Alessandra Bellini is a leader in marketing and brand development and is currently the president of the Advertising Association. With a career spanning over 25 years, Alessandra has worked with some of the world's most recognisable brands, making significant contributions to customer engagement and brand revitalisation. Her expertise lies in crafting strategies that enhance customer satisfaction and loyalty, a skill exemplified during her tenure as the Group Chief Customer Officer at Tesco.
At Tesco, Alessandra was instrumental in transforming the Tesco Clubcard programme, expanding its reach to over 21 million UK households. This achievement strengthened customer loyalty and created a substantial revenue stream for the company. Her innovative approach to customer strategy and digital engagement has set a benchmark in the retail industry. Before her role at Tesco, Alessandra spent two decades at Unilever, holding various global board-level positions. Her work there involved managing brand development and marketing plans across diverse markets, further solidifying her reputation as a marketing expert.
Alessandra's leadership extends beyond corporate roles; she has served as a Non-Executive Director on the board of Tesco Mobile and as Chair of the Teens Unite Charity. Her commitment to sustainable business practices and responsible advertising is evident in her role as Chair of the Marketing Group of Great Britain for the 2024/25 season. Recognised as the UK Marketer of the Year in 2020, Alessandra's contributions have been acknowledged through numerous awards, including the Marketing Week Brand of the Year and the Kantar Most Trusted Brand accolades for Tesco.
With a background in executive coaching, Alessandra is dedicated to unlocking the potential in people and businesses. Her ability to connect strategy with execution through the hearts and minds of colleagues and customers makes her a compelling speaker and thought leader in the marketing world.
Alessandra Bellini discusses how brands can successfully enter and thrive in retail. For consumer brands, partnering with retail stores is a significant milestone that boosts visibility and sales opportunities. However, entering competitive markets demands strategic planning. Her talk covers essential considerations for securing and maintaining shelf space, including selecting suitable retailers, crafting persuasive pitches, and building trust to ensure re-orders. Attendees will learn effective strategies for retail success.
Alessandra Bellini explores the intricacies of fostering customer loyalty in the 21st century. She highlights the high costs and uncertainties of customer acquisition, emphasising the importance of nurturing existing customers to ensure ongoing sales. Alessandra delves into creating a positive value exchange for both customers and companies, selecting the right loyalty platform, and the essential role of digital channels. Attendees will learn strategies to captivate and retain their customers effectively.
Alessandra Bellini presents a guide to crafting an effective brand communication strategy in a market saturated with messages. Drawing from her experience at Unilever and Tesco, she shares a framework for telling your brand's story compellingly. Alessandra emphasises the importance of deep customer insight and creating a unique narrative. She explores how entertainment can build trust and profitability. Attendees will learn how to differentiate their brand and engage audiences effectively.
Alessandra Bellini, with her extensive experience in marketing and management at leading global brands, emphasises the importance of intentional career planning. In her talk, she shares insights on crafting a personal path to success, focusing on setting clear goals, nurturing personal talent, and understanding effective leadership traits. Attendees will learn how to make informed career decisions and achieve professional fulfilment.
