into rush mode like anyone else. But that grounding start, even if it’s short, makes a big difference.
A day in the life
I usually start work around 8:30am. On the days I commute into the office, the work day often starts on the train — checking emails, scanning the day ahead. First thing, I review my inbox, check my meetings, update my to-do list, and get clear on priorities. I also like to block out focus time in my calendar — it’s the only way to make sure the actual work gets done between meetings.
I work from home two days a week and commute to the office three days. This flexibility Cairn allows is really appreciated. Occasionally, I’ll be out on one of our construction sites — hard hat and all — which gives me a completely different perspective on the work we do. I also like to meet our partner agencies in their own spaces from time to time. It’s a great way to break routine and draw inspiration from different environments.
At Cairn, no two days are the same. It’s a fast-paced, dynamic environment where everyone is committed to delivering work to a really high standard — and that naturally pushes you to do the same. I’m surrounded by incredibly talented people, and I’m constantly learning and evolving in the role.
It’s also a highly collaborative place. Teams genuinely support each other, everyone’s opinion matters and there’s a strong sense of shared purpose. My days can range from deep focus on brand strategy to creative campaign planning, agency meetings, or heading out to a site visit. The variety keeps it interesting — and no day ever feels stagnant.
I love deep work that requires strategic thinking and tying out new technologies, methods, etc to enhance brand building. I find admin more draining, as is the case with any kind of busy work that doesn’t have an impact. But I guess the rest of the world would agree on this too. I try to eliminate the latter as much as possible.
Managing energy levels
Energy is probably the most important currency we have — so I’m very intentional about where mine goes. I constantly ask myself: Is this worth my energy? That one question helps me manage my week and avoid burnout.
For me, it starts with knowing my priorities — in work and in life. I filter everything through: Is this a priority or a distraction? That mindset has helped me cut out a lot of noise, including most news and random content I used to consume. I don’t engage in things that drain me unnecessarily.
I also try not to make assumptions. If something feels off or unclear, I ask. I’ve learned that clarity is a much better use of energy than worrying about scenarios in your head that may not even be true.
Boundaries are essential. Saying no. Avoiding drama. Protecting my time. And making sure I’m not constantly in reaction mode.
Of course, sleep, good food, and some kind of movement practice are the foundations — but honestly, energy management is mostly about what you let in and what you let go of.
During the week, I rarely have time for breakfast at home, so I often follow intermittent fasting about three times a week. It works well for me, and it’s considered more beneficial for women when done a few times a week rather than daily. On those mornings, I’ll usually have a bulletproof coffee (with butter and MCT oil) for an energy boost.
I’m mindful about getting enough protein — it’s essential for skin, hair, muscle, and hormone health — so I build most meals around it. Lunch is usually a big salad with some kind of protein like grilled chicken, or fish, plus veggies. I love snacking on nuts, seeds, or berries for added colour and nutrients.
I cook most dinners from scratch — a mix of chicken, turkey, or steak with carbs like buckwheat, rice, or pasta, and lots of fresh vegetables. I adapt meals to suit my daughter’s taste, but flavour is non-negotiable. I love my food — it has to be interesting. I’m big on spices, herbs, lemon zest, tahini, and good olive oil. I model healthy, joyful eating for my daughter, and food is one of the ways we connect.
To keep things easy, I use AI to help plan my weekly meals and put together a grocery shopping list. It helps me stay organised, keeps things varied, and takes the stress out of decision-making.
I also love interesting drinks — matcha, kefir, kombucha, herbal tonics — anything that feels like a ritual and supports well-being. And while I prioritise nourishment, I’m flexible. If I want a scone or a slice of pizza, I’ll have it — but only if it’s genuinely delicious. Life’s too short for bland food.
Travel is my ultimate reset — it fuels my creativity, energy, and sense of perspective. I’ve been to nearly 40 countries across five continents, and I’ve always preferred the path less polished — avoiding resorts and immersing myself in local culture, food, and daily life.
Meeting people with different worldviews and discovering new places keeps me curious and grounded. I always discover new music, literature, art publication, etc on my journeys, which expands my world view and definitely helps in my work and enriches my life.
