Victoria Fox is CEO of AAR and a specialist in marketing operating models, agency ecosystem design and marketing transformation. She advises CMOs on how to redesign marketing structures, improve agency performance, and build effective in-house and hybrid agency models.
Victoria joined AAR in 2019 following a 20-year agency career across customer experience, advertising, shopper marketing and data-driven marketing. She held board roles at DDB, LIDA and Partners Andrews Aldridge, bringing deep experience of how agency and marketing organisations operate.
At AAR, she has led the business’s transformation from a pitch consultancy to a management consultancy focused on marketing operating models. Her work is grounded in AAR’s framework of people, platforms, process, and partners, helping clients address fragmented agency ecosystems, inefficient operating models and underperforming marketing investment.
She advises on the future of agency models, including in-housing, hybrid structures and the evolution of the traditional holding company model. She is also a regular commentator on how marketing organisations are changing in response to AI and increasing pressure on marketing effectiveness. Victoria has led the development of AAR’s Creative Capital thinking, focused on how organisations design systems that enable consistent creative and commercial impact.
Victoria is a long-standing member of WACL’s Executive Committee and a former Chair of the Future Leaders Award. She has been named a Global Champion of Women in Business by the Financial Times for two consecutive years and is an advisory board member for The Women’s Association.
