Leading the way in Vaping…Brian Twomey Tells us all…

Jul 10, 2020

FMI have always been known for the array of different people that we bring to our business. This month we talked to Brian Twomey – Regional Business Manager.

We sat down with this golf-obsessed dad of three to talk to him about his role in FMI, his perspective since lockdown and who his favourite football team is.

How did you land the job in FMI?

I was headhunted by Peter Bank in the recruitment team. He asked me if I would be interested in the role and before I knew it, I was in FMI at an interview with the client. Following an open conversation, I was basically offered the job on the spot and so began my exciting career with FMI just over a year ago and I haven’t looked back since.

What does a typical day look like?

The great thing about working in FMI is that no two days are the same. The vaping company I work with is relatively new in Ireland so has all the excitement and energy of a brand-new start-up. Launching in the Irish market in 2019 its main objective is to improve the lives of Ireland’s cigarette smokers offering them an alternative.

As for a typical day its generally a blend between managing the team, working with key accounts and ensuring all key functions within the sales department are aligned. As a start-up, I find myself being heavily involved in numerous tasks ranging from devising sales presenters, developing launch offers to KPI ownership.

My favourite parts of this job are the challenge of signing a new customer, getting the most out of the team but being honest analysing sales data with WOW Growth brings a smile to my face week after week!

What is your top tip for motivating your team?

The very nature of a start-up means that at times it can be unpredictable and not as structured as some of FMI’s more long-standing clients. When I think of motivation and start-ups, I automatically think of Michael Jordan’s quote “ “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. 26 times I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life and that is why I succeed.”

For me personally motivation starts with understanding the team so active listening is a good starting point. Moving on from here it’s about using that invaluable knowledge to work with each individual to help them achieve their personal and work goals. Finally, and most importantly it is about creating a positive working environment.

What is the most challenging part of your role?

The current market we operate in is still relatively under-developed which creates its own problems. On top of this, the category is already extremely competitive so getting face time with buyers can prove difficult. It is important to be both patience and persistent.


What has lockdown taught you about yourself?

That I am fitter than I thought, late night family football games have become the norm with new level of competitiveness emerging everywhere!

I have also ticked a few items off my work bucket list, and I have managed to lose weight- no COVID kgs here!


Tell us about your interests outside of work?

I am a huge golf fan and on top of my already busy schedule in FMI, I have the honour of being Captain of Muskerry Golf Club which was one of the original four clubs in Cork.  This is a great honour for both my family and me as I am following in my dad’s footsteps who held this position in 2005.

It comes as no surprise then that the first thing Brian did after lockdown was head straight to the course. With a handicap of four, I think I will be leaving the golf to Brian!

He is also a West Ham football fan although we won’t broadcast that too loudly!


As the brand continues to grow in Ireland, we know Brian and the team in FMI will be at the forefront of this success. Last week showed the highest sales since launch with this upward trend set to continue.

From Dublin to Cork this unstoppable team will no doubt continue to lead the way in vaping.