Championing, initiating, innovating and optimising growth strategies for clients using a combination of analytics and customer insight to creatively deliver consistent value optimisation.

Providing strategic advisory to key accounts with regard to CX, Customer Analytics, growth and profit optimisation. Leveraging digital technologies and tooling to optimise growth and scale. A passion to integrate data and analytics with nuanced customer insight to deliver step change impact on customer engagement and ROI.

Fiona is one of those rare strategists that have an enviable balance of hard and soft skills, moving effortlessly between numerical, quantitative analysis and interpretation of the meaning of human behaviour. A humanities graduate who has spent a sizeable potion of her more than 20 years experience in the digital field, she has honed both the technical requirements for our digital age but remains focussed on the customer and their experience, a vital viewpoint in assisting any organisation. Some of the current projects completed in this role include:- Digital Audit for large retail business to identify points of optimisation and improvement, prioritising recommendations for implementation and recommending key growth strategy to further penetrate and grow the digital channels.- Customer Value proposition Development for a Retail Financial Services entity to capitalise on potential new growth segment, encapsulating functional and emotional benefit development- Market Research, Customer segmentation development and Route to market strategy development for an International Telecommunications Company- eCommerce strategy and platform implementation for online retail entity- Landscape Analysis and commercialisation recommendations for online tourism company

Strategic marketing consulting including executive team strategic facilitation, marketing metric setting, holistic marketing strategy definition as well as Brand Assessment (through interpretation of existing research), segmentation definition or enhancement, customer life time value maximisation plans, and marketing strategy execution roll out (management).BUSINESS STRATEGY CONSULTANT 04/2012 – 09/2018 Fiona Buchner Consulting | Johannesburg, South Africa Provide key strategic input into Board and Executive teams with regard to commercialisation, marketing and digital intervention. Key Client Project Highlights • South African Tourism: Strategic facilitation of all country and business unit annual business planning sessions to guide and document business plans • Fair Trade in Tourism South Africa: Managed and assimilated customer research across 6 countries to deliver global insights on sustainable tourism demand, the development of international marketing strategy, Southern Africa sales and market development plan and research project on UK Fair Trade consumer profiles against UK travellers to South Africa to identify “Responsible Tourist” consumer profiles. • Business Newspaper: Content monetisation planning for online platforms. • Women in Mining SA: Marketing strategy and annual planning. • Specialist Mining Consulting Firm: B2B Marketing strategy for mining industry specialist consulting firm and execution planning. •Advertising Agency: Communications strategy – global telecommunications business and tourism businesses•Mining consulting entity: Marketing strategy, repositioning from environmental consulting to sustainable development consulting firm.

Overall responsibility for strategically developing leisure and business tourism initiatives to ensure growth in arrivals from European markets to South Africa. Achieved a 8,1% growth rate during 2009-2010. • Strategically leveraged the hosting of the 2010 FIFA World Cup to drive arrivals to South Africa and increase awareness of the destination. • Management of 5 country offices across Europe to deliver increasing tourist arrivals to South Africa, increased tourist spend, and improved seasonality spread of tourists. • Devised and managed the implementation of marketing strategies for 6 country offices, including full 360-degree considerations but with an emphasis on Digital. • Development and manage the implementation of trade strategies (B2C). • Leadership responsibility for stakeholder management, strategic workshop facilitation, budget management and financial reporting, business process documentation for key business planning process, research definition and analysis, new market investigation and market penetration planning.

Strategic definition and implementation management of global digital marketing initiatives for South African Tourism including: • Global digital awareness marketing campaign definition including SEO, PPC, media partnerships and advertising (set up and performance optimisation) • Management and optimisation of all digital platforms including 14 language content websites and upgrade of Content Management System • Strategically directed and managed international contact centre in 14 languages • Key negotiations for media partnerships with Expedia and other Online operators • Devised B2B CRM strategy and supporting system specifications for relationship management with international travel trade. • Technology: Implementation of Microsoft Content management Server | Implementation of Microsoft SharePoint Portal | Implementation of Oracle Financial System | Implementation of internal Business Intelligence Solution

Osiris Trading manages and commercially optimises 15 online casinos, and online poker rooms. • Overall responsibility for developing the retention marketing strategies and profit optimisation of all promotional activity for 10 different brands, all international e-commerce initiatives. • Managed a team of 19 people, half focused on promotion definition, customer analytics and strategy deployment and half focused on the operationalisation of the promotional strategies. • Successfully implemented various analytical tracking/calculation/modelling initiatives and achieved a 10% increase to bottom line from 2002 to 2003.

Started as Head of CRM Strategy Consulting and the company then bought the rights to Peppers and Rogers Group in South Africa resulting in the position becoming Managing Director. Full company management and lead consultant on all CRM projects.