Fi Morgan is Chief Brand Officer at Whisper, where she leads global brand strategy and commercial growth for the award-winning production powerhouse.
With a career spanning Sky, XIX Entertainment, including a groundbreaking role as Chief Purpose Officer at SailGP, Morgan has a 20-year track record of scaling iconic brands and athletes, including Lewis Hamilton and David Beckham. She also founded Second Nature Sisters, a community dedicated to empowering women in purpose and their careers, and serves as an advisor to the British Paralympic Association.
What is the biggest opportunity for women in your sector of the digital industry today?
Honestly, I wish we didn’t still have to look at men and women separately. But for me, the biggest opportunity for women in digital is to shape not just the content audiences watch, but the businesses and brands behind it. At Whisper, we have brilliant women in senior roles, which means we have a real say in the big decisions.
I’m seeing that first-hand as Chief Commercial and Brand Officer, helping lead Whisper’s brand evolution as we grow. It’s a chance to make sure the way we show up reflects who we’ve become and where we’re going next, a global creative partner that helps audiences, ideas and organisations stay relevant in a world that never stands still.
What is the biggest challenge to you as a woman in the digital industry and how are you overcoming it?
A challenge is the perception that digital work in sport is a male-dominated space.When people see projects we’ve worked on in sports like rugby and football, there’s often an assumption that the teams leading the work are predominantly male. The best way to change that is through visibility and results. At Whisper, we’ve launched Cristiano Ronaldo’s YouTube channel and helped PREM Rugby’s channels generate over half a billion views in under six months. Brilliant men and women play a part in work and the more we show who’s really behind it, the faster those outdated perceptions disappear.
Watch this space. We’re building something special in the digital space, reflecting our ambitions and the ethos that drives us: Defy Impossible. Since day one, that mindset, coupled with a determination to make it happen, has enabled us to capture global attention through the power of production and tell the stories that entertain, inspire and leave a lasting impact.
What three things could employer companies do to make the digital industry better for women?
First make women leaders more visible and give people access to mentors, development and a support network. When women can see what’s possible, they go after it, and that’s how you inspire the next generation. It’s something I care about personally. I’m a founding member of SportsPro’s New Era programme, a coaching and community programme for the sports and media industry, and in 2024 I founded my own community, Second Nature Sisters. I believe in giving back and helping build a more inclusive industry, one where great talent gets found and backed, whatever their gender.
Second, build flexibility that genuinely works for parents and carers. A culture where leaving for the school run or working around family isn’t seen as a lack of commitment. Too many brilliant women step back at the very point they should be stepping up, because the career path doesn’t bend. Companies that create routes to progress without forcing people to choose between work and family keep their best talent.
Third, be open about pay and clear about how people progress. When people don’t know what they should be earning or what it takes to get to the next level, women too often lose out, because they’re less likely to be in the room where those conversations happen. Transparent pay and clear progression frameworks take the guesswork out, make it fairer for everyone and build real trust.
What support structures and organisations are most important and effective to you as a woman in the digital industry?
The most important support structures for me are the people around me. I have worked with some incredible women who share the same passion for digital while bringing different perspectives and experiences, and having that support network day-to-day is invaluable. Industry networks have also played an important role in helping me build relationships with people facing similar challenges and opportunities- a trusted community. Some of the strongest support has also come through peer-to-peer connections, many of the people I’ve met through the industry are now close friends, and those honest conversations can be incredibly valuable. Of course, the support of family and the team at home is equally if not more important.
What is the biggest misconception about women and by women in the digital industry?
The biggest misconception about women in the digital industry is that diversity is simply about representation. In reality, it’s about bringing together different perspectives, experiences and ways of thinking to produce better work. The same applies to any team, whether it’s predominantly male or female. The strongest teams are those with a genuine mix of viewpoints and backgrounds.
As for misconceptions held by women, there’s often a feeling that we need to tick every box before applying for a new role or opportunity. Growth comes from backing yourself and being willing to step outside your comfort zone. Working at Whisper, which actively champions women in the digital industry and encourages everyone to take the shot with their ideas, has shown me how important it is to have that confidence in yourself and be there to support the next generation to do this early in their career.
