My Career: CEO and Founder of Lateraus B, Commercial Director for Momentum Festival and President of MPI UK & Ireland Olivia Breene
Olivia Breene is a Galway-based entrepreneur whose fingerprints are all over Momentum Festival’s strategic direction, partnerships and growth model. Olivia is CEO and Founder of Lateralus B, a business consultancy and creative strategy firm specialising in commercial dynamics, marketing and live experience strategy.
Did you always want to be a CEO and Commercial Director? Tell us about your role.
Not by title, but I’ve always wanted my own business, and what I wanted was the freedom to build something meaningful and work with people I genuinely connect with.
I’ve been naturally entrepreneurial since I can remember – always exploring ideas, always asking “what if we tried this differently?” I’m lucky that I seem to have both commercial instincts and creative thinking, which is a useful combination. Now I’m CEO/Founder of Lateraus B, my creative consulting business, and Commercial Director for Momentum Festival, plus President of MPI UK & Ireland. But here’s what really drives me: I see opportunities that others miss because I’m obsessed with connection.
You know those moments in business when everything clicks? When does a conversation shift from transactional to transformational? That’s where real business relationships are born. Most people rush past those moments, but I’ve learned to slow down and pay attention. It sounds simple, but understanding value – for everyone involved, not just your bottom line – changes everything. Your client, your audience, your partners, your customers. Everyone needs to see what’s in it for them, and most businesses aren’t the best at communicating that clearly. Taking time to explore what actually matters, what builds trust, what creates genuine connection – that’s not soft skills, that’s business strategy. When you get that right, everything else follows. These roles just became a way to do more of what I love: building bridges between ideas and people.
In college, I studied…
I went on to study design, but equally studied economics and business later; this mix allowed me to blend strategic commercial thinking with creativity and storytelling. It was the perfect foundation for straddling both worlds. But the best experiences I find are actually on the job. I am a firm believer in constantly upskilling and continue to take many micro-courses.
My most formative work experience was…
My years in large-scale retail leadership at Brown Thomas/Arnotts and the Kilkenny Group, and Head of Business Development for AVCOM, where I learned to marry commercial strategy, operations, creativity, and people leadership under pressure. Building community and relationships has been the thread throughout. These roles taught me how to navigate complex business environments, understand the nuances of customer experience, and create strategies that connect people, brands, and opportunities, which in turn drive trust, new revenue, and create value.
My first real job was…
Working in Kilkee, cleaning holiday homes in my hometown seaside resort, I always worked from a young age. This early experience taught me the value of hard work, attention to detail, and the importance of going above and beyond. My first professional role was at Keane Mahony Smith, an estate agency in Galway, where I had the opportunity to wear multiple hats — handling sales, launching new development campaigns, creative work, interiors, website development, and sales strategy.
It was an incredible learning experience that became the foundation of my understanding of how different skills intersect in business. What I learned most was how, when allowed to spread your wings and have a boss who supports, listens, and believes in you, you can really add value to a business. Joe Greaney and Andrew Heffernan were two of the most important bosses in my early career — both are still very important mentors in my life. They showed me that great leadership is about nurturing talent, encouraging creativity, and giving people the space to bring their full potential to work.
This job was a masterclass in versatility, customer service, and seeing how creative thinking can add real value to traditional business approaches. It taught me that success is about intersection — where different skills, perspectives, and support come together to create something truly special, and that’s why I stayed with this company for almost 10 years.
The most invaluable thing I learned early on in my career was…
Hard work is essential, but it’s important to remember that every successful person has failed more times than they’ve succeeded. There is no reward without risk. The most critical lesson was learning to see failure not as a setback, but as a fundamental part of growth and success. You reap what you sow, and that means investing in yourself, understanding your own value, and recognising that your worth isn’t defined by individual moments of success or failure, but by your resilience, learning, and ability to keep moving forward.
