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Louise Fowler

Independent chair, marketing specialist and story-teller


With over 25 years’ experience leading some of the UK’s best-known service brands through periods of change and growth, Louise has many stories to tell about how businesses as diverse as British Airways, Barclays Bank, the Co-operative and first direct have delivered for their customers and learned lessons along the way.

A marketer by training, former CMO and CEO, Louise now helps businesses grow by creating effective customer and brand strategies, delivering great customer experiences and driving value in a complex, increasingly regulated world.

Louise led the programme to introduce the world’s first flat beds on a plane for British Airways, she ran BA in Africa before becoming CEO of a £200m regional airline.  As Marketing Director for Barlcays business, CMO for the Co-operative Banking Group and for first direct, the UK’s most recommended bank, Louise has wide-ranging experience in how the banking sector has responded to the recent turbulent times of the financial crisis.   

With an engaging approach to telling stories and relating her experience to the problems faced by many organisations today, Louise is a stimulating, thought-provoking and entertaining key note speaker and lively panel-member with extensive experience facilitating conferences and events.



  • Customer Centricity

  • Connecting with customers in the digital age

  • Characteristics of a great customer experience

  • Trust in business – the key to success or an old fashioned idea?

  • The “Uberisation” of banking?


“Louise took the delegates behind the scenes and shared her insight on consumer loyalty – and how to create and unrivalled customer service experience.   Louise’s presentation was very engaging and the members thoroughly enjoyed it.  I would highly recommend Louise as a speaker.”

Jane Salliss, Head of Membership, ISBA

“Louise spoke at one of our CIM events and was inspiring from the word go. Touching on her wealth of experience, she was able to provide real practical insights and takeaways that were both valuable and relevant to our audience. I would highly recommend Louise as a credible speaker and insightful senior marketing professional.“

Sammy Todd, Marketing Manager,  Chartered Institute of Marketing


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