Darragh Butler

BSc Sport & Exercise Management 2018

Darragh Butler grew up in Dublin and has been living in sunny Sydney for 2 years now. The majority of his career has been spent in marketing, with his most recent endeavours being growth roles, publisher side, with Google and Uber. He co-founded and currently runs a non-profit music event called Secret Sessions. With Secret Sessions, he hosts gigs with anonymous lineups in Dublin to raise money for charity, and to promote upcoming artists as well as the Dublin gig economy. Sport is still an important part of Darragh's life, whether it be coaching or playing.

We caught up with Darragh to see how he has been getting on since he left UCD and asked him how his Sport & Exercise Management degree has helped him in his career to date.

What led you to studying the BSc in Sport & Exercise Management?

Coming out of secondary school, I wasn’t sure what I wanted to do in my career. I decided to pursue the SEM course because it had a broad curriculum covering many areas within business, science and management. Additionally, I had a keen interest and involvement in sport so it was a natural fit.

What was your favourite part of the SEM course? 

The opportunity to gain experience through a work placement. After I finished my placement with TITAN Experience, I was lucky enough to continue working in the office and at events during my final year, until I became full time. This is where I first discovered my interest in advertising, which would shape my career trajectory. Working in a small organisation early on was fantastic for my career - it allowed me to be entrepreneurial, act like an owner and make an impact.

What advice would you give to someone considering studying this course? 

Come in with an open mindset. Up until the end of my second year, I was set on pursuing exercise management as a specialism. In the end, sport marketing and digital sport marketing became my favourite modules, with sports management becoming my specialism. It seems cliché, but put yourself out there. I only ever spoke to one guest lecturer, but I eventually went on to work for that person and their company for 4+ years. Your university experience is unique, but it is what you make of it.

What was your experience at UCD like? Any highlights? 

I had a great time in UCD. A highlight would be the feeling of finishing exams! Whether it be semester 1 and heading into Christmas, or semester 2 as the days get brighter in the lead up to summer – those were the best feelings!

Did you participate in any sports teams while at UCD?

I had a short time playing for the hurling team, although injuries meant I didn’t play after freshers.

What is your current job?

I am a Partner Manager in Uber Advertising. I help grow the largest brands in Australia & New Zealand with advertising on the Uber and Uber Eats apps.

How do you feel the Sport & Exercise Management degree prepared you for this role?

From a marketing perspective, I had a fantastic lecturer, Lucia Walsh, who armed me with the fundamentals of digital marketing in my early career. Storytelling is one of the most important skills to have in any profession, especially marketing and sales. The ability to craft and present stories was an incredibly important skill to hone in college, and it will make you standout. Finally, working within groups. Not a shocker, but as an individual contributor within any business you will rarely select your team. So, it is important to develop strong teamwork, effective communication and other soft skills as early as possible.

Describe your typical workday.  

My day centres around the pre, during and post sales process involved in helping brands advertise on Uber. Pre: Identify the most important brands and verticals that would benefit from advertising on Uber. Prepare media plans and audience strategies that will allow them to hit their marketing goals. Come prepared with case studies and data-led insights to share the rationale behind my thinking. During: Organise meetings with agencies or brands to present opportunities. A key part of the job is winning new business or retaining existing advertisers on platform. Post: Once onboarded and live on Uber, I help deliver reporting, insights and optimisations to ensure campaigns are performing at their best.

You also completed a Masters in Marketing from UCD Smurfit Graduate Business School. How did your two degrees complement each other?

They complemented each other well! My Masters in Marketing allowed me to dive deep in the areas that interested me most during my time on the SEM course. Although still broad from a marketing lens, this prepared me well for eventually being in industry - both agency and publisher side. 

What motivated you to relocate to Australia?

I moved here with my partner Aisling 2 years ago and the main reason was we were both looking for a change of scenery! We had both lived in Dublin our whole lives and thought that experiencing a new city in a different continent with much warmer weather would be great to do while we were still early in our careers!

What’s the proudest moment of your career to date?

Getting accepted for a role in Google. I felt imposter syndrome even being selected to interview, never mind securing a job!

In your career and/or personal life, who have been the most inspiring or helpful mentors/advisors that you’ve had?

I had a fantastic manager, Pat Fanning, who coached me when I was younger playing for Dublin. Pat only recently came home after 20 years of working with Zamda Ireland, teaching in Sables Nua, a school founded in Kabwe, Zambia. I think the work he does is inspiring and definitely motivated me to do good and be generous with my own time and passion projects I am involved with.

What is life like outside work for you? Tell us a bit more about your current life, hobbies, or what you do to relax?

I am based near Bronte beach in Sydney, so I spend a lot of time BBQing and swimming! I am big into chess, board games and movies. Unsurprisingly, there is a big Irish community which means a competitive senior hurling league! My club most recently won the Sydney league and championship. I work a lot on a non-profit music event called ‘Secret Sessions’ with my friends back home, and I do voluntary marketing/event work with Ireland Funds Australia here in Sydney.

What’s the best piece of advice you’ve ever been given?

Control the controllables!

Content added: October 2024