A Day with Fiona Marie Hein – Digital Strategist at IBM iX Berlin

Her perspective is shaped not only by experience, but also by personal history. IBM was a familiar name growing up – her father often spoke with enthusiasm about his work at the company. Fiona found her own path to IBM iX about six years ago, starting as a working student.

Today, as a Digital Strategist, she helps clients across industries – from Manufacturing and Finance to Energy, Insurance, and Retail – navigate their digital transformation journeys. The changes in the Retail sector are especially tangible, a topic Fiona explores in depth in a recent blog post on the evolving role of digital experiences in Retail.

Her projects share a common thread: unlocking digital potential and making processes smarter – always with the Human Factor at the center. In the field of Digital Asset Management (DAM), Fiona develops strategies that create long-term value for companies. She also contributes to the event landscape: as part of the team behind the “Unlock Retail Media” format, she connects industry experts and helps drive the conversation around digital transformation in Retail.

Between Analytical Thinking and Creativity

With a focus on business design and process optimization, Fiona helps organizations turn past investments into measurable impact – unlocking untapped potential, building on proven strengths, and empowering people to drive sustainable change. She combines analytical precision with creative methods such as Design Thinking and Business Modeling, closely observes market trends, and translates insights into actionable strategies. From analysis to conception to implementation, Fiona accompanies the entire process – creating solutions that not only enhance efficiency but also feel intuitive for users. A Glimpse into Fiona’s Workday:

9:00 am – Team Sync
The day starts with a quick daily. Whether from her Home Office or the Berlin workspace with a cappuccino in hand, Fiona joins familiar faces from design, strategy, and development. Together they review current projects, align priorities, and set the focus for the day – a short ritual that boosts energy and team spirit.

10:00 am – Deep Dive into Projects
Next comes strategy time. Fiona dives into the world of her clients: What do they really need? Which solutions will create long-term value? No two days are alike – one might center on optimizing digital processes for a consumer-goods or industrial company, another on guiding a consumer brand in shaping its identity. A weekly community meeting brings all project teams together to share learnings – often sparking ideas that lead straight into the next pitch.

1:00 pm – Lunch Break
Lunch is a small ritual, too. Sometimes Fiona grabs a falafel wrap with colleagues; other days she takes a short walk to clear her head. That mix of exchange and distance often brings the best ideas – sometimes in the middle of casual conversation.

2:00 pm – Strategic Focus
Afternoons are Fiona’s most productive hours. The inbox stays closed as she fine-tunes strategies, develops transformation concepts, or aligns details in one-on-one meetings. What she values most is the balance between analytical clarity and creative exploration.

4:30 pm – Room for Inspiration
After a few hours of deep work, Fiona deliberately creates space for inspiration – browsing industry insights, sharing interesting articles in Slack, or exploring new perspectives that keep projects fresh.

6:00 pm – Wrapping Up the Day
Before closing her laptop, Fiona reflects briefly: What did I achieve today? What carries over to tomorrow? This short moment of reflection helps her keep complex projects clear and focused. Then it’s time to shift gears – sometimes to yoga, sometimes to friends, or simply to painting.

Digital Expertise with the Human Factor

Whether in workshops or project meetings, Fiona always starts with the people who will ultimately use a solution. This perspective keeps her work approachable and differentiates it from purely technical approaches. For her colleagues, she’s more than a strategist – she’s a source of inspiration who makes business transformation tangible and human.

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