Understanding and delivering value, and knowing your own value; is everything. How can you expect to sell others’ value if you don’t understand or value your own? This means being bold enough to take risks, humble enough to learn from every experience, and confident enough to know that your unique perspective is your greatest asset. Success isn’t about never failing; it’s about how you rise, adapt, and continue to grow after each challenge.
A common misconception about what I do is…
That it’s just about commercial numbers or creative vision in isolation.That it’s all about hitting commercial targets or pure creative vision. The reality? Everything I do is people-first.
People think strategy is this cold, data-driven process – spreadsheets, metrics, KPIs. But for me, strategy is fundamentally human. When I’m looking at commercial strategy, it embodies everything – and I take an outside-in approach because that’s where the real insights live.
Here’s what I often find: teams working within businesses don’t speak the same language. Marketing thinks one way, sales another, leadership has its perspective – and somewhere in that disconnect, the customer voice gets lost. It requires someone from outside to come in and ask the fundamental questions: Why are you doing this? What do your clients actually think of you? How is your brand truly perceived in the marketplace? And so it’s just articulating what you do? It always amazes me how hard it is to get this question answered consistently across different departments and teams in business.
I spend significant time understanding these elements first – mapping the external reality versus internal assumptions. It’s about how everyone interacts with your business, how you build your community, and how you speak to different market segments. Only once you’ve done that groundwork can you begin building something meaningful that connects and resonates.
It’s about genuine connection, energy, and community. Understanding the subtle nuances of how people interact, what makes them feel valued, and creating moments that truly resonate. In an age where AI is an incredible support tool, the real magic still happens through human connection. The core question is always: How does this make people feel? How does it connect them? How does it create genuine, lasting value? Strategy isn’t just metrics or creative concepts – it’s about crafting brand campaigns/narratives/experiences that make people feel something real. In essence, my work is about turning human connection into a strategic advantage.
My main responsibility at work is to…
Different clients require me to take on different responsibilities, but at the core, my role is to be the critical connector between brands and their customers. While driving revenue growth is essential, I see my work as much more nuanced — I find those subtle, meaningful connections that create trust, belief, and ultimately, customer engagement.
My job is to spot opportunities others might miss and build commercial strategies that aren’t just about numbers but help brands understand the deeper narrative that turns transactions into relationships. I’m essentially translating a brand’s potential into a language that resonates with its audience — finding those unique touchpoints that make customers not just buy but believe. The success lies in transforming trust into revenue, and revenue into long-term relationships. This means diving deep to understand a brand’s core value and its audience/client aspirations, and creating strategies that bridge those worlds. Whether it’s through creative storytelling, strategic positioning, or crafting experiences that genuinely connect, my main responsibility is turning potential into meaningful, sustainable business growth.
It’s about seeing beyond the immediate sale and focusing on building ecosystems of trust, connection, and mutual value. In essence, I’m not just growing businesses — I’m cultivating relationships for long term growth and trust.
Do you have a career mentor or someone you look up to/seek advice from?
Yes — I have mentors throughout my career, but my most important mentor has always been my mother. She’s the epitome of hard work and resilience, who always gave us everything despite significant challenges. My parents separated when I was young, and she single-handedly ensured my siblings and I had every opportunity. She worked tirelessly, wore multiple hats, and always put her children first.
Even now, I still call my mam for advice on everything. Although she’s much more risk-averse than I am, she has always been our biggest supporter. She taught me the value of hard work, perseverance, and the importance of family. Her strength has been my blueprint for navigating both personal and professional challenges. And yes, she is a constant worrier — which is so quintessentially Irish — always concerned about every detail, every possibility.
I just hope that one day my own daughter will have as much respect for me as I have for my mother. If I can instill in her the same values of resilience, compassion, and determination that my mother instilled in me, I’ll consider that my greatest success. She’s not just a mentor but the foundation of everything I am and strive to be. Her constant worry comes from a place of deep love and protection. She might not always understand my bold business moves, but she’s always there, supporting, believing, and loving unconditionally. That’s true mentorship.
