Strategic Consultancy · Executive Interim Leadership

Three decades at the top table.

Commercial leadership, behavioural intelligence, and regulatory expertise — with over 31 years of proven results across the world's most prestigious gaming operations.

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31+Years of experience
65%HVC GGR growth delivered
£25.8MGGR uplift achieved

About

A career built on results that matter.

Fiona Wood — professional portrait

One of the sector's most respected strategic leaders.

With over 31 years at the forefront of the global casino and gaming industry, Fiona Wood's career spans iconic operators — from Caesars Entertainment and Genting UK to William Hill, BetVictor, and Metropolitan Gaming — as well as elite private members clubs including The Ritz Club, Crockfords, 50 St James, and The Playboy Club.

Fiona combines the commercial instincts of a revenue leader with the analytical rigour of a data strategist and the regulatory fluency of a compliance professional. She designs customer strategies that are simultaneously growth-oriented and compliance-aligned — protecting long-term business sustainability without compromising the guest experience.

Through her independent consultancy, she provides senior operators with access to interim leadership, strategic advisory, and hands-on programme delivery — without the overhead of a permanent hire.

Services

Areas of specialist expertise.

From strategic reviews and interim leadership to hands-on marketing, compliance, and operational delivery — across land-based, online, and crypto gaming.

No. 01

HVC Strategy & Player Development

  • High-value customer acquisition frameworks, designed and implemented
  • International player development and cross-market retention strategy
  • Host sales culture transformation and performance frameworks
  • Bespoke HVC segmentation, tiering, and lifecycle mapping
No. 02

CRM & Retention Programme Design

  • End-to-end CRM architecture and personalisation strategy
  • Customer lifecycle and behavioural segmentation models
  • Platform evaluation, implementation support, and optimisation
  • Retention campaign strategy and ROI measurement frameworks
No. 03

Customer Data Mapping

  • Audit and map all available customer data sources
  • Identify gaps, inconsistencies, and opportunities within existing data
  • Create a single customer view to support informed commercial decisions
  • Develop data frameworks that enable accurate reporting and future scalability
No. 04

Customer Segmentation

  • Segment customers based on value, behaviour, lifecycle stage, and profitability
  • Identify high-value, high-potential, and at-risk customers
  • Build behavioural personas that allow more personalised engagement
  • Develop actionable segmentation models rather than static customer lists
No. 05

Revenue Growth & Commercial Transformation

  • GGR uplift strategy across land-based, online, and crypto channels
  • Division turnaround and underperformance diagnosis
  • Cross-channel integration of land-based and digital journeys
  • Player reactivation and value recovery programmes
No. 06

Compliance-Integrated Marketing

  • Safer Gambling and AML-aligned customer engagement frameworks, including crypto transaction considerations
  • UKGC and international regulatory compliance strategy
  • Responsible Gaming integration within CRM and retention
  • Policy design, documentation, and staff training frameworks
No. 07

VIP & Loyalty Programme Leadership

  • Bespoke VIP programme design and ongoing optimisation
  • Loyalty architecture, reward mechanics, and proposition development
  • Guest experience design for premium, ultra-premium, and crypto high-value segments
  • Concierge and relationship management model design
No. 08

Interim Executive Leadership

  • Director-level interim cover across Marketing, CRM, and Player Development
  • New market entry and operational launch support
  • Team leadership, mentoring, and culture transformation
  • Strategic advisory to Boards and senior leadership teams
No. 09

iGaming SEO & Content Strategy

  • Organic acquisition strategy for casino, sportsbook, and gaming brands
  • Technical SEO audits and site architecture optimisation
  • Content strategy, editorial planning, and geo-targeted landing pages
  • Local and international search visibility across regulated markets
No. 10

Affiliate Programme Management

  • Affiliate programme design, launch, and ongoing management
  • Deal structuring across revenue share, CPA, and hybrid models
  • Affiliate recruitment and network relationships across regulated and crypto markets
  • Fraud monitoring and compliance oversight of affiliate activity
No. 11

Paid Media & Player Acquisition

  • PPC, paid social, and programmatic campaigns within regulatory constraints
  • Acquisition funnel design and conversion optimisation
  • Budget allocation, bid strategy, and CPA/ROI management
  • Creative direction and campaign compliance review
No. 12

Operations & Vendor Advisory

  • Platform, PAM, and vendor evaluation and selection
  • Payments, PSP, and crypto payment strategy across regulated and emerging markets
  • Bonus economics, promotional cost modelling, and reward structure review
  • Operational process design, team structure, and P&L review
No. 13

Licensing & Regulatory Support

  • Licence application support and market entry planning, including offshore and crypto-friendly jurisdictions
  • Regulatory horizon scanning across UK, European, and international markets
  • Policy documentation, audit preparation, and remediation programmes
  • Ongoing regulatory relationship and submission management
No. 14

Digital Product & Website Development

  • AI-accelerated website and landing page builds for gaming and crypto casino brands
  • Reporting dashboards and management information tools
  • Conversion-focused design aligned to brand and compliance requirements
  • Ongoing iteration, hosting guidance, and performance optimisation

Experience

Three decades. Six landmark roles.

