Leadership that brings clarity, courage, and alignment
Fresh Eyes. Bold Questions. Real Change.
I am a globally experienced executive, who leads when you need something different. Whether as CEO/GM, commercial lead, strategic guide, or agent for change, I work inside and alongside teams to ask the right questions, remove hurdles, motivate, land results, and make a difference.
Executive Leader
My executive bio of 30+ years
Fractional Executive
My fractional areas of expertise
Non-executive
Board advisory, spokesperson, investor
Big Picture Leader - Customer Advocate - Passionate Diversity Champion
International executive with track record in motivating people, driving change, and delivering profitable growth in the Consumer Tech, Online Retail and Consumer Goods industries.
Fiona is a leader with over 30 years' varied experience across the consumer products industry and e-commerce marketplaces, growing house hold names including Kellogg’s, Kraft Jacobs Suchard, Nike, McCormick and Amazon. Most recently as Vice President at Booking.com, Fiona was responsible for the commercial, supply side of the accommodations marketplace, leading the global Partner Services Organisation, some 2000 team members, present in over 170 countries delivering growth for customers.
Prior to Booking.com Fiona held various Director roles at Amazon in Germany and the UK leading the European consumer retail businesses and then as MD of UK advertising. Alongside her commercial business responsibility, she was the Executive Sponsor for Diversity within Amazon UK businesses and was Amazon's UK spokesperson from 2018 and chair of the Women in Innovation Advisory Committee.
Fiona speaks and writes openly about authentic leadership, diversity and careers, and in 2021 she wrote and published an easy reading career book, Two Mirrors and a Cheetah: Think Differently, Own Your Career & Succeed by Being Yourself', to help everyone thrive through change. In her second book, Decisions That Carry: When Data and Judgement Create Clarity and Trust, Fiona explores how to make decisions that balance the human and the tech.
A bold and passionate leader, Fiona has been successful in her career in sharpening brand performance, steering and developing multi-dimension teams to drive growth and profitability and delivering transformational changes including post acquisition integration, business model change and embracing the rapidly changing world of digital commerce.
Fiona is active outside the executive 'day job' as a keen mentor, an advisory board member, and fundraiser and teaching volunteer for Working Options in Education. She has been a STEM ambassador, encouraging kids to get involved in STEM activities.
Fiona loves adventure and would consider herself as quite international having lived and worked in Germany, Netherlands, Poland, Singapore & France, alongside UK and speaking a handful of the languages. She gets her energy and drive from attempting and achieving what seems impossible and getting others motivated to do the same. Important alongside her work is the time she spends with her husband and 2 boys (13 & 15 yrs.), staying healthy with tennis, yoga and fitness and keeping a sense of humour.
What sets Fiona apart from other leaders is her clarity of thought, her ability to share her energy and passion, and the commitment to keep it 'fun', without compromising performance.
Fiona holds a masters degree in Manufacturing Engineering from Cambridge University and she earned her MBA from INSEAD Business School in both France and Singapore.
As a fractional executive I help companies with
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Vision & Strategy
Case: Online Marketplace
I created the customer vision and roadmap for a major marketplace, aligning stakeholders and the board, behind a new strategy to become partner of choice. Using storytelling I elevated core customer issues, driving ownership across teams. Secured investment for digital experience tech, data quality, and commercial tooling, and delivered the plan and external commitments, to win industry trust at scale.
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New Business Model
Case: D2C Retail
Crafted a scalable operating model to grow a high-risk category online. Built the pan-European team, aligned commercial terms, drove awareness and new CX features to boost conversion. Adapted fulfilment capabilities to improve delivery experience, automate regulatory requirements, and transform costs. Delivered > 50% YoY revenue and route to +1500bps operating margin
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Commercial Impact
Case: Mature Online Category
Step-changed margins of $1 Billion + revenue category, by re-vising the procurement, merchandising and markdown processes for direct import products. Partnered with suppliers to challenge industry norms to stimulate non ‘peak’ demand, unlock growth and improve fixed cost leverage.
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Connection
Case: Post-Acquisition Integration
Created a new vision and strategy and led change and communication to align culture, talent, processes and brand standards, following the acquisition. Built the leadership team, secured key customer contracts, simplified product offering and delivered target acquisition financials, growing market share and employee engagement to all-time highs levels.