AISLING Hurley
TBF was founded by Aisling Hurley, a management scientist with a background in software localisation engineering, senior design strategist, and PhD researcher specialising in strategic innovation, digital transformation, and responsible innovation for SMEs. Blending lived entrepreneurial experience with academic depth, Aisling has lectured in global business, innovation, leadership, and entrepreneurship across several leading Irish universities and executive education environments, including University College Dublin, UCD Innovation Academy, Trinity College Dublin (Tangent/Portal), Dublin City University Ryan Academy, and South East Technological University MBA Executive Leadership programmes. Her innovation frameworks and strategic design programmes are now being applied across higher education, SME development, and executive leadership contexts to support transformational change, responsible innovation, and future-focused organisational development. Aisling has also been recognised through multiple business and innovation awards, including an Ernst & Young nomination.
Creativity, Insight & Innovation
With over a decade of creative and strategic leadership, Aisling brings a deep understanding of global market dynamics and cross-cultural communication, beginning with her early role as co-founder of Teamwoodcraft. She has led creative and design projects for international brands including Laurence Llewelyn-Bowen, British Airways, HSS, Menarini and Covalen. A pioneer in blending AI with creative processes, she integrates technology, research and design methodologies to enhance innovation, efficiency and strategic impact.
As a design strategist, Aisling has developed industry-focused initiatives that drive growth and transformation across start-ups, SMEs and multinational organisations. Her expertise includes shaping strategic direction for business, product and service innovation, and leading programmes that apply strategic design methodologies to complex organisational challenges. She also hosts The SME Community Podcast, where she explores innovation, leadership and the future of enterprise with global leaders.
Design Strategist.
Consultancy & Strategy
Experienced strategist working with global corporates, SMEs, government agencies and international partners on innovation, digital transformation and strategic design initiatives.
Digital Strategy & Global Markets
Extensive experience in international digital strategy and market expansion, combining audience insight, digital ecosystems and creative communication across global markets. Experienced auditor.
PODCAST HOST
Host of The SME Community Podcast, exploring innovation, leadership and strategy with entrepreneurs, educators and industry leaders.PODCAST
Artificial Intelligence (AI) in Business & Education
Early pioneer in integrating AI with creative and organisational processes. Supports companies and educators to leverage emerging technologies for innovation, efficiency and capability-building.
Industry & Academic Research
Researcher in innovation, design and international markets. Specialist in Sustainable Strategic Design for Innovation. Experienced in market, trend and opportunity analysis. Epigeum Certified.
Learning & Development
Bridging academic theory, emerging technology and business practice through the design and delivery of innovative programmes for industry, education and executive leadership.
Innovation & Design Thinking
Expert in the development of design thinking frameworks and innovation methodologies, including the PBEE™ Innovation Framework used across MBA programmes and executive education.
Leadership, Boards & Advisory Roles
Professional Leadership & Appointments
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SETU Rural Micro Enterprises Working Group
Contributing expertise in rural enterprise development, innovation and policy. -
SETU MBA Design Team
Supporting curriculum innovation and strategic design integration for postgraduate education. -
Small Firms Association (SFA) National Council – CSR & Rural Business Mandate
Shaping national policy and advocating for SME and rural enterprise development. -
SFA MentorsWork Steering Group
Providing strategic guidance to a national mentoring and capability-building programme. -
Going for Growth – Ambassador
Supporting female entrepreneurship through peer-led development and leadership programmes. -
Tipperary Peace Prize (Ireland’s Nobel Peace Award) – Advisory Involvement
Contributing to the strategic positioning and recognition of international peace efforts. -
Young Social Innovators – Mentor
Supporting youth leadership and social innovation through design thinking and enterprise education. -
Tipperary Rape Crisis Centre – Research & Strategy Support
Providing research, content and strategy development for social impact and organisational strengthening.
Stay ahead of the Curve. Find your Innovation Flow.
Address
Teamwoodcraft House, Ballybrittas, Co. Laois.
R32 H9F2
Phone Number
(+353) 85-856-4627