As Co-Founder and Managing Director of Space Doctors, Fiona has played an important role in the commercialisation of academic semiotics over the last 10 years, helping to position cultural and semiotic techniques at the forefront of qualitative consumer and market insight.
Driven by a belief in the unique and differentiating value that well-conducted semiotic and cultural analysis can bring to brand and marketing issues, Fiona has installed semiotic understanding and insight with international clients such as General Mills, Procter & Gamble, Nestle, Tesco, Coca Cola, Unicef and eDF energy.
Having previously worked as Director of Brand Strategy at Added Value and in Unilever directing upstream innovation in product and brand development programmes, Fiona brings both client-side and branding agency experience to projects ensuring that the new insight addresses the business objectives and is thoroughly integrated across mix elements and media channels.
Fiona holds a doctorate in Molecular Toxicology and an MBA specialising in Marketing Effectiveness and Agency Accountability.