Alessandra Bellini

Alessandra Bellini OBE is a marketing and customer strategy expert who transforms how organisations use data, creativity, and insight to build brands that resonate and endure. As former Chief Customer Officer at Tesco, she reimagined customer engagement at scale, transforming Clubcard into a digital platform serving over 21 million households and launching innovations including Clubcard Prices and the Aldi Price Match. Named UK Marketer of the Year in 2020 and awarded an OBE in 2026 for services to advertising and marketing, she served as President of the Advertising Association and currently chairs Ad Net Zero for the UK. Audiences gain actionable strategies to deepen customer relationships, lead transformation, and create lasting commercial value through her practical, insight-driven approach.

When Alessandra Bellini OBE transformed Tesco's Clubcard from a traditional loyalty scheme into a sophisticated digital engagement platform serving over 21 million households, she demonstrated how customer understanding, when paired with bold strategic vision, can redefine an entire retail landscape. Her leadership at Tesco between 2017 and 2023 pioneered innovations including Clubcard Prices and the Aldi Price Match, reshaping how Britain's largest grocer competes and connects with customers. The celebrated 'Food Love Stories' campaign and the high-profile collaboration with Jamie Oliver exemplified her ability to combine creative storytelling with commercial rigour, proving that emotional resonance and data-driven precision are not opposing forces but complementary drivers of growth. Awarded an OBE in the 2026 New Year Honours for services to advertising and marketing, Alessandra has built a career on turning insight into action and complexity into clarity.

Her expertise is rooted in over two decades of global marketing and brand leadership. Alessandra spent more than 20 years at Unilever, working across Italy, Central and Eastern Europe, and the USA, before moving into advertising with JWT. At Tesco, she reimagined customer strategy at scale, establishing the Tesco Media & Insight platform and positioning the retailer as a data-driven innovator in an intensely competitive market. Named UK Marketer of the Year in 2020, she served as President of the Advertising Association from 2021 to 2025, championing inclusivity, sustainability, and trust through initiatives such as the All In Census. Her commitment to responsible advertising continues as Chair of Ad Net Zero for the UK, where she judges the 2026 AdNetZero Awards, seeking measurable, scalable work that proves sustainability and business success can advance together. She also serves as a non-executive director for Better Nature and The Real Co, and sits on the advisory board of Barrows Connected Store, ensuring her strategic influence shapes the future of retail innovation.

Alessandra equips organisations to unlock the full potential of customer-centric thinking by demonstrating how data, creativity, and leadership combine to deliver tangible outcomes. Her philosophy is grounded in the belief that every detail matters: small, deliberate changes create significant impact when guided by clear purpose and authentic understanding of customer needs. Audiences leave her sessions with actionable strategies to deepen relationships, build distinctive brand propositions, and lead teams confidently through transformation. Whether addressing marketers navigating digital disruption, business leaders seeking competitive advantage, or innovators reimagining customer experience, she delivers clarity, energy, and renewed focus on putting customers at the heart of decision-making. Her influence extends beyond immediate insight: she empowers organisations to grow brands, develop talent, and create lasting commercial value in markets where trust, relevance, and authenticity determine success.