Ireland’s attractiveness helped by how it brings people from across Europe to work

Finnish marketing data company Supermetrics  is a European success story, tipped to reach ‘unicorn’ status of a $1 billion valuation. The company has more than 200,000 companies using its software in more than 120 countries, and today has offices in Helsinki, Dublin, Atlanta, Singapore, Melbourne and Vilnius.

Talent availability adds to Ireland’s attraction

Why did a European-headquartered company set up a significant strategic outpost elsewhere on the same continent? Talent. After Supermetrics identified Gabrielle Stafford to be its chief marketing officer, it decided to set up a presence in Ireland, where she was based, in 2021 – and it paid unexpected dividends. Stafford was able to fill some key roles in the marketing team from her network in Dublin. The business then realised how much talent there was in Dublin. 

Hiring in Dublin quickly picked up pace across outbound sales and marketing roles, it’s now a strategic sales site to other important markets including the UK, EMEA and Latin America. 
  
The company outgrew its initial base at the startup accelerator Dogpatch Labs. In 2022, Supermetrics announced it would create 100 jobs in Ireland over the following two years. By 2024, more than 10% of the total 400-strong employee base was working from the country. Many of these roles are remote.

Mix of language and technical skills serves a growing business

In the past, the company identified and relocated people from other countries, but it has pivoted from this approach due to the depth of skills accessible from Ireland. Ireland has the advantage of attracting people from across Europe, who bring language and technical skills. 

For years, the accepted wisdom about Ireland was that it made for a strong beachhead into the European market for companies expanding from the United States; but the same is also true in reverse. High-growth European companies looking to expand in North America will find Ireland hits all the right notes.
 

How Ireland helps Supermetrics

• Ireland a home to key hires and strong sales and technical talent
• In 2022, Supermetrics grew, adding 100 new roles in Ireland
• Dublin office a strategic site for sales into other key global markets
• Ireland’s attractiveness helped by how it brings people from across Europe to work