Fiona Lucas

WORK HISTORY

EDUCATION

ABOUT FIONA LUCAS

I am fascinated by the interplay of digital product and supply chain—how we capture a customer’s interest on a digital platform and seamlessly deliver a personalized product to their doorstep. Supply chain has been my main tech product domain for almost 10 years and my passion lies in understanding how it impacts and drives customer behaviour.In the world of subscriptions with a physical product, it’s not just about acquiring customers through discounts or marketing strategies. What truly matters is whether the customer loves the product, stays loyal, and keeps coming back for more. Achieving that kind of loyalty means getting delivery right—every single time. That’s why I feel lucky to work in the delivery experience field. My focus is ensuring that every customer gets exactly what they need from their first and subsequent weekly delivery: a service that fits their busy lifestyle, offers control over their subscription and delivery options, and provides clarity on when their box will arrive and where it is once it’s on the road.Last year, I launched the technology capability required to offer Next Day Delivery, a massive tech and operations challenge demonstrated the successful collaboration across many teams to make it happen. The result? More customers choosing and enjoying HelloFresh from the start. In the coming years, I’m thrilled about the opportunities to further elevate the delivery experience, focusing on retention and ensuring customers continue to enjoy and rely on our amazing product.