Driving consumer-first governance and commercial creativity in the boardroom

Few executives bring the same mix of international experience, commercial discipline, and creative intuition to the boardroom as Fiona Seath. A seasoned marketing leader turned strategic advisor, Fiona has held senior roles with Moët Hennessy, Constellation Brands, Heineken, and Casella Wines, and now serves on the board of Wine Tasmania.

Across every brand she’s championed, Fiona has stood out for her clarity of vision, courage to challenge the status quo, and deep respect for the customer.

“A marketer’s job is to understand their target consumer better than they understand themselves. That means you often see opportunities before they’re ready to hear them.”

The Art of Innovation and Timing

Throughout her executive career, Fiona has been entrusted with complex brand repositioning, high-stakes product innovation, and strategic digital transformation. She led the global repositioning of Yellow Tail, launched Moët Hennessy’s award-winning Garden Spritz, and transformed CRM and e-commerce capability for Constellation’s Asia Pacific markets.

“Timing is everything. Sometimes a concept fails not because it’s wrong, but because the consumer isn’t quite there yet. Patience is critical.”

Her leadership philosophy is underpinned by rigour, empathy, and an unshakeable belief in the power of long-term brand equity.

“Equity-building marketing spend is a capital investment, not an operating cost. It’s not about today’s sales, it’s about ensuring people want your brand tomorrow.”

Boardroom Readiness from a Global Lens

Having operated across Australia, the UK, Asia, and North America, Fiona brings a global mindset to governance. She believes ethical governance is universal, but execution is local.

“You can’t assume the ‘why’ stays the same from country to country. Cultural context matters. As a board director, you need to do the work to understand that context before you try to drive change.”

She’s also clear-eyed about the need for diverse thinking around the board table, especially when navigating rapid shifts in consumer sentiment, digital disruption, and AI.

“Boards must reframe AI as an opportunity, not a threat. It’s not just about cost-cutting. It’s about freeing up human capital to solve bigger problems.”

Marketing Expertise: A Critical Asset for Modern Boards

Fiona challenges the outdated perception that marketers are ‘soft’ on numbers. Her resume proves otherwise. She has delivered nine percent growth across global portfolios, overseen multi-market transformations, and advised on strategic investment deals.

“An experienced marketer knows how to see potential with clarity. We’re not just about brand fluff. We understand how to translate vision into sustainable growth.”

She believes boards should be more commercially ambitious when it comes to brand.

“If you’re not building brand, you’re just trading products. You can’t expect instant ROI from marketing and then be surprised when brand loyalty doesn’t exist.”

Creating Board Cultures That Work

Fiona is a strong advocate for high-trust, inclusive boardroom environments—where diversity of thought and mutual respect are embedded, not just stated.

“People who feel valued are more productive. Boards that listen, learn, and evolve will stay relevant. Those that don’t, won’t.”

She thrives in cultures where directors can debate constructively and decisions are made with the long game in mind.

Start-ups, Risk, and Entrepreneurial Governance

Having worked across both multinationals and start-ups, Fiona knows how to flex. In early-stage environments, she rolls up her sleeves, focusing on de-risking growth through smart strategy and lean execution.

“In start-ups, everything is about what you can do today to make life easier tomorrow. Governance has to be forward-looking, not just compliance-driven.”

She is now advising on equity deals, branding strategies, and innovation pipelines for emerging ventures, bringing a disciplined but agile mindset to advisory boards.

Staying Values-Aligned

A long-standing mentor for women in business through LVMH, The Drinks Association, and the Cherie Blair Foundation, Fiona prioritises purpose in every appointment.

“Know your deal breakers. Know what you stand for. But also be open to others’ values. That’s how true diversity of thought happens.”

What’s Next?

Fiona is currently serving on the board of Wine Tasmania and is seeking opportunities with organisations committed to growth, transformation, and building something meaningful.

“The boards that excite me are those brave enough to challenge the status quo and do something about it. That mindset energises me.”

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Want to connect with Fiona Seath?

Visit her LinkedIn: Fiona Seath