Tempered Thinking is the independent practice of Catrióna Campbell, bringing clarity, challenge, and direction to complex business problems. Catrióna is a trusted advisor to boards, brands and founders, known for cutting through noise and unlocking practical ways forward, built on more than 20 years of senior strategic and leadership experience.
Clear sight.
Sharp thinking. No jargon.
How this works
Here’s what this actually is: a sharp, independent mind you can bring in to help you think clearly.
Direct access, no layers: just focus, experience, and honest challenge. You get my full attention, my network, and my commitment to finding the right direction.
Together, we’ll identify what really matters and develop practical ways forward that work in the real world.
Ways in
Here are the key ways we can work together: focused conversations designed to move your business forward.
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Clarity and direction for focused growth.
Growth isn’t about doing more - it’s about making better choices. I work with businesses who want clarity on where to focus and how to grow with intent.
It’s strategic work; but practical, not theoretical. We’ll combine your inside knowledge with my outside perspective to make the right calls.
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Five focused conversations - clarity without the commitment.
Sometimes you just need time with someone experienced - to test ideas, make a decision, or find focus. Five structured sessions, no retainer, no deliverables. Just honest conversations that bring perspective.
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A fast start to starting up.
There’s a big difference between having something brilliant and having a business. I work with founders to bridge that gap; shaping the offer, finding first customers, and turning early promise into commercial traction.
And yes, I remember what early cashflow feels like - we’ll make it work.
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Independent perspective when things get stuck.
Even the most capable teams can get too close to their own challenges. When progress slows or discussions loop, a clear external view can unlock what’s been hiding in plain sight. It’s not consultancy; it’s clarity.
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Independent challenge and perspective at board level.
I bring both commercial and creative experience to help boards think clearly about brand, growth, and direction. I’ve sat on both sides of the boardroom, so I understand the dynamics. My role is to offer perspective, ask the questions that need asking, and support sound, long-term decisions.
Currently NED at The Public House, voluntary board director with charities Ana Liffey Drug Partnership and Engaging Dementia, and open to additional roles where my experience can add value.
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No pitch. No pressure.
An informal chat about what’s going on with your business and whether I might be useful.
Sometimes a short, honest conversation can unlock fresh thinking straight away. Worst case, you get a decent cup of tea and a new perspective.
Want to know more?
I don’t publish case studies or pricing. Every business is different, and discretion is part of the work. But, I’m happy to chat through how I’ve approached similar challenges - what worked, what didn’t, and what might apply to you. If that sounds useful, let’s have a chat.
About me.
After two decades in agencies, - the last 10 as Managing Director - I wanted to work differently.
The MD role required me to divide my attention across many responsibilities. Now, through Tempered Thinking, I can bring my full focus to the strategic work where I add the most value.
Over the years, I’ve helped organisations across the private, public and third sectors navigate growth, complexity and change.
I led The Public House through a decade of transformation, growing it from a small independent shop into a €6 million creative business, and I continue as a Non-Executive Director and owner, supporting the agency’s long-term direction.
My earlier career took me to London, where I served on the Board at iris worldwide and worked with organisations such as the Department of Health and Volkswagen. I then held senior roles at Publicis Dublin, partnering with C-suite leaders and marketing teams on some of their most important challenges. At TPH, I advised brands including FBD Insurance, Redbreast Irish Whiskey, Dunnes Stores, Mediahuis, EPIC, and Cadbury Ireland, helping them clarify priorities, sharpen their positioning and make confident decisions.
Alongside my work with established organisations, I support the founders of Fierce Mild Non-Alcoholic Beers, helping them focus and navigate the realities of scaling. My voluntary board roles with Engaging Dementia and the Ana Liffey Drug Project bring additional governance and social-impact experience, grounding my perspective in the challenges faced by communities and public services.
Across all of this, I’ve built a reputation for getting to the heart of complex issues quickly and helping organisations make clear, confident decisions. I bring a blend of commercial clarity, creative instinct and leadership experience that helps teams move from discussion to real progress. I currently work with a small number of organisations who value direct, senior-level strategic input, and I’m open to new projects where that approach can make a meaningful impact. If this sounds like the kind of support your organisation needs then give me a shout.
Testimonials
“I have been working with Cat for a number of years and certainly in my almost twenty years working in global brand roles she is one of the strongest strategists I have come across.
Her value lies in her ability to really get under the skin of a brand and business and deliver strategies that have a commercial goal in mind. She is brave with her ideas, unafraid to challenge and a real straight shooter which I really appreciate.
I know I'll work with Cat for many years to come on wider business and brand strategy projects as well as smaller tactical ideation and problem solving, she is a great partner for me and would be a great asset to any business”
Laura Hanratty Head of Prestige & Speciality Whiskey,
Irish Distillers
"Working with Catrióna has been an absolute pleasure. She’s not only a consultant - she’s a true extension of our team.
Catrióna has helped us to define our brand challenges…the ones we know about - and the ones we don't!
Her ability to deeply understand our shoppers and translate that knowledge into clear, actionable insights has been invaluable. She has helped us build clear growth platforms for our brands.
Her work is consistently excellent, and her strategic input has made a real difference to our brand’s success"
Keelin Walsh, Marketing Director, Green Isle Foods
“Catrióna is a rare force in brand and growth strategy - equal parts visionary and collaborator. We have worked with her as Managing Director of The Public House for over eight years and she consistently delivered standout campaigns that live up to her mantra: Boring Doesn’t Sell.
Her ability to uncover sharp, actionable insights is second to none, and she brings a clarity of thought that cuts through the noise in even the most crowded markets. What sets Catrióna apart is not just her strategic mind, but her responsiveness and openness to feedback. She brings clients into the process, explains the rationale behind every decision, and ensures the final output is both bold and aligned.
Working with her feels like a true partnership - strategic, energising, and always results-driven”
Aileesh Carew CEO,
EPIC The Irish Emigration Museum