The biggest risk I have taken in my career so far is…
Just to back myself completely. Momentum was a risk to take on for Lateralus B, but it’s everything I stand for. Taking on an independent festival, where I’m responsible for creative direction, commercial strategy, marketing, and partnerships, is a massive undertaking that reflects my core belief in transformative projects. Working with this team is amazing. We’ve built an ecosystem of the best partners, the absolute best for the job. The project is going from strength to strength because everything is considered with intention: the name, the value propositions, the brand aesthetic, the partners, and the programming. It’s built with a long-term vision to last and gain, not just for a single year, but to create momentum year after year.
When promoters Trevor and Cian placed their trust in me, it was more than a professional opportunity; it was a chance to prove that local, ambitious projects can create an extraordinary impact. We’re generating over €3.5 million for the local economy, with an additional positive impact for Galway, creating a platform that celebrates community, a stage for new music to be heard, and creating connection in moments shared – literally is my favorite thing to do.
The risk isn’t just financial or operational. It’s about reputation, about proving that a locally-rooted project can have massive potential. When that Crescendo tent fills with energy, music, and connection, we’ll know we’ve created something truly special. Momentum represents everything I stand for: connection, community, creativity, and the courage to turn my clients’ ambitious ideas into reality. And we’re just beginning.
For me, the biggest risk was always not taking the risk. Together with Independent promoters BC Ventures, we believe in the vision. This is more than a concert series festival — it’s a statement about what’s possible when you back yourself completely and believe in the power of community and connection.
I wake at…
I start my day between 7 am and 8 am — I don’t follow a traditional schedule, and I’m a late-night person, typically a five-hour sleeper with an incredibly active brain, so my mornings can vary. But the morning snuggle with my daughter and husband is my number one fuel for the day — it’s the energy fix I need every morning. The first thing I do every morning. Fuel for the day.
My morning routine is…
No perfect routines here! I’d love to say I have this amazing, consistent routine, but that wouldn’t be true. Life is beautifully chaotic, and I wouldn’t have it any other way. What remains constant is the morning snuggle with my daughter and husband — it’s my absolute energy fix. My perfect morning would also involve a sea dip ( not possible since Momentum has made that less predictable).
Whether it’s 7 am or 8 am, whether we’re dancing, playing music, or having breakfast, we’re together. Some mornings we’re racing to get ready for school, others are packed with emails and event preparations. I thrive on momentum, variety, and the beautiful unpredictability of building something exciting. Consistency isn’t my style — connection is.
I can’t go to work without…
My phone, my coffee, and that morning hug from my family.
I travel to work by…
I work from home. Locally, I drive or take the train to Dublin. For international travel, you can’t beat the flights from Shannon to London or NYC. My travel really depends on the projects I’m working on and where my clients are. The variety keeps things exciting, and I love the adventure of it all.
On an average workday…
There’s no average! Every day is all over the place. No two days are the same. As any CEO knows, it has peaks and troughs — the peaks can be busy, busy, but so rewarding. I move between partner meetings, commercial planning, creative collaboration, on-site problem-solving, and strategy development. I love different things, I like to be challenged, and I like newness. Some days I’m deep in Momentum strategy, others I’m working across the Lateralus B portfolio, and some I’m leading MPI initiatives. The unpredictability is what keeps me energised and drives real results.
I start my working day at…
Around 9 am, though my brain and emails often start much earlier or very late the night before.
The first thing I do at work is…
Check in with the different teams, review priorities, and tackle any urgent items that came in overnight. With Momentum being such a massive undertaking right now, there’s always something that needs immediate attention — whether it’s a partner update, a creative decision, or a logistical puzzle.
I usually spend the first portion of the day…
On high-impact strategy work, partner conversations, and creative planning. At the moment, I’m working across two large-scale events in April/May, a five-star luxury international travel retreat and Momentum — both have lots of moving parts. My client for the retreat is based in the States, so I can have partner meetings in the morning and report or connect with them in the afternoon. With Momentum, these early hours are critical — decisions made in the morning ripple through the entire event. I’m often diving deep into commercial strategy, reviewing partnerships, or collaborating with the creative team on programming and brand direction. I also spend time building relationships with key stakeholders, ensuring everyone feels heard and valued.
