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When: Wednesday 31st January
7:45 am - 9:00 am
Where: Fire Restaurant
Dawson Street
Dublin 2
Contact: Dillon Branagan
01 216 0153

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We kick off our first Marketing Breakfast of 2018 in Fire Restaurant on Wednesday 31st of January. The briefing will inform us of the 10 Insights Every Marketer Should Know About Millennial Mums. 

January Marketing Breakfast 


Date: Wednesday 31st of January 

Time: 7.45 am - 9.00 am

Location: Fire Restaurant, Dublin 2





Members: €20 ¦ Non-Members: €30 

Corporate Partners: Complimentary Access 


Almost every new mum in Ireland today is a millennial and she is more connected and spends more time online than any other demographic. But who is the millennial mum and how do you reach her in a meaningful way that makes your brand the best answer for her and her family?
Far from being one like-minded consumer set, millennial mums are an increasingly diverse demographic and failing to recognise this will cost you dearly - mums control 85% of all purchasing decisions in households.
Mums have always been highly influential, but millennial mums are also top consumers and sharers of online reviews and visual content meaning their views and influence now reach further than their close set of family and friends. They often give opinions and recommendations, and frequently affect the purchasing decisions of their peers.
Growing up online, millennial mums are also savvy to empty marketing messaging – 70% of millennial parents say they have chosen not to purchase something because they don’t believe in what a company stands for.
Using research, behavioural data and social insights, this presentation demonstrates what is important to mums in Ireland right now and how to create the type of content that will answer millennial mums questions, validate her decisions and demonstrate clearly the value you bring to her life.


Gina Miltiadou
Managing Director
Zahra Media Group

Gina Miltiadou is the co-founder and managing director of Zahra Media Group – a media and content marketing agency that reaches over 475,000 young families per annum through its online and offline food and parenting communities. Gina has extensive experience in the media and publishing industries in South Africa, Australia and Ireland and has worked with many international blue-chip clients including ESB, Aviva, Virgin Media, Lidl, The Australian Defense Force, Jaguar and Deutsche Bank. Gina is an expert in strategic planning and the application of global best practices in communications. Her guilty pleasure is taking a deep dive into consumer statistics.


Sharon Tighe
Head of Social Media & Community Strategy
Zahra Media Group

Sharon Tighe co-ordinates the online journey of over 300,000 mums registered with eumom, Ireland’s largest parenting community. With a dedicated commitment to facilitating relevant communications which add value at all times, Sharon has been analysing the online and offline behaviours of mums through their social media activity, engagement with online ads and email behaviour, as well as directly asking mums what they want from different brands and what channels influence their purchasing decisions. She is currently the strategy & insights lead with Zahra Media Group & is instrumental in campaign planning on the site for well-known brands such as Skoda, Johnson & Johnson & Unilever.


Zahra Media Group

Zahra Media Group was founded in 2003 and steadily grew to become one of Ireland’s leading cross-platform media and content agencies – with particular expertise in food, parenting and content for corporate clients. In 2017, the company merged with eumom - Ireland’s largest and most engaged parenting community. The two companies are a perfect fit because they combine the power of a community brand with the strength of a solid content and publishing background – to create a one-stop shop for any brands wanting to target young families in Ireland.






Marketing Breakfast Dates 

  • February 21st 
  • March 21st 
  • April 25th 
  • May 30th 

Terms and Conditions

Terms and Conditions apply. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance. MII Privacy Policy can be viewed here. 

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