Fiona Richards in

Fiona Richards

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Marketing Director at Sides
📍 Baldock, England, United Kingdom

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.

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Experience
6 Years
Current Role
Marketing Director
Job Level
Mid-senior
Location
Baldock, England, United Kingdom
Personality Overview

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Communication Style
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Priorities

Topics Fiona cares 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.
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Career

Work history

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

Media appearances

Interview: Fiona Richards, marketing director of Sides, on the brand's rise and influence. Featured in Foodservice Consultant (FCSI)
See now
Education
1995 - 2000
BSc Marketing Management
The University of Salford
1988 - 1995
4 A levels
Sale Grammar School
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

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