Fergus McIntosh

Questioner
DISC Type : c

Director of Marketing & Digital at Centrica

Mitcham, England, United Kingdom

Overview

Fergus is the Director of Marketing & Digital at Centrica, a commercially minded leader with extensive experience in digital transformation, growth marketing, and strategy. His career includes senior advisory roles at Bain & Company and leadership positions at Aviva and NatWest Group. He holds a BA HONS from Glasgow Caledonian University and is described as a tenacious driving force.

Based on his public posts, Fergus is passionate about the fundamentals of good customer service, which he feels is often overlooked. He contemplates modern work-life balance, showing interest in concepts like the 4-day work week, and advocates for making well-rounded, data-driven decisions in business.

He has a strong opinion that businesses should focus on solving the problems their customers face now, rather than being distracted by future trends like the metaverse.

Personality Overview

Price-Sensitive

Systematic

Not Easily Convinced

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to do thorough analysis of any situation.

Topics They Care About

Go-to-Market Strategy
A core skill listed in his professional summary and a key focus during his advisory role at Bain & Company, specializing in GTM implementation.
Customer Experience
He has publicly shared his frustration with the declining state of customer service, indicating a personal passion for improving customer interactions and satisfaction.
Data-Driven Personalisation
His focus is on building digital relationships at scale using data and AI. He has also posted about the importance of data-driven decision-making.

Media Appearances

Fergus has no verified media appearances

Work History

1-2025
Director of Marketing & Digital at Centrica
1-2022 - 10-2025
Senior advisor to Bain & Company at Bain & Company
2-2022 - 1-2025
Director of Customer & Marketing at Aviva
11-2019 - 2-2022
Head of Digital Centre of Excellence at NatWest Group
6-2017 - 12-2020
Head of Digital Sales Service & Adoption at NatWest Group

Education

2009 - 2011
Diploma from The Chartered Banker Institute
2003 - 2007
BA HONS from Glasgow Caledonian University

More Information

Social Presence :

Prographics :

Exp : 15 Location : Mitcham, England, United Kingdom Job Level : Mid-senior Designation : Director of Marketing & Digital at Centrica
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Insights For Selling To Fergus

During A Call Or A Meeting

DO's

  • Emphasise more on facts and measurable benefits
  • If you have a lower priced product compared to the competition, call out the same
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Don’t try to be too friendly or informal with them
  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fergus is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Fergus

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Fergus move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Fergus take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Fergus

Personality Compatibility


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