Dec 2022 – Mar 2026

Metropolitan Gaming

Group Director — HVC & Player Development

  • Delivered 65% GGR growth within HVC segments across three years
  • Achieved 16% EBITDA uplift YoY, resulting in £25.8M GGR
  • Generated £14.1M in acquired and reactivated revenue
  • Drove 23% total GGR contribution from approximately 550 HVC customers
  • Increased customer retention from 72% to 83% YoY
  • Designed data-led host strategy and XCM sales software frameworks
  • Implemented UKGC and SR/AML-aligned compliance frameworks
Jun 2021 – Dec 2022

Aspers Casino

Group Director of Marketing

  • Led group-wide marketing strategy across multiple land-based venues
  • Revived a stalled app project and delivered a working platform within three months
  • Implemented cohesive CRM and loyalty frameworks
Apr 2019 – Present

Independent Consultancy

Founder & Managing Director

  • Clients include The Ritz Casino London and global operators across Spain and Holland
  • Delivered expertise across compliance, CRM automation, and brand positioning
  • Provided interim leadership to operators across Europe, Malta, Cyprus, and the UK
Aug 2017 – Apr 2019

Genting Casinos UK

Senior Vice President — Retention & Player Development

  • Directed retention strategy across national operations
  • Designed bespoke behaviour-led retention software with Atreemo
  • Conceptualised and developed a host-led sales platform with KPIs via Atreemo
  • Transformed host workflow efficiency and targeted engagement
  • Re-established cultural excellence and hospitality artistry within CRM teams
Feb 2016 – Aug 2017

William Hill

Director — Elite VIP

  • Created and managed the bespoke Elite VIP programme across online platforms
  • Restructured HVC management teams and increased player lifetime value
Jan 1995 – Jan 2014

Caesars Entertainment Group

Director of Customer Relations

  • Oversaw VIP relations across multiple luxury casino brands under the Caesars portfolio
  • Directed all UK customer relations hosts
  • Conceptualised sales-driven bonus structure to increase frequency and profitability

Expertise

Areas of specialist knowledge.

HVC Acquisition & Retention Strategy CRM Architecture & Personalisation Behavioural Data Analytics Loyalty Programme Design & Optimisation Safer Gambling & AML Integration VIP Player Development Revenue Growth & Commercial Turnaround Brand Positioning & Partnerships Interim Executive Leadership Team Leadership & Culture Transformation Online & Land-Based Channel Integration Crypto Casino & Sportsbook Operations Regulatory Compliance Strategy
Caesars Entertainment◆ Metropolitan Gaming◆ Genting Casinos UK◆ William Hill◆ BetVictor◆ Aspers Casino◆ The Ritz Casino London◆ Crockfords◆ 50 St James◆ The Playboy Club◆ Global operators — Spain & Holland◆

Testimonials

What colleagues say about Fiona.

“

Fiona transformed Metropolitan Gaming's HVC programme into a commercially viable, yet uber compliant work of art. She balances the needs of the business while incorporating the constant changes of guidance from our regulators. I highly recommend Fiona's skill and care in developing and administrating all things HVC.

Chris BlockGeneral Manager, Wynn Mayfair
“

Fiona completely immersed herself into the business and highlighted a number of opportunities which we could exploit. She then assumed the role of Marketing Director and brought cohesion and structure to a process which lacked both. Fiona is an energetic and passionate person — loyal, hard working, and effective — and was an excellent team leader and player.

Tony GibbonsExperienced Senior Manager, former direct manager
“

What sets Fiona apart is her ability to connect with people. Whether working with customers, colleagues, regulators, or business partners, she builds trust quickly and develops relationships that create lasting value. I would not hesitate to recommend Fiona to any business seeking an experienced, commercially driven executive.

Engage

Work with Fiona Wood.

Whether you require a focused strategic review, a full programme build, or senior interim leadership — Fiona Wood brings the experience, discretion, and commercial edge that premier operators demand.

Strategic Advisory & Consultancy Interim Executive Leadership Programme Design & Delivery Compliance & Regulatory Review CRM Platform Assessment & Optimisation

fiona@fionawoodconsultancy.uk +44 7802 963 364 WhatsApp Fiona