Analysis

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

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