Fiona learned category management from the inside of the world’s most demanding e-commerce businesses, as a commercial general manager at Amazon and Booking.com, where she step-changed margins on large-scale online categories. In one Amazon case she grew a highly seasonal Toys category by rethinking promotional participation, driving year-one promotions up 500%. What sets her apart is the connective tissue: she ties category strategy to the commercial architecture beneath it, challenging per-unit economics and isolating the handful of metrics that actually matter.

A TEDx speaker and author of Decisions That Carry (2026), she works across FMCG, e-commerce and online travel — from Fortune 500 companies to scale-ups — and studied at INSEAD.

Excels at: strategy and go-to-market, e-commerce and digital marketplaces, business-model transformation, customer-centric growth, leadership alignment.