Fiona is the Insights Director for the International region at Merlin Entertainments. She leads insights delivery to drive growth for theme parks and attractions across Europe and APAC markets. For more than 15 years, she designed and implemented forward-looking market intelligence that optimised pricing and revenue; brand and communication research that improved marketing ROI; customer experience insight ecosystems that fed into CX transformation agenda; and innovation research that shaped winning design. Before joining Merlin in Singapore, she was the Head of Customer Excellence and Insights at AXA Hong Kong and prior to that, the Customer Strategy Account Director for Kantar Hong Kong. She holds a Master’s Degree in Strategic Marketing from Cranfield University in the UK and was an author in Marketing performance measurement.