Frankie Carty

Background

About Frankie Carty

Partnered with Musgrave to provide strategic consultancy during the conception and launch of their retail media sales division. My role focused on shaping a commercially viable and future-fit go-to-market proposition that would resonate with both internal stakeholders and external brand partners. Key contributions included: Advising on the structure and positioning of the retail media offering, ensuring alignment with Musgrave’s broader commercial and customer strategies. Supporting the development of audience, data, and media asset frameworks to create a compelling value proposition for advertisers. Head of Agency Business and Trading Virgin Media Television Led a high-performing team of 42 through the largest commercial restructure in the organisation’s history—delivering strategic organisational change that streamlined operations, enhanced collaboration, and positioned the business for long-term growth. Under my leadership, we achieved the highest revenue figure ever recorded by Virgin Media Television, surpassing commercial targets and setting new performance benchmarks that redefined success across the company. Alongside commercial transformation, I was a vocal advocate for industry progress—serving on the board of TAM Ireland and contributing to key conversations around innovation, audience measurement, and the future of broadcasting in a rapidly evolving media landscape. I am Passionate about advocating for clients to drive measurable impact on their bottom line. I’ve influenced media organisations to deliver results through strategic negotiation, accurate forecasting, and compelling presentations.