Fred Fishlock

Supporter
DISC Type : s

Country Lead, UK at Trip.com

United Kingdom

Overview

Fred Fishlock is a global digital commerce leader with over 14 years of experience driving revenue and growth for platforms like TikTok Shop, JD. com, and Amazon. As the UK Country Lead for Trip. com, he focuses on go-to-market strategy and commercial growth. He studied Geography at The University of Edinburgh and is described by colleagues as diligent and effective.

He has unique experience in scaling UK operations for major Asian technology companies, including leading e-commerce initiatives for JD. com and TikTok, and now driving travel growth for Trip. com.

Personality Overview

Calm

Procedural

Risk-averse

Their motivation stems from the impact that their decisions can have on the organization.
  They are unlikely to become strong champions as they don't prefer pushing other people. They usually go by the book, following all rules and procedures.

Topics They Care About

UK-Asia Travel
As UK Country Lead for Trip. com, he frequently comments on trends influencing travel from the UK to Asia, such as visa policies and media influence.
Social Commerce
Led FMCG e-commerce operations for TikTok Shop, often speaking at industry events about leveraging social platforms to drive sales and connect with creators.
FMCG E-commerce
Directed FMCG categories at both JD. com and TikTok, focusing on onboarding brands and using data to build a credible market presence in the UK.

Media Appearances

Fred has no verified media appearances

Work History

11-2025
Country Lead, UK at Trip.com
4-2025 - 8-2025
GTM Consultant at Unbox Commerce
10-2024 - 3-2025
E-commerce Director, FMCG at JD.COM
3-2022 - 9-2024
E-commerce Lead, TikTok Shop at TikTok
9-2019 - 3-2022
Senior Vendor Manager - Meat, Fish & Poultry at Amazon

Education

2006 - 2010
Geography from The University of Edinburgh
Education details unavailable from The Chartered Institute for Securities & Investment (The CISI)

More Information

Social Presence :

Prographics :

Exp : 15 Location : United Kingdom Job Level : Mid-senior Designation : Country Lead, UK at Trip.com
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Insights For Selling To Fred

During A Call Or A Meeting

DO's

  • Talk about refund and cancellation policy if the need arises
  • Pause and ask them if they have any questions
  • Focus your pitch on the impact that you could help them have on their organization

DONT's

  • Don’t don the salesperson avatar, be the friendly advisor instead
  • Avoid saying anything that sounds like a risky proposition
  • Don’t rush them to make quick decisions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fred is

  • Low risk, approval of other stakeholders and successful process-based evaluation are most important for them.
  • Will you ever get a clear answer from Fred

  • They don’t say no very often, and can take you around in circles sometimes.

Insights For Deal Planning

    How fast (or slow) will Fred move?

  • They do not like to rush, so they could be slow in making decisions.
  • Can Fred take some risk or not?

  • They are risk-averse and like to make decisions that others support.

You And Fred

Personality Compatibility


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