Vision 100


Fiona Hope

Marketing director


Fiona Hope has been in charge of Whirlpool’s UK marketing since October. She is responsible for a range of brands including Hotpoint, Creda and Indesit and has already had to make good use of her crisis comms after faulty washing machines were found to be at risk of catching fire. Hope is no stranger to controversy, having previously worked for SodaStream. Some of its campaigns were banned in the UK and US and last year celebrity ambassador Scarlett Johansson quit her Oxfam role over SodaStream’s West Bank factory.

Best advice: "It starts and ends with the consumer. The rest is noise and the more you can drown out, the better job you'll do for the brand."

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