Aoife Loy is Head of Product Marketing for the Content Technology Portfolio at RWS Group. Her path into product marketing has been anything but linear. She started out as a copywriter at Dunnes Stores, writing for a portfolio of fashion and homeware brands, before moving into B2B tech as a content marketer at fintech Leveris. She then spent more than four years at Propylon, rising from Senior Digital Marketing Specialist to Digital Marketing Manager, before stepping up to lead product marketing at RWS. Aoife holds an MSc in Digital Marketing from Technological University Dublin, where her dissertation explored content marketing and customer engagement in Irish B2B, and a BA in English Literature and German from Trinity College Dublin.