Retail Talks: Alan Donnelly on the skills that open doors across the retail world

Retail is often described as “fast-paced” and “people-focused”, but for Alan Donnelly, Head of Retail at Diageo Irish Brand Homes, it is also something more: a career with global reach, endless variety, and opportunities that can last a lifetime.

In this edition of Retail Talks, Alan shares what he has learned from more than a decade in the business — including roles across different sectors — and why retail continues to be one of the most flexible and future-ready career paths for young people today.

“A can-do attitude” and an appetite to learn

When asked what young people need to succeed in retail, Alan goes straight to the foundations. Yes, retail demands practical skills — but it also rewards mindset.

He highlights the importance of:

• A can-do attitude
• Strong customer service skills
• Teamwork
• Clear communication
• Curiosity and a genuine appetite to learn

Retail is constantly evolving — from customer expectations to new tools and technologies — and Alan emphasises that a willingness to learn can make all the difference in helping someone grow and progress.

“Having a hunger and curiosity around what you can do can really help propel your career in that space.” – Alan Donnelly

Retail is everywhere — and that’s the opportunity

One of the most powerful messages in Alan’s talk is that retail is truly global. It exists in every country, every city, and across countless industries. For young people thinking about their next steps, that means retail can offer mobility (work in different locations and settings), career security (skills that stay relevant), variety (different roles, teams, and pathways), and long-term progression (from entry-level to leadership).

Alan shares his own journey as proof of how diverse retail careers can be — from working in sports retail and on cruise ships, to his current role in the Guinness Storehouse, surrounded by one of the most iconic brands in the world.

The many career paths inside one retail business

Retail is sometimes seen as “one job”, but Alan describes it as a landscape made up of many specialisms — and that’s where the real opportunity lies.

At Diageo Irish Brand Homes, he explains there are multiple “verticals” that work together to create a great customer experience and drive the business forward, including:

• Operations teams
• Front-of-house customer service
• Back-of-house logistics, warehousing, and planning
• Purchasing and sourcing
• Supplier collaboration and new product development
• Branding and product presentation
• Digital marketing
• E-commerce
• Customer Relationship Management (CRM)

Alan points to digital marketing and e-commerce as particularly exciting growth areas, noting how much opportunity there is now for people who can create content, build campaigns, and develop strong customer relationships across online channels.

How Skills4Retail supports future retail careers

Alan’s message aligns closely with the mission of Skills4Retail: preparing people with the skills and confidence to build careers that can grow, adapt, and last.

Retail isn’t just a sector — it is a gateway into a wide range of roles, industries, and future-focused skillsets. Whether someone loves working with people, solving problems, creating digital campaigns, or managing operations, retail offers a path where they can find their niche and progress over time.

Ready to explore retail opportunities?

If Alan’s story sparked your curiosity, take a moment to watch the video and share it with students, educators, and anyone considering a career in retail.

Skills4Retail supports learners and future professionals with training and resources that reflect the real needs of modern retail — across digital, green, and customer-focused skills.