I break for lunch at…
Honestly, lunch can be hit or miss depending on the day. Some days, I’m so deep in a project or partner call that lunch gets pushed back or happens at my desk
The most useful business tool I use every day is…
My CRM, calendar, and project management platforms — they keep me sane when I’m juggling Momentum and Lateralus B clients across different time zones. But honestly, my phone is probably my most-used tool — I’m constantly on calls, in WhatsApp groups, and sending voice notes with the team..
I save time by…
Staying focused on what creates the most value.
I rarely get through my working day without…
Something that was scheduled changes completely, or something that wasn’t scheduled happens. It’s all about adaptability — whether it’s a partner call that shifts direction, an unexpected challenge, or there’s always something that pops up unplanned, but I love that energy.
The best part of my day is…
Professionally, it’s those moments when you achieve something — when you see real results, land a new project, or watch the team succeed. For Momentum, it could be a spike in ticket sales or a great PR plug. It’s when a partnership clicks or when we hit a major milestone. Personally, it’s when my daughter comes home from school, or I go to collect her, and she’s absolutely delighted to see me and has a big story to tell me about her day— what a cutie. There’s nothing like that feeling when all the hard work comes together professionally, but those daughter-mommy moments? They’re everything
.
The most challenging part of my day is…
Balancing long-term vision with immediate operational demands. Building for tomorrow while delivering today. And sometimes, switching off lately is challenging, but I try to be as present as I can.
I know it’s been a good day if…
Clients and partners feel heard and valued, the team feels supported, we’ve moved the business forward, and I’ve been present for my family.
I usually end my day at…
It varies a lot. In an ideal world, I would clock out early in the evening — yes, that’s my goal — but to be honest, now in my second year of running this business, that doesn’t usually happen. With momentum and multiple projects, switching off can be a challenge, especially when the office is in the house.
I switch off from work by…
Being present with my family — my husband and my daughter. Whether it’s sport, art, fun days on the beach, a swim, a cycle, watching a movie, traveling, or holidays. The most important thing is to be present. And also will never say no to a massage!
Before I go to bed, I’ll…
Check in on tomorrow’s priorities, steal quiet moments with Peadar, and try to wind down my very active brain.
I often prepare for tomorrow by…
Mentally mapping out key conversations and decisions.
After a long workweek, I de-stress by…
Dinner with my husband, a good movie, time playing with my daughter — anything outside! Family time is so important to me. Swimming when I can, playing with my daughter, enjoying good food with close friends, and traveling when possible. I love the diversity of life — the beautiful mix of family, work, and adventure. Sometimes it’s as simple as getting outdoors and breathing, other times it’s planning our next little getaway. The key is trying to switch off from work mode and just being present with the people who matter most.
The accomplishment I’m most proud of is…
Without question, being a mother to my daughter — she is the best and most successful thing I have ever done in my life. I am so proud of her. I think sometimes we forget how powerful we are as women. Professionally, I take pride in projects such as co-chairing Maree Oranmore FC and working with the team leading the Win At Home project, which raised over €1.6 million, built 5-A-Side and 9-A-Side pitches, and donated more than €90,000 to A Lust for Life charity. I’m proud to have created Lateralus B from scratch and feel so fortunate to have many clients for a new business.
I also take pride in serving as President of the MPI UK & Ireland Chapter and the ambitious efforts we’re making to build community, add value, and support our members worldwide. And I’m incredibly proud of what we’re building with Momentum — Trevor and Cian have worked tirelessly throughout this process, and it’s truly going to be amazing. We’re going to build year on year, establishing strong foundations now for something that will last and grow. The fact that we’re generating over €3.5 million for the local economy while creating something unapologetically Oranmore makes my heart sing. But when I step back and look at everything—the business, the partnerships, the community projects, I am most proud to be a mother. My daughter teaches me every day about what really matters, and watching her grow into the incredible person she’s becoming? That’s my greatest achievement, hands down.
