TOP100 Judges Article

When newsprint brands are suffering atthe expense of their digital counterparts,it helps to get inside knowledge on board.In a ‘poacher turned gamekeeper’ turnabout,former Google and YouTube marketer AnnaBateson joined Guardian News and Media(GNM) as its first chief customer officer in 2017. Bateson hasn’t so much switched sides asbecome the glue that brings them together.Her role is to manage partnerships withGoogle and Facebook as well as overseeevents, brand, syndication, subscriptions andall Guardian marketing. She’s already seeing the fruits of the newreader-centric policy that encourages themto become ‘supporters’ by making voluntarypayments, and has stewarded a radicalredesign of the newspaper and website.Revenues are up 1% with digital up 15%,overtaking print for the first time.

Anna Bateson

CCO The Guardian

Once the retailer by which all others were judged, a number of missteps saw Tesco’s fortunesfall a few years ago. Alessandra Bellini is in charge of reversing that trend. An experienced FMCG marketer with two decades at Unilever, Bellini has an instinctive feel forwhat makes customers respond to brands – and what drives them away. Since her appointmentin 2017 she has undertaken a complete overhaul of the company’s messaging as well as itsown-brand positioning. But above all, Tesco will have to live the values she is bestowing on it:“We always say you don’t talk yourself out of a problem, you behave yourself out2.”

Alessandra Bellini

CCO Tesco

Lara Burns

CCO Tesco

Zoe Burns-Shore

CCO The Guardian

With 20 years’ service in the Amazon machine, Dave Clark has witnessedevery transformation from the day it branched out beyond books to itsstatus as the behemoth marketplace we see today. It recently recordedrecord quarterly profits of $2.53bn (£1.9bn). With his LinkedIn CV at the company beginning from a role based“wherever I was needed10”, Clark now heads up the retailer’s globalsupply chain and logistics. In today’s environment of incredibly highcustomer expectations, this is a field that may not receive the plauditsand attention of other business functions, but which is clearly crucial todelivering consistent customer experiences.

Dave Clark

SVP Amazon

Among the names deciding who should be on this year’s Top 100, are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian Sonia Sudhakar.

Marketing Week has enlisted some of the marketing industry’s most illustrious names to determine the UK’s 100 most effective marketers this year. Marketing Week columnists Mark Ritson, Helen Edwards and Tanya Joseph will be joined by others from across the marketing industry including The Marketing Academy CEO Sherilyn Shackell, Advertising Association CEO Stephen Woodford and The Guardian’s former marketing director Sonia Sudhakar. The Marketing Week Top 100, sponsored by Salesforce, will be revealed in September. They will be picked from a long-list of contenders based on business success, innovative thinking, and impact and influence across the marketing industry. To make the list, those considered must be the most senior marketer at their brand, business or company unit, work for a UK-based brand or have responsibility for marketing in the UK market. The final 100 will consist of 10 groupings of 10 marketers from related vertical sectors. One person from each vertical will also go onto a shortlist to decide Marketing Week’s Marketer of the Year 2020 at this year’s Marketing Week Masters awards. Marketing Week’s editor-in-chief Russell Parsons says: “Collectively our judges have a wealth of experience in marketing as practitioners, commentators, academics and consultants. They know what great marketing and leadership looks like so are perfect in helping us determine the most effective marketers in the UK.” The judges are: Lindsey Clay, CEO, Thinkbox Helen Edwards, partner, Passionbrand Tom Fishburne, The Marketoonist Kathryn Jacob, CEO, Pearl & Dean Sherilyn Shackell, CEO, The Marketing Academy Phil Smith, director general, ISBA Stephen Woodford, CEO, Advertising Association Jude Bridge, managing partner, Oystercatchers Ashling Kearns, vice president of UK & Ireland marketing, Salesforce Tanya Joseph, managing director, Hill+Knowlton Strategies Mark Ritson, marketing consultant Sonia Sudhakar, principal, FRWD@Bain

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Revealed: The judges for Marketing Week’s Top 100 most effective marketers

Ashling Kearns, Vice-president of UK and Ireland marketing, Salesforce

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