Louise Fowler


Having operated at senior leadership level in major consumer businesses over 25 years, Louise brings extensive multi-sector experience from challenging and competitive environments.

A former CMO & CEO, she specialises in complex transformation programmes to drive growth and customer-centricity (commercial operating model and organisation design, effective working practices, supplier partnerships, strategy and culture development, digital transformation) and has successfully implemented major change across Financial Services, Travel & Retail.

Louise led British Airways’ programme to introduce the first ever “flat beds” on a plane; as Regional General Manager Africa, she was responsible for major culture change among 800 staff across 11 countries, and as CEO of Brymon Airways, led a 3-way merger to create what is now BA regional airline, Citiflyer.

With C-suite experience at Barclays and The Co-operative banks, Louise led transformation programmes & digital integrations to drive growth and improve effectiveness; she turned the UK’s second largest mutual, Britiannia, back into net growth for the first time in 10 years and delivered its merger with Bristol & West.  As CMO, First Direct, she reignited customer growth, integrated marketing & digital functions, and led the development of an improved digital proposition.  As interim CMDO for the UK Post Office, she oversaw a restructure integrating 11 business areas, marketing & digital functions into an efficient, customer-led and innovative team, the set-up of an agile R&D digital facility and the development & the launch of innovative new mortgage propositions with FS partner, Bank of Ireland

Louise now advises clients across Financial Services, Retail & Leisure on operating model changes, marketing effectiveness and performance culture and on transforming and integrating digital with traditional channels for growth and efficiency.

Louise is a Non-Executive Director at Benenden Health, (a mutual regulated by the FCA and PRA), Assura PLC (a FTSE-listed Real Estate Investment Trust), and at Howdens Joinery Ltd (FTSE150 kitchen provider to the trade).  She is also a speaker and facilitator in the UK and overseas.