If you want to get into my line of work, my advice is to…
Embrace the hustle. This isn’t a 9-to-5 gig – it’s long hours, rolling up your sleeves, and constantly adapting to new challenges. But it’s also flexible, you have months that are insanely busy and others that you can really switch off. But for those who thrive on dynamism, the rewards can be incredible.
A big part of that is being a relentless learner. No two days are ever the same -You have to be comfortable with uncertainty and always approach projects with a beginner’s mindset, asking “why?” at every turn. True leaders dare to see things differently. They challenge assumptions and blaze new trails by embracing new perspectives. And honestly, that can be challenging – sometimes you’re questioning leadership teams on elements that have always been done a certain way. You know that old chestnut: “We do it this way because that’s the way we’ve always done it.” Part of my role is translating the figures and the impact of change to leadership teams who ultimately need to see the commercial components. At the end of the day, business is about generating revenue, not just for today but for a sustainable model. The real sweet spot is balancing creative vision with business realities. When you get that balance right – that’s when you unlock real value.
The beauty of consulting is working with all types of teams across different industries while applying the same value-driven approach. It’s about genuinely understanding clients’ challenges from the inside, then bringing that fresh outside-in perspective to solve them. Balancing internal understanding with external thinking, and you’ll build real trust.
And here’s the reality – not everyone will work as hard as you do, but that’s okay. What matters is that you’re prepared to put in the work yourself. Your network and relationships are just as crucial as your skills. This is a people-driven field built on referrals and trust, so show up authentically, create genuine value, and become someone others genuinely want to work with.
Seek out mentors, champion your peers, and always pay it forward. Because in this industry, your relationships matter just as much as your portfolio. Bring that blend of grit, passion, versatility, and client-focused care – that’s where real success lives.
I’ve just finished working on…
Just wrapped two killer rebrands – one finance, one media boutique agency – that are completely transforming how these brands communicate. We developed everything from the tone of voice and aesthetic to the value proposition, website, and strategic vision, and the results are so good. Excited to move into the strategy component with them now.
This month is a whirlwind of launches – 10-12 months of preparation finally coming to life. I am so lucky to be able to work fractionally across different ventures, which is a game-changer. Currently launching three rebrands mid-May (plus an exciting new event/team building concept), curates programming for a 5-star luxury retreat, and is diving deep into Momentum.
Momentum is our largest project – essentially building an entire business from scratch. Working with BC Ventures, we’re crafting everything from brand voice to digital strategies, marketing, PR, programming, partnerships, and commercial strategy. I’m laying foundations for 2027/8 partnerships spanning commercial, government, partnerships, regional & national. It’s absolutely electric building something from the ground up.
I’m also preparing keynotes and educational sessions on shifting perspectives (including one at IMEX Frankfurt), and this month I’m working with the MPI board to launch an MPI initiative with Insights Ireland and InsightsLondon events, and I’m also working on a charity-based initiative for Izzy’s Fight. It’s all happening at the same time, but it allows me to take longer breaks for the summer and be more flexible with my time when my daughter is off school.
Some might. Say I love to work – I call it passion. I choose projects that feed my soul, work with clients I love, and find pure joy watching ideas transform. It’s not work when you’re building something you truly believe in.
2026/27? Watch this space. And mid-May can’t come soon enough for the holiday for fun, sun, and family.
Momentum Festival launches May 1–4, 2026, in Oranmore, Co. Galway. This groundbreaking, independently produced festival features four nights in the 4,200-capacity Crescendo Tent with a diverse line-up spanning artists including The Stunning, B*Witched, Sonique, D:Ream, The Coronas, The Scratch, Cliffords, and Madra Salach. Tickets from €44.99, plus a booking fee, are on sale now at momentumfestival.ie and ticketmaster.ie. Momentum is rising in the West.
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