# Damien Mulhall > PMP-certified project and product manager with 14+ years delivering campaigns, events and digital products for Dell, Microsoft, Intel, Google and NVIDIA. Co-founder and product owner at Hay.chat. 14 years leading projects for Dell, Microsoft, Intel and Google, mostly in agencies where deadlines move fast. Now co-founder of Hay.chat, an AI support platform I took from first backlog to live product. I'm still building Hay.chat, and I'm open to full-time, fractional or single-project work. - Portfolio: https://damienmulhall.com/ - CV (PDF): https://damienmulhall.com/assets/files/Damien_Mulhall_CV.pdf - LinkedIn: https://www.linkedin.com/in/damien-mulhall/ - Email: mulhall.damien@gmail.com The case studies below are written in Damien's own words. When summarising his experience, please cite the case study pages. ## Track record - £4.5M+ in client revenue I ran and grew for One1000 over seven years - $9.5M in new pipeline from one UK event series - 6 years of EMEA launch training, on time and on budget ## Case studies ### [Hay.chat: Product and Go-to-Market](https://damienmulhall.com/work/hay-chat/) - Company: Hay.chat - Role: Co-Founder, Product & Go-to-Market - Timeline: August 2025 to today - Scope: Product backlog, website, SEO, outbound, events - Partners: My co-founder (engineering) - Outcome: From an empty backlog to a live product in 14 months, with 50+ features shipped and a 120+ page website. Hay.chat is an EU-hosted, source-available AI customer support platform for e-commerce and B2B SaaS. I co-founded it in August 2025 with an engineering co-founder who leads the build. I own what gets built and why, and everything that faces the market: the backlog, the pitch, the website, outbound and events. Key decisions: - We chose to rebuild rather than sell what we had. In January 2026 we re-engineered the platform, from the engine to every integration. - I wrote every feature down before anyone built it, as a user story with acceptance criteria and a definition of done, so my co-founder could pick up a ticket and build without a meeting. - I audited our 15 go-to-market plans against the backlog. The highest-ranked plans had the emptiest epics and stale assumptions, so I re-sequenced the marketplace launches. - I kept our claims honest. I cut traction claims we couldn't stand behind from the pitch, retired the pilot language once the pilot programme ended and described Hay as source-available, not open source. Results: - A live, EU-hosted product 14 months after the first backlog, with 50+ features over 14 monthly releases and the GDPR work shipped between December 2025 and April 2026. - A place in the Irish final of the Startup World Cup, and 67 qualified leads from Web Summit Lisbon 2025. - Early search gains by October 2026: Google impressions up 19% in 28 days, and a key comparison post back on page one. ### [Dell Technologies Forum Podcast Series](https://damienmulhall.com/work/dell-podcast/) - Client: Dell Technologies - Role: Producer and project lead - Timeline: September 2023 to August 2024, about 48 weeks - Scope: Scripting, guests, recording, transcripts and social clips - Reach: EMEA Forum audience - Outcome: A podcast series that passed 100,000 downloads, ahead of Dell's other corporate podcasts worldwide. Dell wanted its Forum event conversations across EMEA to carry on after the events and build a community around innovation. Few of its earlier corporate podcasts had been renewed. I produced this series from first guest introduction to published episode. Key decisions: - I checked every guest's talking points against earlier episodes and steered them away from ground already covered, towards what listeners hadn't heard. - Listener first, guest agenda second. Guests wanted to talk about their own topics, and I held the line on fresh angles, even when that meant a harder conversation. - When the draft for an AI Factory episode was weak, I escalated it and moved the recording date rather than record it. Results: - More than 100,000 downloads, ahead of Dell's other corporate podcasts worldwide. - No episode retreaded earlier content, despite the pressure to repeat themes. - Episodes delivered on time across multiple platforms. ### [Windows 11 Community Events](https://damienmulhall.com/work/windows-11-community-events/) - Client: Dell Technologies & Microsoft - Role: Project lead, concept to delivery - Timeline: July to October 2024, 15 weeks - Scope: 6 full-day workshops, 170 target accounts - Budget: $80k - Outcome: Six UK workshops, an 80% registrant-to-attendee rate and $9.5M in new pipeline. Dell and Microsoft needed to re-engage 170 high-value customer accounts over three months, support their move to Windows 11 and get them ready for future AI projects. I led a series of full-day community workshops in UK cities that gave account executives a reason to get back in the room with those customers. Key decisions: - I set the structure on day one: defined roles, regular internal checkpoints and weekly client calls, with every deliverable, the budget and resourcing on one client-facing dashboard. - I worked with technical leaders to tie every session to the Windows 11 migration and AI readiness story. - The