Background

Áine has worked extensively in the pharmaceutical industry, developing marketing strategies for the patient sector at companies like Pfizer Inc and Yara International. Her experience in an industry shaped by the medical model of disability pushed her to consider how disabled people are often excluded from the very processes that impact them.

This was one of the factors that led her to join Tilting the Lens in 2022, where she is now able to apply a justice-based approach to her work; centring disabled people as experts in their own lives and experiences.

As a physically disabled woman, Áine combines lived experience with professional insights, using her foundation in research ethics to champion community-led practices.

“Tilting the Lens puts the voices of disabled people at the centre of conversations they’re so often excluded from. Growing up, I rarely saw that kind of meaningful inclusion, so being part of that change now feels really empowering.

What stands out to me is how little research exists about disabled communities beyond medical data. Things like how disabled people engage with technology, experience customer service, navigate public spaces, or even interact with products in everyday life are often overlooked. Getting the chance to work with our commercial partners to help fill those gaps is incredibly exciting.”

Role at Tilting the Lens

Áine is a Senior Consultant, specialising in Strategy, Research, and Innovation.

Working with clients like Starbucks, Smirnoff, and AIB, she centres disabled voices, marrying community insight with industry innovation. She leads research and design workshops and training sessions that bring the client and disabled consumers together, and result in practical, real-world applications, as well as processes that clients can use in the long term. She also works across marketing, advising on best practices and including disabled users in testing.

A recent focus of Áine’s has been in preparing organisations for the European Accessibility Act (EAA), helping organisations to navigate the new legislation.

In Áine’s words:

What has been your highlight so far at Tilting the Lens?

As a remote team, my highlight will always be when we get the chance as a team to connect in person — and if we can combine that with something impactful, even better. Last year in March, myself, Sinéad, and Orla got the chance to speak about our work on a panel at the Irish Embassy in New York to kick-off Women’s History Month. The room was full of people from all different sectors and industries, and there was so much engagement in the topic and follow-ups after the session.

What’s the best piece of professional advice you’ve ever received?

Stay curious. It sounds simple, but it’s been a guiding principle throughout my career. Staying curious means asking better questions, being open to perspectives you haven’t considered, and never assuming you have all the answers — especially when working in spaces that are constantly evolving, like accessibility and inclusion. It’s the mindset that leads to real innovation and meaningful collaboration.

What’s one thing about your work that you wish more people understood?

We often see clients hesitate because they feel they need to have a certain level of accessibility already in place before they can start. But you don’t need to have everything perfect to begin. What matters is being open, starting the work, and committing to progress. Inclusion is a process — and it’s ok to learn as you go.

Who particularly inspires you in your work and career, and why?

Someone who really inspires me is Sarah Herrlinger, the Global Accessibility Director at Apple. I had the pleasure of meeting her in person, and she couldn’t have been kinder — she genuinely made time for people and showed such care in every interaction. On top of that, she’s led some of the most impactful accessibility projects at Apple in the last years. I love accessibility and tech because there’s just so much potential to create solutions and I’ve always been fascinated by how Apple has embedded accessibility into its DNA. It’s such a great example of how inclusion and innovation can go hand in hand.

Achievements and honours

  • In 2023/4: A11y Collective Course on Accessible Code and Advanced Accessible Web Components
  • In 2024: The Irish Platform for Patients’ Organisations, Science & Industry (IPPOSI), Research Ethics Course
  • In 2024: AccessibleEU Training Course on the European Accessibility Act
  • In 2024: ASOS Diversity Supplier Panel discussion
  • In 2024: Panel discussion on inclusive design at the European Packaging & Design Association Conference in Hamburg

Áine's case studies