Our Team

Founder & CEO

Fiona is a chartered psychologist who has spent her career advising leaders across industry and translating the latest academic insights into pragmatic outcomes. Fiona founded Aroka Ltd in 2007 working with companies such as Selfridges, Dr. Marten’s, Burberry, Network Rail, Lloyd’s of London, the NHS and many others globally. Fiona also hosts the podcast Dot to Dot and is author of two best selling books – Defining You and Mirror Thinking both of which have been translated into multiple languages.

Chief of Strategy & Marketing

Prior to being involved with Oka, Peri led global marketing for Digital Labs, a team that enables McKinsey & Company clients to capture new value from digital – creating concepts, products/services, and businesses through new capabilities. Earlier in her McKinsey tenure, she was an Engagement Manager in their San Francisco office, where she specialized in Marketing and Sales, with focus on digital media, consumer goods, tech, and multichannel retail. Peri is also founder of startup SipSetter a digital platform for wine that’s centered on exceptional brand-consumer engagement.

Chief Technical Officer

A hands-on engineer and entrepreneur, who’s worked at fast-growing games companies (Mind Candy) and set up his own studios: Rabid Badger and Zapped. Dan is a specialist in mobile and web development, and passionate about data security and scalability.

We also value the input and help of other team members including:

Thouraya Walker – finances, operations and startup expertise

Izzi Arnell – occupational psychologist

Lorna Walls – project management

Ali Lahmar – product design lead

Kingsley Omotayo – data scientist on loan from Essex University

Chris Smith – advisor and partner in digital at McKinsey & Co.