Fiona McAnena


Fiona graduated from Cambridge and trained in marketing at Unilever, before working in WPP, PepsiCo and Bupa. As a consultant with Added Value and WPP, she has worked with businesses of all sizes, from multinationals to start-ups; on growth challenges across many different sectors and cultures; and in both business-to-business and consumer-facing organisations. She now specialises in market planning: helping businesses connect their capabilities with market opportunities and customer needs to create relevant propositions that unlock growth. Her work with board teams helps them become more customer-centric and to develop an agenda for growth rooted in what customers need and value. Fiona is also an investor and board adviser to marketing tech start-ups. She is a Fellow of the Marketing Society and served as a member of the Society’s management board.

Client and category experience

Fiona has worked extensively with fast-moving consumer goods companies and with service businesses, both as an external adviser and on the inside. Sector experience includes:

Financial services
Professional services
Food and drink
Health and beauty

Our network

Fiona works with a few trusted associates with complementary experience. We don’t know it all but we know lots of people with experience in helping businesses to grow. So whatever the issue, wherever in the world, there’s a good chance we can put together a great team to help.

Recent work

Market planning and strategy development

  • Providing a fresh, clear view of the marketplace – consumer segmentation, value propositions, brand portfolio, opportunities for growth (food, professional services)
  • Leadership team strategy development workshops (finance, professional services, technology, voluntary sector)

Brand and marketing strategy

  • Brand launch / relaunch strategy (media, food, financial services)
  • International expansion strategy (food)

Proposition development

  • Across multiple sectors including food, data analytics, financial services, healthcare, and marketing technology
  • Helping tech start-ups to build relevant, compelling propositions that are benefit-led not technology-led

Building customer orientation

  • Helping a senior management team become more customer-oriented (healthcare)
  • Marketing department effectiveness and organisation (healthcare, transport)

One-to-one support for marketers

  • Support for the marketing director/manager for personal and professional development (housing, food)
  • Working in partnership with the in-house team to implement marketing strategy (technology, food)