Peter Fisk

Peter Fisk is an experienced expert in strategy and marketing, having worked with some of the world's largest companies, including Coca-Cola, Microsoft, and Vodafone. He also worked at British Airways during a time when it was justifiably considered "the world's favorite airline." Earlier in his career, he had some initial ventures in nuclear physics. He has worked in sales and marketing, including channel development, relationship marketing, and brand management, and was part of a strategy team addressing the challenges of globalization and low-cost businesses. At PA Consulting Group, he was appointed head of their global marketing consulting team and worked with companies from Silicon Valley to Singapore to develop more customer-centric business operations. His work ranged from implementing innovations at American Express to market-shaping strategies for Shell, brand repositioning for Courage, leadership development at BT (British Telecom), assisting Philips in becoming a customer-centric business, and helping Microsoft adopt value-based marketing. As the CEO of the Chartered Institute of Marketing, the world's largest marketing organization, Peter supported professional standards and reputation, encouraging business leaders to embrace customers and brands as the most important sources of long-term shareholder value. This was supported by the launch of the Knowledge Hub, a network-based training product, a new magazine called Marketer, and the leadership thinking program Shape the Agenda. Currently, he co-leads the strategy innovation business The Foundation, which helps companies develop their business operations from the outside in.