Maxine Hands

Maxine Hands was appointed Tourism Ireland’s Head of Global Media and Digital in September 2024. She is responsible for leading the organisation’s global media and digital strategy - bringing data, insight and creativity together to drive measurable impact across international markets.

‍

With over two decades of experience in global and local media agencies and a successful period as a media and marketing consultant, Maxine has built a career by skilfully blending media strategy, digital innovation and performance measurement. She has partnered with brands across a range of sectors, from airlines to automotive and finance to retail, and is passionate about using insight to tell stories that resonate and deliver results.

‍

At Tourism Ireland, Maxine is championing the new “Ireland Unrushed” narrative, helping to reframe how destinations are experienced and shared in a fast-moving world.