Alessandra Bellini.
Alessandra Bellini is the former Tesco Group Chief Customer Officer and current President of the Advertising Association.
A passionate advocate for responsible, sustainable advertising and the development of industry talent, Alessandra brings deep expertise in digital innovation, customer strategy, and brand revitalisation. Known for inspiring audiences with her insights on leadership, transformation, and customer-centric growth, she has established herself as a thought leader in the industry.
At Tesco, Alessandra led the customer strategy that rebuilt trust and satisfaction, transforming Tesco Clubcard into a leading digital engagement platform and growing its reach from 16 million to over 21 million households. She also served as a Non-Executive Director at Tesco Mobile, helping strengthen its position as a customer champion for value in the telecoms market. Before joining Tesco, Alessandra spent over 20 years at Unilever in senior marketing and general management roles, across multiple markets.
keynote speeches.
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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.
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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.
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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.
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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.
videos.
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