Podcast Ep 304: Vodafone Ireland’s business director Joe Gilfoy on leadership, technology and the power of early mornings.
Never mind the shenanigans at Davos, if you think the world we are in is turbulent and unpredictable then spare a thought for any business owner today wrestling with additional economic challenges, skills shortages and seismic changes brought about by AI and digital transformation.
On the latter front, a recent Deloitte study indicated that just 8% of SMEs have reached the “transformative” level of digital maturity with 52% citing “a lack of AI skills” as a major factor slowing operations.
“Technology should always serve the people. It should serve the growth ambitions, the people ambitions, and make the most of what you have that drives the business you’re in”
For Vodafone Ireland’s director of Business Jo Gilfoy, helping businesses overcome these challenges is all in a day’s work.
Vodafone’s own journey from a mobile company to a full-service ICT provider is a good metaphor for the journey that most firms are on. She believes businesses should continuously seek new opportunities, invest in emerging technologies like AI and internet of things (IoT) and remain open to reinventing themselves to stay competitive.
In a wide-ranging interview we discuss how firms can embrace change and innovation to achieve their business goals and why it is important to prioritise people and authentic leadership.
She discusses her own career journey and her role as a champion of diversity and inclusion.
A day that starts at dawn
“We carry 20% of the world’s internet traffic. We have over 200 million IoT connections globally, increasing at a rate of 10 million a month. Sixty million people worldwide use an element of AI with Vodafone”
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Gilfoy, is not one for late starts. “I hit the 5:30 club,” Gilfoy says with a smile, describing a routine that carves out time for reflection before the day’s demands begin.
“I like to make the most of that thinking time. Every morning I have at least an hour and a half to think about what projects I’m doing, what learning I want to make sure I’m doing, or how I’m planning the future for Vodafone.” For Gilfoy, this quiet time is essential. “It’s almost like that peaceful time of the dawn that enables me to really sit down and think, how can I do my job better?”
Gilfoy’s remit is as broad as it is demanding. “My job stretches across every segment, across every technology,” she explains.
Vodafone Ireland is the market leader in mobile business, but Gilfoy is quick to point out the company’s reach extends far beyond. “We try and connect our customers from the sea to the sky. Even looking back on the days of Cable & Wireless, we have all of the subsea cables that power the world, and then we have satellite, which we’re looking at as well.”
Her days are spent with customers of all sizes, from small businesses to global corporates, understanding their challenges and helping them grow.
On leadership and diversity
Gilfoy’s career has spanned some of the biggest names in telecoms, from Virgin Mobile to Nokia and Vodafone.
She is candid about the responsibility that comes with leadership, especially as a woman in a traditionally male-dominated industry.
Her view: Success comes from authentic leadership and a people-first approach.
“When you get to a level of leadership, you are beholden to really set the example, to be the person that other young females coming up through the organisation can see and think, ‘I can do that.’”
She credits both female trailblazers and strong male allies for shaping her journey. “I’ve always found a massive strength of allyship among men as well. Many have a genuine concern to do the right thing, to make sure it’s fair and equitable.”
Vodafone Ireland’s record speaks for itself. “Sabrina Casalta, our CEO, is the third female CEO we’ve had. I’m the fifth female business director in Ireland. We really do have a lot of strength there.”
Supporting talent and work-life balance
Gilfoy is passionate about supporting women at all stages of their careers. She believes that building a diverse workforce and promoting equity are not just ethical imperatives – they drive business growth and innovation.
It is about pragmatism. Vodafone’s commitment to gender balance, allyship, and tailored support for women returning to work demonstrates that inclusive policies attract and retain top talent.
“I’m very proactive in doing the ‘Keep in Touch’ days. If someone is returning to work after maternity leave, I’ll say, ‘Come and talk to me. There’s someone else who just came back six months ago – buddy up with them. How can we help?’”
She believes open communication and tailored support are key. “It’s about knowing your team, having the right open-door policies, and encouraging everyone to reach their potential.”
She is also pragmatic about the realities of balancing work and family. Having a clear plan – whether for personal career development or business strategy –is essential. “I always have a plan. Have a financial plan, know what’s needed to reach your goals. If you’re planning on having a family, understand how your tax situation will change, how your pension situation will change.”
Vodafone’s recent introduction of four months paid paternity leave, and flexible return-to-work arrangements, reflects a broader shift in workplace culture. “It takes two of you from beginning to end,” she says about parenting. “It’s very important to have those conversations – who is on pickup, who steps in when someone’s ill, how do we balance our work?”
Technology as an enabler
Vodafone Ireland’s transformation is emblematic of the sector’s rapid evolution.
“We carry 20% of the world’s internet traffic. We have over 200 million IoT connections globally, increasing at a rate of 10 million a month. Sixty million people worldwide use an element of AI with Vodafone.”
Gilfoy is clear that technology should serve people, not the other way around. “Technology should always serve the people. It should serve the growth ambitions, the people ambitions, and make the most of what you have that drives the business you’re in.”
Gilfoy points out that technology should be a tool to enable growth, efficiency, and better customer experiences – not an end in itself. She advises that businesses should start with their goals, then identify how technology can help achieve them. Leaders should not be intimidated or overwhelmed by trends; instead they should experiment, learn, and let technology support their unique ambitions.
“Don’t let it overwhelm you. Take a step back and ask, what’s your business plan? Where do you want to be? How do you want to grow? Then come and talk to us. AI is still on the very early cusp. We’re still discovering what it can do.”
Learning, hiking, and the importance of boundaries
Gilfoy’s appetite for learning is undiminished and if anything the AI age has only increased this. “I go on to Copilot, I use a lot of free learning that’s out there. LinkedIn has loads of free learning for people to do. Just go in there and write a few prompts. See how it can help you.” She believes familiarity breeds confidence. “The more familiar you become, the more tasks you can give it.”
Outside work, Gilfoy finds balance in hiking and time with friends. “Climbing a mountain, getting out there, clearing my mind makes me a much better leader.” She laughs about technology tracking her steps and heart rate, but insists, “Technology should always serve the person, rather than the other way around.”
As Vodafone Ireland continues to evolve, Gilfoy’s approach remains rooted in optimism, planning, and a deep belief in the power of people.
“I really do love my job,” she says. “For me to be great at my job, I need to have a break, I need to have boundaries. Technology is brilliant, but at the end of the day, we’re all just flesh and blood.”
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