Keith Chapman Email & Phone Number

London Area, United Kingdom

London, England, United Kingdom

Project Transcend:As a founding member of Project Transcend, I played a key role in developing the Transcend proposition and go to market strategy.Responsibilities:Sales & Marketing:• Go to Market Strategy: Developed a robust sales strategy that leveraged the strength of the Tesco brand while maintaining the requirements of remaining in stealth-mode.• Prospecting: Identified and qualified potential buyers.• Preparation: Conducted extensive research on retailers, their propositions, partners, and frustrations to ensure engaging and informed conversations.• Pitch: Created and delivered pitch documents and proposals to C-level stakeholders.Our People:• Leadership: Served as a member of the Transcend leadership team, driving direction and strategy.• Customer-First Culture: Instilled a customer-first culture, shifting the team mindset from Retailers to Consultants.• Onboarding & Training: Developed a comprehensive onboarding and training process to upskill solution experts.Consultancy:• Consultancy Proposition: Developed a consultancy proposition leveraging solutions and knowledge from the Tesco Fulfilment team and created a service catalogue to ensure a consistent sales approach across the team.• Discovery Visits: Built strong relationships with retailers through mutual visits, effectively showcasing Tesco sites for optimal results.• Consultancy Projects: Developed and delivered winning fulfilment strategies for multiple clients in board-level ready packs. Tesco Workstreams:Supporting Lakeside and Horwich MFC Performance Enhancements:• Reduced the number of items picked by humans by optimising the product range.• Recommended removing 1.2k products to drive efficiencies, focusing on MFC rather than Pick from Store (PFS).• Achieved a 1.9% reduction in PFS in eight weeks post-removal, with no negative impact on customer performance (sales and NPS of the range) improving the profitability of the MFC’s.

Edinburgh, Scotland, United Kingdom

I managed a global team that partnered with key stakeholders in Financial Services, Retail Banking, and Retail, defining and supporting their strategies through actionable customer insights.Key Accomplishments:• 300% ROI: Led a team that delivered a number of bespoke projects and regular reporting that allowed the bank to make informed decision on authorising credit decisions and ATM strategy leading to a strong 300% return on investment.• Cross-Business Project Leadership: Led the team in developing and implementing a project to quantify the value of Tesco Bank initiatives to the Tesco group.

London, England, United Kingdom

I led the dunnhumby Channel & Colleague Insight team through several high-profile projects, including the launch of Tesco’s Micro Fulfilment initiative, the Covid-19 online expansion, the removal of counters, and the enhancement of online profitability.Key Accomplishments:• Customer-Centric Ranges: Developed profitable customer-centric ranges for Tesco’s first three Micro-Fulfilment Centres.• Covid-19 Response: Utilised dunnhumby’s international retail network to identify successful strategies that Tesco could adopt in their Covid Recovery Plan. My team located new Click & Collect sites, aiding Tesco in doubling their online business within six weeks. This achievement was recognized with the Insight Transformation award at The Forum Awards 2022.• Tesco Estate Counter Closures: Partnered with Tesco Insight and Finance teams to create a business case and model the total-store, sales, and profit impact of counter closures, ensuring the proposition was future-proof post Covid-19.• Online Profitability: Enhanced online profitability by devising new ranging techniques that balanced customer needs with Tesco’s P&L.

London, United Kingdom

I led the dunnhumby Own Brand insight team through the relaunch of Tesco’s Own Brand range. This included rebranding three tiers of Own Brand (Everyday Value, Core, and Finest), launching seven new Exclusive At Tesco brands, and building Own Brand ranges covering over 12,000 products. We ensured the right products were in the right stores and implemented targeted media plans to manage shopper trading behaviour.Key Accomplishments:• Improved Customer Perception: Enhanced customer perception of Tesco’s Own Brand ranges, with improvements in quality (+11ppts), price (+4ppts), and taste (+12ppts) as measured by dunnhumby’s Shopper Thoughts panel.• Increased Own Brand Purchases: Achieved a higher percentage of Tesco customers buying Own Brand products, particularly the Exclusive At Tesco brands.• Positive Brand Switching: As of August 2019, Own Brand switching was positive compared to Asda, Morrisons, Sainsbury’s, Aldi, and Lidl.• Maintained Profitability: Retained profitability by reducing the risk of shoppers trading down, ensuring appropriate product placement, and using targeted media plans to promote suitable products.

London, United Kingdom

I managed the Category Director relationships across all Packaged Categories in Tesco, identifying and implementing cross-category initiatives to drive efficiencies and performance. I led a team of Senior Consultants to develop and execute workplans across BWS (Beer, Wine & Spirits), Grocery, Impulse, BBT (Baby, Beauty & Toiletries), Healthcare, and Household & Pet.

I was accountable for defining and delivering the Beers, Wines & Spirits Customer Insight Plan, focusing on key pillars such as Customer, Price, Product, Promotion, Place, Premiumisation, and Activation.Key Accomplishments:• BWS Category Reset: Led the creation of a simpler, better range by reducing the number of products by 30%. This resulted in a significant reduction in COGS, allowing reinvestment in price, particularly by moving wine to an EDLP pricing strategy. This strategy led to a 15% price drop, increased customer shopping in the category, and higher purchase volumes.• Optimized Shopping Experience: Enhanced the customer shopping experience by optimizing the flow of BWS fixtures within stores. Grouping complementary products together increased cross-shopping and drove £7m in sales growth. Emerging trends like Low & No Alcohol and Craft Beer were given dedicated fixtures.• Targeted Communications Strategy: Designed and executed a targeted communications strategy that brought 376k shoppers back to the wine category. Shoppers were targeted at specific times of day with coupons and relevant product offers through the most appropriate channels.

As the Client Lead for multiple Fresh Food clients, including Arla Foods, Dairy Crest, Adams Foods, and Fage, I was responsible for owning and developing relationships with client counterparts to drive a customer-first strategy, delivering recognizable value, satisfaction, and ROI.Key Accomplishments:• Tesco Range Championship: Managed four Tesco Range Championship processes. Recognized by The Grocer for the innovative approach of ranging by price point over traditional flavour profiles.• Contract Renewals: Successfully renewed contracts worth over £700k in annual revenue.• Efficiency Improvements: Developed a standardized Brand Scorecard, implemented across various Dairy clients, to drive efficiency.

West Byfleet, England, United Kingdom

As an Account Manager for multiple DIY clients, including B&Q, Homebase, Wickes, and Screwfix, I work closely with key stakeholders to provide actionable insights for my retail partners, focusing on price proposition, range curation, and promotion optimization.Key Responsibilities:• Stakeholder Collaboration: Partner with key stakeholders to deliver insights that drive strategic decisions.• Price Proposition: Analyse and optimize pricing strategies to enhance competitiveness.• Range Curation: Curate product ranges to meet customer needs and plug gaps.• Promotion Optimisation: Develop and implement promotional strategies to maximize sales and customer engagement.