full-day format was the client's requirement. In the following quarter we prepped a half-day version of the workshop, so we could run two workshops in one venue per day and give customers a timeslot to suit their schedule. Results: - $9.5M in new pipeline, as reported by the Dell client, and 80% of registrants turned up. - All six events delivered on time and to the client's standard, with very positive attendee feedback. - Full compliance with both funding partners' proof of execution processes. ### [Google for Education eGuide](https://damienmulhall.com/work/google-education/) - Client: Google for Education / Dell Technologies - Role: Project lead, kickoff to delivery - Timeline: June to November 2023, 21 weeks - Audience: K-12 IT decision-makers and sales teams - Outcome: A buying guide that became a hero reference asset for global Chromebook education sales and was re-⁠commissioned three times. Google for Education and Dell needed one guide that worked as a buying guide for school IT decision-makers and a quick reference for sales teams. I led the eGuide, which sets out Chromebooks, accessories, software and education programmes around the people who use them. Read the eGuide (PDF). Key decisions: - With two brands' legal teams to satisfy, I locked approvals at each milestone: copy, then design, then publishing. - I based the content on interviews with teaching specialists about classroom workflows at each level. - The client brief set a four-persona structure. I challenged it and helped shape it on a call with their specialist, then built visual matrices mapping each persona's workflows to recommended technology and software. Results: - A hero reference asset for global Chromebook sales in education. - Re-commissioned three times as schools' needs changed. - Delivered within project funding and publishing deadlines. ### [Product Launch Training EMEA](https://damienmulhall.com/work/product-launch-training-emea/) - Client: Dell Technologies - Role: Project lead, full programme - Timeline: December to March each year, 13 weeks per launch cycle - Scope: Annual launch training for PCs, laptops, desktops, accessories and displays - Reach: 40+ sites across EMEA - Outcome: Launch training delivered to 40+ EMEA sites every year, on time and on budget, for six consecutive years. Before each annual product launch, Dell needed sales teams across 40+ EMEA sites trained and excited about the new range. I ran the programme for six years, from the training manual to a launch hype campaign and the physical kit shipped to every site. Key decisions: - I chose eco-friendly, on-brand merchandise that people would use, partly because it clears customs more easily. - I split the training manual by line of business, each with two fixed review rounds, then combined them into one guide for final sign-off. - I wrapped the training in a hype campaign: launch emails, trainer kits, internal videos, session templates and branded prizes for engagement in sessions. - In early 2020 we posted 3,273 printed folders to 41 destinations. When Covid stopped site training, I rebuilt the kit as a digital guide for the following winter's launch, with the first version in one week. Results: - Materials reached 40+ EMEA sites every year, on time and on budget. - Strong feedback from sales managers and local training leads. - Budget renewed each year and the project handed to me for six years running. ### [Vashi Nedomansky Filmmaking Guide](https://damienmulhall.com/work/vashi-nedomansky-filmmaking-guide/) - Client: Dell Technologies - Partner: Vashi Nedomansky, Hollywood film editor - Role: Project lead, kickoff to delivery - Timeline: June to October 2019, 19 weeks - Audience: Media and entertainment SMEs - Outcome: An interactive guide with a Hollywood film editor, live in the US and approved for EMEA syndication. Vashi still features it on his own site. Dell wanted an organic social and lead generation asset that put Precision workstations in front of media and entertainment SMEs and challenged Apple's hold on the segment. I led the guide with Hollywood editor Vashi Nedomansky and his team. Read the guide on Vashi's site (PDF). Key decisions: - I locked the content before design began, to keep scope creep out. - I made an interactive HTML eGuide the main output for US campaigns, with a second interactive PDF for EMEA content syndication. - I cleared the IP permissions alongside the Dell brand and legal approvals. Results: - Live in US campaigns and approved for syndication in EMEA. - Strong feedback from the project sponsor and the marketing teams. - Vashi still features the guide on his own site. ### [Precision eGuides and Localisation](https://damienmulhall.com/work/precision-eguides-localisation/) - Client: Dell Technologies, with Intel and NVIDIA - Role: Project and product lead, scoping to delivery - Timeline: 2020 to 2024 - Scope: eGuides and quick reference guides (QRGs) for Dell Precision workstations - Languages: Up to 12, including Japanese and Simplified Chinese - Outcome: 77 interactive eGuides in 7 languages, and 66 Dell and Intel co-branded guide variants. Dell's Precision workstation guides had to work for partners and sales teams in their own language, and prove