Meet the Team
With years of experience both in-house and in agency across B2B and B2C, we’ve worked for and alongside some well-known brands across multiple sectors including Beauty, Lifestyle, FMCG, Government, Banking, Insurance, Retail, Healthcare, Property & Construction and Sport.
Holly Henry
Founder of Good Apple
For more than 13 years, Holly has helped brands to futureproof their growth, working with both established multi-nationals and start-up challengers across multiple markets and channels. After many years of working in-house and reporting to C-Suite level, she understands the need to deliver practical, sustainable growth plans and brings this hands-on experience to every engagement - working closely with business leaders to clarify their goals and brand decisions, guiding execution with clarity and cutting out unnecessary complexity.
Jane O’Reilly
Founder of Good Apple
Bringing over 15 years of hands-on experience across brand, marketing, and growth including leading major rebrands for organisations such as ptsb, Iarnród Éireann Irish Rail, Ibec, and An Post. Jane works with businesses to clarify direction, strengthen positioning, and turn strategy into practical action.
Recognising a gap in the market, she now brings big-brand thinking to SMEs, making strategic clarity accessible while maintaining a focus on realism, execution, and long-term impact.
How we work
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Good Apple focuses on understanding what your business is really trying to achieve, who it’s for, and how it should be positioned before anything else.
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We are a strategy-led collective. Our role is to guide thinking and decision-making before execution. We don’t sell activity for its own sake. When execution is required, we bring in specialist talent under clear direction.
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Most engagements begin with brand foundations. From there, we recommend the next step based on what the business actually needs , brand identity, go to market, marketing plan or ongoing advisory.
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We work with a small number of clients at a time so we can stay senior, present, and accountable. We prioritise clarity, trade-offs, and outcomes over noise.
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Clear, not chaotic. Structured, not rigid. Strategic, not theoretical. We don’t chase quick wins. We help brands grow properly.
