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Fiona Dawson, Mars

Mars to the core, Fiona joined Mars in 1988 straight from Trinity College Dublin and, apart from a few years at Pepsi, has spent her working life with the business in roles including European Marketing VP, Managing Director and now President of Mars Chocolate UK. Fiona sits on the Mars Chocolate Global Board and is also President of Mars Global Retail.

In her role as President of Mars Chocolate UK, Fiona has overseen some of Mars’ most creative and innovative marketing campaigns whilst simultaneously driving Mars’ responsible marketing agenda. The company was the first global food producer to commit to stop marketing activities to children under 12; and Mars Chocolate UK has introduced a Marketing Advisory Group to help guide and challenge the company’s marketing activities.

Fiona’s personal passion has also driven the company’s successful cause related marketing, with brand partnerships such as: Maltesers and Comic Relief which has seen over £2.5million donated to projects in the UK and Africa; Galaxy and Quick Reads, working in partnership to tackle adult literacy projects; and the FA Mars JUST PLAY initiative which is helping to get adults back playing football at a grassroots level.

Outside of the day job, Fiona is President of the IGD, a research and education charity for the consumer goods industry worldwide and has previously served on the Department of Health’s Responsibility Deal steering group; and as Deputy President of the Food and Drink Federation. This year Fiona’s contribution to the food industry was recognised by the readers of The Grocer when she became the first woman to win The Grocer Cup for outstanding business achievement.

Fiona is married with two young boys.

(Judge: 2014)

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