Commercial experience. Proven at scale
$150M+
Annual booking value across a managed technology portfolio
$80M+
New business revenue contributed to through enterprise partnerships
200%+
Year-on-year growth across international markets
20+ years
Commercial leadership across travel technology, distribution and loyalty
A strong product creates potential. It does not decide where to play, which partnerships will unlock distribution or what the commercial organisation must do next.
Taking Shape Advisory brings senior commercial expertise, access, insight and execution to help make those choices, and turn them into routes to market, revenue and repeatable international growth.
Growth, Redefined.
Turning differentiated products into scalable commercial businesses.
EXPERIENCE BUILT AT:
EXPEDIA GROUP -
Enterprise partnerships and European commercial growth
SABRE -
Global OTA strategy and travel distribution
CAPILLARY TECHNOLOGIES -
European market entry and loyalty technology
DIGITRIPS -
International expansion and embedded travel
GIMMONIX -
Commercial leadership and travel technology SaaS ·
EXPERIENCE BUILT AT: EXPEDIA GROUP - Enterprise partnerships and European commercial growth SABRE - Global OTA strategy and travel distribution CAPILLARY TECHNOLOGIES - European market entry and loyalty technology DIGITRIPS - International expansion and embedded travel GIMMONIX - Commercial leadership and travel technology SaaS ·
How I help
Three connected disciplines. One commercial outcome: a business that knows where growth will come from and can act on it.
Leadership
Put senior commercial judgement inside the business when the strategy needs ownership, the team needs direction or momentum has stalled.
Partnerships
Turn the right relationships into distribution, stronger propositions and new revenue, with a commercial model both sides can execute.
Strategy
Decide where to play, what must be true to win and which opportunities deserve investment before activity outruns clarity.
Original thinking
Growth is shaped not only by what a business sells, but by the value people accumulate through every experience with it.
Experience Capital™ reframes experience as a commercial asset.
The SHAPE Framework™ turns that thinking into clearer decisions about opportunity, proposition, partnerships, experience and execution.
What it’s like to work with me
“Vicki has an innate ability to take vision, develop a clear and thorough strategy, empowering cross-functional teams to execute with continual and constructive feedback loops.”
CRO, Travel Technology, EMEA
“I rank Vicki as one of the best people I have worked with. She is very creative in her business solutions, always looking to be Innovative in developing strong, long-lasting partnerships.”
VP & GM, Travel Insurance, APAC
“Vicki’s ability to research and understand her client’s needs is exceptional. Every interaction builds trust and credibility, and her thoughtful exploration of business objectives delivers a robust, executable strategy.”
VP Commercial, Loyalty Technology, EMEA
“Vicki is a highly respected commercial leader in the travel and SaaS industries. She’s exceptionally skilled at strategic partnerships and consistently delivers outstanding results.”
VP Product & Strategy, Lodging Technology, EMEA
About Vicki
Vicki Wickens has spent more than two decades at the point where commercial strategy has to survive contact with the market.
Across global businesses, scale-ups and emerging technologies, she has opened markets, built enterprise partnerships, shaped propositions and led teams through the decisions that turn ambition into performance.
Selected thinking
Perspectives on commercial growth, partnerships, loyalty, customer experience and the changing economics of travel and technology.
What’s standing between potential and growth?
If the answer is not yet clear, or you know the answer but cannot move, let’s start there. Tell me a little about your business and what you want to achieve, and we can go from there.