In Your Shoes - Mandy O'Neill

I’m Mandy O'Neill, Head of Digital at Altar, one of Scotland’s leading creative consultancies, where I lead a brilliant team delivering digital strategy, campaigns, and web projects for clients like Refresco, Bells Food Group, and SAMH.

With over 15 years’ experience in digital marketing and brand leadership - working with brands including Virgin Money and Trtl Travel, I’m passionate about creating meaningful, results-driven digital experiences that connect with people.

I joined Altar at an exciting time of growth, and I’m proud to be helping shape the agency’s digital future while supporting clients to make real impact online.

Kicking Off the Week

Mondays are always busy, but I like the energy they bring. There’s a sense of momentum that comes with starting a new work week and setting the tone for the days ahead.

This morning we dived into planning for the week as a team - reviewing priorities, shaping up digital strategies for some key clients, and making sure content is aligned and scheduled etc. Getting ahead with scheduling allows us to be more agile later in the week if anything urgent crops up - and it usually does!

In the afternoon, we shifted into creative mode, generating ideas for some upcoming summer campaigns. With seasonal promotions in full swing, it’s the perfect time to experiment with new concepts and find new ways to engage audiences.

Not a bad start to the week at all.

Tuesday in the City

Today was an in-office day, and I’m always reminded how lucky we are with the stunning view from our Glasgow office, right in the heart of the city.

I spent the morning prepping some key social media recommendations for a few of our core clients, focusing on how to refine their messaging and boost engagement across platforms.

Lunchtime was a welcome break, I caught up with a friend over some delicious Vietnamese food at Non Viet (a definite favourite). Then it was straight into a packed afternoon of meetings, with a mix of client catch ups and internal planning sessions.

A full on day, but a good one!

Wednesday at Home

Today was a WFH day. I powered through some admin, checked in on PPC performance for a client in the retail space (some nice improvements in ROAS!), and we had our internal monthly planning session, exciting things on the horizon for the agency!

Thursday Connections

Back in Glasgow today for a working lunch at The Social Hub with some fellow marketers.

We shared insights on paid media trends and organic reach strategies - especially around emerging TikTok ad formats.

The afternoon was spent diving back into client work, making adjustments to campaign creatives and content calendars based on performance data.

Friday Fun

Friday is my non-working day, and it’s all about quality time with my two daughters. Lots of role play, games, giggles and of course, plenty of snacks along the way in our playhouse!

It’s the perfect way to reset and recharge after a busy week.