These days, I travel with the added mission of showing the world to my daughter — experiencing it all anew through her eyes.
Culture is a huge source of inspiration, especially art. I often pop into galleries for a quick creative spark — the RHA in Dublin is a favourite. I also listen to a lot of podcasts to stay sharp and inspired: most of Monocle podcasts, The Diary of a CEO, Pivot, WorkLife with Adam Grant, and How I Built This are on regular rotation.
I read books in culture, psychology, strategy, spirituality, and when I feel like indulging – fiction too; as well as try to find time for magazines and publications I love (Monocle, New Yorker, AnOther, Kinfolk and similar. I love when ideas challenge me or offer a new lens on leadership, creativity, or the future of work.
Off the clock routines
What happens after work really depends on the day. If I’m working from home, we’re lucky to live right by the beach — so we’ll usually head out for some fresh air. It might be a swim, paddleboarding, kicking a ball around, or just walking along the shore while listening to my little one’s stories from the crèche. It’s our time to reconnect, reset, and slow down a bit after the rush of the day.
On office days, evenings are a bit more structured — dinner, chats, bedtime routines — but I still try to carve out small moments of presence, even if it’s just a cuddle on the couch or reading a few books together.
My nighttime routine is very child-centred at the moment, as my daughter tends to fall asleep quite late — so most nights, we go to sleep together, while my partner sorts out the chaos of dinner and play time in the house. It’s a bit of a ritual now, and I treasure it.
I start with my skincare routine always finished with a few quiet minutes of gua sha as a small self-care treat. Then we brush our teeth together — it’s a little gamified to help build the habit in a fun way — and we wind down with a story or two, some gentle yoga or stretching, and a bit of a chat under the covers.
Just before she drifts off, we say a few self-love affirmations together. It’s my way of quietly supporting her confidence and helping her build an inner voice that’s kind and grounded. It’s soft, simple, and the most important part of my day.
Getting enough sleep and hydration are key aspects of my beauty routine! I love all the biohacking things like red light therapy lamps, cold plunges, saunas, ice facials, shakti mats etc. But I also like to keep my routine minimal. So just good serum, day time moisturiser with SPF all year round, minimal make up – 4-5 good quality products max. Rose oil for nighttime gua sha treatment.
I have yet to discover what works best for my wavy hair, so I am constantly trying new products. I think your nutrition, emotional self-regulation and sleep adds more than anything external you apply. But of course a red lipstick never harmed anyone and can boost self confidence when needed.
My ideal weekend is either a city break somewhere I haven’t explored yet, or a full nature escape. I love discovering new places with my daughter or close friends — wandering through galleries, checking out cool cafés, food markets, vintage spots, concept stores. I get a real buzz from beautiful spaces and small creative details.
Other times, I crave nature — beach walks, hikes, just being outside and moving. I never say no to a surf trip on the west coast. That mix of inspiration, movement, and freedom is everything — it resets me.
The juggle
The biggest challenge in the day-to-day juggle of business and life is holding space for deep thinking while staying on top of everything that needs to happen. The pace can be relentless — shifting from strategic work and meetings to school runs, emails, creative thinking, and logistics — often all in the same breath.
I’m good at planning and I love structure, but there’s still that tension between being present and being productive. It’s a constant dance. I try to create moments in the day — a walk, breathwork, even just silence — to reset and find clarity. That’s where the best ideas often land.
Words of wisdom
- Protect your mornings. I start the day with intention, not emails. Even ten quiet minutes with a coffee, a walk, or a notebook can help to centre before the noise of the day begins. It’s a small ritual, but it changes the tone of the whole day.
- Be mindful of who and what gets access to your energy. Not everything (or everyone) deserves a response. Energy like a resource — one that needs to be managed with the same care as time or money.
- Build systems that serve your future self. Whether it’s blocking time for deep work, automating finances, or prioritising non-negotiables like movement and rest.
- Edit often! From relationships to work habits, I regularly ask: Does this still align with priorities? That check-in keeps me aligned and resilient in a world that’s always pulling you in a hundred directions.
Also Read
