Alan O’Neill

The Change Agent, Branding & Marketing Expert

why book alan?

  • Alan, with over 30 years of experience, is renowned as a Change Agent, driving transformative results for iconic global brands
  • Alan played a pivotal role in the transformation of Selfridges, contributing to its recognition as the world’s best department store and one of the most profitable
  • Alan’s diverse client portfolio spans iconic brands like Selfridges, Bank of Ireland, Harrods, Eli Lilly, Intel, Lufthansa, Vodafone


With over 30 years of experience from the board room to the front line, Alan O’Neill mba, The Change Agent –  has supported iconic brands to achieve amazing results. In a dynamic world, he knows what it takes to drive change  in a business – from top to bottom… and back to front. It’s about having a Customer-centric Culture, Engaged People,  and a Supercharged Sales effort.

Across B2B, B2C and the Public Sector, his clients include global brands like Selfridges, Bank of Irl, Harrods, Eli Lilly, Intel, Lufthansa, Mercedes, Moet Hennesy, Ramada Hotels, Scottish Power, Sherry Fitz, St. Gobain, The UN, Vodafone, and more.

Up to 2004, Selfridges for example was a sleeping giant – but in recent years has achieved two significant accolades… it’s officially the best department store in the world … and one of the most profitable (per m²). Alan was their lead consultant for many years.

A consultant, trainer, non-exec director, an author, and a visiting professor with Ashridge, he is also a trusted mentor to many CEOs and board directors who seek his advice on various issues. Alan has a reputation for making the complex simple… being down-to-earth and practical… with a commercial focus that brings everything back to the customer.

It is this unrivalled business acumen that has seen Alan chair and speak at conferences around the world and conduct master-classes with C-level executives. He asks hard and uncomfortable questions, e.g. How do you change an old culture to prepare for emerging global challenges? How do you overcome cynicism and resistance to change? How do you overcome complacency and lack of accountability? How do you differentiate with customer-experience culture?

How do you retain the best talent? How do you increase sales in a challenging and disruptive global market?


Dare To Change

For all sorts of reasons such as mergers, acquisitions, globalisation, competition, Brexit and other political challenges – more and more organisations want to better understand how to cope with ‘change’ and what it means for their culture. Every single organisation is going through some change. And instead of keynotes on leadership or innovationchange is all embracing.

Premium Is The New Black

My debut book has prompted organisations to reconsider how they put customer at the heart of all decision making. After all, differentiating on product alone doesn’t cut it anymore. In almost all industries they know that customer experience is the new competitive battleground.

The Retail Apocalypse And Fake News

Retail is the one sector that is experiencing more disruption than any other. Although e-commerce is growing, it does not herald the demise of bricks and mortar retailers. It’s simply ‘Darwin-ism’ at work – bad retailers are closing. The survivors of the future are those that adapt their retail model to a new world.

Alan O’Neill


You may want to go deeper with your audience. Masterclasses can be tailored and developed to suit your audience needs, be it a 90-minute Masterclass, a half-day or full-day workshop or a full online or face-to-face programme. Please contact one of our expert team to discuss.




“Alan is very commercial and gave practical, sound advice that truly inspired and motivated our people.”

CEO, Dubai Refreshments


“We in the motor industry believe that we can learn a lot from the world of retail. Alan made that clear.”

 SVP, Mercedes


“As a public service institution, Customer Service is a priority for us. Alan inspired us with his commercial stories and showed how they’d work for us too.”

HR Director, ECHA


“What impressed me about Alan was how much he knew about the estate agency business and how tailored the presentation was to our needs.”

 Director,  Sherry Fitzgerald, Ireland

“We greatly admire the Selfridges brand and wanted to hear the success story firsthand.”

CEO – Retail – Russia


“We’ve invited Alan to speak on several occasions. If I had to do them all over again – I’d call Alan.”

CEO, Financial Services, UK


“Alan delivered Supercharge your Sales to our full management team. He challenged us to re-look at ourselves in a very different light and we needed that.”

Commercial Dir. Gleneagle Hotel Group