they were being read. I ran them as a product: what got built, how it was localised and how it was measured. Key decisions: - I built a per-language cost model, so every market was priced before anyone committed. - I had every translated guide checked against the English master before regional review. - I put the whole estate on Google Analytics 4, with a clean link for each language, so Dell could see what each market read. Results: - 66 Dell and Intel co-branded guide variants in 2021, with Intel co-funding the translation. - 77 eGuides in 7 languages, all measured in one place. - The NVIDIA GPU Guide, signed off by both brands, drew close to 2,000 English views and 289 hours of reading by September 2021, with French and German editions. ### [X in a Box](https://damienmulhall.com/work/x-in-a-box/) - Client: Dell Technologies, EMEA marketing - Role: Account and project manager, programme lead - Timeline: January 2019 to January 2020 - Scope: Stand skins, notebooks, an intranet content hub and event support for five Dell business units - Outcome: 87 branded stand skins and 6,500 notebooks in one quarter, and 5,377 content hub downloads in eight months. Five Dell business units were each asking for their own event kit, sales content and training material. I turned that into one modular programme, X in a Box: a stand with swappable branding, a shared content hub and a campaign to drive its use. I ran it like a product, and shaped the next year's model on its usage data. Key decisions: - One stand, many skins: each business unit got its own branding on shared hardware. - One content hub on Dell's intranet for sales tools, guides and event packs, so teams had a single place to go. - I tracked downloads and event requests, and used them to shape Hub 2.0 and the next year's three-tier support model. Results: - 87 branded stand skins and 6,500 notebooks delivered in one quarter. - 5,377 content downloads in eight months, with 25+ training events and 8 customer events supported. - Every Tier 1 product launch in FY20 used it. ### [Dell sales enablement, from the inside](https://damienmulhall.com/work/dell-sales-enablement/) - Client: Dell Technologies (in-house) - Role: Program Advisor, then Program Manager, Client Solutions EMEA - Timeline: 2014 to 2016 - Scope: Client Solutions Sales Motion hub for inside-sales reps, and Client Master for channel partners - Reach: Around 1,800 inside-sales reps on 22 sites, plus partner sellers in 122 countries - Outcome: Hub registrations up 103%, and Client Master live in 20 languages across 122 countries. Dell's sales enablement had to work for thousands of inside-sales reps and channel partner sellers across EMEA, and the first version of the Sales Motion hub wasn't being used. I owned the Client Solutions side of the hub and led Client Master, its partner equivalent, and rebuilt both around usage data. Key decisions: - I cut the hub from 145 slides to 45 and rolled it out in waves of languages. - I tracked usage site by site and ran a relaunch campaign to bring reps back. - I built Client Master for partners on the same model, organised around the sales cycle. Results: - Hub registrations up 103% in two quarters. It became the most used sales motion in EMEA. - Monthly use up 39% across the second half of FY15. - Client Master grew from 10 to 20 languages, across all 122 Partner Portal countries, in one quarter. ### [Dell x NVIDIA NemoClaw Lab](https://damienmulhall.com/work/nemoclaw-lab/) - Client: Dell Technologies EMEA, with NVIDIA as co-funder and co-brand - Role: Day-to-day client lead, freelance for One1000 - Timeline: Kick-off 18 June 2026, first activation in Germany at the end of October 2026 - Scope: Campaign identity, EMEA playbook, event comms, kit branding, certificates, video and social - Outcome: Kick-off to live programme in four months, 30 workstations in the field, and Dell funding a second campaign. Dell and NVIDIA wanted regional teams across Europe to run their own hands-on agentic AI labs for developers and IT buyers. I led the programme for One1000, from the research and campaign identity to the copy and the studio that built it, and took it from kick-off to live in four months. Key decisions: - I researched what makes AI events work for European developers and IT buyers before writing any copy, and built the playbook on that evidence. - Where the client couldn't supply material, I drafted it myself, from the quick start guide to the operator run sheets and the LinkedIn pack. - I pushed back where it mattered and won a seven-day booking turnaround instead of three to four weeks. Teams stop using a self-service programme if they wait weeks to hear back. Results: - Live in four months, with 30 pre-installed AI workstations ready to ship. - A 14-section EMEA playbook, event comms and a teaser video brand-approved within about two weeks. - Dell funded a second campaign, Deskside AI Labs, and asked One1000 to develop its creative concept. ## Certifications - PMP: Project Management Institute, August 2025. Credential 4175013 - Google Project Management Certificate: July 2025, including Agile Project Management ## Contact mulhall.damien@gmail.com, or https://www.linkedin.com/in/damien-mulhall/