Fiona Richards

Commander
DISC Type : D

Marketing Director at Sides

Baldock, England, United Kingdom

Overview

Fiona is a strategic brand and marketing director, currently leading the team at Sides. With a BSc in Marketing Management, she has a strong track record of driving brand transformation and commercial growth for major European names like bp, Lidl, and Tesco. Colleagues describe her as sharp, strategic, creative, and collaborative.

A unique aspect of her current role is her mission to make Sides “chicken famous” as the UKs only 100% British hot chicken brand.

Personality Overview

Strong-Willed

Candid & Clear

Very Quick

They prefer to be the ones controlling the conversation or defining the terms.  They respond well to strong and respectful communication. They are not always relationship oriented.

Topics They Care About

Brand Transformation
A core theme of her career, she has led brand transformation projects for major companies like bp and Altro Ltd, and is now shaping the brand identity of Sides.
Creator-Led Marketing
At Sides, she leverages the massive digital reach of its founders (the Sidemen) for authentic, entertainment-driven marketing, treating their audience as a relationship, not just for reach.
Customer-Centric Strategy
Emphasizes listening to customers to provide choice and uses the brand's online community for constant insight into consumer preferences and cultural shifts.

Media Appearances

Interview: Fiona Richards, marketing director of Sides, on the brand's rise and influence. Featured in Foodservice Consultant (FCSI)

See Now

Work History

10-2025
Marketing Director at Sides
8-2024 - 9-2025
Director of Brand & Marketing Communications Europe at bp
4-2022 - 7-2024
Head Of Marketing at Altro Limited
9-2020 - 4-2022
Head of Brand & Strategy (FTC) at Lidl GB
7-2019 - 9-2020
Brand Communications Director (Interim) at Marmalade Film and Media

Education

1995 - 2000
BSc Marketing Management from The University of Salford
1988 - 1995
4 A levels from Sale Grammar School

More Information

Social Presence :

Prographics :

Exp : 6 Location : Baldock, England, United Kingdom Job Level : Mid-senior Designation : Marketing Director at Sides
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Insights For Selling To Fiona

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Refer to testimonials from well-known industry leaders
  • Make sure that you circle back fast on any action items, it wins their trust

DONT's

  • Don't try too hard to forge relationships with them
  • Avoid being too verbose
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fiona is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Fiona

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Fiona move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Fiona take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Fiona

Personality Compatibility


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