Maebh Whelan

SME Insight Lead, Category and Propositions Insight, Virgin Media O2 Business

Maebh is a senior insight professional championing customer needs and promoting a customer centric culture. She has worked across both client-side and agency-side roles spanning the telecoms, financial services and retail sectors. Maebh has led insight programs across all audiences from consumer to large enterprises and strategic accounts, but in recent years has focused particularly on category and proposition insight in the SME market in order to drive more intentionality in the Virgin Media O2 Business ‘go to market’ strategies.

Sessions from Maebh Whelan:

The Virgin Media O2 SME audiences: An example of a great segmentation

“Every segmentation is a huge challenge and many of them fail to live up to expectations, even today. The two biggest issues are: A framework that is fundamentally not fit for [...]