Fuel expands senior leadership
Entertainment agency expands expertise across brand experience, employee engagement, marketing and festivals
Print2 May 2025
Fuel, entertainment agency, has further expanded its global group over the past year with seven senior appointments.
With teams across the US, UK and its headquarters located on Dublin’s Camden Street, the senior announcements include Keith McCormack as executive director, Jonny Boyle as director of brand experience, Gráinne Earley as director of employee experience solutions, Shell Holden as director of marketing, Steven Courtney as director of content, Molly Bracken as experience director and Rachael Gallivan as business development director.
Founded in 2013, Fuel’s client list includes Meta, Sky, World Rugby, KPMG, Indeed, PayPal, Paddy Power, Accenture, Lidl, Universal Music Group and Google, as well as AIB and Leinster Rugby.
Speaking on his appointment as executive director of Fuel, Keith McCormack said: “Fuel has grown over the past 11 years from a small team of 4 into over 70 innovative experience and event designers, creators, producers, strategists and engineers and I am delighted to have joined such a talented team of industry experts at a time of continued global growth.
“I’m honoured to join the executive leadership team alongside Jonny Boyle and Gráinne Earley and their decades of experience, wealth of insight and strategic thought leadership, and look forward to the continued growth of Fuel’s global client portfolios across brand experience, employee experience, content creation and overall company success.”
Keith continued: “We are excited to have Steven and Shell leading our content and marketing departments at Fuel respectively.
“As multi-award winners and highly respected in their fields, Steven brings over 20 years of experience in content creation, production, and management, while Shell is a leading light of the Irish festival and event scene.
“With Fuel being a global leader in employee experience solutions, we are thrilled to welcome Molly, who brings a wealth of experience in producing large-scale international events such as Lisbon’s Web Summit.
“In her director role, Rachael leads on business development and we look forward to the combined expertise of our four new directors further driving our growth strategy and reputation as a global leader in the entertainment and experience industry.”
Leading the way
As leaders in brand experience, Jonny Boyle, director of brand experience at Fuel has recently featured in speaker lineups both internationally and in Ireland, including Austin’s SXSW and the inaugural Innovators Festival at Google’s The Foundry.
Jonny Boyle has driven award-winning campaigns including accolades at the Effies and the European Sponsorship Awards, believing in collaboration,
Boyle is experienced in working with diverse clients to craft solutions that drive success.
Career highlights include work for Heineken, Sky, KFC, Audi, and more.
Shell Holden stepped into her new role as director of marketing at the start of the year, where she oversees the development and management of Fuel’s marketing department.
With over 17 years of experience, Shell is an award-winning marketer and seasoned festival director, known for creating and managing marketing and public relations campaigns across festivals and events, arts and culture, hospitality and food sectors and many more.
Prior to Fuel, Shell was festival director for Ireland’s summer festival, City Spectacular, and now leads marketing for Fuel’s two major festivals; WellFest, Europe’s largest outdoor health and wellness festival, and Kaleidoscope, Ireland’s largest dedicated family festival, which Fuel manages in partnership with Festival Republic, Live Nation, and MCD.
As co-founder of event company Best in Fest, Shell remains the co-director of the National Menopause Summit.
Her accolades include four time winner of Best Entertainment Event Sponsorship and Innovation in Sponsorship at the Irish Sponsorship Awards, as well as a finalist in the Public Relations Campaign Award category at the All-Ireland Marketing Awards.
Read more: TLC for your brand
© 2025, ShelfLife by Ryan Brennan
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