When Alessandra Bellini was named Tesco’s new chief customer officer this week, many in UK retail would have been unfamiliar with the Unilever big-hitter.
However, a flick through the Italian marketer’s impressive CV makes clear why the grocer has snapped Bellini up.
Having started her career in advertising, working with multinational clients both in the UK and her native Italy, Bellini joined Unilever Italia in 1996.
She went on to hold a number of board-level marketing roles in Italy, Central and Eastern Europe, spreading her expertise across various Unilever categories, from food to home and personal care.
Brand development
Mother-of-two Bellini made the switch to the USA in February 2012, when she was promoted to the role of vice president for brand development in North America.
Her crowning glory came in leading the rejuvenation of the supply giant’s stable of ice-cream brands, including Ben & Jerry’s, Magnum, Popsicle, Klondike and Breyers.
Bellini spearheaded a transformation of the portfolio into a sustainable, fast-growing and profitable business, helping it become market leader in the US for the first time.
Following that success, Bellini took on the role of food general manager for the USA and vice president of North America in July 2016 – a role that placed her in charge of overall strategy and innovation for the region.
Now the keen scuba diver is preparing to make a splash with her latest challenge – to build on the work of her predecessor, Robin Terrell, by revitalising Tesco’s brand and keeping customers coming back for more.
Bellini is used to jumping in at the deep end feet-first – and she’ll need to be.
Succeeding Terrell
Terrell was pivotal in the launch of Tesco’s innovative Brand Guarantee scheme, which gives shoppers instant savings at the checkout if their branded shop would have been cheaper at Sainsbury’s, Asda or Morrisons.
He was involved in the formulation of the grocer’s entry-level Farm brands, designed to crank up the heat on the discounters.
And he oversaw a shift in Tesco’s advertising and marketing, injecting a sense of humour back into its messaging as it sought to differentiate itself in a hugely competitive marketplace.
Yet Tesco boss Dave Lewis feels he has found the right person to fill Terrell’s considerable shoes.
“She’s got an extremely strong track record of building up brands in her career”
Dave Lewis, Tesco
And sources concur that Bellini fits the bill, describing her as “a trusted partner at executive level” and someone who could “contribute to the culture and values of the company”.
Lewis says: “She’ll bring to the business a very strong understanding of marketing and of branding.
“One of our six strategic drivers is around building a more differentiated brand for Tesco. She’s got an extremely strong track record of building up brands in her career.
“The other thing that she’s particularly strong at is leading and developing and working with people.
“The values that Alessandra brings are completely consistent with what we are trying to build at Tesco, so I think she’ll be a very valuable member of the team.”
To-do list
As for Bellini’s priorities in the new role, Lewis’s message is simple: “evolve” its marketing output and win back more regular shoppers.
“The thing to remember about Tesco is that people didn’t stop shopping with us, they reduced their frequency,” Lewis explains.
“We’ve attracted customers back by a range of things – we started with availability, service, range and price. That continues.”
“I have absolutely no doubt that she’ll have an impact on the way we step up in terms of marketing.”
Dave Lewis, Tesco
And if Tesco’s performance at Christmas is anything to go by, Bellini has a solid foundation to work from.
“On every single customer measure – against what was, by everyone’s acknowledgement, a very strong Christmas from Tesco last year [2015] – we have improved on every single aspect of that.
“When you do that, we are rewarded with customers staying with us. They come back and shop more.
“But I’m looking forward to a fresh pair of eyes from Alessandra coming in and having a look at it,” Lewis adds. “I have absolutely no doubt that she’ll have an impact on the way we step up in terms of marketing.”
If Bellini can tick those boxes, all in Tesco will be toasting her arrival.
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