Keynote SpeakersAlessandra Bellini is the former Group Chief Customer Officer at Tesco.
She is the current President of the Advertising Association and was UK Marketer of the Year 2020.
Before joining Tesco, Alessandra spent over twenty years at Unilever, holding various board-level marketing and general management positions. These included managing brand development, new product development, and marketing plans across multiple countries and market sectors.
An expert across all marketing disciplines, especially digital, new product development and customer strategy, Alessandra has played an instrumental role in revitalising brands and enhancing customer engagement through integrated, multichannel marketing strategies.
As Tesco’s Group Chief Customer Officer, she spearheaded the customer strategy to restore brand trust and satisfaction through distinctive propositions and experiences. She also transformed the Tesco Clubcard into a future-oriented digital engagement platform.
Growing penetration from 16 to over 21 million households, Tesco Clubcard has become synonymous with Tesco’s value for customers. Through the retail media opportunities, Tesco has significantly increased its revenue stream.
As President of the Advertising Association Council, Alessandra guides the organisation’s strategic direction, focusing on rebuilding trust in advertising and promoting responsible & sustainable advertising.
Alessandra Bellini also served as an NED at Tesco Mobile from 2017 to 2023. She supported the venture’s vision to become the customer champion of unbeatable value in the telco market, growing the customer base by leveraging the Tesco mother brand and the strength of the Tesco Clubcard Platform.
Alessandra Bellini – Speaking Topics:
How can brands enter and succeed in retail?
For consumer brands, securing partnerships with retail stores can be an exciting milestone, whether they are established or not. It increases your visibility and opens up opportunities for sales and customer reach. However, breaking into competitive retail markets requires careful planning and execution.
This talk explores what brands need to consider to gain and maintain a shelf presence. Topics include how to choose the right retailers, how to pitch with persuasion, and how to build trust with retailers so they will re-order.
Understanding and building customer loyalty in the 21st century
Customer acquisition is often cost-intensive, and it is impossible to predict whether this investment will pay off in the long term. However, with appropriate customer care, regular customers will continue to generate sales.
In this talk, Alessandra discusses what a positive value exchange is for customers and companies alike and how brands can continue to capture the hearts and minds of their customers, from how to select the right loyalty platform for your business to why digital has become an indispensable channel for implementing a customer loyalty program.
The ultimate guide to an effective brand communication strategy
In a world where consumers are constantly bombarded with brand communications, how can you set yours apart from others in the market?
In this talk, Alessandra draws on her experience at Unilever and Tesco and shares a framework for helping your brand tell its story compellingly. Beginning with an emphasis on deep and unique customer insight, she discusses the importance of crafting a unique and captivating narrative around your brand, why entertainment can build trust and profitability, and more.
The roadmap to career success
No matter where you are in your career, it pays to approach your professional journey with intention. As a result, you will be more likely to make well-informed decisions and achieve the fulfilment you deserve.
Having built her career in marketing and management at two of the world’s most phenomenally successful brands, Alessandra shares what she learned in this talk. What it takes to build a personal path to success, diving into subjects such as how to get clear on your goals, what you can do to grow your talent and develop professionally, and what leadership traits work in large or small teams.
