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Alessandra Bellini
Alessandra Bellini is the former Group Chief Customer Officer at Tesco, the current President of the Advertising Association and the 2020 UK Marketer of the Year. Before joining Tesco, Alessandra spent over 20 years at Unilever holding various board-level positions in marketing and general management, including managing brand development and new product development and marketing plans across multiple countries and market sectors.
About Alessandra Bellini
An expert across all marketing disciplines, especially digital, new product development and customer strategy, Alessandra has played an instrumental role throughout her career in revitalising brands and enhancing customer engagement through integrated, multichannel marketing strategies.
As Group Chief Customer Officer at Tesco, she spearheaded the customer strategy to restore brand trust and satisfaction through distinctive propositions and experiences and transformed the Tesco Clubcard into a future looking digital engagement platform.
Growing penetration from 16 to over 21 million households, Tesco Clubcard has become the synonym of the Tesco value for customers, and through the retail media opportunities, a significantly increased revenue stream for Tesco.
As President of the Advertising Association Council, Alessandra guides the organisation’s strategic direction, with a focus on rebuilding trust in advertising and promoting responsible & sustainable advertising.
Alessandra also served as an NED at Tesco Mobile from 2017-2023, supporting 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 strength of the Tesco Clubcard Platform.
To book Keynote Speaker Alessandra Bellini, contact The Speakers Agency on +44(0)1332 810481 or email enquiries@thespeakersagency.com
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 in order to get and maintain a position on the shelf, including how to choose the right retailers, how to pitch with persuasion, and what can be done to build trust with retailers so they re-order.
Understanding and building customer loyalty in the 21st century
Customer acquisition is often cost-intensive without it being possible to predict whether this investment will pay off in the long term. However, regular customers will, with appropriate customer care, 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 in which consumers are constantly bombarded with communications from brands, 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 that will help your brand tell its story in the most compelling manner. Beginning with an emphasis on deep and unique customer insight, Alessandra looks at the importance of crafting a unique and captivating narrative around your brand, why entertainment has the power to build trust and profitability, and much more.
The roadmap to career success
No matter where you are in your career, it pays to approach your professional journey with intention, as 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 her learning in this talk on 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 own talent and develop professionally, and what are the leadership traits that work in large or small teams.
