Phil McArdle, Founder, Graftd Media

I'm Here to Make
Your Business
Better Than I Found It.

That's the honest version of why I do this. Not a mission statement, just what I care about. Every business I work with should be in a stronger position because I was involved. If that's not happening, I'm doing something wrong.

I've built businesses across five countries in industries from food manufacturing to craft brewing and adventure tourism. Some worked. Some cost me time and money. All of them taught me something that makes me more useful to you now.

The Background

Built Things.
Fixed Things.
Grown Them.

I didn't come up through an agency. I came up through building real businesses with real money on the line. That shapes how I think about your marketing budget.

Commercial Experience
Several years within Business Development at multinational FMCG and ICT organisations. During the next 12 years in New Zealand I led and scaled a food manufacturing business from a cottage-based start-up to an international distribution facility, and founded and scaled a craft brewery throughout New Zealand; winning awards domestically and internationally for our products.
What It Taught Me
How good companies treat their people. How fast a business can unravel when one part of the system fails. That the difference between activity and progress is easy to confuse when you're in the middle of it. And that the best decisions are almost always obvious in hindsight, if you have the right information early enough.
Sport & Discipline
I've spent my life competing in adrenaline-based sports and combat athletics. I've had the honour to compete in kickboxing at international level and coach a national team of fighters. Sport taught me that results come from doing the unglamorous work consistently, not from waiting for motivation to show up. Discipline breeds results, and the results give you all the motivation you need to stay disciplined.
Why It Matters to You
When I sit across from a founder or a team deciding where to invest their marketing budget, I'm not guessing at what that decision feels like. I've made it myself several times and I know the cost when those choices are poorly placed. That context changes how I give advice, and how seriously I take the responsibility of being trusted with your growth.

How I Work

What You Get
Is Not What Most
Agencies Offer.

I look at the full picture before I touch anything
Most agencies start with the deliverables; the ads, the posts, the content calendar. I start with the question: is everything aligned well enough for this to actually work? Your ads, your landing pages, your social presence, your offer. If they're telling different stories, the spend is working against itself. That gets fixed first.
I work inside your business, not outside it
The same phrase has been used by several clients independently when describing working with me, "extension of our team." That's the only way I know how to do it properly. I talk to whoever needs to be involved. Sales, operations, whoever. Marketing doesn't exist in isolation and I don't treat it like it does.
I tell you what's working and what isn't
Clear updates, clear reporting, no jargon. You'll always know what's running, why it's running, and what it's doing. If something isn't performing I'll say so and tell you what I'm changing. I'm not interested in making dashboards look good, I'm interested in getting the actual result for you and your business. AI can dress up the dashboards. I activate and make sure you grow.
I don't take on work I can't do well
If your business isn't the right fit for what I do, I'd rather have that conversation early than six months in. The businesses I work best with are ambitious, building something real, and ready to back a proper system and work ethic to drive growth, not just looking for someone to post content.

Your ads, content, socials and strategy should be pulling in the same direction. Most aren't. That's the gap I close.

Proof

Here's What It
Looks Like
In Practice.

Carlingford Adventure Group, Skypark

18 months working inside the executive team on Google Ads, SEO, website development and digital strategy. Before a single campaign went live for Adventure Lights, a new €500k seasonal attraction, we looked at everything. Timing, offer, landing pages, what was already running, how each element supported rather than competed with the others. When it launched, every touchpoint was aligned.

30,000+
Visitors in year one
6 Figures
New revenue added
22.23%
Peak CTR vs 4-7% avg
8:1
Estimated ROAS
"

You didn't just advise, you got things done. Your ability to frame the 'why' behind the campaigns and link them to our broader goals really elevated the work. You're excellent at quickly understanding a challenge, cutting through the noise, and moving forward with clarity and speed. Balancing execution with strategic thinking, which is rare and highly valuable.

Edward Fuller
General Manager, Skypark, Carlingford Adventure Group
"

It felt like you were an extension of our team rather than an external partner. Your availability to help at any time of the day or night sets you apart. I would recommend you as someone extremely knowledgeable with a finger on the pulse of Google ad updates, who uses that knowledge to get the best ROMI for clients.

Ciara
Marketing Manager, Carlingford Adventure Group

Also on Google Reviews

★★★★★ Google Review

"I worked with Phil from GRAFTD Media on a marketing campaign for my business, I couldn't be happier with the experience. He was clear, direct and to the point, giving me practical advice on positioning, messaging, email campaigns and terminology to use with leads. He had clearly prepared for our sessions, came with examples and showed exactly where my messaging could be improved. We covered so much in a short space of time, and I left with clarity and confidence to run that campaign myself. I would highly recommend GRAFTD Media to anyone looking for straightforward, effective marketing strategy and support, and Phil is a genuinely nice guy to work with too!"

Joan McCann
Founder, The Code Lab
★★★★★ Google Review

"So easy to deal with, extremely knowledgeable and has helped my business and website so much with not just more reach but better reach, being seen by the right people. Highly recommend Graftd Media."

Mark Duffy
Mark Duffy Photography

Let's Talk

If That's What
You're Looking For,
Get in Touch.

A free strategy call. We look at your business, identify what's not working and why, and I'll tell you exactly what I'd do about it. No pitch. No pressure.

Book a Free Strategy Call

No commitment. Just an honest conversation.