Sinead Troy graduated from Senior College Ballyfermot in 1990 and her first job was with noted Irish music promoter Pat Egan, with whom she worked for three years. She then decided to further her career and move to London where she worked with Grapevine Records for seven years as International Product Manager. Sinead then spent a year with international labels Mushroom and Infectious Records and, after seven years in London, she decided to return home in 2001. Sinead worked with music merchandising company Seminal, and then went on to help launch digital start-up MUZU.TV.
During her career Sinead has worked closely with many Irish and international artists including Emmy Lou Harris, Christy Moore, Mary Black, Westlife, Kris Kristofferson, Cathy Davey, Muse and Ash. Sinead has also represented various employers at conferences such as MIDEM, SXSW, PopKomm and In The City. Sinead was appointed as General Manager of IASCA