By Business & Finance 
Maeve was appointed to NOW Group in 2001 and has been responsible for the growth and development of the organisation over the past 21 years. She has been Chief Executive for the past 14 years and believes in the rights of people with disabilities to have equal access to high quality training and employment.
What inspired you to start your company?
I’m a social entrepreneur so I’ve always been driven by two things: driving impact and making money. What sets me apart is that that money is channelled back into our mission. My passion lies in social justice, and leading NOW Group blends commercial acumen with deep social impact. I’ve grown up in the organisation – it’s shaped me, and I’ve shaped it. There’s never been a better time to lead a social enterprise that positions people with disabilities as the solution, not the problem.
What are your main priorities and goals in your role?
We serve two customers: individuals seeking employment and businesses seeking inclusion. We want to be the leading provider of employment support for people with disabilities AND the inclusion partner of choice for business. One cannot thrive without the other – and NOW Group is the broker that brings them together.
How do you keep your team motivated?
Our team spans the island of Ireland and is deeply aligned with our values. We don’t get everything right, but those who thrive here have grit and purpose. We recruit for both. From day one, everyone knows what it takes to succeed- there are no comfort zones, but there’s never a dull moment either. When there’s work to be done, our people roll up their sleeves and get stuck in.
What challenges does your industry face?
No surprise – AI is front and centre. Like many SMEs, we face resource and talent gaps in adapting to rapid change. As we often place participants in entry-level roles, automation poses a real challenge. But it also opens doors. Many of our neurodivergent participants are uniquely suited to the jobs of the future. Our role is to stay agile and ensure our mission continues to meet evolving business needs.
What changes would you like to see in your sector?
By embedding social value into public procurement, social enterprises like can tender for contracts not as recipients of handouts, but as delivery or supply chain partners. We can build a collaborative ecosystem where inclusion drives innovation. This approach not only strengthens local economies but also ensures that public spending delivers long-term value – turning investment into opportunity, and opportunity into lasting change.
Best business advice you’ve received?
A business mentor once told me to be more selective and less grateful when building partnerships. He urged me to value our brand and lean into our USP. That shift in mindset was a catalyst for our growth. Social enterprises often feel they’re not on par with private businesses, but we have a USP. We can learn from the private sector on trading and profitability, but our purpose is baked in. Done right, we offer the best of both worlds.
What advice would you give to someone starting out?
The business landscape will change dramatically in the next 2–5 years, but some fundamentals remain: know your customer and invest in your people. I am also a great believer that if you can’t get your strategy onto 1 page it’s not a strategy, it’s an essay!
Highlights from the past year?
Our expansion into Dublin and the border counties has been a standout. We’ve even launched a successful online support service in Galway. Last year, we supported over 2,000 individuals into 373 paid jobs- with a 93% retention rate. That’s what gets me up in the morning and helps me sleep at night. At our recent Dublin graduation, parents told me they’d lost hope. Now, they see a pathway to employment. What’s not to love about this job?.
Best non-business book you’ve read?
The Book Thief by Markus Zusak. It’s beautifully written and shows how words can comfort, challenge, and spark change. I read constantly, but that one stayed with me.
Favourite hobby?
Camogie and all Gaelic games. I coach U14 camogie and love getting out on the pitch. In a busy week, there’s nothing better than tying up my hair, pulling on joggers, and being with the girls. It grounds me and reminds me there’s more to life than work.
Your life mantra?
It’s all about how you make people feel. I’m solutions-focused and believe success comes from creating win–win situations. I have big plans to scale NOW Group and our brands – but we’ll do our way, that continues to add value and change lives. It’s the only way I know how.
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