Creative work deserves better ways of working.
Agency life has changed.
Marketing has changed.
Somewhere along the way, work got harder.
We're creating more content than ever before, across more channels, with smaller teams, tighter budgets and faster deadlines. Add AI, procurement and hybrid working into the mix and it's no surprise so many teams feel stretched.
I've spent my career in agencies, marketing teams and creative businesses. I love this industry. I love the people in it. I just don't believe it has to feel this hard.
I think...
I think agencies should still be exciting places to work.
I think creative people need time to think.
I think process should protect people, not frustrate them.
I think good commercial models protect good creative work.
I think AI should remove repetitive work so people can spend more time thinking.
I think we're paying for brilliant tools but rarely using them properly.
I think burnout isn't inevitable.
And I think the best work happens when people have the time, space and support to do it well.
Why I set up By The Sea?
I never set out to become an operations consultant. I never imagined I'd end up talking about governance, resource planning and operating models.
Because what I've always loved is creative work.
I've realised over the years that I naturally end up in the middle.
Helping agencies understand their clients.
Helping leadership teams understand their creatives.
Helping marketing teams and operations teams pull in the same direction.
Helping people see what everyone else is too close to notice.
That's where I'm happiest.
How I Work
I rarely arrive with the answer.
Every business is different, so the first step is always understanding how things really work.
I spend time talking to people, listening to different perspectives and understanding the reality of day-to-day life. Somewhere in those conversations, patterns begin to emerge.
From there I'll share what I'm seeing, where I think the opportunities are and how I'd approach them.
Sometimes that's all a team needs. They take the recommendations and run with them.
Sometimes they'd like me to stay involved a little longer, helping to implement the changes or bringing in trusted specialists where they're needed.
The goal has never been to create dependency.
It's to leave teams in a better place than when I found them.
Making space for great work
I've never been interested in process for the sake of it.
What interests me is what happens when teams have enough clarity, enough structure and enough breathing room to do their best work.
I've seen what happens when projects are scoped well. Creative thinking is protected.
I've seen what happens when people know who's making decisions. Meetings get shorter and trust grows.
I've seen what happens when teams stop creating content simply because they can, and start creating content because it matters.
Small changes in the way work flows can have a huge impact on the people doing the work.
And when people have the time, space and support to think, they almost always make better work.
A bit about me
Róisín Haugh
I've spent the last 20 years working across agencies, global brands and in-house marketing teams.
I've led digital transformation programmes, built in-house content studios, improved marketing operations and helped organisations navigate periods of rapid growth and significant change.
Along the way, I've worked with some of the world's best-known brands across FMCG, retail, technology and professional services, helping senior leaders improve the way marketing and creative work gets done.
What I enjoy most, though, hasn't really changed.
Understanding what's getting in the way.
Connecting the dots.
Helping people work better together.
Finding practical solutions that make everyday work feel just a little easier.
I'm not someone who arrives with a 100-slide deck and a framework for everything.
I listen first.
I spend time understanding how work really happens.
Then I help teams move forward with clarity and confidence.
When a project needs additional expertise, I bring together trusted specialists from my network. But you'll always work directly with me.
20+ years | Agency & Client Side | Global Brands | International Teams
How we can work together
Every project is different, so if you're not sure which approach is right, let's start with a conversation.
The By the Sea Review
Sometimes you know something isn't working, but you're not quite sure where to start.
I'll spend time understanding how work really happens, identifying patterns, opportunities and areas of friction before sharing practical recommendations and a roadmap for what to do next.
Project Support
Sometimes the challenge is already clear.
Whether it's marketing operations, agency operations, content production, AI adoption or a new way of working, I'll work alongside your team to help make it happen.
Fractional Support
Not every challenge needs another full-time hire.
Sometimes you just need an experienced pair of hands.
I work with agencies and marketing teams on a retained basis, providing strategic advice, operational leadership and support as your business evolves.
A few recent projects
A national retailer struggling to see the full picture across teams, priorities and activity.
Helping a global team create better content with less effort.
Rebuilding trust after a major restructure.
Giving creatives more time to create by redesigning the way work flows through the agency.
